In simple terms, what is Zagreb’s value proposition versus nearby European capitals, and how do you turn it into concrete year-round experiences to avoid seasonality and share benefits across neighborhoods, local shops, and the broader community?

Zagreb offers a high-quality urban experience with the charm of a smaller, walkable city. Unlike larger capitals, it feels personal yet vibrant year-round. We translate that into diverse programs—culture, festivals, gastronomy, outdoor life, and local crafts—spreading benefits across neighborhoods and encouraging visitors to explore beyond the center.

Many travelers seek authenticity. How does Zagreb protect its cultural identity—traditions, crafts, gastronomy—without becoming a theme park, and what initiatives invite visitors to participate respectfully, supporting local businesses and nurturing positive relationships between residents and guests?

Authenticity is one of Zagreb’s greatest strengths, and protecting it is at the core of our development strategy. Tourism and culture are deeply interconnected—culture enriches the visitor experience by offering authenticity and meaning, while tourism, when properly managed, provides the resources needed to preserve cultural heritage and support creative initiatives.

However, if tourism is not guided carefully, there is always a risk of losing local character or overburdening city resources. That is why we place great emphasis on balance and responsible growth. The city is dynamic, diverse and big enough to sustain its cultural identity while continuing to develop as an attractive tourist destination.

Our approach is based on active planning, the involvement of the local community, and continuous promotion of initiatives that encourage visitors to experience the city respectfully—by meeting local artisans, exploring traditional gastronomy, and discovering cultural institutions that keep the spirit of Zagreb alive. We support projects that connect residents and visitors through authentic, small-scale experiences rather than mass entertainment.

In this way, tourism becomes a tool for preserving and nurturing culture, not something that threatens it. Zagreb remains a city where creativity, tradition, and everyday life coexist naturally—and that, I believe, is what visitors feel and appreciate most.

Budgets matter. What simple strategies do you recommend for visiting Zagreb affordably—best times to book, good-value neighborhoods, public transport, cultural passes—without sacrificing quality of experience or the city’s positive impact?

One of Zagreb’s advantages is that it offers an excellent value-for-money experience. Major international outlets—from Lonely Planet and TripAdvisor to Forbes and CNN—have all recognized Zagreb as a city that combines high quality with affordability. Visitors can enjoy a rich cultural, gastronomic, and lifestyle offer without excessive spending.

Public transport is efficient, safe, and affordable, with convenient daily and multi-day passes that make it easy to explore the city sustainably. Museum tickets and cultural attractions are also reasonably priced, and what’s important to emphasize is that prices remain stable throughout the year, which allows visitors to plan their stay without major seasonal fluctuations.

All these elements make Zagreb an attractive, accessible destination where visitors can experience authenticity and comfort while supporting a city that values balance, quality, and sustainability.

In digital promotion, which channels and content work best to inspire visits—short video, practical guides, genuine testimonials—and how do you measure that a message truly helps someone decide to travel? What common mistake should other urban destinations avoid?

In digital and tourism promotion of Zagreb, we at the ZTB have found that the most effective channels are short, authentic videos, genuine visitor recommendations, and practical guides that facilitate trip planning. We measure campaign success through a combination of quantitative indicators—engagement, searches, and arrivals—and qualitative feedback from visitors. Authenticity and emotional connection are key in promoting the city. Other urban destinations often make the mistake of focusing solely on visual appeal, producing generic content, lacking practical information, not differentiating audiences, or failing to track campaign results—these are the mistakes that should be avoided.

Connectivity is key. How are Zagreb’s air and rail links evolving, and what practical information should first-time visitors know to arrive, region und easily, and connect the regi with other experiences in Croatia and the region?

Zagreb is well connected, with expanding air routes across Europe and convenient rail and road links. The airport is only 20 minutes from the center, and travelers can easily continue to the Adriatic, the Alps, or nearby capitals, making it a perfect gateway to the region.

A city brand lives in stories. What narrative does Zagreb aim to project over the next three years, and how is it reflected in campaigns, signage, cultural programming, and everyday details? Which symbol, color, or gesture best sums up that welcoming spirit?

Through the strategic branding process, we are continuously shaping Zagreb as a destination that is attractive and full of content throughout all seasons, supported by carefully designed projects and events that highlight its distinctive character.

In winter, Zagreb transforms into a magical city thanks to Advent Zagreb, a concept we introduced in 2014 that has since become one of the most awarded Christmas markets in Europe. It successfully combines tradition and contemporary urban energy, and has set a trend across Croatia—today, more than 50 cities and towns organize their own Advent celebrations inspired by Zagreb’s example. 

In spring, we welcome renewal and light through the Festival of Lights Zagreb, launched in 2017 and immediately included in the international Festival of Lights network. This event bridges art, creativity, and tourism, illuminating the city’s architecture and spirit with innovation and optimism.

During summer, Zagreb Classic brings world-class open-air classical performances to the very heart of the city, further strengthening Zagreb’s cultural identity. Alongside it, various boutique events create an atmosphere of elegance, togetherness, and urban joy.

In autumn, our focus turns to culture and authenticity, particularly through the platform “Museums, maybe”, which showcases Zagreb’s unusual museums and creative private initiatives. It reflects our belief that culture is not just preserved in institutions—it lives in ideas, stories, and the everyday creativity of our citizens.

In essence, Zagreb’s brand is not built on slogans—it’s built on experiences that make visitors feel they belong. That is the true spirit of our city.

Gastronomy and creativity: how are you supporting chefs, markets, and local producers so visitors enjoy authentic, responsible, and accessible flavors? Which routes, festivals, or culinary experiences would you recommend discovering Zagreb beyond the usual tourist circuits?

Gastronomy and creativity play a central role in how we present Zagreb as a destination of authentic and responsible experiences. Culinary travel is one of the fastest-growing global trends, and visitors today are increasingly motivated by food, local produce, and the stories behind them. Recognizing this, the Zagreb Tourist Board has made gastronomy a strategic focus of our destination development.

According to the World Food Travel Association, over half of all travelers actively seek culinary experiences during their trips. In line with these global trends, we have created initiatives that connect chefs, producers, markets, and restaurateurs, ensuring that visitors can experience Zagreb through genuine, local flavors.

Our latest platform All flavours of Zagreb combines several various projects we support. One of them is Delicious Zagreb - a digital guide that brings together the city’s restaurants, bars, wineries, confectioners, and artisan producers. It offers curated recommendations, themed routes, and stories about local ingredients, along with recipes from renowned Croatian chefs. This platform helps visitors discover Zagreb beyond the usual tourist circuits—through its markets, neighborhoods, and people who shape its culinary scene.

In addition to promoting our gastronomy to visitors, we actively invest in professional development. Through Michelin Masterclass workshops, organized in collaboration with international Michelin-starred chefs, we provide Zagreb’s chefs with opportunities to exchange knowledge and refine skills while celebrating local ingredients.

All these efforts share one goal—to strengthen Zagreb’s culinary identity in a sustainable, authentic, and collaborative way. Whether through markets like Dolac, local wineries, or new creative spaces, Zagreb invites visitors to taste the city with all their senses, discovering its true flavor through the people who create it every day.

Looking to the near future, which trends will shape urban travel—sustainable getaways, work-from-anywhere, neighborhood experiences—and where do you see the best opportunity for Zagreb to stand out with reasonable investments, caring for both visitors and residents?

Urban travel is being shaped by sustainability, technology, and lifestyle changes such as remote work. Zagreb is well-positioned for this evolution—it offers a safe, connected, and culturally rich environment with a strong sense of community. Our goal is to continue growing responsibly, investing in quality and innovation while caring equally for residents and visitors.

To close, a personal message: why would you encourage travelers to choose Zagreb this year, and what promise would you make regarding hospitality, quality, and emotional memory so they recommend the city and wish to return soon?

I invite travelers to discover Zagreb—a city that welcomes you with warmth, creativity, and heart. Whether you come for business, culture, gastronomy, or simply to enjoy its relaxed rhythm, Zagreb promises genuine experiences and lasting memories. We look forward to greeting you—and to your return.

From the Tourism and Society Think Tank (TSTT), we wish to express our deepest gratitude to Martina Bienenfeld, CEO of the Zagreb Tourist Board, for sharing with us such an inspiring and insightful interview. Her leadership and vision to establish Zagreb as a creative, sustainable, and accessible European capital provide valuable reflections on the future of responsible and balanced tourism in contemporary cities.

We reaffirm our commitment and desire to collaborate closely with the City of Zagreb and the Republic of Croatia, strengthening institutional cooperation and promoting joint projects focused on knowledge exchange, innovation, and sustainable tourism development, for the benefit of both visitors and local communities.