Published on
December 10, 2025
The Sunflower, Suncokret, is one of the most prestigious events in the tourism sector of Croatia, which was already celebrated for the thirteenth time on December 10, 2025. The event brought together Croatia’s most successful tourism projects, entrepreneurs, and visionaries from across the country, underlining the rising importance of rural tourism in the preservation and promotion of Croatian traditions, authenticity, and local culture.
Record-Breaking Participation Reflects Growth in Rural Tourism
This year’s Sunflower Awards saw an impressive 270 applications from Croatia and six other regional countries, further demonstrating the rising popularity of rural tourism in the region. The awards ceremony, attended by over 400 guests, was a clear reflection of the increased interest in this segment of the tourism industry. As rural tourism continues to grow, it plays a key role in diversifying Croatia’s tourism offerings and showcasing the authenticity of its countryside and small towns.
Kristijan Staničić, the director of the Croatian National Tourist Board (HTZ), highlighted that rural tourism is not only becoming a strong motivator for domestic and international tourists to visit Croatia, but it also serves as a powerful vehicle for discovering lesser-known destinations and new experiences. The success of this year’s Sunflower Awards further emphasizes the expanding role of rural tourism in Croatia’s overall tourism strategy.
The Importance of Authenticity and Local Stories
The Sunflower Awards celebrate projects that bring to light Croatia’s rich rural heritage, emphasizing authentic experiences that appeal to travelers seeking a deeper connection with the local culture. The focus on local stories, traditions, and sustainable tourism practices helps create a distinctive identity for Croatia as a travel destination.
Rural areas in Croatia, with their picturesque landscapes, charming villages, and traditional lifestyles, are increasingly becoming central to the country’s tourism marketing strategy. With the growing trend of tourists seeking immersive and authentic experiences, rural tourism has vast potential for growth in the coming years. This also plays into the global trend of eco-tourism, where travelers are more conscious about the environmental impact of their visits and are increasingly looking for responsible ways to enjoy nature and culture.
The Dr. Eduard Kušen Award and Recognition of Excellence
One of the highlights of the awards ceremony was the presentation of the Dr. Eduard Kušen Award, which recognized the best tourist destination of the year and the most innovative rural communities. The award emphasizes the importance of smart rural communities that embrace modern technology while maintaining their traditional charm.
Dijana Katica, president of the Croatian Association for Tourism and Rural Development “Village Members’ Club,” emphasized that the Sunflower Network project plays a crucial role in connecting past winners and fostering an exchange of knowledge and best practices. This networking initiative allows rural tourism businesses to learn from one another, improving the overall quality of Croatia’s rural tourism offerings.
The Role of Local Communities in the Growth of Rural Tourism
The success of rural tourism depends not only on the appeal of the destinations themselves but also on the support and engagement of local communities. As rural tourism becomes a major driver of tourism revenue, local populations are becoming more aware of its potential. Local businesses are increasingly embracing rural tourism as a way to boost economic activity and promote their traditions, crafts, and products.
Dario Hrebak, the mayor of Bjelovar, spoke about the revitalization of tourism in his city. Bjelovar has emerged as a key player in the Croatian rural tourism landscape, hosting this year’s Sunflower Rural Tourism Awards ceremony. Hrebak pointed to the potential of Bilogora, a region known for its natural beauty, as a prime destination for both domestic and foreign tourists. He emphasized the future transformation of Bjelovar into a significant destination with the development of a spa that is projected to attract between 200,000 and 250,000 tourists annually. This infrastructure project will put Bjelovar on the map as a leading continental tourist destination in Croatia.
Strategic Importance of Rural Tourism for Croatia’s Sustainable Development
Monika Udovičić, the state secretary of the Ministry of Tourism and Sports, underscored the strategic importance of rural tourism for Croatia’s tourism industry. She stated that for the country to achieve year-round tourism, it is essential to focus on rural and continental tourism. According to Udovičić, over 80% of the funds allocated from the National Recovery and Resilience Plan are being invested in projects in rural and continental areas of Croatia. This, she noted, reflects the government’s commitment to developing these regions and ensuring sustainable growth in Croatia’s tourism sector.
By focusing on rural tourism, Croatia is not only attracting tourists to its well-known coastal regions but also helping to reduce regional disparities. Investments in infrastructure, hospitality, and local businesses in rural areas contribute to a more balanced tourism development, bringing economic benefits to lesser-known destinations. This approach also ensures that rural tourism remains viable and attractive in the long term.
Looking Ahead: The Future of Croatia’s Rural Tourism
With the continuous presentation of the Sunflower Awards, Croatia will remain at the helm of rural tourism until its countryside destinations become key players in global tourism. Focused on innovation, sustainability, and authenticity, Croatia’s countryside tourism has bright prospects to thrive in the coming year.
