UNESCO Recognizes Trogir Brand Strategy as Positive Cultural Tourism Example

Daniela Rogulj

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At the end of 2019, the city of Trogir made a big step forward by presenting a new branding strategy, slogan, and visual identity, which was complemented by signage in the city, promotional materials, and a new website, jointly created by the city and the tourist board, reports HRTurizam.

Thus, Trogir became the first destination on the coast and the first city in Croatia, which began branding at such a serious and professional level. The project is called Marked by Masters, and you can read more about it on TCN HERE.

The Trogir brand strategy was recognized as a positive practice by UNESCO. Namely, on its official website, UNESCO writes about the Trogir branding project in the context of its importance for the sustainable development of the destination. “The new branding strategy of the city based on cultural values and community participation aims to increase the attractiveness of Trogir as a destination for cultural tourism,” says UNESCO.


This is further confirmation of the value and importance of the project started two years ago, which will be intensively developed in the next five to ten years. It is necessary to fully implement it according to the experience of international cities, said the city of Trogir, adding that they are excited that UNESCO has confirmed their work by sharing the case study for the City of Trogir, authored by the Fabular agency.

“In the Middle Ages, world-class masters worked in Trogir, such as masters Radovan, Nikola Firentinski, Muscardel, Andrea Alessi, and Duknović, creating masterpieces, but also leaving smaller, detailed traces in the old town. The challenge was to unite the city’s masters with “medieval graffiti” and games carved into the stone, like chess and merel, which we did by creating a story that called for discovering the traces of masters in every corner of this beautiful city.”

According to UNESCO, if the project is fully implemented in accordance with the described plans, the initiative could contribute to sustainable development and the UNWTO (Sustainable Development and the Sustainable Development Goals) sustainable development goals. Trogir has been on the UNESCO list since 1997. 

Follow our dedicated travel page for more information on Trogir, Marked by Masters, and much more.


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