Award-winning most beautiful Advent window displays in Opatija

This year, during the holiday season, Opatija has once again confirmed its status as the "Queen of the Adriatic" and one of the most attractive winter destinations on the Croatian coast. Hundreds of thousands of lights, lavish decorations in the parks and on the Lungomare, and a rich cultural and entertainment program have turned the city into a recognizable backdrop for "The Most Beautiful Advent by the Sea." In this atmosphere, a special place was held by the competition for the most beautifully decorated window displays of 2025, which showed how much local business owners, craftsmen, and entrepreneurs participate in creating holiday magic with their ideas.

This year, the Tourist Board of the City of Opatija brought the competition even closer to visitors and citizens alike – the winners were decided by the followers of the official Facebook page Visit Opatija, voting for their favorites. The high public response confirmed that Advent windows are not just a decorative addition, but an important part of the destination's identity and a motive for coming to the city, where at the same time more and more accommodation offers in Opatija are being sought by visitors who want to experience the holiday atmosphere firsthand.

The Most Beautiful Advent by the Sea: the city's holiday backdrop

This year's Opatija Advent, held from late November to January 6, includes a series of locations spread from the historical parks in the city center, across Slatina and the Summer Stage, all the way to picturesque Volosko. St. James Park and Angiolina Park are illuminated with thousands of lights, winter installations, and recognizable nutcracker figures, while the Lungomare promenade has been transformed into a series of outdoor holiday "scenes." Lavishly decorated public areas, Advent stalls, and appropriate decorations in catering and hotel facilities complement the window displays and create the impression of one large, connected scenography of the city by the sea.

The ice magic on the Summer Stage, an ice rink right next to the waves, musical programs, children's workshops, and themed evenings in hotels and cultural institutions make Advent in Opatija a complete winter story, attractive to families, couples, and guests looking for a combination of tradition and modern content. In such an ambiance, the contribution of local entrepreneurs especially stands out – their windows, terraces, and interiors spread the holiday atmosphere from parks and squares into the small, intimate spaces of the city, so visitors spontaneously move from one point to another, discovering new vistas and corners of Opatija.

At the same time, Opatija builds on a legacy of more than 180 years of tourism tradition and a modern concept of sustainable development – the emphasis is on the quality of experience, spatial arrangement, and preservation of the destination's special character. Advent windows fit perfectly into this philosophy: instead of a one-time effect, they create an image of a city that lives to its fullest even in the winter months and encourages visitors to stay longer and explore different neighborhoods, offers, and accommodation near the event locations.

2025 Most Beautiful Window Competition: the public's voice as the main prize

The traditional selection of the most beautifully decorated Advent window displays in Opatija has been conducted for years, and now it has additionally gained a strong digital dimension. Instead of a classic expert jury, the public had the final say in the 2025 competition – followers of the Facebook page of the Tourist Board of the City of Opatija – Visit Opatija. During December, photos of the entered windows were published, and citizens and guests voted with "likes," giving the Advent atmosphere in the windows strong online visibility.

This way of choosing winners has a double effect: on the one hand, it motivates owners of business premises to approach window decoration with even more care, aware that they are being observed not only by an expert commission but also by current and potential guests. On the other hand, it encourages visitors to physically tour the city, compare what they saw on social media with the live experience, photograph the windows, and share them further. In this way, Advent in Opatija naturally spreads through personal recommendations and content created by the users themselves.

The Tourist Board of the City of Opatija provided a prize fund totaling 1,000 euros. The first-placed window was awarded 500 euros, the second 300 euros, and the third 200 euros. The amounts are not just financial recognition, but also a message that creativity, investment in spatial decoration, and contribution to the overall atmosphere of the city are recognized and valued. Ultimately, a well-designed window increases the visibility of an individual business entity, but also the entire destination, which is felt in the demand for accommodation for Opatija visitors, consumption, and guest satisfaction.

Election winners: three faces of Advent Opatija

After the votes from the followers of the Visit Opatija Facebook page were tallied, the title of the most beautiful Advent window for 2025 went to the shop Škatulica Wine, Gift & Premium Cigar Shop. Second place was won by Hair salon SKY by Eni, while third place went to the window display of DUX Nekretnine d.o.o. Each of the award-winning windows reflects a different segment of Opatija's offer – from eno-gastronomic experiences to service activities and the real estate sector – but they are linked by the same goal: to create a warm, inviting, and visually impressive holiday environment.

Škatulica Wine, Gift & Premium Cigar Shop – the top-ranked window with a signature of hedonism

The Škatulica Wine, Gift & Premium Cigar Shop is located in a passage next to one of Opatija's hotels, just a few steps from the seaside promenade. It specializes in premium Croatian wines, olive oils, delicacies, and selected cigars, relying on cooperation with local producers. During Advent 2025, its window was turned into a small scene dedicated to hedonism: wine bottles and gift sets are highlighted in a way that emphasizes the quality and origin of the products, while gentle holiday motifs create the impression of a warm living room open to passers-by.

The audience was clearly won over by the combination of authentic Croatian products and a carefully designed lighting atmosphere that does not dominate the content but complements it. Instead of aggressive decorations, Škatulica opted for a harmonious, elegant approach that matches Opatija's image as a destination for refined relaxation and enjoyment of details. The award for the most beautifully decorated window is therefore also a recognition of the shop's philosophy, which presents local products as part of a broader Opatija story.

Hair salon SKY by Eni – a holiday makeover in the heart of the city

The second prize went to Hair salon SKY by Eni, a hairdressing salon located along Opatija's main road, near numerous hotels, cafes, and promenades. The salon is already recognizable for its modern decor and use of professional brands, and during the Advent period, the window was additionally emphasized with lighting elements and holiday details that highlight the idea of transformation and appearance care.

The holiday decoration of the window followed the salon's concept – instead of generic Christmas motifs, the emphasis is on a sense of modernity and elegance, with a clear message that this is a space where a guest can relax and treat themselves to a small care ritual. The streets where hotel guests pass by day, and strollers in search of a holiday experience by night, gained additional visual dynamics through such windows. For many visitors, it is also a reminder that Advent in Opatija does not stop at parks and squares but enters hair salons, shops, and other business premises throughout the city.

DUX Nekretnine d.o.o. – third prize for a business window with a tourist message

The third-placed window of DUX Nekretnine d.o.o. shows how even a real estate agency can tell a holiday story in a creative way. DUX Nekretnine specializes in the mediation of apartments, houses, villas, and land in the area of Opatija and the Opatija Riviera, and their offers often address guests who first get to know the city as tourists and then think about a longer-term stay or investment.

The agency's Advent window connected real estate visuals with holiday elements in a way that refers to the idea of "home": lights in the windows, emphasized interior photos, and discreet Christmas decorations suggest the warmth and safety of the space. In this way, the agency's message – finding an ideal home or investment – intertwined on a symbolic level with the message of Advent, which is creating an atmosphere of togetherness and family gathering. The award is a confirmation that the business sector, which at first glance has no direct connection with tourism in the narrower sense, can creatively contribute to the identity of the destination.

Continuity of awards and comparison with previous years

This year's selection, in which the public took the lead role, follows the practice of previous years in which the Tourist Board of the City of Opatija has already awarded the most beautiful Advent windows. In earlier seasons, the winners were decided by an expert committee that evaluated the windows according to criteria such as originality, creativity in the use of decorative elements, aesthetic harmony, and overall holiday atmosphere. In one of the past Advent seasons, for example, the windows of a barbershop and a specialized shop were singled out as the most successful, while others were awarded catering facilities, showing the breadth of sectors participating in decorating the city.

The change in the decision-making model – with an emphasis on the public voice on social networks – can be interpreted as a reaction to the habits of guests who increasingly plan trips, but also daily outings, based on recommendations on the Internet. Advent windows thus gain an additional communication channel: photos and short videos created on the streets of Opatija turn into informal city promotion on social networks, and the windows awarded in this competition become a landmark for a tour of the city for all future visitors.

The role of the Tourist Board and local partners

In its strategic documents, the Tourist Board of the City of Opatija emphasizes the importance of quality decoration of public spaces, investing in content outside the classic summer season, and involving the local community in creating tourism products. Advent is an example of an event that combines all these elements: from lighting in parks and on promenades, through the ice rink and cultural events, to the activities of hotels, restaurants, museums, and the library. The competition for the most beautifully decorated windows fits into this logic as a relatively simple but highly visible measure to encourage creativity.

For business people and entrepreneurs, participation in the competition brings concrete promotion, but also a sense of belonging to a joint project. Many of them point out that window decoration is an opportunity to present themselves to guests who may not be the primary target audience – for example, a real estate agency also addresses visitors who now experience Opatija as a tourist destination but may one day become buyers of apartments or houses. The same applies to shops specialized in local products, like Škatulica, which through their Advent window promote local winemakers, olive oil producers, and other delicacies.

The cooperation of the Tourist Board with the city, cultural institutions, hotels, and the private sector has led to Opatija positioning itself more strongly as a year-round destination, and not just as a traditional summer resort. Advent, along with other manifestations during the year, helps fill accommodation capacities in the winter months, so interest in accommodation in Opatija during Advent is recorded among both domestic and foreign guests. This further strengthens the city's reputation as a place that offers quality rest at any time of the year.

Advent in Opatija as a motive for arrival and return

From a tourism perspective, the competition for the best windows transcends the framework of a one-time award and becomes an important part of the story of why guests choose Opatija. A city that strives to make every window, every terrace, and every street look special during the holiday season leaves a strong impression on visitors, who often point out that they return to Opatija because of the atmosphere and the feeling of a "small, elegant city" where everything is within reach. Advent windows contribute to this experience because they create the impression that the entire destination participated in a kind of holiday scenography.

For many guests who come to Opatija for just a weekend or a short vacation, walking through Advent locations, visiting restaurants, cafes, and shops, and taking photos with installations become the main contents of their stay. Award-winning windows, as well as all others who joined the competition, enter an informal "map" of places worth visiting – whether it's for buying Christmas gifts, tasting local wines, booking a hair appointment before a holiday outing, or arranging a real estate viewing.

Thus, in December, Opatija confirms its identity as a destination where history and tradition merge with modern content and digital communication channels. Holiday windows are not just a beautiful backdrop in the background of photos, but also a symbol of a joint effort to present the city in its best light – to its citizens, accidental passers-by, and guests who may already this winter seek accommodation for an Advent vacation in Opatija and personally get to know the award-winning windows.

Sources:
- Tourist Board of the City of Opatija – official information about the Opatija Advent manifestation and program for 2025 ( visitopatija.com )
- Rijeka Danas – article on the presentation of the complete Advent program in Opatija 2025 and participants of the manifestation ( rijekadanas.com )
- Turističke priče and other specialized portals – texts about Opatija as the "Queen of the Adriatic" and the marking of 180 years of organized tourism ( turistickeprice.hr )
- Portals and regional media – previous competitions for the most beautiful Advent windows in Opatija and prize winners, with an emphasis on the continuity of the event (e.g. kigo.hr, fiuman.hr )
- Official and presentation pages of the awarded entities – data on the business of Škatulica shop, hair salon SKY by Eni, and agency DUX Nekretnine ( tripadvisor.com, nashiargan.com, dux-nekretnine.hr )