The town of Sveti Ivan Zelina, known for its rich history, picturesque hills, and exceptional wine tradition, is on the threshold of a new era of its tourism development. With great anticipation and enthusiasm, the Tourist Board of the Town of Sv. Ivan Zelina invites all interested parties to mark a key date in their calendars – Wednesday, October 8, 2025. On that day, starting at 11:00 a.m., in the representative premises of the exhibition and presentation hall of the Zelina Museum, at Trg Ante Starčevića 13, the ceremonial presentation of the town's completely new tourism brand identity will be held. This strategic step is crowned with the slogan "Zelina – weekend inspiration", which clearly communicates the vision of positioning this Prigorje pearl as an ideal destination for short but content-rich holidays.

This event represents the culmination of months of work and strategic thinking by the team led by the Director of the Tourist Board, Marina Zubčić Mubrin, and its President, Eva Jendriš Škrljak. The goal is to create a recognizable and strong brand that will communicate everything that Sveti Ivan Zelina offers its visitors in a modern and attractive way. The new identity is not just an aesthetic refresh; it is the foundation for future marketing activities and the development of tourism products that will attract new guests and encourage them to explore all the charms of the Zelina region. The organizers have announced that this presentation is not the end, but the beginning of a new story, and they have also prepared additional tourist inspirations which they will share with the public on this occasion, hinting at the wealth of new experiences awaiting future visitors.

A completely new chapter for Zelina tourism

The new slogan "Zelina – weekend inspiration" precisely targets modern travelers seeking an escape from hectic everyday life, especially those from nearby urban centers like Zagreb. The concept of a weekend destination perfectly aligns with the geographical location and natural resources that Sveti Ivan Zelina abounds in. The idea is to offer a complete experience that fulfills and inspires – from relaxing walks through vineyards and forests, through tastings of premium wines and local gastronomic specialties, to discovering the rich cultural and historical heritage. Branding the town as a source of inspiration suggests that visitors can recharge their batteries here, find new ideas, connect with nature and tradition, and return home enriched by an authentic experience. The new strategy is expected to encompass an integrated approach that connects all local tourism stakeholders – from winemakers and family farm owners, through accommodation providers to cultural institutions and associations – to jointly create a unique and competitive tourist offer.

The event will be held at a symbolic location – the recently renovated Zelina Museum. This museum, located in a building designed by the famous Croatian architect Stjepan Planić, is itself a fusion of history and modernity. Its space is not only a guardian of the past but also a dynamic place for meetings, education, and presentations, making it an ideal stage for presenting the vision of the future of Zelina's tourism. The museum holds an impressive collection of over 14,000 items arranged in 16 collections, including an extremely valuable collection of historical documents dating from the 14th century, an archaeological collection with objects from prehistory, and a rich ethnographic collection that testifies to the daily life of the inhabitants of this region.

The wine road as the backbone of inspiration

An indispensable part of every story about Sveti Ivan Zelina is its wine tradition, and it will be one of the key pillars of the new brand. The Zelina Wine Road, which winds through gentle hills, is home to numerous renowned winemaking families who have been cultivating vines for generations. A special place in this story belongs to the indigenous variety Kraljevina, a light and vibrant white wine that perfectly reflects the character of the Zelina region. This wine, characterized by its freshness, pleasant acidity, and delicate varietal aroma, is ideal for summer refreshments and pairing with local dishes. The branding of Kraljevina Zeline as a recognizable product has already achieved significant success, and the new tourism identity will give additional momentum to the promotion of this unique variety. Visitors can expect an even richer offer of wine tours, tasting rooms, and events that celebrate wine, such as the widely known Continental Croatia Wine Exhibition, which has been held in Zelina for more than half a century. Investing in eno-gastronomic tourism is recognized as a key factor in attracting more demanding guests seeking authentic and high-quality experiences, and it is here that immense potential for further development lies.

In addition to Kraljevina, Zelina's winemakers also produce a wide range of other quality wines, from white varieties such as Chardonnay, Sauvignon, Pinot Gris, and Pinot Blanc to red varieties. Each winery on the wine road tells its own story, offering visitors not only a wine tasting but also an introduction to the production process, the tradition, and the passion behind every bottle. The new brand "Zelina – weekend inspiration" will certainly encourage the creation of innovative tourist packages that combine wine tours with other activities, such as cycling, hiking, or staying in charming rural holiday homes, where guests can fully immerse themselves in the peace and beauty of the Prigorje landscape. It is this synergy of nature, gastronomy, and hospitality that forms the foundation on which future tourism recognition will be built, and finding the perfect accommodation in Sveti Ivan Zelina becomes the starting point for an unforgettable adventure.

Cultural heritage and active holidays in the green heart of Prigorje

The history of Sveti Ivan Zelina reaches deep into the past. The first written mention of the name Zelina dates back to 1185, and the parish church of St. John the Baptist, whose bell tower still dominates the town's skyline, was mentioned as early as 1200. The rich historical layers are visible at every step – from the remains of the medieval Zelingrad, a fortress that once guarded the paths on the slopes of Medvednica mountain, to numerous baroque chapels and churches scattered throughout the surrounding villages. This heritage represents an inexhaustible source of stories and legends that will, as part of the new branding, be told in an interesting and interactive way. Projects like the "Magical Zelina Fairy Park," which connect private accommodation facilities with natural heritage and local legends, already show the direction of thinking – creating unique and magical experiences that remain in the lasting memory of visitors.

For those eager for an active holiday, the Zelina region offers numerous possibilities. The "Through Zelina Mountain" educational-ecological trail leads researchers through preserved nature, while a network of cycling paths allows for the exploration of hidden corners and beautiful viewpoints. The proximity of the Medvednica Nature Park further enriches the offer for hikers and nature lovers. The new tourism identity will have the task of connecting all these elements – culture, history, nature, and recreation – into a meaningful whole. Thus, "Weekend inspiration" can also mean historical exploration, spiritual renewal in the silence of sacred buildings, an adrenaline adventure on two wheels, or simply relaxing to the sounds of nature. The presentation of the new brand on October 8 is therefore not just a formality, but a strategic turning point that will determine the direction of tourism development in the years to come and confirm that a holiday in Sveti Ivan Zelina is truly a vacation for the soul and body.