Central Istria, the authentic heart of the peninsula that attracts an ever-increasing number of visitors with its green hills and rich heritage, is entering a new period of tourism development. A new force is coming to the head of the Tourist Board of Central Istria (TZSI), the umbrella organization that unites nine local self-government units. After the four-year term of Goran Hrvatin, the mayor of the Municipality of Tinjan, the leading position is being taken over by Suzana Jašić, the mayor of the Town of Pazin, by a decision made in the spirit of cooperation and unity. This change symbolizes the continuation of the region's strategic orientation towards sustainable and high-quality tourism, with an emphasis on the unique advantages that this part of Istria offers.

The unanimous decision to appoint Suzana Jašić was made at a coordination meeting of the heads of municipalities and the mayor of the Pazin area, which confirmed the agreement on the rotation of the leading function within the community. The official assumption of the duties of president took place yesterday, September 5, 2025. According to the agreement reached, Jašić will perform this responsible function for the duration of her mayoral term, thus ensuring a strong link between the administrative center of the region, the town of Pazin, and the overall tourism strategy of the area. Her arrival at the head of the TZSI opens a new chapter in which the further strengthening of the "Central Istria – authentic Istria" brand is expected, as well as the development of new tourism products that will enrich the offer and attract guests throughout the year.

A look back: Contribution to development and growth

The departure of Goran Hrvatin from the position of president marks the end of an important period for tourism in central Istria. Hrvatin held this position from August 1, 2021, to September 4, 2025, in a time that was marked by the challenges of post-pandemic recovery and the need to adapt to new market trends. During his term, the TZSI continued with the intensive promotion of the region as a destination for active holidays, eno-gastronomy, and cultural tourism. Significant efforts were invested in the digitalization of promotional activities, the development of cycling and hiking trails, and the strengthening of cooperation with local stakeholders – from renters and winemakers to restaurateurs and small family farms. The Tourist Board of Central Istria expressed its deep gratitude to Goran Hrvatin for his dedicated engagement, effort, and vision, which significantly contributed to the positioning of central Istria as a recognizable and desirable tourist destination. His work laid a solid foundation for further growth and development, and the continuity of projects will remain one of the priorities in the coming period.

A pioneering model of association as the key to success

The Tourist Board of Central Istria represents a shining example of successful inter-city and inter-municipal cooperation in Croatia. It was founded back on August 21, 2007, making it the first tourist board in the country to formally encompass multiple local self-government units. This pioneering venture resulted from the Agreement on Cooperation in Tourism Development, concluded between the Town of Pazin and the municipalities of Cerovlje, Gračišće, Karojba, Lupoglav, Pićan, Sveti Lovreč, Sveti Petar u Šumi, and Tinjan. It was precisely this synergy that enabled a small, fragmented area to be market-profiled as a unique destination with a rich and diverse offer. Since 2010, the TZSI has been officially operating as a regional tourist board, with an office located in Pazin, which serves as the operational center for all activities.

The management structure of the TZSI is designed to ensure the equal participation of all members. The highest body is the Assembly, composed of representatives of the members, which makes key strategic decisions. The operational management of the community is entrusted to the director and the president. Since February 17, 2025, the function of director has been held by Darko Žiković, who, in cooperation with the new president Suzana Jašić, will continue to work on achieving the set goals. This model of association has proven to be extremely effective because it allows for the pooling of resources, joint promotion, and the creation of more complex tourism products that individual municipalities could not offer on their own. Guests who decide to explore this region can experience everything, from adrenaline adventures above the Pazin Cave to peaceful walks through medieval towns, tasting of excellent prosciuttos in Tinjan, or discovering the rich sacral heritage in Sveti Petar u Šumi.

A vision for the future: Sustainability and authenticity as an imperative

The appointment of Suzana Jašić, the mayor of the largest town within the TZSI, to the position of president sends a clear message about the strategic direction of future development. The focus is expected to be on sustainable tourism that preserves natural and cultural resources while raising the quality of life for the local population. Central Istria is increasingly profiling itself as an alternative to mass tourism on the coast, offering peace, privacy, untouched nature, and, above all, an authentic experience. Guests come here not just for a summer holiday, but to live the Istrian way of life, which opens up huge potential for extending the season and developing year-round tourism. The key assets of the region, such as top-quality gastronomy based on local ingredients, an extensive network of cycling trails, a rich historical heritage, and increasingly high-quality accommodation in holiday homes, form the foundation on which future marketing strategies will be built.

The new leadership team, led by President Jašić and Director Žiković, will face the task of further branding central Istria as a destination that offers unique experiences. This includes digital transformation, smart destination management, and the creation of innovative content that will attract new target groups of guests, such as digital nomads, nature lovers, and active holiday enthusiasts. Cooperation with local producers and service providers will remain crucial to ensure that the benefits of tourism are evenly distributed and that the most valuable asset is preserved – the authenticity for which this part of Istria is recognizable. A dynamic period lies ahead for the Tourist Board of Central Istria, in which, under new leadership, the success story of the green heart of Istria will continue to be built.