WTTC Welcomes the Zagreb Tourist Board as Its Newest Destination Partner

The Zagreb Tourist Board is the official organisation dedicated to promoting Croatia’s capital as an attractive and dynamic tourist destination. Its mission is to showcase Zagreb’s rich cultural heritage, vibrant urban atmosphere, and authentic local experiences throughout the year. 

Among its flagship projects are the Festival of Lights Zagreb, the open-air classical music festival Zagreb Classic, and the world-renowned Advent Zagreb, voted Europe’s Best Christmas Market three times in a row.

Through innovative promotional initiatives and collaboration with partners in tourism, culture, and hospitality, the Zagreb Tourist Board continues to strengthen the city’s reputation as one of Europe’s most charming and inspiring capitals.

Gloria Guevara, Interim WTTC President & CEO, said: “We are thrilled to welcome the Zagreb Tourist Board as a Destination Partner of WTTC. Zagreb is a city that beautifully combines heritage and innovation, offering visitors a truly authentic experience.

The Zagreb Tourist Board’s commitment to promoting cultural vibrancy and sustainable urban tourism aligns perfectly with WTTC’s mission to drive growth that benefits both communities and travellers. We look forward to working together to showcase Zagreb’s leadership in destination management and to inspire other cities to follow its example.”

Martina Bienenfeld, CEO of the Zagreb Tourist Board, said: “We are truly honoured to join WTTC at a time when collaboration, innovation, and resilience are shaping the future of our industry. As the capital of Croatia, Zagreb represents a vibrant blend of culture, creativity, and community—values that closely align with WTTC’s mission to advance sustainable and inclusive growth in global tourism.

At the Zagreb Tourist Board, we believe that people and partnerships are at the heart of every successful destination. By joining this global platform, we aim to contribute to shared conversations on sustainable urban tourism, digital transformation, and leadership in a changing world.
We look forward to learning from and collaborating with our peers across continents, and to representing Zagreb as a city that celebrates diversity, fosters innovation, and continuously redefines what authentic travel experiences can be.”

As a Destination Partner, the Zagreb Tourist Board will collaborate with WTTC on global initiatives focused on sustainable destination management, digital transformation, and community-driven tourism, contributing to shared best practices and long-term sector resilience.

About the World Travel & Tourism Council

The World Travel & Tourism Council (WTTC) represents the global Travel & Tourism private sector. Members include 200 CEOs, Chairs and Presidents of the world's leading travel & tourism companies from all geographies covering all industries.

For more than 30 years, WTTC has been committed to maximising the inclusive and sustainable growth potential of the Travel & Tourism sector by partnering with governments, destinations, communities, and other stakeholders to drive economic development, create jobs, reduce poverty and foster peace, security, and understanding in our world.