The continued development of the destination, amendments to the Destination Management Plan, and the latest tourism trends in Zagreb County were the main topics of the 11th session of the Tourist Council of the Zagreb County Tourist Board,held on 10 August 2026.
The session was opened and chaired by Ervin Kolarec, Deputy County Prefect of Zagreb County,who welcomed the Council members and briefly reflected on the successful cooperation and joint activities carried out with the Zagreb County Tourist Board. Following confirmation of the required quorum, the meeting proceeded according to the adopted agenda.
Ivana Alilović, Director of the Zagreb County Tourist Board, presented the amendments to the Destination Management Plan for Zagreb County through 2028, which had previously undergone the public e-consultation process. Council members were introduced to the proposed changes and the next steps in implementing this key strategic document for the long-term development of tourism in Zagreb County.
The Director also highlighted the new obligations arising from Directive (EU) 2024/825which will come into effect in September, with particular emphasis on sustainability communication. She underlined the importance of ensuring that environmental and sustainability claims are accurate, transparent and evidence-based, as well as the need for the tourism sector to adapt promptly to the new regulatory framework, which will apply from 27 September 2026. The investments already made in destination management, performance measurement, and sustainability provide a strong foundation for even more credible communication and further strengthening Zagreb County's position in the tourism market.
The Council also reviewed tourism performance from the beginning of the year through the end of July, with a particular focus on positive trends and future development opportunities. Among the most encouraging indicators were continued growth in tourism across several destinations, stronger domestic demand, an increase in private accommodation, and the ongoing opening of new accommodation facilities.
Particular attention was given to the results achieved by Zaprešić, Vrbovec, Velika Gorica and Sveti Ivan Zelina,all of which recorded growth in visitor arrivals. Velika Gorica achieved an increase of almost 9% in arrivals and 7.3% in overnight stays, accompanied by growth in both hotel and private accommodation. In comparison, Vrbovec recorded an 18% increase in arrivals compared with the same period last year.
Among the most significant recent developments, Council members highlighted the opening of The Spot Resort in the Vrbovec area—the first and currently the only five-star resort in Zagreb County.The new property features 11 accommodation units with a total of 22 beds, representing an important step forward in enhancing both the quality and diversity of the county's accommodation offer. In recent months, additional accommodation facilities have also opened in other parts of Zagreb County, ranging from holiday homes to hotels, further confirming continued investment in the destination's tourism infrastructure.
During the discussion, Council members reviewed the performance indicators presented and current tourism trends, while also considering opportunities to enhance Zagreb County's tourism offering further . New investments, continued improvements in accommodation quality, strong domestic demand, and the development of experiences that encourage longer visitor stays remain key priorities for the destination's sustainable, long-term growth.
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