Croatia has been consistently ranked among the most attractive tourist destinations in the world for several years according to the votes of National Geographic Traveler and Condé Nast Traveler readers. When we compare the ratio of tourists to citizens, we come to a figure of 5.3 tourists per capita. These 2020 data place Croatia twelfth in the world and third in Southern Europe.
Considering that a good reputation travels far, every year we open our doors to an increasing number of visitors from various parts of the world who have come to see what makes our Beautiful Country, a small nation of just under four million people, so special. In addition to the beautiful island beaches and clear sea, as well as cities teeming with rich historical and cultural heritage, Croatia stands out for its diverse and abundant gastronomic offer. Slavonian stew, Pag cheese, Dalmatian pašticada are just some of the authentic Croatian specialties, and they all go very well with a glass of local wine. There is no shortage of the latter in Croatia, so wine tourism has been increasingly developing.
All four wine regions – Dalmatia, Istria and Kvarner, Hilly Croatia, and Slavonia and Danube, offer a multitude of different grape varieties, both indigenous and internationally renowned, hence it’s no surprise to see a growing interest in tasting them by visitors.
World-renowned oenologists and wine enthusiasts eagerly visit famous Croatian wineries and their vineyards in hopes of trying new flavors. Additionally, they have the opportunity to participate in grape harvesting and directly learn about wine production. More serious connoisseurs often carry wine maps for easier navigation of wine routes, while more relaxed travelers combine indulging in food and wine during their journey.
Wine roads are perhaps the most recognizable and developed form of enotourism in Croatia.
While strolling through the vineyards, both local and foreign visitors often discover numerous other attractions, and when they tire of exploration, they can refresh themselves with excellent local wine and authentic specialties. Those who prefer a slightly more active vacation can join various sports and other events.
We can say that Istria leads in the infrastructure of wine roads that beautifully connect towns and villages in the interior with those on the coast. Istrian wineries offer numerous well-known international wine varieties, such as Merlot, Chardonnay, and Cabernet Sauvignon, but visitors are often more interested in the local ones, such as Teran, Muscat, and Istrian Malvasia. Right behind Istria is the second largest Croatian peninsula, Pelješac, where sipping Plavac Mali wine while enjoying beautiful sunsets is an unforgettable experience.
In the east of Croatia, Ilok dominates, whose wine tourism differs greatly from that in Dalmatia. In addition to passing through inhabited places, the Ilok wine route includes a visit to old wine cellars near the Odescalchi Castle, where, along with good gastronomic offerings, tamburitza music is guaranteed.
In addition to wine roads, numerous wine festivals and events are held, such as Wine Nights, Istria Wine & Walk, Open Cellar Days, Vinistra, Vinart Grand Tasting. The Istrian winery Matošević managed to combine wine tasting and adventure through Wine Cellar Escape in its wine cellar. Players can expand their knowledge while enjoying wine, and solving tasks is hardly boring because the founder of the game, Valentina Babić, made sure that visitors are greeted with a different concept and new challenges each time.
Unfortunately, despite all the mentioned factors, wine tourism in Croatia still falls short of realizing its full potential. The lack of branding of products by wineries is highlighted as the primary cause of the problem. Many wineries still haven’t opened their doors to foreign visitors due to the absence of internet marketing and collaboration with local tourist boards. This was concluded at a recent wine marketing conference in Zagreb. In the underutilization of wine tourism potential, we cannot solely blame the winemakers but also the managers of tourist boards who systematically overlook the driving force of enogastronomic tourism.
The growing popularity of rural tourism is also compatible with the idea of enhancing the recognition of up to 125 indigenous Croatian grape varieties.
Wine tourism is the ideal solution for extending the tourist season because it does not depend on warm seas and sunny days. Despite all the fulfilled assumptions, it is still in its infancy, and through the strengthening of branding for Croatian wineries and indigenous grape varieties, their connection with cultural and tourist communities, and increasing the number of events and activities, as well as media coverage of the same, wine tourism can become the future of the Croatian economy.