The scents and tastes of Croatia have once again won the hearts of visitors at one of the world's most prestigious gastronomic events. Over the weekend of July 19th and 20th, 2025, the Business Design Centre in North London became the epicentre of the global culinary scene, hosting the traditional National Geographic Traveller Food Festival. This unique event, which attracts thousands of food and travel lovers every year, once again brought together numerous countries that presented the best of their gastronomic heritage through indigenous specialities, tastings, and master cooking classes. In an extremely lively and dynamic atmosphere, the festival was visited by about six thousand people, confirming its status as an unmissable place for all those who love to explore the world through their palate.

Croatia, already a well-known name at this festival, presented itself in a light that confirms its ever-stronger status on the global gastronomic map. It is no longer just a destination known for its natural beauty, but a true treasury of supreme culinary experiences. The emphasis was placed on premium quality that permeates all segments of the offer, from indigenous ingredients to top-class restaurants. The Croatian stand exuded authenticity, attracting visitors with a story of rich tradition meeting modern culinary trends.

Croatia as a rising "foodie" destination

Croatia's status as an increasingly popular "foodie" destination is no accident. It is the result of many years of work, investment in quality, and the passion of local producers and chefs. Confirmation of this comes in the form of numerous international recognitions and awards that the Croatian gastronomic scene regularly wins. A special place is held by the prestigious MICHELIN stars, the number of which in the Croatian gastronomic sky increases from year to year. According to the latest guide for 2025, Croatia can boast as many as one restaurant with two stars, Agli Amici in Rovinj, and twelve restaurants with one star, including new star acquisitions like the restaurant Krug in Split and Cap Aureo in Rovinj. Alongside them, restaurants such as Pelegrini in Šibenik, 360º in Dubrovnik, Noel in Zagreb, and LD Restaurant on Korčula have already established their status as holders of this highest gastronomic award. Additionally, the MICHELIN Green Stars, awarded to restaurants like Zinfandel's in Zagreb and Korak in Jastrebarsko, highlight a commitment to sustainability and ecological gastronomy, which further strengthens Croatia's image as a responsible and conscious tourist destination. The accolades from the esteemed Gault&Millau guide also confirm the high level of quality and creativity of Croatian chefs.

Such a rise has not gone unnoticed in the British market, which is known as one of the most important source markets for Croatian tourism. Visitors to the festival in London showed exceptional interest, not only in tasting the offered delicacies but also in the deeper story behind them – the story of the regions, tradition, and the people who create that food.

The magic of taste: from truffles to lavender

To convey the essence of Croatian gastronomy to visitors as faithfully as possible, a palette of indigenous products that tell the story of different parts of the country was prepared at the Croatian stand. Through the tasting of premium olive oil, visitors could travel to the sunny olive groves of Istria and Dalmatia, regions whose oils are regularly awarded at the most prestigious world competitions. Products based on truffles, the Istrian gold that elevates gastronomy to a new level, attracted special attention. Popcorn with black truffle powder proved to be an innovative and irresistible snack that combines the simple and the luxurious, while the classic tartufata once again confirmed why Istria is an unmissable spot on every gourmet's map.

The sweet part of the story was told through delicacies with lavender, the fragrant symbol of Dalmatia and its islands. Lavender cakes and lavender honey provided visitors with a unique and aromatic experience, transporting them to the sun-kissed slopes of Hvar and other Adriatic islands. "Through the story and the tasting of olive oil, truffles, lavender cakes, lavender honey, and popcorn with black truffle powder, we wanted to bring Croatia to life for the visitors, many of whom have already been to Croatia or are just planning to travel to our country," pointed out Bisera Fabrio, Director of the CNTB Representation in Great Britain. Her words perfectly summarize the goal of the presentation – to create an emotional connection and encourage a desire for exploration.

New generations of travellers are discovering Croatia

The festival confirmed the extremely positive image that Croatia enjoys in the British market. What is particularly pleasing is the profile of visitors who showed the greatest interest. "At the festival, we were approached by a great many younger travellers, as well as families with children who are preparing for their summer holiday. Immediately before their trip, they also sought inspiration in Croatia's gastronomic offer," added Fabrio. This shows that the perception of Croatia is changing – it is no longer just a destination for a passive holiday, but a playground for active and curious travellers seeking authentic experiences. Food has become a key part of that experience, a motive for visiting, and one of the most important elements by which a trip is remembered. The interest from a younger audience and families signals the long-term sustainability and growth in popularity of Croatia as a destination that offers content for all generations.

The atmosphere of the two-day festival was further spiced up by performances from famous British and world chefs on the main stage. Culinary stars like Andy Oliver, Jeremy Pang, and Judy Joo attracted great attention with their cooking masterclasses, and Croatia's presence in such company further strengthened its reputation and recognition. Being a part of such an event in the heart of London is not just an opportunity for promotion, but also a confirmation that Croatian gastronomy belongs at the very top of the world's culinary scene.