Zagreb the Outdoor Stage: Adapting Tourism in the Corona Era

August 21, 2020 – No destination in Croatia has adapted its tourism in the corona era as well as the Croatian capital. Meet Zagreb the Outdoor Stage.

All the world’s a stage, wrote Shakespeare. And that is certainly true of Zagreb.

This has without question been the most challenging year for tourism globally. Record drops in tourism traffic with the accompanying loss of income, social distancing, the cancelling of most events, the silent but omnipresent threat of COVID-19. 

Such uncertainty is hard to cope with, and many destinations had little more of a strategy of hoping that things would be alright, and that the bright blue skies and warm sunshine would keep the virus at bay. 

(Zagreb Tourist Board – J. Duval)

But there has been one destination which has consistently taken the lead with an innovative approach to deal with the unfolding new realities – the capital Zagreb. 

Until recently, Zagreb was not really even considered to be a major tourist destination – Croatian tourism was all about the coast after all.  

And then something changed, and suddenly Zagreb became a very cool destination. So cool, in fact, that Lonely Planet named it its Best Destination in Europe in 2017.

But it was the spectacular rise of Advent in Zagreb – voted Best Christmas Market in Europe for three successive years – that really took the Zagreb tourism story around the globe. A spectacular affair, lighting up its central parks and main square, until Advent expanded slowly year on year to cover more and more nooks and crannies of the centre and upper old town. 

It was a first-class display of Zagreb, the Outdoor Stage. The temperatures may not have been for the ardent t-shirt weather, but tens of thousands of tourists poured into the city to enjoy the concerts, exhibitions, ice skating, mulled wine and seasonal cheer. It was a perfect advertisement of one of the lesser – until recently – advertised aspects of tourism in the capital – the Great Outdoors. 

During the lockdown, as many destinations settled for a simple message of Stay Home, Travel Later, Zagreb went a lot further with great mini-campaigns such as Zagreb Loves You and From Zagreb Balconies. It seemed that there was hardly a piece of the capital which was not showcased in these two brilliant campaigns. 

The best was yet to come, however, with a new initiative in cooperation with the Zagreb County Tourist Board to truly show Zagreb, the Outdoor Stage. A new website, Around Zagreb, instantly gave Zagreb a completely new dimension as a tourist destination – and one which could not have been more timely or relevant. 

With a focus on the Great Outdoors, both within the city limits with its endless parks, open spaces, outdoor concerts, and cafe culture, to the equally impressive tourism offer in the close vicinity of the city – nature, hiking, cycling, culture, authentic gourmet experiences, glimpses of the traditional way of life. Here was a healthy and appropriately socially-distance tourism focus away from the crowds which brought Zagreb into the tourist framework from a completely different perspective. 

From truffle hunting – long assumed to be the preserve of Istria – to exploring the incredible street art of the city itself, Around Zagreb takes tourists away from the crowds and out into the fresh air, suggesting itineraries for families, culture buffs, romantics and nature lovers. 

Zagreb’s street art deserves a special mention, for it is a sub-culture genre which has really blossomed in recent years, attracting more and more creative designs all over the city. These include the famous Blue Whale mural, voted one of the top 10 in the world at the Festival d’Art Public in Montreal in 2016. Isn’t it beautiful? An expert guided walking tour of the street art of Zagreb is just one outstanding and innovative tour that did not exist a decade ago. 

And there are events… 

Art project Okolo/Around invites you to a unique artistic stroll ‘around’ Zagreb. From August 20 to 30, “Okolo” will bring life to a number of hidden streets, forgotten aisles and treetops of Zagreb parks using them as canvases for urban art.

This year’s event, in cooperation with the Zagreb Tourist Board, focuses on the wounded city, as the Croatian capital rebuilds after the devastating March 22 earthquake, with the goal of creating a more optimistic image of the city. Working with local artists, Okolo conducts a series of urban interventions with the aim of revitalising selected public spaces which congregate the community around positive and inspiring ideas. 

September calls you to Zagreb’s longest and most famous street to take part in a fantastic 5-year project to involve artists in developing some of the city’s derelict spaces in Project Ilica Q’Art:

The Ilica 2018 project (projekt Ilica 2018) is something of a continuation of the process that began nearly two decades ago, which is now making its return, more vital than ever, as a five-year project aimed at actively encouraging the cultural and artistic development of the city of Zagreb by developing a collective vision and corresponding models of participatory management of derelict spaces, involving artists, civil society organizations, educational institutions, trades and residents. The five-year framework is designed to boost the neglected cultural infrastructure through research and practice, based on which we will develop strategic guidelines for further action and establish appropriate models of the sustainable use of today’s empty urban spaces.

(Photo credit – Međunarodni festival umjetničkih zastavica)

There are many more such events taking place all over the city, all through the year. As previously reported on TCN, the centre of Zagreb received an additional dash of colour this month with Flag Art Zagreb. 

Tourism is changing around the world, but not all destinations are prepared or able to make that change. Zagreb is one such destination which is not only moving with the times, but actively looking to take the lead in new directions. If you haven’t visited the Croatian capital in a while, another visit may well surprise. 

For the latest news from Zagreb, check out the dedicated TCN section.  

This article was sponsored by the Zagreb Tourist Board

 

Subscribe to our newsletter

the fields marked with * are required

Email: *
First name:
Last name:
Gender:	Male Female
Country:
Birthday:	[DD] 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 [MM] 1 2 3 4 5 6 7 8 9 10 11 12 [YYYY] 1924 1925 1926 1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 1948 1949 1950 1951 1952 1953 1954 1955 1956 1957 1958 1959 1960 1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Please don't insert text in the box below!