A new stage of the Uplift project presented in Osijek: after Dalmatia, Slavonia and Baranja are coming into focus
The continuation of the Uplift project – friend of Croatian cuisine, a national initiative aimed at the systematic definition, protection, and promotion of Croatian gastronomy, was presented in Osijek, and the new stage brings a clear territorial and identity shift toward the continental part of the country. The focus of the second season will be Slavonia and Baranja, regions of strong culinary character, rich tradition, and recognizable dishes, which in the next phase should receive a more precisely standardized and contemporarily interpreted gastronomic framework. The project was presented at Hotel Materra, as part of the “Stories of Slavonia” event organized by the Croatian Chamber of Economy, before representatives of the tourism and hospitality sector who see continental tourism as one of the key areas for the development of Croatia’s offer. It is precisely such an environment, where premium tourism, local identity, and gastronomy meet, that proved suitable for opening the question of how traditional dishes can be transformed into strong and long-term sustainable tourism capital. For guests who want to explore eastern Croatia for longer, especially the area around Osijek, additional practical value may also be found in
accommodation for visitors in Osijek as a starting point for touring the local eno-gastro scene.
A project that wants to answer the question of what Croatian cuisine is
Uplift – friend of Croatian cuisine is developing as Mastercard’s five-year national initiative, with the support of the Ministry of Tourism and Sports and the Croatian Chamber of Economy, with the ambition of systematically defining Croatian cuisine for the first time as a strategic tourism, cultural, and economic resource. The essence of the project is not only the promotion of individual recipes, but the creation of a long-term manifesto of Croatian cuisine, that is, a collection of representative dishes that can credibly represent individual regions and the country as a whole. Such an approach attempts to fill a gap that has long existed in Croatian tourism: the country is internationally recognized as an attractive destination, but the gastronomic story has often been dispersed, strong locally, but insufficiently clearly articulated nationally. The organizers of the project start from the thesis that guests today do not travel only because of landscapes or landmarks, but increasingly because of experience, and food is one of its most direct and most striking elements. In that sense, the project deals not only with the past and heritage, but also with the way tradition can be transferred into a contemporary hospitality, educational, and tourism context.
Why the focus is now on Slavonia and Baranja
After the first season dedicated to Dalmatia, the transition to Slavonia and Baranja is a logical and substantively expected step. It is an area with an exceptionally recognizable culinary identity, an abundance of dishes deeply rooted in local everyday life, and a clear connection between gastronomy and agriculture, customs, seasonality, and social life. Slavonian and Baranjan cuisine are therefore not just a set of traditional recipes, but also a reflection of historical influences, multicultural layers, and a strong connection with local ingredients. At a time when Croatian tourism is trying to develop year-round and continental products more strongly, it is precisely the east of the country that is emerging as a space where gastronomy can be the main reason for arrival, and not merely an addition to travel. That is why the announced second season of the project, which should begin in autumn 2026, has a broader significance than a mere regional cycle: it tests whether Croatian continental cuisine can be just as strong an identity and market tool as coastal cuisine. For those planning to tour the region during future gastro-events,
accommodation offers in Slavonia as well as
accommodation near the event venue in the Osijek and Baranja area may also be useful.
The panel at Materra opened the question of authenticity and standards
One of the key messages of the panel held as part of the “Stories of Slavonia” event was that authenticity is not just a marketing word, but a matter of precision, understanding, and professional agreement. The panel included Ema Huskić, Head of Marketing at Mastercard in Croatia, chef Marin Medak, head of the project working group, and Dino Grnja, chef at Hotel Materra and participant of the first generation of masterclass workshops. The discussion opened the question of how traditional dishes can become the foundation of a contemporary tourism identity and why this is precisely the moment for Croatian cuisine to be systematically defined and presented according to clear criteria. In that framework, it was emphasized that the goal is not to close the space for creativity, but to create a reliable basis from which creativity can proceed. In other words, contemporary interpretation is not possible without prior understanding of the original dish, its technique, composition, and cultural meaning. In this way, the project positions itself between the protection of heritage and the development of a market-relevant premium offer, which is especially important in regions that want to build recognizability outside the peak summer season.
From Dalmatian dishes toward a continental manifesto
The first season of the project was dedicated to Dalmatia, and from that process emerged six standardized dishes selected as a representative part of the region’s culinary identity: black risotto, fish soup, marinated fish, brudet, grilled fish with Swiss chard, and pašticada with gnocchi. Those dishes were not selected only because of popularity, but also because of their symbolic and gastronomic weight in the regional identity. The standardization process included the work of an expert group, the definition of key elements of recipes, and the education of young chefs through masterclass workshops. In that way, the project did not remain at a declarative level, but attempted to establish a knowledge-transfer model that can function in professional kitchens, educational programs, and promotional activities. It is precisely this model that is now to be transferred to Slavonia and Baranja, with the difference that the continental context will open a different set of questions, from the relationship between paprikaš and čobanac to the way local specialties can be clearly described, distinguished, and presented to an audience that often knows them only superficially.
What it means to standardize a traditional dish
Chef Marin Medak’s statement that many think they are cooking čobanac, but are actually making paprikaš, neatly summarizes the essence of the problem the project addresses. In domestic gastronomy, many dishes live in a large number of variants, which is natural and partly desirable, but at the same time makes their consistent presentation to guests, the media, and the international market more difficult. Standardization, as presented through Uplift, does not mean imposing a single permitted version, but rather a more precise definition of the fundamental characteristics of a dish: what its key ingredients are, which preparation techniques, what texture, what identity framework, and which differences set it apart from related recipes. This is especially important in Slavonia and Baranja, where everyday culinary life relies on strong and deeply rooted dishes, but where, precisely because of their widespread nature, different interpretations of basic terms are also often present. For a region that wants to position itself more strongly on the tourism map, clearly defined dishes can become just as important as wine routes, cultural events, or natural attractions.
Continental tourism and premium offer require a clear story
The presentation of the project within the framework of the Croatian Chamber of Economy event was not accidental. Through the Stories – Experience Premium Croatia platform, the Croatian Chamber of Economy is already developing a network of premium tourism offer, and the emphasis is precisely on authentic, sustainable, and personalized experiences. In that context, gastronomy is not only part of the hospitality offer, but also a tool for shaping the identity of a destination. According to research presented alongside the project, a large share of guests experiences food as an important element of overall travel satisfaction, while the authenticity of dishes and the quality of ingredients strongly influence the perception of Croatia as a tourism country. If one adds to that the fact that premium accommodation and experiences are increasingly contributing to the revenues of Croatian tourism, it becomes clear why top hotels, local producers, restaurants, and gastronomic projects are increasingly being connected on the continent. For travelers planning a longer stay and wishing to explore the eno-gastro content of eastern Croatia, a practical entry point may be
accommodation in Baranja or
accommodation offers in Osijek, especially during larger events and seasonal manifestations.
The role of young chefs and the transfer of knowledge
An important layer of the project is the education of young chefs, which distinguishes Uplift from many similar initiatives that remain at the level of a promotional campaign. In the first season, applications for masterclass workshops sparked great interest, and through the selection process participants were chosen who worked on adopting the standards of Dalmatian cuisine. Among them was Dino Grnja from Hotel Materra, who today represents a good example of how the project connects different Croatian regions and culinary traditions. Such a model has long-term value because knowledge does not remain closed within a narrow circle of established chefs, but is passed on to the generation that will lead restaurants, hotels, and other hospitality projects in the coming years. In regions such as Slavonia and Baranja, this can be especially important, because the sustainability of gastronomic identity does not depend only on whether good dishes exist, but also on whether there is a sufficient number of people who know how to prepare, explain, and present them in a way understandable to the contemporary guest.
Who will lead the new phase of the project
The working group of the second season will be led by Marin Medak, and according to the announcement from Osijek, its members will also include Tomislav Đukić, Goran Kočiš, Marko Alilović, Marko Gajski, and Dario Bionda. Such a composition suggests that the project will also remain grounded in an expert and professional approach in the Slavonian-Baranjan stage, with the involvement of people who have direct experience working with local ingredients, regional dishes, and contemporary hospitality practice. What will be particularly important is the selection of dishes that will enter the process of expert selection and standardization. Slavonia and Baranja have a wide gastronomic repertoire, from meat dishes and fish stews to the tradition of cured meat products, dough-based dishes, soups, paprikaš dishes, and various seasonal specialties, so the selection itself will necessarily be both expert and symbolic. In that sense, the new season will not be only the technical work of standardization, but also a kind of public discussion about which dishes best represent the identity of the region.
Why gastronomy is important for the economic development of the region
The importance of a project like this should not be viewed exclusively through media visibility or reputational effect. In tourism-developed environments, gastronomy acts as a multiplier: it strengthens the restaurant and hotel offer, increases demand for local products, opens space for education, festivals, special menus, and experiential programs, while at the same time encouraging the development of small-scale production and additional services. In Slavonia and Baranja, where the question of the economic positioning of continental tourism is especially important, gastronomy can be one of the rare products that simultaneously carries local authenticity, high added value, and good branding potential. When the story of a dish, its origin, ingredients, and the people who prepare it is clearly told, it becomes more than a meal. It becomes a reason for arrival, a motive for spending, and an element by which the destination is remembered. It is precisely for this reason that the Uplift project is trying to introduce into the Croatian public space what has long been a standard in many developed gastro-destinations: a clear, reliable, and professionally articulated culinary image of the country.
Osijek as the place of presentation is not a случайный choice
The choice of Osijek and Hotel Materra for the presentation of the new stage of the project carries additional symbolic weight. In recent years, Osijek has been building ever more strongly the image of an urban center of continental tourism, while the wider region is simultaneously developing premium accommodation, wine and gastronomic experiences, and an offer aimed at guests interested in a more substantial and slower form of travel. Materra, located in Čepin near Osijek and included in the Stories platform, well illustrates the direction in which part of the continental offer wants to go: toward an experience that combines local character, a higher level of service, and a quality gastronomic component. Within that framework, the presentation of the Uplift project gains additional meaning as well, because it shows that the story of Croatian cuisine is no longer being built only on the coast, but also in regions that want to articulate their own market and identity position more strongly. For visitors who want to get to know that part of Croatia first-hand,
accommodation for visitors in Slavonia and Baranja can be a good starting point for visiting restaurants, wine cellars, local events, and producers.
From a local recipe to international recognizability
One of the most important ideas of the project is that Croatian cuisine can become more internationally legible only when the domestic market clarifies the basic terms to itself. It is not enough to have quality ingredients and a rich tradition if dishes are not clearly described, if the same names are used for significantly different recipes, or if the hospitality sector has no common basis for their presentation. In that sense, Uplift is trying to do something that is simultaneously expert, educational, and promotional: to extract from tradition what is representative, set a minimum standard of understanding, and then turn that standard into a tool for strengthening tourism recognizability. Slavonia and Baranja have a particularly important role in that story because these are regions whose gastronomy has a strong personality, but still does not have as strong an international positioning as, for example, part of coastal cuisine. If the new season succeeds in turning regional dishes into clear, recognizable, and professionally processed gastronomic references, that could be an important step forward not only for eastern Croatia, but also for the overall Croatian tourism image.
A story that is only just opening
The announcement of the second season of the project in Osijek therefore goes beyond an ordinary piece of news from the world of gastronomy. It speaks of an attempt for Croatian cuisine to finally begin to be built as a complete story, region by region, dish by dish, through the cooperation of institutions, chefs, educators, and the tourism sector. In a country where it is often said that quality exists, but that clear communication of what Croatia truly is is lacking, the Uplift project is trying to turn exactly that into an operational model. Slavonia and Baranja are now entering the center of that process, and in doing so are also getting the opportunity to turn their own gastronomic heritage into an even stronger tool of development, recognizability, and contemporary tourism attractiveness.
Sources:- Uplift – Friend of Croatian Cuisine, the project’s official website – description of the national five-year initiative, project goals, and its institutional framework (link)- Uplift – About the project – explanation of the concept of the manifesto of Croatian cuisine, the regional approach, and the educational component of the project (link)- Mastercard Croatia – research on the importance of gastronomy and authentic dishes for the tourism experience and the context of premium tourism development (link)- Croatian Chamber of Economy – document on the research and the Uplift project with an overview of the first season, project goals, and the list of standardized Dalmatian dishes (link)- Uplift – news about the masterclass workshop in Split – confirmation of the educational model and work with young chefs in the first season of the project (link)- Uplift – Dino Grnja profile – confirmation that he is the chef of Hotel Materra in Čepin and a participant of the first generation of masterclass workshops (link)- Croatian Chamber of Economy – Stories – Experience Premium Croatia – official description of the platform that brings together premium tourism offer in Croatia (link)- Stories Croatia – official website of the premium experiences platform in Croatia, with the context of premium offer development and destination positioning (link)- Hotel Materra – official website and hotel news, including confirmation of its connection with the Stories platform and its location in the Čepin-Osijek area (link)
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