WTTC Welcomes Zagreb as New Destination Partner, Promoting Sustainable Urban Tourism

The World Travel & Tourism Council (WTTC) has announced a new Destination Partner, the Zagreb Tourist Board, which, to a degree, has the potential to embrace positive changes to global tourism. For the capital of Croatia, this is a landmark opportunity to transform the City of Zagreb into a globally recognized Sustainable City while being innovative, proactive, and exemplary to other global tourism destinations and their tourism offers.

Embellishments of history and culture, and urban-given the Zagreb area’s distinctive value propositions, the relative value of this growth are positive changes to tourism Zagreb is known to offer, and will undoubtedly position Zagreb positively with new and potential tourists worldwide. For this reason, the Zagreb Tourist Board and the WTTC value proposal to offer tourism stakeholders new sustainable urban tourism.

A New Era of Collaboration and Innovation in Global Tourism

The Zagreb Tourist Board is the official organization responsible for promoting Zagreb, Croatia’s capital, as a top-tier tourist destination. With a strong commitment to showcasing the city’s rich history, cultural vibrancy, and modern urban experiences, the Tourist Board has developed several high-profile projects and events that attract thousands of visitors every year. These include the Festival of Lights Zagreb, the Zagreb Classic open-air classical music festival, and Advent Zagreb, which has been voted Europe’s Best Christmas Market three times in a row.

The collaboration with WTTC will provide the Zagreb Tourist Board with a global platform to elevate these initiatives and introduce the city to new audiences. By working with WTTC, Zagreb will join an exclusive network of world-class destinations that are committed to fostering sustainable tourism and improving the overall travel experience for visitors while contributing positively to the local community.

The Significance of Sustainable Tourism and Digital Transformation

One of the key aspects of the partnership between the Zagreb Tourist Board and WTTC is the shared commitment to sustainable tourism and digital transformation. As the tourism industry faces challenges such as overtourism, environmental sustainability, and the need for greater inclusivity, WTTC’s focus is on ensuring that tourism grows in a way that benefits both local communities and global travelers. Zagreb’s alignment with this vision makes it a prime example of how cities can balance heritage preservation with modern development.

Zagreb is actively pursuing initiatives that focus on eco-friendly tourism, digital innovation, and smart city solutions to improve the experience for both locals and visitors. As part of its continued growth, the city has implemented various programs that promote green tourism by encouraging sustainable travel options such as cycling tours, eco-friendly accommodations, and the use of electric transport. These initiatives are not only aimed at reducing the city’s carbon footprint but also at enhancing the overall visitor experience by offering more responsible and sustainable travel options.

In addition to its eco-conscious efforts, Zagreb is embracing digital technologies to streamline tourism operations, improve city management, and enhance the visitor experience. By implementing cutting-edge technologies in areas such as hospitality, transport, and tourism marketing, the city is positioning itself as a forward-thinking destination for tech-savvy travelers.

Promoting Zagreb’s Cultural and Urban Appeal to Global Tourists

As part of its efforts to promote Zagreb on the world stage, the Zagreb Tourist Board has focused on highlighting the cultural richness of the city, as well as its vibrant urban lifestyle. From its historic architecture and art galleries to its lively street markets and modern cafes, Zagreb offers a unique blend of old-world charm and contemporary energy.

The city’s iconic Upper Town, with its medieval buildings, cobblestone streets, and the famous St. Mark’s Church, draws history enthusiasts and those looking to explore Croatia’s past. Meanwhile, the Lower Town offers an exciting urban atmosphere with modern shopping areas, green parks, and a growing arts scene. This contrast between the historic and the contemporary makes Zagreb an ideal destination for a wide range of travelers, from those interested in history and culture to those seeking modern experiences in a lively city environment.

Through the support of the WTTC partnership, the Zagreb Tourist Board aims to promote these diverse aspects of the city, positioning Zagreb as a must-visit destination for travelers from around the world. The city’s festivals, such as Advent Zagreb—which is recognized as Europe’s Best Christmas Market—are vital components of this marketing effort. These events offer visitors an opportunity to experience Zagreb’s cultural vibrancy and create lasting memories while exploring the city’s historic districts and enjoying local traditions.

The Power of Partnerships in Shaping the Future of Tourism

Martina Bienenfeld, the CEO of the Zagreb Tourist Board, expressed the city’s excitement at joining the WTTC family, emphasizing the importance of partnerships and collaboration in shaping the future of the tourism industry. She said, “We are truly honored to join WTTC at a time when collaboration, innovation, and resilience are shaping the future of our industry. As the capital of Croatia, Zagreb represents a vibrant blend of culture, creativity, and community—values that closely align with WTTC’s mission to advance sustainable and inclusive growth in global tourism.”

The partnership between the Zagreb Tourist Board and WTTC is a testament to the growing importance of collaboration in the tourism sector. By engaging with other global leaders in the tourism industry, Zagreb can share best practices, learn from other destinations, and contribute to the development of new strategies that foster resilience and sustainable growth in tourism.

Through this collaboration, Zagreb will have access to a wealth of knowledge and expertise in areas such as destination management, digital tourism, and community-driven tourism. This will help the city continue to innovate and improve its offerings, ensuring that it remains a top choice for international visitors.

Long-Term Impact on Zagreb and Global Tourism

Collaborating with the WTTC opens new opportunities for Zagreb to expand and improve its tourism innovations. Zagreb will receive invaluable assistance in marketing tourism, planning strategically for the long-term, and managing the tourism ‘destination’ overall. By becoming a member of the WTTC, the Zagreb Tourist Board is proving its dedication to providing genuine, high-value travel opportunities, as well as its focus on responsible and equitable growth.

With a greater number of new tourists seeking authentic cultures, as well as responsible tourism, Zagreb will focus on giving these travelers relevant and unforgettable experiences. This combination of rich culture, innovative heritage, and responsible tourism will influence other travelers to advocate for GDP growth of their communities in a safe and responsible manner.

To summarize, the collaboration with the WTTC is a new visionary step by the Zagreb Tourist Board, but also for the entire tourism sector around the globe and its growing value of collaborating for tourism and travel ideas. This partnership celebrates the diversification of tourism and seamless value added innovations. As a truly forward-looking location, Zagreb pairs tourism with digital advances and genuine experiences. Tourists will absolutely enjoy working with the new age tools and touchable to explore the rich experiences offered by local culture in the city.

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Croatia’s Strategic Partnership With Jet2 At WTM’25 Sets The Stage For Expanded UK Tourism And Air Travel Opportunities

At the 2025 World Travel Market (WTM), Croatia solidified its strategic partnership with Jet2, marking a significant step towards boosting UK tourism and air travel opportunities. This collaboration is set to expand direct flight connections between the UK and Croatia, making it easier for British travelers to explore the country’s rich culture, stunning landscapes, and vibrant coastal destinations. The move highlights Croatia’s commitment to strengthening its position as a leading European travel destination and offers exciting new prospects for both the tourism and aviation sectors.

Croatia made a powerful and dynamic presence at the World Travel Market (WTM) in London, reinforcing its status as one of Europe’s most sought-after travel destinations. The Croatian pavilion, which featured the country’s iconic checkered patterns, became a focal point for visitors, providing an inviting and visually striking display of the nation’s cultural and tourism assets. The event, one of the most significant in the global travel industry, saw the Croatian delegation promoting the country’s diverse offerings with enthusiasm and a clear focus on attracting more international travelers, especially from the UK market.

The Croatian delegation, led by high-ranking officials from the Croatian Tourist Board (CNTB), emphasized the country’s dedication to enhancing its tourism infrastructure and expanding its global reach. The delegation was also joined by 27 co-exhibitors representing different regions and tourism entities, all united in showcasing Croatia’s natural beauty, rich history, and vibrant tourism sector. These exhibitors included representatives from several Croatian tourism boards, as well as major tourism industry players like Croatia Airlines and the Croatian Chamber of Commerce. Their participation highlighted the nation’s collaborative approach to promoting tourism and advancing the local economy.

On the first day of the exhibition, Croatia’s position in the UK market was reaffirmed through a series of strategic meetings with influential travel industry partners, including prominent British airlines, travel agencies, and organizations. Meetings with companies such as Jet2.com, EasyJet Holidays, the Association of British Travel Agents (ABTA), and major travel magazines underlined the strong relationship between the UK and Croatia. These discussions focused on expanding direct air connections and ensuring the seamless travel experience for British tourists visiting Croatia, which has seen a consistent rise in popularity in recent years.

The most notable announcement came from a major British travel company, which signed a Cooperation Agreement with the Croatian Tourist Board during the event. This agreement marks a significant step in strengthening the ties between the UK and Croatia and highlights the success of the British market for Croatian tourism. According to the latest data, British tourists have been flocking to Croatia in growing numbers, with 825,000 arrivals and 4.1 million overnight stays recorded in the first ten months of 2024. These figures represent a modest increase of 1% in arrivals and a 2% increase in overnight stays compared to the previous year, demonstrating that Croatia is increasingly becoming a favorite destination for British travelers.

The strong demand from British tourists is primarily focused on Croatia’s stunning coastal regions, particularly the Dubrovnik-Neretva and Split-Dalmatia areas. These regions continue to attract visitors with their picturesque landscapes, crystal-clear waters, and historical landmarks. Furthermore, Croatia’s appeal as a city-break destination remains strong, as British tourists are also drawn to the country’s charming cities and vibrant cultural scene. This trend was particularly evident at WTM, where tourism professionals highlighted the importance of city breaks in Croatia’s tourism offering.

The culinary side of Croatian tourism also took center stage at WTM with a special focus on the country’s gastronomy. The “Croatian Coastal Flavours” culinary showcase was held at the newly introduced WTM Trend Fest stand, attracting a diverse audience eager to explore Croatia’s food and beverage offerings. This event highlighted Croatia’s rich culinary heritage, showcasing both traditional and contemporary local cuisine. A key element of the culinary presentation was the promotion of Croatia’s world-class wines, which continue to gain international recognition for their quality and unique flavors.

Beyond the food, the WTM presentation also featured Croatia’s commitment to sustainability and authentic tourism experiences. The concept of “Find your Pomalo,” an immersive sensory experience that invites visitors to embrace the laid-back, stress-free lifestyle of the Croatian coast, captivated many attendees. This initiative aligns with the growing global interest in sustainable travel and the desire for meaningful experiences that go beyond traditional sightseeing. Visitors were able to immerse themselves in the essence of Croatian culture, experiencing firsthand the relaxed pace of life that is synonymous with the country’s coastal towns and villages.

In addition to the culinary experiences, the event also showcased a variety of regional products, such as wines, cheeses, and locally produced goods, in partnership with the Croatian Chamber of Commerce. The region-specific offerings helped to underline the diversity of Croatia’s cultural heritage and the breadth of experiences available to tourists. Over 80 journalists and media representatives attended the event, with many expressing interest in featuring Croatian tourism in their future publications. This level of media engagement further demonstrated the success of Croatia’s marketing strategy and its ability to attract the attention of key international media outlets.

At WTM, Croatia’s tourism representatives highlighted several key projects that continue to drive the country’s tourism development. These include investments in infrastructure, improvements to transport links, and ongoing efforts to enhance the quality of visitor experiences. Regional tourism boards from areas such as Dubrovnik-Neretva, Split-Dalmatia, Zadar, and Šibenik-Knin, along with the Zagreb Tourist Board, were present to promote their unique offerings. National treasures such as the Plitvice Lakes and Krka National Parks also took part in the event, showcasing Croatia’s natural beauty and ecological diversity.

Croatia’s new partnership with Jet2, unveiled at WTM 2025, will expand UK tourism and air travel opportunities by enhancing direct flight connections, making it easier for British travelers to visit Croatia’s top destinations.

Croatia’s new partnership with Jet2, unveiled at WTM 2025, will expand UK tourism and air travel opportunities by enhancing direct flight connections, making it easier for British travelers to visit Croatia’s top destinations.

As the WTM event came to a close, the Croatian delegation’s activities underscored the country’s continued efforts to attract more international visitors and further establish itself as a key player in the global tourism industry. With a growing number of tourists, especially from the UK, and an increasing focus on sustainability, authentic experiences, and cultural heritage, Croatia is well-positioned to continue its upward trajectory in the competitive global tourism market. The event provided a platform for Croatia to showcase its strengths and future ambitions, ensuring that the country remains an exciting and dynamic destination for travelers worldwide.

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