Torne Valley is redefining tourism in Lapland through a community-led approach that values culture, nature and local identity. Through the CROCUS project, residents are helping shape a more sustainable future for the region.
The article explores how Slovenia and Hungary can strengthen cross-border thermal tourism through improved connectivity, joint strategies, and sustainable regional development initiatives.
Creative tourism invites travellers to actively engage with the places they visit — co-creating experiences, developing new skills, and connecting with local communities — moving well beyond the passive nature of traditional cultural tourism.
From 22–24 April 2026, the #CROCUS consortium met at the Faculty of Tourism and Hospitality Management, University of Rijeka, bringing together partners from nine countries. As the project enters its final year, discussions focused on progress across work packages, Living Labs, and scaling strategies. The meeting in Opatija reinforced collaboration and set the course for final activities and impact.
The Slovenian–Hungarian Mura–Zala region offers strong potential for a unified cross-border tourism brand built on its rich natural landscapes, thermal wellness resources, and shared cultural heritage. By positioning itself as a sustainable “green” destination, the region aims to connect attractions across borders through joint tourism products, thematic routes, and coordinated marketing. Ongoing collaborations and project initiatives highlight the growing commitment to creating an integrated, attractive destination that combines relaxation, active recreation, and cultural experiences.
The Mura Region Gallop is not just a competition, but a celebration where tradition, equestrian culture, and tourism form a special blend. As one of the regional heats for the National Gallop, it is the most important equestrian event in the Slovenian–Hungarian border region, serving as both a competition and a community and tourism-building event that connects Hungary and Slovenia while preserving equestrian traditions.
A newly published article highlights how intangible cultural heritage is reshaping tourism in rural areas, shifting attention from monuments to living traditions such as gastronomy, rituals, and local knowledge. It shows how these place-based practices can create meaningful and sustainable tourism experiences while raising important questions about community involvement, governance, and the risk of commodification.
Two workshops in Matulji and Ilirska Bistrica brought together local stakeholders to explore sustainable tourism ideas for the cross-border region. Through participatory discussions and creative exercises, participants identified challenges and developed shared visions for future cooperation and development.
