When travelling, buying a souvenir helps you learn about the local traditions and heritage and creates an emotional connection to your unique experiences. Furthermore, it's a way to give back to the local community and contribute to their welfare.

Today, we showcased Zagreb County to the world by highlighting its rich traditions, cultural heritage, and modern souvenirs. Specifically, we introduced a new line of bracelets featuring Zagreb County motifs in collaboration with Borboleta, a renowned local jewellery brand, and the creative team of the Zagreb County Tourist Board.

The bracelets feature motifs inspired by traditional folk costumes, such as BLACK ROSE, SILK ROSE, PISANKA, and TUR, which depict the head of the cattle, after which the Turopolje region was named. This unique combination of traditional and modern elements is a defining feature of these bracelets. Additionally, t-shirts and hoodies featuring similar motifs inspired by the traditional costumes of the Zagreb region were also promoted.

The tourism industry in Zagreb County has seen a significant increase in the number of overnight stays, with a growth of 2% compared to the record year of 2019. This trend indicates a positive sign of recovery in the tourism sector. The area boasts a range of tourist attractions, including a top gastronomic offer, famous wine roads, bicycle paths, beautiful nature, and cultural heritage. Recently, vacation homes have emerged as a trend among tourists and renters. The increasing demand for luxury houses has led to the construction of new homes and the renovation of traditional ones. Over 130 vacation homes are available in the area, and the numbers are expected to rise in the coming years.

In addition to vacation homes, traditional and contemporary jewellery and clothing styles have become popular among tourists. The Tourist Board has created bracelets and T-shirts with traditional motifs, which serve as souvenirs and practical items. The creative approach of the Tourist Board has been lauded, and the souvenir items have gained popularity among visitors.

Mr. Marko Cvetković, the deputy prefect of POT, explained that modern bracelets feature different symbols, including red, which symbolises youth and joy. He also highlighted that throughout the history of our region, red has been associated with good luck.

Borna Strižak and Stanislav Kostić, representatives of the Croatian company Borboleta and designer of bracelets, expressed their satisfaction with this year's collaboration and souvenirs. They acknowledged that the project was challenging, but they are confident that the bracelets will remain the most sought-after gift, as last year. During that period, over 2,000 bracelets featuring podgutnica and poculica motifs were sold through online channels.

The development of modern bracelets that convey a national identity symbol with elements of the national costume was guided by the wealth of cultural heritage and the creative concept of souvenirs. The Zagreb County Tourist Board collaborated with Borboleta to create an authentic and original design that achieves high recognition, ensuring that the souvenir is the best promoter of the Zagreb County destination. The function of excellent souvenirs combines the concept of culture and tourism and represents one of the principles of sustainable tourism development. The director of the Zagreb County Tourist Board, Ms Ivana Alilović, expressed the symbolism of life through the ideal gifts prepared for the end of this year.