TURIZAM385 Ivana Alilović

Guest Ivana AlilovićHosted by Goran RihtarićMay 3, 2026

Ivana Alilović

About this episode

What you'll hear in this conversation

The challenge for Zagreb County's tourism isn't a lack of attractions, but a persistent identity crisis: many visitors still conflate the region with the capital city it surrounds. Ivana Alilović, the new director of the Zagreb County Tourist Board, stepped into this role with a clear mandate to carve out a distinct identity for the 'green ring' around Zagreb. She sees the county not as a competitor to the city, but as its essential complement — an "extended arm" offering wine roads, rural escapes, and authentic experiences just twenty minutes away. Her approach focuses on defining the region by its unique offerings and deepening strategic collaboration. Readers will learn how a tourism board with new leadership tackles the core task of distinguishing a destination from its more famous neighbor, and how to build a regional brand when the default assumption is overlap.

Insights from the conversation

What to take from this episode

Zagreb County's persistent challenge of being confused with the City of Zagreb is, for Ivana Alilović, not a hurdle but an opportunity to be "logical partners." Instead of fighting the comparison, a regional tourist board can define itself as an "extended arm" to the capital, converting a perceived weakness into a strategic partnership.

Four months into her directorship, Ivana Alilović launched the 'Idemo na selo' (Let's Go to the Countryside) initiative to promote rural tourism and secured a public call for a destination quality management study. New leadership isn't just about fresh ideas; it's about rapidly moving from conceptual plans to concrete initiatives that reshape the visitor experience and local economy.

With over 14,800 family farms (OPGs) in Zagreb County, the strategy for rural tourism aims beyond attracting visitors to the farms themselves. Real tourism growth in a rural region is about creating a direct economic incentive for local producers to stay and thrive, ensuring authenticity isn't lost by making it economically viable.

The county recorded an 18% increase in both tourist arrivals and overnight stays in the first eight months, with Chinese tourists showing significant growth. Unexpected visitor demographics can signal untapped market potential; a sudden surge from a specific country, like China, calls for targeted promotional efforts beyond traditional channels, such as engaging local influencers.

The vision for Zagreb County's tourism includes developing cycling routes, like the Greenway project with the City of Zagreb and a new route from Zaprešić to Zabok. Building a destination brand around an activity like cycling requires connecting existing infrastructure and collaborating across administrative borders, rather than just promoting isolated trails.

Zagreb County's three wine roads are just twenty minutes from the capital, offering what Alilović calls an "active oasis of greenery." Proximity to a major urban center isn't a threat; it's an asset, allowing a rural area to capture a significant share of city visitors looking for convenient day trips or extended stays.

The county boasts over 300 local events, which they actively promote through a photo contest. When a region has a high volume of local cultural events, the challenge isn't creating more, but finding novel ways to engage visitors in their promotion, turning them into active participants and content creators.

For lesser-known natural areas like the Žumberak highlands, Ivana Alilović highlights the importance of securing participation in European projects like Pronacul. For areas needing development and promotion, international project funding and cross-border cooperation can provide the necessary resources and exposure to develop them sustainably.

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution