Porcijunkulovo – from a holiday fair to a TOP event of the HTZ

Čakovec, a continental city in the heart of Međimurje, is a prime example of how trendy storytelling and a quality offering of traditional products can be transformed into an event that attracts more than 300,000 people from Croatia and the region during the summer tourist season. Porcijunkulovo began its development as a “Fair of Traditional Crafts” alongside the feast of Our Lady of Angels in 1964. This year, ahead of its 54th edition, Porcijunkulovo has been declared a TOP event by the Croatian Tourist Board, featuring over 300 exhibitors. What is the secret to this success?

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Almost every place in Croatia has untapped potential. The first condition for recognizing a good story is creative locals who want to preserve their heritage and make it appealing to others. Tourist offices contribute significantly, as their professionals can shape marketing and project plans with their knowledge, as well as enrich the original event or location with new ideas.

The most important thing is that the traditional event does not lose touch with its roots, as visitors expect authenticity and experiences they cannot get elsewhere. For example, visitors in Čakovec could try old crafts, attend an archery presentation, and taste Međimurje wines and traditional culinary specialties. This combination of offerings is hard to find and try anywhere else, making Porcijunkulovo unique and thus indispensable if you want to get to know the wealth of Međimurje.

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Another important component of this tourist success is keeping up with trends. Thus, on a “vintage” basis, we offered visitors in Čakovec a wide range of popular music performers and irresistible umbrellas and other decorations that entice social media photography. In 2018, we cannot overlook that people want to share with others how much fun they are having and what they have tried – from free barbecues to Art courtyards to summer picnic terraces.

Here we also come to the condition that all generations must have content for themselves, so that everyone can enjoy a visit to Čakovec. Thus, Porcijunkulovo includes children’s workshops and playrooms, as well as folklore performances by associations for older people.

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Such an event is important not only for tourism in terms of accommodation capacities that are increasingly developing and expanding in Čakovec, but also for local entrepreneurs, caterers, and artists. Of course, one event cannot independently stimulate the development of all these sectors. What is sometimes overlooked in Croatia is the off-season offering, which is not lacking in Čakovec.

Throughout the year, events are held here that combine tradition and modern content, from the Međimurje Carnival to City Day and St. Anthony’s Fair, to Autumn and Advent in the city of Zrinski. The development of the post-season in many places could follow this example and involve as many craftsmen, family farms, and cultural associations as possible, so they receive the deserved promotion and more people get to know their activities and Međimurje heritage.

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Minister Cappelli announced that the Ministry of Tourism will focus in the coming period on building Croatia’s image as a quality year-round destination – activities should certainly be more directed towards the interior, in collaboration with other ministries. This implies stronger encouragement of the development of health tourism, ecological food production, attracting investors to trendy accommodation offerings (glamping) and high gastronomy, as well as more extensive promotion in Asian countries.

Written by: Mayor of Čakovec Stjepan Kovač