The Istrian peninsula has once again confirmed its status as a leader on the global tourism scene, securing a place in the very finals for one of the most prestigious awards in the world of luxury travel. The Istria Tourist Board has been selected as one of three finalists for the esteemed Virtuoso Sustainability Award, a recognition that celebrates excellence in the field of sustainable tourism. This extraordinary achievement places Istria in the spotlight of the world's tourism elite, confirming that the long-term vision for the region's development has been recognized at the highest level.

The nomination came as the culmination of years of effort aimed at the transformation and revitalization of Istria's interior, all through the prism of sustainability. The initiative, called "Best of Istria", which is the focus of this nomination, represents a strategic project that has transformed the heart of the peninsula into a vibrant and attractive tourist destination, thereby relieving the coast and offering guests an authentic experience. It is precisely this successful transition that has been recognized by the Virtuoso network, a global leader in the world of luxury and experiential travel.

Istria in the Elite Society of World Tourism

Reaching the finals for the "Virtuoso Sustainability Award" is not just a formal recognition; it is a confirmation that Istria's strategic direction, based on the preservation of natural and cultural resources, is correct and valued. To be ranked alongside the world's leading destinations that promote sustainability means, for Istria, consolidating its position on the map of the most desirable holiday spots, especially for high-spending guests seeking more than just sun and sea. This achievement is the result of a synergy between the public and private sectors, as well as the commitment of the local community, which has recognized the importance of preserving its own identity as a key tourism asset. The entire region, known for its gastronomy, cultural heritage, and natural beauty, thus gains additional value, and finding the ideal accommodation in Istria becomes even more appealing for travelers who appreciate authenticity and a responsible approach to tourism.

What is Virtuoso? A Gateway to the World of Luxury Travel

To fully grasp the weight of this recognition, it is crucial to understand what Virtuoso represents. It is a leading global network that brings together the best agencies specializing in luxury and experiential travel, with more than 20,000 advisors worldwide. Membership in this network is reserved exclusively for those who meet the highest standards of quality and service. Virtuoso is not just a booking platform; it is a community of experts who curate unique and unforgettable journeys for their clients. The partnership with Virtuoso, which the Istria Tourist Board has nurtured since 2021 under the title "Virtuoso Preferred", opens the door for the destination to the most demanding market segment – travelers seeking exclusivity, personalization, and, increasingly, sustainability.

The sustainability award itself within this network is given to those destinations and partners that demonstrate an outstanding commitment in three key areas: protecting the planet, celebrating and preserving culture, and supporting local economies. The finalists are selected based on concrete projects and measurable results, which makes Istria's nomination even more significant.

The "Best of Istria" Initiative: The Heart of Sustainable Development

The "Best of Istria" project is the foundation of this prestigious nomination. It is a comprehensive initiative that has systematically worked on the revitalization of Istria's rural areas, transforming them from forgotten regions into a tourism lifeline. The focus was placed on the development of agritourisms, small family hotels, wine roads, olive oil routes, and cycling and hiking trails. With this approach, the tourist offer was not only expanded but also enriched with authentic content that reflects the spirit and tradition of Istria.

Through this initiative, abandoned villages and old stone houses have been given a new life, becoming examples of superbly restored heritage that offers a luxurious yet traditional experience. Visitors now have the opportunity to explore the hidden gems of the interior, from medieval hilltop towns like Motovun and Grožnjan to secluded taverns offering the best of local gastronomy – from truffles to prosciutto and homemade pasta. The initiative has spurred local producers, family farms (OPGs), and artisans, creating a sustainable economic model that strengthens the local community and preserves cultural heritage for future generations. This has created a perfect balance between development and preservation, which is the essence of sustainable tourism.

A Long-Term Vision that Bears Fruit

The status of a finalist for the Virtuoso award is not an accidental success, but the fruit of a long-term strategy and a clear vision that the Istria Tourist Board has been implementing for years. Ever since Istria became a "Virtuoso Preferred" partner in 2021, systematic work has been done to strengthen ties with this network and promote Istria as a year-round destination rich in content. Study visits were organized for Virtuoso agents, allowing them to personally experience everything the peninsula has to offer, from top hotels to hidden family wineries. These continuous investments in quality and promotion are now yielding visible results.

Recognition from such an influential organization confirms that Istria is on the right path to becoming not only one of the leading destinations in the Mediterranean but also a global example of how tourism can be developed in a sustainable, responsible, and smart way. The focus on the interior, on authentic experiences, and on connecting with the local community has proven to be a winning combination that attracts the modern traveler. Today, tourists are increasingly looking for destinations with a story, and Istria, with its rich history, untouched nature, and commitment to sustainable development, offers just that. Given the growing demand, travelers planning a visit are increasingly exploring options for a stay and accommodation in the heart of Istria, seeking a unique experience that goes beyond a classic holiday.