Example of positive practice: Međimurje as a sustainable and green destination

Međimurje is the first region in Croatia and only the fourth in the world with the Green Destination label.

26. April 2023.

Međimurje County was awarded a prestigious silver award during the world's leading tourist expo "ITB Berlin". for sustainability - Green Destinations.

With this step forward in terms of strengthening competitiveness, Međimurje County has become first region in Croatia and only fourth in the world which can boast the label of a reputable association Green Destination.

Phenomenal news, but which surprised only those who have not followed the development of tourism in Međimurje all these years. This is just a confirmation that they are on the right track in Međimurje and that they have by far the best foundations for development on the continent and even in Croatia.

The green development of tourism in Međimurje was the main topic of the conference "Međimurje - a green destination" which was held in Čakovec on Friday, organized by Poslovni dnevnik and Međimurje County, which presented the positive practice of Međimurje County and all its stakeholders in creating Međimurje as a sustainable, green tourist destination. destinations.

The meeting covered a wide range of topics for which Međimurje is recognizable and for which it is an example of good practice and the prefect of Međimurje County Matija Posavec, who also participated in the conference as a panelist, pointed out that sustainable tourism is a topic in which there is increasing interest at the world level, and those in Međimurje have something to say on that topic.

"We show what results are achieved when we develop our region evenly, paying particular attention to the presentation of our heritage, culture, history, and all our values. I am glad that the focus of the Ministry of Tourism, as well as other counties, is on us", said the prefect and added that they are ready for the next steps, which imply further revitalization of their cultural and natural heritage.

"We submitted a project for the revitalization of Feštetić Castle in Pribislavac, as well as a number of presentation centers, to tenders, and we are expecting results. We are in full swing of creating a network of heritage centers in authentic locations, which we will round off into a European network of ecomuseums. We are also working on the process of including St. Mary's lace on the UNESCO list of intangible heritage. With equal zeal, we continue to work on the protection and availability of our natural treasures in order to continue this recognizable path of strengthening the identity of our Međimurje", said the prefect.

Everything defined in the Sustainable Tourism Development Strategy, Međimurje already has

Director of the Directorate for Sustainable Development at the Ministry of Tourism Slavko Štefičar he emphasized the leading position of Međimurje County when it comes to continental tourism.

"The Croatian Parliament adopted a tourism development strategy until 2030, and Međimurje already has everything written in that strategy. Indeed, here we come across an example of good practice in our country when it comes to continental tourism, which we at the Ministry of Tourism constantly point out. Because being fourth in the world is really a big achievement. Only if we realize that we appreciate what we have, then we will have a sustainable system. The relationship towards nature and the community will determine whether we are sustainable in terms of the environment, the economy and overall living. When we talk about sustainability, it is important to take into account the overall costs and benefits that it brings. It is a well-rounded and complete project that is difficult to single out through just one segment", pointed out the representative of the Minister of Tourism, Slavko Štefičar

Large tour operators no longer want to work with hotels that do not have ecological and sustainable certificates

Rudi Grula, director of the Tourist Board of Međimurje County, spoke about the demanding certification process that led to the silver label Green destination, that is, the plans whose implementation will take the story further.

"The green certification in Međimurje went smoothly because everyone was aware of the project they were going into. From small OPGs, chiefs and mayors, entrepreneurs, restaurateurs, associations to the prefect and all services, they knew what we were doing and why it was good for everyone . Everyone recognized that this was something normal and there was no need for any special clarifications, assurances and other complications that such large-scale projects usually require. Of course, this did not all happen overnight, but it is only a confirmation that we have been doing what we have been doing for 10 years. for the entire community and for everyone to recognize this, both the citizens themselves and the assessors from abroad - specifically from the Netherlands, where our chief inspectors were from", Grula said and added that it has become a practice for large tour operators, such as the German TUI, to no longer want to work with hotels, restaurants or destinations that do not have ecological and sustainable certificates.

Katja Zadravec , marketing director of Terma Sveti Martin, said that the certificate received by Međimurje County has significant positive implications for their company as well, as guests recognize the efforts made in sustainability. "In the model of sustainable tourism, all stakeholders of Međimurje tourism must be included, from renters, restaurateurs and the citizens themselves, because then a channel is opened towards tour operators and agencies that want to cooperate with precisely these destinations that are green and sustainable", states Zadravec.

The sustainability of tourism is very important for the development of this branch of the economy, and there must necessarily be a strategic vision at the state level, and what will then trickle down to the regional and local environment, down to individual destinations and the citizens themselves, said Dr. Katarina Miličević from Tourism Lab at the workshop 'Green destinations certification for stakeholders in the destination: why and how?'

Quality tourism management is also necessary for good tourism, Milicevic said and emphasized that when we think about the development of a specific destination, we must think about a vision of tourism that is sustainable in its essence.

"If we want to manage any destination with quality, regardless of its nature and size, we must find a way to spread the values we want to promote to all stakeholders. Without that, at the national level, there is no progress in terms of sustainability." Milicevic said.

Međimurje does not depend on tourism

Photo: Prefect of Međimurje County Matija Posavec

At the meeting, it was concluded that the modern guest is looking for more, is looking for sustainable destinations and tends to travel to locations with certificates. Therefore, the Međimurje example is valid for the whole of Croatia and is worth following.

Mayor Matija Posavec emphasized that Međimurje is one of the most industrially developed areas in Croatia, and it is unlikely that tourism can significantly disrupt that.

"Međimurje does not depend on tourism, unlike Croatia as a whole. We are focused on industrial production and the development of entrepreneurship that provides products with added value. Međimurje companies export twice as much as they import. When it comes to tourism, we do not strive for mass, but for our guests to feel comfortable and for their time spent with us to be unforgettable. We are well connected to the entire region by transport - whether it is the airports in Zagreb, Budapest and Ljubljana or the port of Rijeka and a number of highways and river transport routes. The fact is that we allow the average cyclist, who can travel 50 km a day, to pass through Croatia, Slovenia, Hungary and Austria on that route." pointed out Posavec.

The prefect of Međimurje believes that in general continental tourism, that is, their offer, is underestimated compared to that of the Adriatic. As an example, he cites the quality of wine offered in catering establishments and the correlation with their price, where, for example, Međimurje, is greatly underestimated.

"A much greater focus should be placed on the continental offer and contents, which must also be recognized by factors at the national level that develop state strategies and approve funds for their implementation.", concluded Posavec.