Why did we "turn off" fishing festivals? Vrsar did the exact opposite and showed how to modernize the event

Do you remember fishing festivals? An order of fresh fish, then a glass or two of local wine, "shusur" on the waterfront and the sounds of clappers? 

Why did they disappear? Isn't that sustainable tourism? Local and autochthonous. This is what tourists want to hear, experience and taste. That's why we travel, to experience something new, different and primarily indigenous. 

I don't know why classic fishing festivals have practically disappeared from our destinations. They should be returned as before, it is only necessary to make "fine tuning" in the organization and production.

It is the spirit of the Mediterranean and sea towns, which have always been linked to the sea and fish. It is sustainable tourism in itself, because everything is local and authentic. Fishermen's festivals are actually precursors today's modern concept of street food with fresh seafood. 

Just Vrsar has maintained and improved the fishing festival, which has become a meeting place of tradition and the sustainability of modern tourism. A story that has been going on for 30 years, but now in a new modern guise, but again with tradition as the main theme. 

Just like brands on the market, tourist destinations, products and events have their own life cycle.

Product life cycle is a concept that depicts the "aging process" of a product, from the moment the product enters the market until the moment the product is withdrawn from the market or given a new life. These are business processes, and the key word is management. 

Thus, according to the same, every product goes through four phases of the life cycle: introduction to the market, growth, maturity and the phase of decline - stagnation, decline or new growth. When we talk about events, we should always introduce some novelties so that they remain current and interesting on the market, as well as the motive for coming, both for new and old - returning visitors.

Precisely in order to avoid the phase of decline, the event should be refreshed with new elements or sometimes even with a total change of direction and narrative. But the most important thing is to monitor these processes and react. Especially today when changes are faster and faster, we have strong competition and if we do not deal with management strategically, we will fall into a phase of stagnation. If we do not recognize that moment, we enter a phase of decline, because the competition does not sleep and raises the bar. It is even worse to close our eyes to these processes, because the gap between others who are constantly developing and moving forward and us will become bigger and bigger. In some cases unattainable. 

It is a process of constant change because the manifestation is a "living" organism. That is why the organization of events must be seriously dealt with throughout the year, not just in the last month. It is strategic development and management. 

The Fishermen's Festival is precisely the place where we will give space and focus to local authentic souvenirs, not imported from China, to chefs to demonstrate old recipes interpreted in a modern way, where we will promote local wines and products... 

And that is sustainable tourism. 

Redirecting/encouraging tourist spending on the local economy as well as increasing spending, because tourists have where and what to spend their money on. This must be the KPI of our tourism - consumption and strengthening of the local economy. And not that we encourage imports through tourism, which is against the very logic and the very essence of tourism. 

And for example Fishing festivals in Vrsar can point out more positive examples. The foundations are the same - the tradition of the sea and the local way of life, but with a modern approach to the management of the event.

Ph.D. Klara Trošt Lesić, director of TZ Vrsar: By thematizing the stands, we got more diverse dishes because the vendors specialize in a certain food.

Vrsar is the only bluefish fishing port on the west coast of Istria. In this active fishing port, the most common catch in the nets is sardines. Although it is a small fish, the title it carries is a big one. 

This nurse of the sea has a special status for many generations of coastal residents, for whom it has been an integral part of the menu for centuries. In order to celebrate the role of fish in the past, but also in the present diet of Vrsaran, the Fishing Festival has been held for more than 30 years. Although in the beginning it was a small local party, over the years it has grown into a significant event that attracts a large number of people and presents the organizers with new challenges year after year.

Last year, the event was refreshed and a new direction of management is emerging Ph.D. Klara Trošt Lesić, director of the Vrsar Municipality Tourist Board and emphasizes that the new concept is an example of a thoughtful and responsible approach to the organization and in accordance with the needs of modern tourists.

"The Fisherman's Festival is the longest-standing event in Vrsar, and in recent years the life cycle curve has been declining. Everyone who deals with the management of the tourist offer has accepted the fact that change is constant, whereby when making decisions, we must harmonize the needs of modern tourists with local identity and traditional values , that is, the identity of a fishing and tourist town such as Vrsar.

When organizing more significant events that involve the management of a large number of key stakeholders, it is important to establish a relationship of cooperation and trust, especially when changes are introduced. I believe that the process of improving the quality of the Fishermen's Festival that we entered in 2022 is a brave step for a small community and shows how each of the stakeholders has taken responsibility for their part of the work. Of course, there are ups and downs, failures, but at the end of the day, we all work for the same goal, which is to be proud of our festival, the variety and quality of food, and the atmosphere. 

The foundation of every successful Fishing Festival in Vrsar is a quality relationship with our Municipality, with whom we cooperate on the tender for the use of public space, and with the utility company Montraker, which is in charge of the logistical part of the event.", points out Trošt Lesić.

The new concept implied theming of stands by food, respectively diversification of the gourmet offer at six points: blue fish, white fish, squid and other cephalopods, fried seafood and shellfish. There are no kebabs and various offers, so that everyone can offer whatever they want, but clear frameworks have been set - what can be offered as part of the offer and what cannot. 

At the stalls, you can taste bluefish meatballs, stuffed sardines, pjukanka with canestrela, capesantes, pedochi, fish salad, tuna burger, fried octopus legs, squid skewers, brodet and many other delicacies. 

The goal of the theme was to give the vendors the opportunity to become recognizable by their unique offer and to perfect their dishes, and on the other hand, to enable visitors to get to know the variety of the offer and the culture of the place by tasting the food, points out the director of the Vrsar Municipality Tourist Board.

Part of the theming of the stands included visual harmonization, i.e. standardization of the appearance of the stands. Namely, TZ Vrsara bought the same stainless steel tables last year for the needs of the event, so that each partner gets the same ones to use. All this is an investment in the event, because this way we have a visually coordinated festival. Small but significant details that make a difference. 

Precisely in the context of management, a great move by Vrsar is that they did partner education and set clear criteria and frameworks for how the Fishing Festival should look, in order to raise the quality and variety of the gastronomic offer. It is an important element of strategic development and management. This is the only way to raise the quality of the destination, and the tourist board is responsible for that. To set the direction of development, educate, manage and strategically develop tourism in the destination. 

Without quality partners, there is no quality performance. And that's where communication, synergy and a common goal are important. 

"The needs of the guests are in the focus of our strategic thinking. By analyzing the offer at the event and the guest's experience, we concluded that the offer is standard, that the providers at the festival offer a very similar offer and that the guest cannot experience it. By thematizing the stands, we got more diverse dishes, which are all better and better, because the providers specialize in a certain food.

The targeted educations that we started systematically in 2022 with chef David Skok, and this year with Zdravko Tomšić, helped us to understand the advantages of thematization and specialization, how much simpler the work is. So I can say that Ribarska fešta is the forerunner of the street food concept that has been operating for three decades, and the focus is on a simple way of preparing simple dishes - "Simple and good food". emphasizes Trošt Lesić.

To give a little broader context, Ph.D. Klara Trošt Lesić is an internationally certified expert in sustainable tourism and a consultant for the evaluation of tourist offers. Scientist on the tourist market, advocate of sustainable tourism with many years of scientific and professional experience in the fields of event evaluation and tourism market research.

In her work, she carried out evaluations of the tourist offer from the perspective of selected key stakeholders, market research using knowledge of methodology and statistics, worked on the implementation of numerous European projects and participated in the organization of conferences, lectures and educations. Her areas of interest are: event management and experience design in tourism and sustainable tourism. Since 2022, he has been at the head of the Tourist Board of the Vrsara municipality. 

It must be emphasized that the Fishermen's Festival is not a one-time event, but takes place every two weeks. So that practically all guests staying in Vrsar can experience the Fishermen's Festival, not just certain ones who happen to be in the destination on that particular date. All effort, investment and resources are not spent once, but like this in Vrsar they have eight dates during the summer, which means more tourist consumption, i.e. income for the local economy.

Also, this means that the Fisherman's Festival is also destination-quality content that is carried and branded by Vrsar, and since it involves several dates, TZ can promote the Fisherman's Festival as a permanent destination event much better and more efficiently. 

"Just like any product, the tourist event has its own cycle. The moment it reaches its peak, it begins to fall. We who manage, must know how to recognize that moment and must start changing and introducing new things. So one change had to be made. I think how for Vrsar the current framework of the fishing festival is the best solution to valorize this diversity and tradition.The role of TZ is to constantly adapt to contemporary trends.

However, the concept we have in Vrsar is not forever, the story will continue to spread and nothing is set in stone. We follow trends, reactions of guests and associates - it's a process of constant change, it's just like that in tourism. It is certain that in two or three years we will build something again, expand and adapt, but the mission is always the same. That the Fisherman's Festival be a representation of our tradition, because through the culture of the table you can get to know the culture of the place", speaks Trošt Lesić.

In addition to the traditional offer of exclusively fish specialties, at the festival in Vrsar there is an unmissable performance of pop music bands, as well as guest appearances by local cultural and artistic societies, brass bands and folklore. The organizers of the event also thought of the youngest visitors, for whom a children's corner with creative workshops on the theme of the sea was set up.

Let's summarize the story. We have education aimed at raising quality, an event that is not a one-time event, thematics of the offer with clear frameworks and rules, an additional entertainment program, a focus on tradition and local partners - all this is part of the management process. And not the elements. 

And yes, the food is not free. We need to understand that everything that is free is not sustainable and has no value. Of course, the entertainment concerts as part of the event will be free, but food, drinks and other contents must be charged. 

In fact, they went one step further in Vrsar. Namely, in the neighboring town of Funtani, they also have Fishing Festivals. As the context of the destination is much wider than the border of the municipality, city and county, Vrsar and Funtana are aware that it is better to harmonize rather than compete with each other. 

"Cooperation with the neighboring municipality and the Tourist Board of Funtana, in terms of harmonizing the dates of the fishing festivals, allows us to keep the focus on the guest experience and that once a week, either in Vrsar or Funtana, guests can experience the atmosphere of the fishing festival", concludes Trošt Lesić.

An excellent example of destination synergy, an example that is so rare and logical.

Good for Vrsar. So natural, logical and effective. And finally, remember our old tourist slogan "The Mediterranean as it used to be"? That's it. Why are we ashamed of it. 

By the way, in the last few years there have been more and more fishing festivals in Istria, from the north in Karigador near Savudrija to the south in Ližnjan. The festival in Vrsar is certainly the longest-standing. So that fishing festivals have become a hit in Istria again.

Give me a good atmosphere, swish, local and local and good fun. That's why people travel, to get to know new ways and culture of living. 

The rest of this year's Fishing Festivals are scheduled for July 28, August 4, September 1 and 22. 

Photo: TZ Vrsar