Project: Destination: Zagreb: To Live Tourism
The fact that tourism in Zagreb has a bright future is proven by young people who in their early days, in high school, think about its current value but also its development.
Awareness about the value of one’s city is the basis of the project Destination: Zagreb. It has been implemented for the sixteenth time in those high schools in Zagreb that do not teach tourism as a primary subject. The project is carried out by the Zagreb Tourist Board in collaboration with the City Office for Education, Sport and Youth and it is realised with the Faculty of Economics in Zagreb and WWF Adria, a regional branch of the global NGO for environmental protection.
Speaking about the results of the 16th edition of the project, which included six high schools, Zagreb Tourist Board Director Martina Bienenfeld said: “We are proud of all students who participated in the project Destination: Zagreb this year and showed exceptional commitment, creativity and interest in their city. With their ideas and thoughts about tourism, cultural and natural potentials of Zagreb, they confirmed once again how important it is to involve the youth in the development of sustainable and authentic tourism. This is the very approach recognised by the UN Tourism, the specialized United Nations agency dedicated to promoting responsible, sustainable, and universally accessible tourism, which has supported the project since 2024. This fact additionally confirms its quality and relevance in a wider, international context.”
The project Destination: Zagreb has been implemented since the school year 2010/2011 and so far, it gathered around 2200 students from around a hundred high schools. It is an opportunity to learn and raise awareness about the value of the city, and also prompts thinking about how to make better use of the rich historical, cultural and tourism heritage of Zagreb.