In the ever-faster rhythm of modern life, where authenticity and original experiences are becoming increasingly sought-after commodities, Zadar County is decisively treading the path of tourism development that nurtures these very values. The recent initiative of the Zadar County Tourist Board, which included organizing a study trip for representatives of Croatian tourist agencies, is a perfect example of such an orientation. The goal of this meticulously planned trip, held on May 9, 2025, was to gain a deeper understanding of the rich gastronomic treasury offered by family farms (OPGs) in the Zadar region, proud members of the prestigious "Welcome Taste & Buy" club. This project is not just mere promotion; it is a strategic branding of entities engaged in food and beverage production and possessing tasting rooms, both in the picturesque Zadar hinterland and on the fairytale islands of the Zadar archipelago.

Exploring the Pearls of Zadar Gastronomy: From the Islands to the Hinterland

The participants of the study trip, about twenty of them from various tourist agencies across Croatia, had a unique opportunity to choose from several carefully created routes, each designed to present the specificities and unique flavors of a particular part of Zadar County. The choice included the magical Dugi otok, the undiscovered beauties of the Lika part of Zadar County, the green islands of Ugljan and Pašman, the picturesque town of Drage, and the fertile Ravni Kotari, the heart of the region's agricultural production.

Dugi otok: Tastes of Tradition and Untouched Nature

On Dugi otok, an island of contrasts where steep cliffs meet tranquil coves, agency representatives visited two prominent family farms. In the village of Žman, they were welcomed by OPG Žampera, known for its indigenous products that tell the story of the long tradition of island life. Nearby, in Sali, OPG Filipi opened its doors, offering a tasting of delicacies derived from the fruits of the barren land and diligent hands. To make the experience complete, the route also included a tour of the impressive Grpašćak Visitor Centre in Telašćica Nature Park, a place where the beauty of nature merges with modern presentation, providing insight into the rich biodiversity and geological phenomena of this protected area. Visitors could learn more about the famous saltwater lake Mir and the imposing cliffs, "stijene," that rise from the sea.

The Lika Part of Zadar County: The Power of Nature and Hospitality

The adventure continued in the Lika part of Zadar County, an area of untouched nature, fresh air, and strong flavors. In the picturesque Ajderovac, participants had the opportunity to meet OPG Perica Keča, where the tradition of production is passed down from generation to generation, and each product bears the seal of authenticity. In Gračac, OPG Lički Sokol presented its specialties, reflecting the richness and diversity of the Lika region. The gastronomic delights were complemented by a visit to the Cerovac Caves, the largest cave complex in Croatia, whose underground halls and wealth of speleothems are breathtaking. This speleological gem provided participants with insight into the incredible power of nature and the millennia-old processes that shaped this landscape.

Islands of Ugljan and Pašman: Olives, Sea, and Diligent Hands

On the island of Ugljan, known for its olive growing tradition and fishing, the focus was on the town of Kali, home to skilled fishermen and hardworking farmers. Here, agency representatives visited three entities: OPG Lungić, which nurtures the tradition of olive oil production, and the fishing family businesses RO Mrotine and RO Moćun, where they could learn about fish processing and taste fresh seafood delicacies. The neighboring island of Pašman, an oasis of peace and tranquility, also offered unforgettable flavors. In the town of Pašman, OPG Matulić presented its range of products, from olive oils to various fruit and vegetable preserves. In the village of Kraj, OPG Rozalinda Banić charmed visitors with its approach to traditional production, while in Tkon, OPG Katica Mušćet offered insight into the rich flavors of the Pašman region.

Drage and Ravni Kotari: A Treasury of Flavors from the Zadar Hinterland

In the picturesque town of Drage, situated at the crossroads of the sea and Lake Vrana, participants visited OPG Didini vrtovi, where diverse fruits and vegetables are grown in an environmentally friendly way, and Agroturizam Plavica, which offers a blend of traditional architecture and indigenous cuisine. The heart of the Zadar hinterland, Ravni Kotari, lived up to its reputation as an agricultural breadbasket. In Šopot, OPG Ćusa Lolina vatrenica welcomed guests with products exuding tradition. Polača and OPG Zagorac presented the richness of the fertile Ravni Kotari land, while OPG Gašpar in Gornje Ceranje offered a tasting of its specialties. In Jasenice, OPG Barichevich 1853, with a tradition stretching deep into the past, showed how love for the land and tradition is transformed into top-quality products. Fishing craft Nefali in Ražanac and OPG Mate Dušević, also in Ražanac, brought visitors closer to the tastes of the sea and traditional ways of preparing fish dishes. Finally, in Poljica, OPG Šinjorina smokva sweetened the journey with its fig products, a fruit that is a symbol of Dalmatia.

"Welcome Taste & Buy": More Than a Quality Label

All these visits allowed participants not only to become acquainted with a diverse range of products – from wines and olive oils, through cheeses, honey, liqueurs, jams, to cured meats and fish delicacies – but also to taste and buy them directly from the producers. It is precisely this possibility of direct contact and purchase at the "place of production" or "point of interest," represented by the location itself with the hosts, that forms the core of the "Welcome Taste & Buy" philosophy. This concept recognizes that today's tourists increasingly seek authenticity, sustainability, and "green" tourism. They want to know where the food they eat comes from, how the wine they drink is produced, and who stands behind these products. Locally grown food, virgin olive oil, indigenous wine varieties and, above all, an unadulterated experience – these are the elements that attract the modern traveler.

The authenticity of the product, which is confirmed on the spot, in the environment where it is created, represents the strongest "emotional added value." It is not just about taste; it is about the story, tradition, and passion that hosts weave into each of their products. It is the people, the hosts with their warmth and hospitality, who have a decisive influence on the overall experience. Good hospitality, a relaxed conversation over a glass of local wine or a bite of freshly prepared delicacy, in an environment that exudes the aromas and flavors of nature, creates memories that are long remembered and gladly shared with friends. Such experiences become the best recommendation and an incentive for future visits.

Roots of the Project: Branding Authenticity Since 2015

It is important to recall that the Zadar County Tourist Board, in cooperation with local tourist boards of municipalities, towns, and areas within the county, launched a flagship project for quality labeling in family accommodation called "WELCOME" back in 2015. "Welcome Taste & Buy" is a logical continuation and sub-brand of this successful initiative, specifically focused on family farms and households registered for food production and processing. All entities involved in this project are also highlighted in a special brochure, available on the Zadar County Tourist Board's website via the link Welcome Taste & Buy brochure, which serves as a practical guide for all those who wish to explore the region's indigenous gastronomic scene.

Such initiatives are crucial for diversifying the tourist offer, strengthening rural areas, and promoting sustainable development. By connecting small producers with the tourism sector, a synergy is created that benefits everyone: OPGs gain access to a wider market and the opportunity for direct sales, tourist agencies enrich their offer with unique and sought-after products, and tourists gain unforgettable experiences that connect them with local culture and tradition. Zadar County hereby confirms its commitment to quality, authenticity, and the creation of tourism with a human face, where every visitor can find something original and take with them a piece of the soul of this beautiful region.

The Zadar County Tourist Board recently, specifically on May 9, 2025, organized a significant study trip for representatives of about twenty Croatian tourist agencies. This event was organized with the primary goal of in-depth familiarization with the rich gastronomic treasury offered by family farms (OPGs) in the Zadar region, especially those that are proud members of the prestigious "Welcome Taste & Buy" club. The initiative is part of a broader "Welcome Taste & Buy" project, designed to strengthen the branding and promotion of entities engaged in the production of indigenous food products and possessing tasting rooms, both in the picturesque Zadar hinterland and on the enchanting islands of the Zadar archipelago.

Creating Authentic Experiences: The Core of the "Welcome Taste & Buy" Project

The essence of the "Welcome Taste & Buy" project lies in creating unique tourist experiences that allow visitors direct contact with local producers and their products. This approach emphasizes the importance of offering products directly at their place of origin, so-called 'points of interest.' It is these locations, where guests have the opportunity to meet the hosts, hear their stories, and feel the passion they invest in their work, that represent the heart of this project. Among the most attractive 'points of interest' are wineries, oil mills, cheese dairies, and sheep farms, i.e., family farms that preserve tradition and offer the authentic flavors of the region.

Modern tourists are increasingly seeking sustainable and green forms of tourism, preferring locally grown food, premium olive oils, indigenous wines, and, above all, an unadulterated experience of the destination. The authenticity of products is best confirmed at the source, in direct contact with the producer, which creates a strong 'emotional added value.' The human factor, i.e., the hospitality and warmth of the hosts, plays a key role in the overall impression. Pleasant hospitality, relaxed conversations imbued with extraordinary tastes and aromas, create unforgettable memories that are gladly shared and recommended. This model not only enriches the tourist offer but also encourages the development of rural areas, preserves cultural heritage, and promotes sustainable practices in agriculture and tourism.

Study Trip Routes: Discovering the Hidden Gems of the Zadar Region

Participants of the study trip had the opportunity to choose from several meticulously planned routes, each offering a unique insight into the diversity of Zadar County:

• Dugi otok and Telašćica Nature Park: This route took visitors to one of the most beautiful islands of the Zadar archipelago. On Dugi otok, the emphasis was on OPG Žampera in Žman, known for the production of top-quality goat cheeses, including those matured in olive oil. In Sali, another picturesque island town, they visited OPG Filipi, where they learned about traditional production methods and local specialties. An unmissable point was also the tour of the Grpašćak Visitor Centre within Telašćica Nature Park, which provides a fascinating insight into the natural beauty and rich biodiversity of this protected area, known for its impressive cliffs and saltwater lake Mir.


• The Lika Part of Zadar County and Cerovac Caves: The second group headed inland, exploring the Lika part of Zadar County. They visited OPG Perica Keča in Ajderovac, which is engaged in organic livestock farming and offers indigenous meat products. In Gračac, OPG Lički Sokol presented its products reflecting the richness of the Lika region. This tour also included a visit to the Cerovac Caves, the largest cave complex in Croatia. This geomorphological natural monument, with over eight kilometers of explored passages (of which about 1400 meters are arranged for visitors in the Lower and Upper Caves), delights with its wealth of speleothems, archaeological findings, including the remains of cave bears, and a constant temperature of around 7°C that provides refreshment throughout the year.


• Islands of Ugljan, Pašman and the town of Drage: The third option was to explore the islands of Ugljan and Pašman and the picturesque coastal town of Drage. On Ugljan, in Kali, known for its fishing tradition, participants visited three valuable entities: OPG Lungić, Fishing Craft (RO) Mrotine, and RO Moćun, learning about fish processing and traditional maritime skills. On the island of Pašman, they visited OPG Matulić in Pašman, which offers a wide range of products from locally grown fruits and vegetables, including jams, juices, and the famous fig aceto "Pašman Libre". In Kraj, OPG Rozalinda Banić presented its delicacies, while in Tkon, OPG Katica Mušćet offered insight into island agricultural production. In Drage, participants visited OPG Didini vrtovi and Agroturizam Plavica, where they could taste fresh fruits and processed products in an authentic rural ambiance.


• Ravni Kotari – The Heart of Zadar Hinterland: The fourth route was dedicated to Ravni Kotari, a fertile area rightly called the "garden of Zadar County." Here, agency representatives had the opportunity to enjoy a tour of numerous family farms. They visited OPG Ćusa Lolina vatrenica in Šopot, known for its traditional food preparation and homemade products. OPG Zagorac in Polača presented its wines and olive oils, while OPG Gašpar in Gornje Ceranje (Gornje Ceranje) offered a tasting of local specialties. In Jasenice, OPG Barichevich 1853, with a long family tradition, showed how the heritage of production is preserved. Fishing Craft Nefali in Ražanac and OPG Mate Dušević, also in Ražanac, demonstrated the importance of fishing and mariculture, while OPG Šinjorina smokva in Poljica delighted with its fig products, which are one of the symbols of Dalmatia.

From Field to Table: A Direct Link Between Producers and the Market

These visits allowed participants not only to become acquainted with a diverse range of products – from cheeses, wines, olive oils, honey, liqueurs, jams, to fresh fruits, vegetables, and fish products – but also to taste and buy them directly from the hosts. The key goal was to empower tourist agencies to include these unique products and services in their offer, thereby enriching the tourist market and stimulating the local economy. It is precisely this direct connection, the ability to experience the product where it is created, that represents the fundamental value of the "Welcome Taste & Buy" concept. It is an opportunity to hear the story behind each product, to feel the effort and love invested in its creation, which provides tourists with a far richer and more authentic experience than mere shopping in a store.

The Zadar County Tourist Board has recognized that modern travelers increasingly appreciate authenticity, sustainability, and a personalized approach. Through the "Welcome Taste & Buy" project, it is actively working to connect small producers with the tourism sector, thus creating a synergy that benefits everyone – OPGs are provided with product placement and sustainable development, tourist agencies are offered attractive and competitive packages, and tourists are provided with unforgettable experiences that connect them with the soul of the destination.

Roots of the Initiative: "WELCOME" Quality Labeling Project

It is worth recalling that the "WELCOME" quality labeling project in family accommodation was launched by the Zadar County Tourist Board back in 2015. This initiative was implemented in close cooperation with the tourist boards of municipalities, towns, and tourist areas within Zadar County. "Welcome Taste & Buy" represents a logical continuation and sub-brand of this successful project, with a focus on family farms and households registered for food production. These entities, with their tasting rooms and unique offer, are also highlighted in a special brochure that serves as a guide through the richness of flavors of the Zadar region. The brochure is available to all interested parties on the Zadar County Tourist Board's website via the link Welcome Taste & Buy Brochure, providing a detailed overview of certified OPGs and their products.

Through such initiatives, Zadar County is increasingly positioning itself as a destination that offers much more than sun and sea. It is becoming recognizable for its rich eno-gastronomic offer, preserved nature, cultural heritage, and, most importantly, hospitable hosts who proudly share their heritage and products with the world. Study trips like this are crucial for the further development of sustainable and responsible tourism, which values local assets and contributes to the prosperity of the entire community.