In the heart of Istria, renowned for its exceptional gastronomy, wines, and picturesque landscapes, a ceremony celebrating the international promotion of Croatian tourism was recently held. The Kozlović Winery, nestled amidst the enchanting Istrian hills, provided the perfect backdrop on April 18, 2025, for the 21st edition of the prestigious "Zlatna penkala" (Golden Pen) awards. This event, organized by the Croatian National Tourist Board (CNTB) in partnership with the Istrian County Tourist Board and the Tourist Board of the town of Novigrad-Cittanova, brought together prominent foreign media representatives to recognize their contribution to presenting Croatia to the world during 2024.

For over two decades, the "Zlatna penkala" award has represented the pinnacle of cooperation between the Croatian National Tourist Board and international journalists, editors, travel bloggers, and influencers. Their reports, articles, broadcasts, and social media posts are key tools in shaping the perception of Croatia as an attractive and desirable tourist destination. This year's ceremony was attended by 28 media representatives from as many as 15 different countries, confirming the global reach and importance of this project.

The Importance of International Media Presence

Kristjan Staničić, Director of the Croatian National Tourist Board, expressed satisfaction with the achieved results and the continued interest of world media in Croatia. He emphasized that the diversity of Croatia's tourist offer, the authentic hospitality of its hosts, and the dedicated work of everyone in the tourism sector are responsible for maintaining the country's excellent position on the global tourism scene. "Foreign media recognize our qualities, and their positive stories about the beauties and values of Croatia reach millions of audiences worldwide. They are an indispensable driver of Croatian tourism promotion, which we continue to develop towards sustainability," Staničić pointed out. He particularly praised Istria as a host and a region leading in the green transition and the development of year-round tourism, believing that the engagement of foreign media will further strengthen Croatia's status as one of the most desirable Mediterranean destinations. He extended his congratulations to all the awarded participants.

A similar message was conveyed by Monika Udovičić, State Secretary at the Ministry of Tourism and Sport. She highlighted the long-standing tradition of the "Zlatna penkala" in recognizing the exceptional contribution of foreign journalists and content creators to the global promotion of Croatia. "Their stories, photographs, and posts reach millions of people, strengthening our country's image as an authentic, hospitable, and diverse destination. Thanks to the synergy of systematic work by all stakeholders in tourism, media visibility, and strong promotion, Croatia continuously confirms its attractiveness on the international market," said Udovičić. She added that hosting the event in Istria, a region that strongly promotes the principles of sustainability and quality year-round tourism, adds further value to the award and indicates the direction of development towards responsible, sustainable, and innovative tourism.

The Ceremony in Istria and Distinguished Guests

The award ceremony at Kozlović Winery gathered, alongside Director Staničić and representatives of CNTB's foreign offices, numerous high-ranking guests. Among them were State Secretary Monika Udovičić, Istrian County Prefect Boris Miletić, Mayor of Novigrad-Cittanova Anteo Milos, Director of the Istrian County Tourist Board Denis Ivošević, and Director of the Novigrad Tourist Board Vesna Ferenac. Their presence, along with many other representatives of the Croatian tourism sector, further emphasized the importance of this event and the awards being presented.

The ambiance of the winery, surrounded by vineyards and the recognizable Istrian landscape, contributed to the special atmosphere of the evening dedicated to those who convey the beauties of Croatia to the world. All present foreign journalists, bloggers, and influencers received special acknowledgments for their work, while the most prestigious awards – the "Zlatna penkala" Grand Prix – were awarded in six main categories.

Grand Prix Award Winners for 2024

This year's Grand Prix laureates come from different parts of the world and represent the diversity of media platforms through which Croatia is promoted.

Best Print Media Report

Vivian Vassos from Canada won the Grand Prix for the best report in print media. Her article, published in Canada, takes readers on an inspiring journey along the Adriatic coast. Focusing on the sailing experience, Vassos simultaneously reveals the rich historical and cultural heritage of cities like Dubrovnik and Split, inviting her compatriots to explore the charms of Croatia. Her story successfully combines adventure at sea with a deep dive into the cultural treasury of Dalmatia, offering a unique experience of these cities.

Best Online Media Report

In the category of the best online article, the Grand Prix went to Andrew Eames from the United Kingdom. His text about the stunning sandy beaches of the Croatian coast, published in the prestigious The Times, reached an incredible 10 million readers. Eames masterfully depicted the beauty of untouched nature, crystal clear sea, and relaxing ambiance, conveying the essence of a summer holiday on the Croatian Adriatic to the British public. His work significantly contributes to the image of Croatia as a destination with some of the most beautiful beaches in the Mediterranean.

Best Radio Report

French journalist Christophe Jicquel is the winner of the Grand Prix for the best radio report. His show "Le monde à découvrir!" (The World to Discover!), specifically the second episode titled "Only 2 hours from Paris: Croatia!", was broadcast on French radio. Through sound and storytelling, Jicquel presented the picturesque landscapes, rich history, and unique culture of Croatia, successfully sparking the curiosity of French listeners and bringing them closer to the reasons why they should visit our country.

Best Television Report

The Grand Prix for the best television report went to Poland. Journalists Piotr Maślak and Piotr Bartosz Gierzyński, together with cameraman Jakub Czyżewski, are the authors of the show "Tańcząca ze światem – Chorwacja" (Dancing with the World – Croatia). Their team explored the beauties and sights of Dubrovnik, Split, the Konavle region, the surroundings of Sinj, and other places. They placed special emphasis on Croatian gastronomy and natural beauties, providing Polish viewers with a visually rich and informative insight into the diversity of Croatia's offer. This report will surely encourage many Poles to look for accommodation in these areas.

Best Travel Blog

Adriana Halousková and Matěj Halouska from the Czech Republic won the Grand Prix for the best travel blog. Their detailed article titled "12 Best Places in Croatia You Will Never Forget" offers practical tips and descriptions of attractive destinations. Among the highlighted locations were the island of Vis and the capital city Zagreb, showcasing Croatia as a country that offers much more than sun and sea. Their blog serves as a valuable guide for Czech travelers seeking accommodation and inspiration for a trip to Croatia.

Best Social Media Post

Hungarian influencer Luna Joanna Michelle received the Grand Prix for the best social media post. Through her popular Instagram and TikTok profiles, Luna, in a lively and engaging manner, using the power of storytelling, brought the charms of sailing the Croatian Adriatic closer to her followers. Her posts faithfully captured the beauty of sailing our sea, inspiring many to experience such an adventure themselves.

Study Trip Through Istria

In addition to the award ceremony itself, the Croatian National Tourist Board and partners organized a three-day study trip through Istria for the "Zlatna penkala" participants. This program allowed foreign journalists, bloggers, and influencers to experience firsthand what they write and report about. They had the opportunity to visit picturesque Grožnjan, known as the city of artists, and to explore Novigrad in detail, a charming fishing town on the western coast of the peninsula.

The trip also included a visit to the Cattunar winery, where they learned about the tradition of winemaking in the region and tasted local wines. An essential part of the Istrian experience was the tasting of premium Istrian olive oil, a product for which Istria (find accommodation here) is world-renowned. A particularly interesting part of the program was a visit to the small family business Karlić Tartufi near Buzet, where participants learned more about the long tradition of truffle hunting in central Istria and even had the opportunity to participate in a demonstration search for these precious fungi. Such authentic experiences enable media professionals to create compelling and personal stories that they later share with their audience.

The final act of this rich program was the gala dinner and award ceremony at Kozlović Winery, where participants could share their impressions and create lasting memories of their stay in Istria, one of Croatia's most beautiful regions. Study trips like this are crucial for further promotion, as they enable the creation of fresh and authentic content that will attract new visitors to Croatia.