The primary focus of the Zagreb County Tourist Board is sustainable development and smart, sustainable and responsible tourism, just as protection, preservation and valorisation of natural, cultural and historic heritage, and promotion of tourism overall as well.
For this purpose, the Zagreb County Tourist Board actively collaborates with a wide spectrum of different national and international public and private stakeholders, as well as implements activities, initiatives and projects in the field of sustainable development, smart, sustainable and responsible tourism, valorisation of natural, cultural and historic heritage, and quality management in tourism. For example, Zagreb County Tourist Board developed and implemented the “Study for quality management in tourism in Zagreb County” with the aim of establishing methodology for quality management in tourism for the purpose of further development of smart, sustainable, inclusive and responsible tourism. Zagreb County Tourist Board is oriented on quality management, sustainable development, innovation, inclusivity, and overall strengthening and promoting all kinds of tourism. Zagreb County Tourist Board is also innovative and progressive and recognizes the key importance of the application of artificial intelligence in all aspects of life, business and tourism, and is the first tourist board in Croatia to join the ”AI challenge” to ensure the education of 1% of Croatian population in the field of artificial intelligence.
Furthermore, Zagreb County Tourist Board participates in numerous national and international projects, such as “Promotion of natural and cultural heritage to develop sustainable tourism in protected areas – Pronacul” project co-financed from the Interreg ADRION programme, and “Renovation of the old school building and cultural and tourist revitalization through the ITU mechanism – ECOMUSEUM BISTRA” project co-financed by the European Union from the European Regional Development Fund through the mechanism of Integrated Territorial Investments in the area of Zagreb Urban Agglomeration.