Golden Goat – Capra d'oro 2025 for Visual Communications to the Northwestern Istria Cluster
The Northwestern Istria Cluster is the winner of the annual Golden Goat – Capra d'oro award for 2025 in the visual communications category. The Istria County Tourist Board presented this prestigious recognition for the new promotional video “Where is my cat”, which presents northwestern Istria as a connected tourist entity in a modern and highly visual way – from the coastal towns of Umag and Novigrad to the inland gems of Brtonigla, Buje, Motovun, Grožnjan, and Oprtalj.
The formal award ceremony was held on December 19, 2025, at the Grand Hotel Brioni – A Radisson Collection Hotel in Pula. Numerous representatives of the tourism sector, local and regional authorities, hotel companies, destination management organizations, travel agencies, and other partners who have been participating in the creation of the Istrian tourism brand for years gathered in the hall.
For the Northwestern Istria Cluster, the award comes as confirmation of long-term investment in a recognizable visual identity and coordinated promotion of the destination. At the same time, it is a recognition of the public-private sector cooperation model, as the Cluster brings together the tourist boards of Umag, Novigrad, Brtonigla, Buje, Motovun, Grožnjan, and Oprtalj, as well as the hotel companies Plava Laguna and Aminess Hotels & Resorts.
What the Golden Goat – Capra d'oro award represents for Istrian tourism
The Golden Goat – Capra d'oro award is the most important professional recognition from the Istria County Tourist Board intended for projects and individuals who significantly contribute to the promotion of Istria and the development of the tourism product through their work. Established in the mid-nineties, over time it has become a kind of barometer of innovation in Istrian tourism. Creative campaigns, events, products, sustainable development projects, and prominent individuals whose work has marked the regional tourism scene are awarded through various categories.
The award ceremony is held once a year, and the winners are decided by an expert committee consisting of representatives of tourist boards, professional associations, and the academic community. The focus is on the originality of the idea, the quality of implementation, measurable effects on the destination's image, but also alignment with the long-term strategy of tourism development in Istria. The award is traditionally presented in a festive atmosphere before numerous guests, making the event itself an important platform for tourism professionals from the entire peninsula to meet.
Along with the visual communications category, in which the Northwestern Istria Cluster was awarded this year, recognitions are also given for tourism products and projects, events, special marketing activities, and a main lifetime achievement award. In 2025, this specific recognition was awarded to the long-time Istrian hotelier Ante Vlahović, further emphasizing that the Golden Goat encompasses an entire range of tourism initiatives – from individual campaigns to lifelong work.
Promotional video “Where is my cat” – a playful search through seven destinations
The award-winning video “Where is my cat” is designed as a dynamic, somewhat cinematic story that combines elements of a music video, a short film, and a tourist postcard. The plot follows the main character who goes on a search for his cat, and the search leads him through recognizable scenes of the entire northwestern Istria area. In each shot, the cat “hides” in a different environment – by the sea, in old town streets, among vineyards, or on viewpoints above the Mirna valley – while details of local gastronomy, sports, culture, and everyday life alternate in the background.
Special attention was drawn to the fact that the Eurovision star Baby Lasagna appears in the video, whose international success has further raised the visibility of the campaign. The role of the popular musician is not just a cameo appearance, but part of a story that emphasizes the youthful, relaxed, and energetic character of northwestern Istria. The creative team of the campaign combined fast cuts, attractive aerial and close-up shots, and a modern soundtrack to emphasize the rhythm and diversity of the destination.
The visual identity of the video relies on the contrast between the blue of the Adriatic and the green of the interior, suggesting the short distance between the coast and the hilly hinterland. In a few minutes, the viewer gets a concise but emotionally strong impression of what an active day in northwestern Istria looks like – from morning swimming and sports on the coast, through wine and olive oil tasting in the interior, to evening walks through medieval towns.
Northwestern Istria Cluster – a model of public-private sector cooperation
The Northwestern Istria Cluster was created as a response to the need for several smaller destinations to jointly position themselves in the domestic and foreign markets. Umag, Novigrad, Brtonigla, Buje, Motovun, Grožnjan, and Oprtalj individually have strong identities, but only when united can they equally compete with larger and financially more powerful destinations in the Mediterranean. In partnership with the hotel companies Plava Laguna and Aminess Hotels & Resorts, a model was developed in which resources, knowledge, and marketing budgets are used jointly, with clearly defined goals and measurable results.
Such an approach has enabled the development of an integrated brand that emphasizes the common values of the region: authentic gastronomy based on the tradition of olive oil, wine, and truffles, a diverse range of sports and active vacations, and the rich cultural heritage of small historical towns. Under the same communication umbrella, both coastal destinations known for tennis, cycling, and family vacations, and the interior that attracts lovers of nature, oenology, and culture, are presented.
Through continuous investment in content and campaigns, the Cluster has created a recognizable visual signature – from photographs and graphic solutions to video production and communication on social networks. The promotional video “Where is my cat” is the latest step in that strategy: it relies on already known motifs but interprets them in a fresh way, adapted to digital channels and new generations of travelers.
Northwestern Istria as a complete destination
Northwestern Istria is one of the most diverse areas of the Croatian part of the Adriatic. In a relatively small space, Mediterranean coastal towns, fertile valleys with vineyards and olive groves, and a hilly interior with towns that preserve medieval cores meet. This very combination makes the region ideal for a shorter or longer vacation, where it is possible to combine swimming in the sea, cycling, a gastro experience, and a cultural program in the same day.
Umag has been internationally known for decades as the host of a tennis tournament, but also as a starting point for an active vacation – from cycling paths to sports camps. Novigrad has retained the charm of a fishing town, with an increasingly developed gastro offer based on fish and seafood. Brtonigla and Buje are located in the middle of vineyards and olive groves, making them an ideal starting point for lovers of wine, olive oil, and eno-gastronomic routes.
Motovun, Grožnjan, and Oprtalj are symbols of inland Istria. Motovun is world-famous for its film festival and truffles, Grožnjan for artists and music workshops, and Oprtalj for peace, authentic architecture, and panoramic views. Together they form a mosaic of experiences that attracts guests throughout the year – from spring walks and cycling tours to autumn events dedicated to wine and gastronomy.
A developed network of tourist capacities follows this diversity – from camps and family hotels along the coast to villas and smaller facilities in the hinterland. Visitors can choose between luxury resorts and intimate rural households, and the increasingly rich offer of thematic packages and experiences adds value. For many guests, the possibility to combine the sea and the interior through accommodation in northwestern Istria is a key motive for choosing this part of Istria.
The role of visual communications in destination positioning
In modern tourism, visual communications play a decisive role in building a destination's image. Photographs, video content, and graphic elements are often the first thing a potential guest sees, so the quality of these materials largely determines whether they will even consider a trip. In the case of northwestern Istria, promotion has relied on a strong visual component for years – from campaigns emphasizing the combination of sea and interior to specialized projects related to cycling, gourmet, or wellness offers.
The promotional video “Where is my cat” fit into this framework but also brought a step forward in the way of storytelling. Instead of a classic sequence of shots of beaches, hotels, and restaurants, the creators chose a narrative structure that follows the search for a cat, thereby creating a story with which the audience can emotionally connect. Such an approach is particularly effective on social networks and video platforms, where users increasingly look for content with a clear plot and recognizable characters.
Winning the Golden Goat – Capra d'oro award in the visual communications category is therefore also a recognition that the Cluster has managed to combine creativity and strategic thinking. The video is adapted for distribution on various channels – from official websites and newsletters to the social networks of partners and tourist boards – thereby multiplying the reach of the campaign. At the same time, the messages remain consistent: the emphasis is on authentic experiences, the local community, and the possibility to experience exceptional diversity in a small space.
Guest experience in focus: from the first click to arrival at the destination
The campaign with the video “Where is my cat” is designed to communicate with a potential guest on multiple levels. The first contact usually happens online – through a video on social networks, embedded in an article or newsletter. Inspiring shots and recognizable music awaken interest and encourage the viewer to look for additional information about the destination, events, and possibilities for organizing a trip.
The inspiration phase is followed by planning, where clear websites, specialized portals, and clear information about events, activities, and offers play an important role. In this context, it is important that current offers for accommodation near the event venue, as well as suggestions for excursions or thematic routes, are easily found alongside the story about the destination. The goal is for a potential guest to be able to put together the framework of their stay in northwestern Istria in a few steps, without unnecessary wandering.
When guests arrive at the destination, the video and accompanying communication serve as a reminder of the diversity of the offer. Shots from the video are recognized in reality – on promenades by the sea, in old town cores, or among vineyards – which strengthens the impression of consistency between what was promised in the campaign and what the destination actually provides. In the long term, such experiences build trust and create prerequisites for a return visit or recommendation to friends.
Reactions from the tourism sector and the local community
Presenting the award to the Northwestern Istria Cluster triggered positive reactions in the tourism sector, but also more broadly in the local community. Representatives of tourist boards emphasize that the recognition confirms the correctness of the strategic orientation towards creative, digitally oriented campaigns that connect multiple destinations into a whole. The hotel companies Plava Laguna and Aminess Hotels & Resorts point out that such projects help them in positioning their offer, especially outside the main summer season.
The Director of the Umag Tourist Board and President of the Northwestern Istria Cluster, Milovan Popović, pointed out that the award belongs to all partners involved in the project – from local tourist boards and hotel companies to creative agencies and the production team. According to him, the success of the video shows that courage in experimenting with new formats pays off and that the audience recognizes authentic stories coming from the destination itself, rather than from generic marketing templates.
Praise is also coming from local entrepreneurs in gastronomy, winemaking, and the outdoor segment, who see an opportunity for additional visibility of their products and services in the award-winning video. Many of them already collaborate with the Cluster through joint events, thematic routes, and promotional materials, so they expect the success of the campaign to result in new collaborations and programs. Guests who decide on accommodation for visitors to northwestern Istria thus get an increasingly branched network of experiences, from wine cellars and taverns to outdoor tours and cultural events.
Perspectives for further development and new campaigns
Winning the Golden Goat – Capra d'oro award for visual communications is not seen as an ending, but as an incentive for further development. In the Northwestern Istria Cluster, ways to utilize the momentum created by the video “Where is my cat” and connect it with future campaigns are already being considered. Plans include stronger involvement of the local community, young creatives, and entrepreneurs in shaping content, as well as further improvement of digital channels – from specialized thematic pages to personalized newsletters.
At the same time, the Istria County Tourist Board continues to develop the Golden Goat – Capra d'oro award as a tool for encouraging innovation and knowledge exchange among tourism stakeholders. Competitions for the award are regularly accompanied by public calls, regulations, and clear criteria, which ensures the transparency of the process and encourages a larger number of applications. This creates healthy competition between projects, but also space for cooperation, as many ideas arise precisely in the dialogue of different destinations and sectors.
For northwestern Istria, the award in the visual communications category confirms that the destination is at the top of creative tourism practices in Croatia. In combination with long-term investments in infrastructure, events, and service quality, such recognitions strengthen the region's visibility and attract new guests from key emission markets. Visitors planning a trip can already explore current programs and accommodation offers in northwestern Istria, and the award-winning video will serve as an inspiring introduction to what really awaits them on the ground.
Sources: - Istria County Tourist Board – official information about the Golden Goat – Capra d'oro award (link)
- Istra24 – report from the Golden Goat – Capra d'oro 2025 award ceremony at the Grand Hotel Brioni (link)
- Glas Istre – article about the winners and the importance of the Golden Goat – Capra d'oro award for Istrian tourism (link)
- Jutarnji list – announcement of the Golden Goat – Capra d'oro 2025 award winners, visual communications category (link) - Regional Express – segment on the promotion of northwestern Istria and the video “Where is my cat” (link)
- Croatia Week – report on the launch of the promo video “Where’s My Cat” for northwestern Istria (link)
- Official tourist portal of northwestern Istria – general information about the destination, towns, and tourist offer (link)
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