The Zagreb County Tourist Board commenced operations on 1 September 1998.
It is a public, non-profit organisation established in accordance with the Croatian Act on Tourist Boards and the Promotion of Croatian Tourism, operating within Zagreb County's administrative area. Its members are the local tourist boards of municipalities, towns, settlements, and designated areas within the County, collectively recognised under the Green Ring of Zagreb brand identity.
The Zagreb County Tourist Board carries out activities arising from its statutory responsibilities, as defined by national legislation.
It continuously works to enhance the overall visitor experience, promote the County’s tourism products, and raise awareness of the importance and broader impact of tourism. Particular emphasis is placed on developing smart, innovative tourism solutions and on strengthening the destination’s commitment to sustainable, green tourism.
The Zagreb County Tourist Board coordinates and supervises the system of local tourist boards within the County, comprising nine town tourist boards, two municipal tourist boards and two area-based tourist boards.
As the regional destination management organisation (DMO), the Zagreb County Tourist Board is responsible for:
- Participating in the preparation of strategic and planning documents for tourism development
- Adopting the strategic marketing plan for the County, in alignment with the national marketing strategy for Croatian tourism
- Contributing to the implementation of strategic marketing projects defined by the Croatian National Tourist Board
- Participating in legislative processes, spatial planning and other regulatory and management instruments at the county level to ensure competitive and long-term sustainable tourism development
- Coordinating and maintaining communication with public and private sector stakeholders across the County
- Cooperating with key partners, other counties and tourist boards at all levels to develop regional and interregional tourism products
- Monitoring and supporting applications for national and European Union co-financing of public tourism projects, in cooperation with County stakeholders and local tourist boards
- Initiating and managing development projects aimed at enhancing the County’s key tourism products
- Quality management, including establishing standards, criteria and quality labels for tourism products at the county level
- Managing public tourism infrastructure
- Implementing public calls for grants supporting local events, tourist boards in less-developed tourism areas, and tourism initiatives and products in areas with lower tourism development
- Delivering education and professional development programmes for employees within the tourist board system and other tourism stakeholders
- Supervising and coordinating local tourist boards
- Establishing and maintaining comprehensive tourism statistics for the County, covering both supply and demand
- Participating in the development and management of the national eVisitor system and other tourism information systems in line with the guidelines of the Croatian National Tourist Board, including the unified tourism information portal and the registry of all forms of tourism offer and attractions within the County
- Conducting visitor satisfaction surveys and other market research activities
- Establishing a County-level business intelligence system based on information technologies (databases, B2B portals, research systematisation, infographics)
- Creating, maintaining and regularly updating content on the official website and social media channels
- Defining guidelines and standards for the design of promotional materials produced by local tourist boards
- Establishing marketing infrastructure based on digital technologies
- Implementing strategic and operational marketing activities, including regional branding, online and offline campaigns, website and social media management, trade fairs, study visits, presentations, partnerships and sponsorships
- Coordinating and implementing joint advertising campaigns at the regional level
- Performing other duties as prescribed by law or relevant regulations
The Zagreb County Tourist Board operates in accordance with its annual Work Programme and Financial Plan, adopted by the Assembly. Its revenues are generated from the tourist tax, membership fees, public budgets and other lawful sources.
The professional administrative body of the Tourist Board is its Office, headquartered in Zagreb, Preradovićeva 42, where professional and administrative tasks related to the Board’s statutory responsibilities are carried out. The Director of the Zagreb County Tourist Board is Ivana Alilović.
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