The international jury recognised the InterWine project as an outstanding example of innovative and sustainable tourism development that creates tangible value for local communities while serving as a model for other European regions.
The Zagreb County Tourist Board has received the prestigious "One to Watch" distinction at the ICRT Europe Awards 2026, presented in Brussels. The awards are among Europe's most respected recognitions in the field of responsible and sustainable tourism.
The award was presented in the Local Economic Benefit category, which celebrates destinations and projects that generate measurable benefits for local economies, communities and businesses while preserving regional identity and fostering sustainable tourism development.
The international expert jury singled out the InterWine project—an innovative cross-border initiative connecting Zagreb County and the Municipality of Brežice in Slovenia through a shared wine, gastronomy and cultural tourism offer. The project is implemented under the Interreg Slovenia–Croatia 2021–2027 Programme and aims to create a unique destination that transcends administrative borders, offering visitors an authentic regional experience centred on wine, local flavours, cultural heritage and tradition.
What particularly impressed the jury was that InterWine is far more than a tourism project. It represents a comprehensive development model that brings together winemakers, family farms, hospitality providers, tourism organisations, cultural institutions and local producers within a single collaborative network. This approach increases visitor spending with local businesses, encourages longer stays and creates lasting economic value that remains within the local community.
According to the jury, it is precisely this innovative model of a shared cross-border destination that has positioned Zagreb County as a destination to watch in the years ahead. The project's potential for replication in other European regions was also highlighted, underscoring the significance of this recognition.
For Zagreb County, the award represents another important milestone in its long-term strategy to develop sustainable tourism, foster collaboration, and deliver tangible benefits for residents. In recent years, the destination has established itself as one of Croatia's leading continental regions in sustainable and regenerative tourism, with international recognitions confirming that Europe's leading tourism experts increasingly acknowledge this vision.
"This recognition holds special significance for us because it comes from international experts who appreciate the value of sustainable development and the importance of creating real benefits for local communities. A tourism destination is not a showcase designed for a single season—it is a long-term responsibility towards its people, its environment, its economy and future generations. That is why, over the past seven years, we have systematically developed a tourism model founded on sustainability, partnership and shared value. The 'One to Watch' award confirms that our efforts are being recognised beyond Croatia's borders and motivates us to continue developing projects that deliver lasting benefits for our destination," said Ivana Alilović, Director of the Zagreb County Tourist Board.
She added: "The InterWine project demonstrates that collaboration knows no borders. By connecting winemakers, restaurateurs, cultural institutions and local producers, we can create new tourism value that remains within the community. Projects like this represent the future of European tourism, and we are delighted that their potential has been recognised at such a prestigious international level."
The "One to Watch" recognition comes at a time when Zagreb County is intensifying the development of new tourism products, investing in sustainable infrastructure, strengthening cooperation between local producers and the tourism sector, and continuously enhancing the destination's competitiveness in the European tourism market.
This award is not only an achievement for the Zagreb County Tourist Board and its partners involved in the InterWine project. It is also a recognition of all the winemakers, local producers, hospitality professionals, tourism stakeholders and communities whose daily commitment contributes to the authentic tourism story of Zagreb County.
At a time when tourism success is no longer measured solely by visitor arrivals and overnight stays, but increasingly by residents' quality of life and the value tourism creates for local communities, this award confirms that Zagreb County is successfully embracing Europe's vision of sustainable destination development.
The ICRT Europe Award further strengthens Zagreb County's position among Europe's most promising destinations that view tourism as a driver of community development, cultural preservation and long-term economic prosperity. The "One to Watch" award is therefore not only recognition of achievements to date but also an affirmation that, in the heart of Croatia, a tourism model is emerging with the potential to inspire best practices across Europe.
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