On a gray Dublin afternoon, beneath chandeliers and the low murmur of professional small talk, Croatia made its annual case for reinvention.
The occasion was “Meet the Media,” a long-running gathering that brings together tourism officials and some of Ireland’s most influential travel journalists, editors and broadcasters. For Croatia, the message was clear: think beyond the beach towel.
“Meet the Media is a platform where we can speak directly to those who shape the perception of destinations and inspire travelers,” said Bisera Fabrio, director of the Croatian National Tourist Board office for the United Kingdom and Ireland. “It is crucial for us that Croatia is not seen only as a summer destination, but as a country with a diverse offer throughout the entire year.”
For decades, Ireland’s travelers have flocked to Mediterranean shores in search of predictable sunshine. Croatia, long associated with high-season Adriatic escapes, is now attempting to reposition itself in the Irish imagination — as a place of shoulder-season city breaks, sustainable tourism initiatives and lesser-known coastal and inland regions.
During the event, held in the Irish capital, presentations and panel discussions explored shifting travel patterns and media trends. Awards were presented to journalists whose reporting helped introduce Croatia to Irish audiences in new ways. Among them was Bob O’Brien, producer of the television series High Road Low Road, which filmed an episode in Zadar County last year. Fergal O’Keeffe, who produced a radio travel feature on Croatia’s islands after his visit, was also recognized.
The London office of the Croatian National Tourist Board, which oversees Ireland, used the gathering to promote destinations that rarely appear in glossy summer brochures. Sustainable tourism and year-round travel opportunities featured prominently in discussions — themes increasingly aligned with Irish travelers seeking depth over spectacle.
There was, beneath the formalities, a quiet acknowledgment of the evolving relationship between media and tourism. In an era when perception can shift with a single viral post, the cultivation of journalists and influencers is less about marketing campaigns and more about narrative.
Given the sustained interest expressed by Irish media outlets, Fabrio said Croatia expects strong coverage again this year — from well-known coastal favorites to smaller destinations eager for their turn in the spotlight.
If Ireland’s storytellers embrace the message, Croatia may find itself recast not merely as a summer postcard, but as a year-round chapter in Europe’s travel imagination.
@croatiafulloflife Some places don’t need an introduction, they just stay with you long after you leave ???? ???? @ibizamediterranea #CroatiaFullOfLife #Rovinj ♬ Light of the Soul – SANTANA J.L.M