In the colder months, as the summer hustle slowly subsides, Zadar gets a new gastronomic story that could change the dynamics of its urban life — “Pijat na Pijaci” (Plate at the Market). This ambitious project is conceived as a regular Saturday gastro manifestation that will vividly revitalize the city markets out of season and offer locals and visitors a unique combination of flavors, local culinary creativity, and social gatherings.

Concept and idea behind “Pijat na Pijaci”

“Pijat na Pijaci” is conceived as a project that nurtures local, sustainable, and communal — a place where tradition, contemporary gastronomic impulses, and urban energy will overlap. The manifestation will begin on October 18, 2025, and will be held on Saturdays, from 11 a.m. to 5 p.m., at the Zadar Pijaca, and in four terms: October 18 and 25, and November 8, 15, and 22.

The initiative is the result of the work of the organizers **Adriatic Eventure DMC**, under the management of Goran Sremec, with the support of the City of Zadar, the Tourist Board of the City of Zadar, the management of Tržnice Zadar (Zadar Markets) and numerous caterers, OPGs, winemakers, and small producers. The goal is simple — to bring life back to the city center during the autumn and winter months and create a new recognizable tradition for Zadar.

Exhibitors, offer, and atmosphere

A diverse group of exhibitors is expected at “Pijat na Pijaci”: from local chefs and passionate caterers to OPGs, winemakers, and small producers who will offer the public a rich palette of aromas and flavors. The offer will include traditional dishes, innovative culinary performances, street food creations, and indigenous products, with an emphasis on seasonal, local, and sustainable.

In addition to gastronomic diversity, the organizers plan to include thematic workshops — for both children and adults — with which “Pijat na Pijaci” will become a place of learning and socializing. When visitors walk through the market, with the smells of food and the sounds of city life, they will be able to participate in culinary demonstrations, fermentation workshops, herb workshops, and similar content.

The ambition is to create an authentic and relaxed event — a space where citizens can once again feel the Pijaca as a place of meeting, exchange, interaction, and creating new connections, and not just as a space for shopping.

Why is “Pijat na Pijaci” important for Zadar?

The City of Zadar, known for its rich history, cultural sights, and unique Mediterranean spirit, has been intensively working on the development of cultural and gastronomic content in recent years. However, the summer season dominates the city's narrative, while in the colder months, the center often slows down.

This project wants to change that dynamic — to bring the spirit and pulse of the city back into the autumn-winter period, bring local caterers closer to the city's residents, and encourage creativity and innovation in the Zadar gastro scene. Also, “Pijat na Pijaci” has the potential to become a new tourist attraction — a way to show visitors Zadar not only as a destination of beaches and historical monuments, but also as an active city full of flavors, encounters, and life.

The organizers point out that “Pijat na Pijaci” will also be a platform for testing new ideas in gastronomy, a place where chefs and caterers can experiment, launch new concepts, or check the reactions of the public in a more intimate environment.

Internal project support and logistics

With “Pijat na Pijaci” you have to consider logistical challenges: securing the space, sanitary and technical conditions, access regulation, coordination with the owners of the market space and competent institutions. The role of Tržnice Zadar as a partner will be crucial — not only in terms of infrastructure, but also in the promotion and organization of the space.

Cooperation with local OPGs, small producers, and vineyards ensures local content and quality. In terms of communication, the promotion of the event during the fall is expected through digital channels, local media, and partnerships, in order to continuously remind and engage the public.

Synergy with already established events

The “Pijat na Pijaci” initiative does not live in a vacuum — it fits into many existing gastro and tourist events in Zadar, which further build the city's reputation as a culinary destination.

For example, the **Adriatic Gastro Show**, an international festival of gastronomy and tourism, will be held in Zadar in February 2025 at the Višnjik Sports and Recreation Center. The event gathers over a thousand companies from the region, presents the latest trends in gastronomy, catering, and tourism, and provides business opportunities for domestic producers. The festival covers about 12,000 m² of exhibition space and includes as many as 200 exhibition stands.

In 2026, the 11th edition of the Adriatic Gastro Show is planned, which will again be held in Zadar from February 4 to 7, with which Zadar further confirms its status as a regional gastronomic center.

“Pijat na Pijaci” can serve as a kind of introduction and a continuous link between the years, a way to experience gastronomy not only as a seasonal asset, but as a living, active component of the city's everyday life.

Reactions of the local community and expectations

The residents of Zadar are already showing interest — many point out that there has long been a lack of an event that brings life back to the city center during the colder months. Contracts with producers and caterers show that there is a willingness to participate and invest in participation.

On the other hand, the project is also a challenge — success will primarily depend on whether the public recognizes the value of participating and socializing in the autumn and winter variant. How many people will come to the market on Saturday to have lunch, taste, and participate in workshops — that is the key question of implementation and promotion.

In talks with the organizers, possible variants of expansion are also mentioned — cooperation with cultural institutions, music programs, integration with festivals, pop-up events during holidays and Advent.

Risks and obstacles to overcome

One of the biggest challenges is maintaining continuity. If the event fails after a few performances due to a poor turnout or poor organization, credibility can be damaged. That is why it is important to have a strong marketing plan, quality exhibitors, and a relevant offer from the very beginning.

The support of institutions — the City, the Tourist Board, the owners of the space — must be firm and long-term, so that the project can be established and survive the initial phases. The financial model must be sustainable, and costs (infrastructure, logistics, promotion) under control.

Another obstacle could be time limitations and unforeseen conditions — rain, wind, technical malfunctions — which are an integral part of working in an open space. Flexibility and alternative protection plans become a necessary element.

Wider impact on the tourist and gastro scene

The introduction of “Pijat na Pijaci” can have multiple benefits. On the one hand, it can extend the tourist season and encourage domestic guests to participate in cultural and gastronomic content. On the other hand, it can serve as a platform for introducing tourists to the real city — it is not just a riviera and sights, but a city where people live, cook, and meet.

For local producers and OPGs, this is an opportunity for direct sales and interaction with the public, without large distributor intermediaries. Through workshops and tastings, stories about origin, recipes, and identity can be conveyed, which further builds the value of the local product.

In a gastronomic sense, the project can stimulate innovation: chef pop-ups, integration into restaurant offers, experimental menus, cross-over kitchens — all within one market in the heart of the city.

Logistical data and schedule

Dates: Saturdays, October 18 and 25, 2025, and November 8, 15, and 22, 2025.

Manifestation working hours: from 11:00 a.m. to 5:00 p.m.

Location: Zadar Pijaca, in cooperation with Tržnice Zadar (see map and contact information attached in the project plan).

The organizers invite all interested producers, caterers, and creatives to apply for participation, in order to create a diverse and quality offer in each of the terms.

Promotion: The runtime campaign begins in early October, with teaser announcements, local media, collaborations with cultural and educational institutions, and digital channels.

Looking to the future

If “Pijat na Pijaci” manages to establish continuity, it can become a recognizable autumn-winter tradition of Zadar. It could expand to other neighborhoods, introduce additional dates, integrate with the Christmas fair, cultural programs, and events. Ultimately, it could be a model for other Croatian cities as well — how gastronomy and locality can deepen urban structures outside of the tourist season.

For Zadar, this is an opportunity to show itself as a city that breathes outside of the summer months — a city that nurtures its local values, encourages creativity, and gathers people around a good bite and a good story.