Zagreb County has been awarded the international Silver Green Destinations Award, confirming a significant step forward in the development of sustainable tourism. Following the previously received Bronze Green Destinations Award, the Silver level recognises measurable progress in sustainable destination management, the preservation of natural and cultural heritage, and the development of a tourism offering based on the region's authenticity and the values of the local community.
“The Silver Green Destinations Award is an exceptionally important international recognition that confirms Zagreb County’s systematic and long-term commitment to developing tourism in line with sustainability principles. This achievement did not happen overnight – it is the result of a comprehensive process that includes responsible natural resource management, the preservation of cultural heritage, strategic development planning, and strong cooperation among all destination stakeholders,” emphasised Ivana Alilović, Director of the Zagreb County Tourist Board.
On the occasion of this recognition, the Zagreb County Tourist Board organised a panel discussion and press conference, during which the new European project Let it BEE was presented. The project focuses on developing a cross-border apitourism destination between Zagreb County and the Posavje region in Slovenia.
The panel brought together representatives from regional development, local government, academia, the business sector, and tourism. Participants included Matija Vrban (owner of Garden Hill Hotel in Velika Gorica), Stipo Duvnjak (President of the Cultural and Artistic Association “Čiče” from Novo Čiče), Goran Mališ (Director of the Varaždin County Tourist Board), Marko Kos (Head of the Department for Agriculture and Rural Development of the City of Velika Gorica), Tamara Čendo Metzinger (Dean of the University of Applied Sciences Velika Gorica), Ivana Alilović (Director of the Zagreb County Tourist Board), and Tomislav Komanović. The discussion addressed topics such as innovation in tourism products, sustainable destination management, and the importance of cooperation among stakeholders in developing a competitive, long-term sustainable tourism offering.
Participants highlighted that contemporary tourism increasingly relies on strong partnerships between the public and private sectors, educational institutions, and local communities, as well as on the development of authentic tourism products rooted in local tradition, natural resources, and cultural heritage. Special emphasis was placed on linking agriculture and tourism, developing sustainable accommodation capacities, and valorising traditional culture as an essential component of the visitor experience.
As part of the event, the EU project Let it BEE was presented, aiming to develop a cross-border apitourism destination. The project includes the development of apitourism routes, interpretative content, and a digital platform that will introduce visitors to the rich tradition of beekeeping and honey production in Zagreb County and the Posavje region in Slovenia.
The project further strengthens cooperation between Croatia and Slovenia and creates opportunities for developing new tourism products that connect natural heritage, agriculture, and authentic local experiences. Among the planned activities and potential initiatives is a sensory park for children in Velika Gorica, designed to introduce the youngest visitors to the world of bees, nature, and biodiversity through educational, interactive experiences.
“We are particularly pleased that this recognition comes at a time when we are launching the Let it BEE project, which opens up opportunities for the development of an innovative form of tourism – apitourism. Beekeeping is deeply rooted in our tradition, and through this project, we aim to transform it into an authentic tourism experience that connects nature, local producers, and visitors,” added Director Alilović.
Initiatives such as the planned sensory park demonstrate the direction the project is taking – toward tourism that educates, engages the local community, and creates new value for the region.
“I believe that projects like this clearly illustrate the direction of continental tourism development – tourism based on authenticity, cooperation, and sustainability. Zagreb County has all the prerequisites to become one of the leading destinations in this segment,” concluded Alilović.
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