From November 28th to 30th, 2024, Novi Sad hosted the 55th International Tourism Fair, one of the most significant events in the tourism industry of Southeast Europe. This fair gathered more than 240 exhibitors from 12 countries, providing a platform for exchanging ideas, presenting new tourism products, and establishing business contacts.

Focus on regional cooperation and innovation

During the fair, a regional conference titled "Tourism Our Essential" was held, organized in collaboration with the Novi Sad Fair and the editorial office of the "Tourist Prism" magazine. The conference brought together leading experts from the tourism sector of Southeast Europe to discuss current challenges and opportunities in promoting and developing tourism.

One of the prominent panel discussions focused on the topic "Tourist organizations/communities and their role in creating and promoting tourist products." Participants emphasized the importance of regional cooperation, innovations in tourism offerings, and sustainable development as key factors for advancing the tourism industry.

Presentation of the "Magical Zelinski Fairy Park" project

Special attention was drawn to the presentation by Marinka Zubčić Mubrin from the Tourist Board of Sveti Ivan Zelina, who presented the "Magical Zelinski Fairy Park" project. This unique project, developed in collaboration with private accommodation providers, connects private lodging facilities with rich natural heritage and local legends.

Each accommodation unit included in the project is linked to a specific plant that characterizes its surrounding environment, creating a unique connection between nature and lodging. The author of the project, Dr. Romana Lekić, integrated elements of Slavic mythology, the folk calendar, and stories from other mythological traditions, contributing to the intercultural connection and branding of the destination.

The project also highlights traditional rites and rituals present in folklore, which have been thoroughly explored and scientifically described by recent authors. This approach allows visitors to gain a deeper understanding of local culture and traditions, enriching their tourism experience.

PRIZMA Awards Ceremony

The highlight of the conference was the festive PRIZMA awards ceremony, which the "Tourist Prism" magazine has been awarding for 28 years for the most significant projects that raise the quality of tourism in the region. The international jury, led by Đorđe Mihajlović, awarded 12 laureates in seven categories this year, recognizing their contribution to the development of tourism offerings and destination promotion.

In the "Destinations, DMO" category, the winners were the City of Trebinje (Bosnia and Herzegovina), the City of Podgorica (Montenegro), and the City of Sveti Ivan Zelina (Croatia). This recognition confirms the quality and innovation of the tourism offerings of these cities and their contribution to the development of regional tourism.

Marinka Zubčić Mubrin expressed pride that Sveti Ivan Zelina was recognized among the laureates in the category of destination management organizations. She emphasized the rich cultural heritage of the city, its excellent wine and gastronomic offer, wine-growing landscapes, and historical landmarks. She also stressed that the city’s vision is to bring additional dynamism to the tourism offer, with a particular emphasis on sustainability, a goal that many destinations worldwide are striving for.

The regional conference and the PRIZMA awards ceremony again demonstrated how tourism can be a powerful bridge connecting Southeast Europe. Special emphasis was placed on innovations in tourism, with laureates serving as examples of how enriching the tourism offering strengthens the region's recognition and competitiveness on a global scale.