TURIZAM 385 Silvija Munda, Tomislav Stiplošek

Guest Silvija Munda, Tomislav StiplošekHosted by Sanja PlješaMay 3, 2026

Silvija Munda, Tomislav Stiplošek

About this episode

What you'll hear in this conversation

Croatia’s tourism sector is a cornerstone of its economy, yet for all its success, some segments remain surprisingly underdeveloped. Silvija Munda and Tomislav Stiplošek, from the GET Association for Table Culture, have spent fifteen years observing the evolution of eno-gastronomy in Croatia. They see a country where every fourth or fifth visitor comes specifically for food and wine, but also one where basic infrastructure for wine tourism, like consistent winery opening hours, is still missing. This conversation explores the often-overlooked gaps between Croatia's potential as a wine destination and the practical steps needed to realize it. Readers will consider how deeply ingrained habits and a lack of coordination can hinder a promising market, even when demand is clear.

Insights from the conversation

What to take from this episode

Guests increasingly choose Croatia for food and wine experiences, with 'every fourth or fifth visitor' coming for eno-gastronomy. The days when sea and sun were the sole draws are over; specialized offerings now drive significant tourist traffic.

Fifteen years ago, Croatia had few quality winemakers or dedicated tasting rooms. Today, nearly every tourist-oriented winery features tasting facilities comparable to leading restaurants, marking a significant maturation in the country's eno-gastronomy offering.

Many wineries in regions like Plešivica remain closed during peak summer months, with owners at the coast. This common practice shows a failure to grasp the distinct, year-round potential of continental wine tourism, which operates on a different seasonal cycle than coastal attractions.

Croatian wine roads often require advance appointments, a stark contrast to the structured, accessible models in Austria and Slovenia, where wine tourism contributes over 10% to tourism GDP. Spontaneous visitors, especially international ones, need predictable opening hours, not a system built on individual calls.

Many winemakers mistakenly believe tourist boards should directly 'bring' them guests. The actual role of a tourist board is to design and promote broader campaigns, not to act as individual sales agents, highlighting a critical disconnect in how partnerships should function.

Istria's wine tourism success stems partly from its proximity to Italy, a country with a highly developed eno-gastronomy culture. Access to an existing, informed market provided an early advantage and accelerated the region's development.

Međimurje has quietly built a strong wine tourism offering, attracting visitors from Slovenia and Austria through organized tours, well-maintained cycling paths, and established events. These integrated experiences, beyond just wine tasting, create a compelling regional draw.

Some Dalmatian winemakers once resisted improving wine quality, reasoning, 'Why bother if I sell everything by August?' This short-sighted view prioritizes immediate sales over the sustained quality investment necessary to build a premium wine tourism destination.

In Croatian Zagorje, the prevalence of spas means tourism efforts primarily focus on health and culture, leaving wine tourism in its early stages. An established dominant segment can inadvertently divert attention and resources from developing other promising areas.

Many spas in Zagorje are owned by non-Croatians, who naturally tend to promote Slovenian wines over local ones. This foreign ownership within local tourism infrastructure can create an unexpected barrier for domestic wine producers trying to access established tourist flows.

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