A study trip for representatives of leading international media brought together the wine stories of Plešivica, the gastronomic heritage of Turopolje and authentic experiences hosted by local people.
In cooperation with the Croatian National Tourist Board, the Zagreb County Tourist Board organised a study trip for representatives of international media to showcase the destination through some of its greatest assets: its people, traditions, local products, and experiences that reveal the region's distinctive character.
During the two-day programme, journalists from Germany, the United Kingdom, Italy, the Netherlands, the Czech Republic, Norway, Sweden and the United States discovered the many different facets of Zagreb County, from the wine roads of Plešivica and contemporary interpretations of its winemaking heritage to the natural treasures and gastronomic stories of Turopolje.
Through encounters with winemakers, producers, restaurateurs and local hosts, the journalists discovered a destination whose appeal lies not only in the places visitors come to see, but also in the people whose knowledge, dedication and connection to their surroundings make those places truly special.
“International visibility is built through authentic experiences and stories that leave a lasting impression. Zagreb County draws its strength from the distinctive qualities rooted in our identity – our winemaking tradition, local producers, gastronomy and, above all, the people who create genuine value. This study trip gave journalists from a range of key international markets the opportunity to experience our destination first-hand and share its stories with audiences around the world,” said Ivana Alilović, Director of the Zagreb County Tourist Board.
The first stop on the journey was Plešivica, one of Zagreb County’s most renowned wine regions, where the journalists visited Korak Winery & Restaurant. Through a tasting menu and guided presentation, they discovered an approach that brings contemporary gastronomy together with the character of the terroir, local ingredients and the region’s rich winemaking tradition.
Conversations with their hosts revealed a winemaking story rooted in knowledge passed down through generations, family dedication, and a continuous pursuit of quality. Encounters such as these reveal Plešivica as a place where wine is much more than the product of work in the vineyard – it is part of a broader story about the landscape, its people and their way of life.
The journey then continued to Turopolje, where natural heritage is closely intertwined with a rich gastronomic tradition. In Turopoljski Lug, the journalists took part in an organised hunt for Turopolje truffles, discovering the story of an ingredient that brings together the area’s natural wealth, local expertise and new opportunities for creating distinctive tourism experiences.
Accompanied by experienced truffle hunters and specially trained dogs, the participants discovered a different side of the destination – one where forests, tradition and gastronomy come together to create a truly memorable experience.
Another distinctive local story came from Brigljević Distillery, a family-run boutique craft distillery that combines traditional production methods with a contemporary, creative approach. Through a presentation and tasting of gin, liqueurs, fruit brandies and whisky, the journalists discovered how family expertise, meticulous attention to detail and modern interpretation can come together to create products with a distinctive identity.
“What makes a destination truly special is not only the places you visit, but the people behind them. It is through their stories that a place acquires its character and value,” was one of the impressions shared by participants during the trip.
The gastronomic journey continued at Mon Ami restaurant in Velika Gorica, where the journalists experienced a contemporary interpretation of local cuisine through a concept combining high-quality ingredients, tradition and culinary creativity, with a particular emphasis on the Turopolje truffle.
The programme also included an introduction to the cultural and historical heritage of Velika Gorica through a visit to the Visitor Centre, as well as a presentation of the InterWine project, which focuses on the development of wine tourism and the promotion of the indigenous Turopoljski Škrlet grape variety as an important element of Turopolje’s identity.
As travellers increasingly seek authenticity and experiences that connect them with the places they visit, stories like these are becoming essential to what makes a destination distinctive. Through its vineyards, gastronomy, natural landscapes, and the people who bring them to life, Zagreb County shows how local values can become experiences that transcend borders and resonate with international audiences.
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