Published on
November 7, 2025
The World Travel & Tourism Council (WTTC) has welcomed the Zagreb Tourist Board as its latest Destination Partner, marking a significant milestone in the council’s efforts to unite global leaders in travel and tourism. This partnership underscores Zagreb’s growing influence as a forward-thinking destination committed to sustainable growth, innovation, and the promotion of authentic cultural experiences.
As the official body responsible for promoting Croatia’s capital, the Zagreb Tourist Board plays a pivotal role in shaping the city’s image as an attractive and dynamic tourist destination. With a focus on highlighting the city’s unique blend of historical heritage, lively urban culture, and rich local traditions, the board has steadily positioned Zagreb as a year-round destination that appeals to a wide range of travelers.
Zagreb’s calendar of events demonstrates its dedication to cultural excellence and visitor engagement. Among the city’s signature initiatives are the Festival of Lights Zagreb, which transforms public spaces into mesmerizing visual displays, and the Zagreb Classic, an open-air festival celebrating classical music and attracting both local and international audiences. In addition, Advent Zagreb has repeatedly earned the distinction of Europe’s Best Christmas Market, drawing visitors from across the continent to experience the city’s festive atmosphere and vibrant holiday culture.
The Zagreb Tourist Board’s commitment extends beyond events and promotion. Through innovative marketing campaigns, collaboration with cultural institutions, and partnerships with local hospitality providers, the board has cultivated a reputation for excellence in sustainable and community-oriented tourism. This strategic approach ensures that tourism development benefits both visitors and residents, fostering economic growth while preserving the city’s cultural and environmental assets.
By joining WTTC as a Destination Partner, the Zagreb Tourist Board will now participate in global initiatives designed to advance sustainable destination management and digital transformation in tourism. This collaboration will also emphasize community-driven tourism, encouraging practices that enhance local engagement and resilience. Through the exchange of best practices and participation in international forums, Zagreb aims to contribute actively to shaping the future of global travel, demonstrating how destinations can thrive responsibly in an increasingly interconnected world.
This partnership highlights Zagreb’s dual role as both a cultural beacon and a model of modern tourism strategy. As the city continues to innovate in event programming, sustainability, and digital engagement, it reinforces its position as one of Europe’s most inspiring capitals. Travelers can expect to encounter a city that not only offers memorable experiences but also reflects a thoughtful and forward-looking approach to tourism that benefits communities, visitors, and the wider travel industry alike.
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.”
With this new collaboration, Zagreb is set to further cement its standing on the international stage, promoting tourism that is inclusive, culturally enriching, and environmentally responsible. As WTTC and the Zagreb Tourist Board work together, the partnership promises to create a lasting impact on global tourism standards while offering visitors unforgettable experiences in Croatia’s vibrant capital.
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