A green oasis near the urban center, a mountain that means life, rest, and an escape from everyday life for the people of Zagreb, has received its digital extension that makes its beauties and content more accessible than ever before. The project "MEDVEDNICA - ISPOD NEBA. IZNAD GRADA" (MEDVEDNICA - BENEATH THE SKY. ABOVE THE CITY), launched by the Zagreb Tourist Board, is progressing unstoppably, enriching itself with new content and confirming its status as a key tool for promoting Medvednica as a top-tier, accessible, and ecologically conscious destination. From the very beginning, the initiative has been focused on creating a unique platform that brings together all relevant information and turns planning a trip into a simple and inspiring experience.

The central part of this project is a modern and intuitive digital platform, which consists of a responsive website and a mobile application. The application, which is completely free and available for download on Google Play and the App Store, is designed as a digital guide through all the secrets of Medvednica. It offers users a comprehensive overview of hiking trails, detailed information about mountain lodges, an updated weather forecast crucial for a safe stay in nature, and a handful of suggestions for activities. Special value lies in the interactive maps that allow for easy navigation, and all content is available in Croatian and English, making Medvednica more accessible to numerous foreign visitors.

Promotion that crosses borders

To ensure the story of Medvednica reaches the widest possible audience, targeted promotional campaigns have been launched. One of them featured Paul Bradbury, a well-known British journalist and enthusiastic promoter of Croatia, who, through his lens and recognizable authentic style, depicted Medvednica as an idyllic sanctuary. In his new promotional video, Bradbury guides his international audience through dense forest paths, shows the warmth of mountain lodges, and reveals viewpoints with unforgettable views. His personal experience and focus on the mountain's accessibility and sustainability perfectly communicate the key messages of the project – Medvednica is nature at your fingertips, a perfect counterbalance to the city's hustle and bustle, and a place where true peace can be found.

The gastronomic dimension, as an indispensable part of the experience, has found its place in the campaign thanks to a collaboration with the famous Croatian chef Ana Ugarković. As part of the popular series "Ana kuha, Zagreb voli" (Ana cooks, Zagreb loves), a video was filmed in which Ana prepares a traditional strudel, a dish synonymous with refreshment in mountain lodges. Through the preparation of this dessert, the video also reveals the lush landscapes of Medvednica, emphasizing the deep connection between nature, local food, and culture. This approach further strengthens the perception of Medvednica as a destination that offers a complete, experiential tourism, where visitors can connect with nature on multiple levels, including the gastronomic one, while also looking for options for an ideal stay.

Outstanding response and strategic partnerships

The success of the platform and accompanying campaigns is confirmed by impressive numbers. According to Martina Bienenfeld, Director of the Zagreb Tourist Board, user interest has exceeded all expectations. Since the platform's launch in May of this year, the website has been visited by more than 18,000 unique users. Analysis shows that the greatest interest comes from countries where promotional activities were most intense: Croatia, the United States of America, Italy, France, the Netherlands, Germany, and the United Kingdom. Positive reactions and user comments confirm that the content, design, and functionality of the platform are well-targeted, offering exactly what the modern excursionist and tourist is looking for.

The success of the collaboration with the American Smithsonian, one of the world's most prestigious institutions in the fields of culture, education, and science, is particularly noteworthy. The campaign conducted in partnership with this institution, known for promoting sustainability and environmental protection, achieved exceptional reach and audience engagement. This collaboration not only promoted Medvednica in the demanding American market but also positioned Zagreb as a city that offers authentic, green, and sustainable tourism products. All these indicators, as Bienenfeld points out, clearly speak of the invaluable value of Medvednica, not only as the "living room" of Zagreb's citizens but also as a powerful asset in attracting visitors seeking an active vacation and genuine contact with nature.

A world of activities at your fingertips

In addition to providing technical support for navigation, the "Medvednica" application also serves as an inexhaustible source of inspiration. The mountain offers an incredible network of over 70 marked hiking trails of varying difficulty and length. From the popular Bikčevićeva trail, Leustek's path, to lesser-known, hidden trails, every visitor can find a route to their liking. The application offers detailed trail descriptions, estimated hiking times, and elevation differences, allowing hikers to make an informed decision and safely enjoy their trek.

Medvednica is not just about hiking. It is also home to some of the most important cultural and historical sites in the Zagreb area. The medieval town of Medvedgrad, recently renovated, offers not only an insight into a rich history but also one of the most beautiful views of the city. There is also the Zrinski mine, which testifies to the mountain's mining past, and the Veternica cave, a protected geomorphological monument of nature and an important archaeological and paleontological site. The application provides all the necessary information about opening hours and tickets for these attractions, facilitating the planning of a comprehensive trip that combines recreation, education, and culture. For all those planning a longer stay, the platform also offers useful information to find the perfect accommodation at the foot of the mountain.

Sustainability as a foundation for development

The entire project "MEDVEDNICA - ISPOD NEBA. IZNAD GRADA" is based on the principles of sustainability. The goal is not only to attract a larger number of visitors but also to educate them about the importance of preserving natural resources and to encourage responsible behavior. Medvednica is a Nature Park, home to numerous protected plant and animal species, and this platform plays a key role in guiding visitors and reducing the negative impact on sensitive ecosystems. Through digital content, visitors are informed about the rules of conduct in a protected area, the importance of leaving nature as they found it, and the unique biodiversity that surrounds them. Promoting Medvednica as a year-round destination also contributes to sustainability by distributing visitors throughout all seasons and reducing pressure during the busiest weekends, which is crucial for the long-term preservation of this natural gem located right next to the Croatian metropolis and offering numerous opportunities for rest and recreation. All additional information and video content are available on the official project website: www.medvednica.com.