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Cross-border tourism visions from Matulji to Ilirska Bistrica

Ideation workshops connecting people, places, and future ideas

By Romina Agbaba (Faculty of Tourism and Hospitality Management Opatjia)

As part of the Cross-Border Cultural and Creative Tourism in Remote Areas (CROCUS) project, two ideation workshops focusing on key challenges and opportunities of cross-border tourism development were held in late January and early February 2026. The first workshop took place on 26 January in Matulji, followed by the second on 3 February in Ilirska Bistrica.

 

The workshops brought together a diverse group of participants from both sides of the border, including representatives of the cultural and tourism sectors, tourism entrepreneurs, development agencies, and engaged local citizens. Their shared goal was to jointly reflect on the future of tourism in the Matulji–Ilirska Bistrica cross-border area and to explore innovative and sustainable development pathways rooted in the local context and creativity.

 

The working process was structured as a three-step participatory journey. In the opening phase, participants individually reflected on current local conditions by imagining the future of tourism in their own destinations. Using the framework of present conditions, what needs to change, and desired futures, they discussed challenges such as extending the tourist season, strengthening local resilience, and improving the quality of life for residents alongside tourism development.

 

In the second phase, participants worked in small groups on a creative exercise entitled “Postcard from 2050.” Through this symbolic activity, they described how everyday life in the region might look in the future: what people value, what they are proud of, what they look forward to, and how tourism is woven into daily routines rather than dominating them. These imagined postcards served as messages sent back from the future, encouraging long-term thinking beyond immediate constraints.

 

Building on these shared visions, the groups then moved to idea generation. A wide range of tourism concepts emerged, reflecting the diversity of perspectives and local knowledge present in the room. Each group ultimately selected one idea with the greatest potential impact and feasibility, which they presented to the other participants in the final phase of the workshop. These presentations sparked lively discussion, exchange of views, and mutual inspiration across borders.

 

The workshops were organised by the Faculty of Tourism and Hospitality Management, in cooperation with the STEP RI Science and Technology Park of the University of Rijeka, within the framework of the CROCUS project funded by the Horizon Europe programme.

 

Together, the Matulji and Ilirska Bistrica workshops demonstrated how participatory, creative processes can uncover shared challenges and hidden potentials in cross-border regions, laying important groundwork for future sustainable tourism and cultural initiatives.

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