Following a call published by the City of Zagreb for funding association programs and projects aimed at ​​tourism development in the year 2026, UHPA’s approved project proposal – under the title Zagreb Upgrade, focuses on increasing the competitiveness of Zagreb’s tourism offer and identifying potential areas for the development of new tourism products.

PROJECT DURATION: 01.09.2026. – 30.06.2027. (10 months)

TOTAL PROJECT VALUE: 9.257,00 EUR

GRANT VALUE: 6.257,00 EUR

PROJECT SUMMARY:

The project premise recognizes that travel agencies and destination management companies are essential to the further development of tourism in Zagreb. Project activities include updating Zagreb’s travel agency database, analysing existing agency offers and exploring interest for developing tourism products across specific market niches and segments. By guiding tourism stakeholders towards activities of stronger specialization, the project encourages the development of new, content-rich tourism programs. This will strengthen the attractiveness and competitiveness of the tourism offer of Croatia’s capital, benefiting the resident population as well as one-day and multi-day visitors.

MAIN PROJECT OBJECTIVES:

The goal of the project is to stimulate the development of new tourism products in Zagreb through stakeholder synergy, relying on research findings and expert conclusions. The analysis will be presented at a round table in order to encourage a dialogue between representatives of the city administration, the tourist community, academia, tourism trade associations, destination management companies, tourism service providers and the city’s residents who shape, directly or indirectly, its tourism offer and the development of the city.

Finally, in order to disseminate the results of the project among the public and across relevant institutions, UHPA plans to publish a Zagreb Upgrade feature in the 16^th edition of its UHPA Magazine publication. This Croatian language publication’s audience is primarily made up of travel agency professionals, but it is also distributed to other stakeholders in the tourism industry and higher education professionals.

PROJECT ACTIVITIES:

1. Analysis of travel agency capacities in Zagreb

2. Identification of key segments for the development of special interest tourism in Zagreb

3. A round table event

4. Dissemination activities

EXPECTED OUTCOMES:

1. Strengthening the cooperation between tourism stakeholders in Zagreb, especially travel agencies and service providers, in the creation and promotion of new tourism products

2. Establishing an active link between educational bodies and business entities

3. Increasing the interest of travel agencies for smart specializations which strengthen their market positions

4. Directing tourist demand toward underdeveloped segments and periods outside the main season, in line with empirical findings

5. Encouraging the creation of new multi-day programs within the special interest tourism offer of the city

6. Contributing to the sustainability and resilience of tourism in Zagreb

 

The project is co-financed by the City of Zagreb.