November 4, 2021 – Village tourism or countryside tourism - Seoski tourism in Croatia - offers authentic, traditional experiences. Aleksandra Kuratko, secretary of Udruga ruralnog turizma Hrvatske (Croatian Rural Tourism Association) tells us more about it, and their work to help facilitate it

Croatia's visitor offer is evolving and expanding. There are exciting aspects of authentic Croatia to be discovered. Away from the beach, villages inland often look remarkably similar to how they did one hundred years ago. There, crops are grown and produce made in ways passed down through generations of families. And, in some lucky instances, these family farmers are willing to open their doors, invite you inside and show you how they live.

Bread from the peka at Agroturizam Antunović on Pelješac

Seoski Tourism – translated as either village tourism or countryside tourism – is just that. Family farms that offer hospitality. These are some of the most homely and most welcoming accommodation experiences you can have in Croatia. Offering sights and sounds, tastes and flavours that you can't find anywhere else, visits or stays in Seoski Tourism places have long been loved by locals for weekend breaks or holidays outside peak summer. But, increasingly, these authentic Croatia experiences are being discovered by international visitors.

Moslavina goats at Kezele family farm © Davor Konjikušić

One institution trying to facilitate the growth in interest is Udruga ruralnog turizma Hrvatske - Croatian Rural Tourism Association. Since it was formed in 2016, they have tried to bring together Croatia's family farm hosts, to promote them and educate them, and to build bridges between these independents and tourist boards, tourist agencies, educators and even the wider world outside Croatia.

Seoski turizam Kezele in Šumećani, on the border of Zagreb County and Bjelovar Bilogora County © Davor Konjikušić

Based in Ivanić-Grad, Zagreb County, the Croatian Rural Tourism Association is currently touring the length and breadth of the country, holding workshops with as many Seoski Tourism family farms that will come. And if the farmwork doesn't allow them free time, then they can attend Croatian Rural Tourism Association workshops online.

On the eve of the association's online Seoski Tourism workshops for Central Croatia and Slavonia, TCN interviewed Aleksandra Kuratko, secretary of Udruga ruralnog turizma Hrvatske, to find out more about Seoski Tourism in Croatia.

Prigorje specialties at Rakić family farm

My name is Aleksandra Kuratko and I am secretary of Udruga ruralnog turizma Hrvatske. As an association, we are 5 years old.

We have 35 members, most of whom are service providers in what we call Seoski Tourism. We also have several tourist boards and two educational institutions as members.

Bilogora horses in autumn at Agroturizam Na malenom brijegu © Vladimir Vlajinić

Seoski tourism is not quite the same as rural tourism, because rural tourism is many different types of tourism that happen in rural areas. Seoski tourism - which you might translate as village tourism - is quite specific. We assemble people who work in agriculture and who, at the same time, are also offering hospitality. In English, you might call them Farm Stays. Or Agro-tourism – a merging of agriculture and tourism.

Fresh vegetables at Agroturizam Antunović on Pelješac

People who work on agricultural estates often take care of local cultural heritage. For example, they might maintain and renew traditional wooden or stone houses. Many also have etno collections, in which they preserve different objects from their region. Some of these objects might have been used in agriculture and households hundreds of years ago. So, they are preserving the cultural heritage of Croatian villages. This is what we call material cultural heritage. But, there's another kind.

Cultural heritage preserved in one Slavonian village © Mario Romulić

Non-material cultural heritage is also a part. That might be preserving old recipes of traditional, regionally-specific dishes. Or, it might be showcasing the songs and dance of local music.

We are currently running a project which is supported by the Croatian Ministry of Tourism and Sports in which we hold 37 Seoski Tourism workshops in the field all over Croatia. There will also be around 15 online workshops. The workshops are aimed at colleagues who currently operate in Seoski Tourism – they work in agriculture and offer hospitality. Also invited are local tourist boards and local action groups.

Photo from URTH workshop in Slatina

So far, we conducted 20 workshops in the regions of Central Croatia, Slavonia and Baranja, and Podunavlje. From next week until the end of the year, we will conduct the workshops in Istria, Kvarner, Lika and Dalmatia. Some service providers were not able to attend earlier workshops, because of work commitments of Covid. So, we decided to also offer access to the workshops online. Tomorrow is our first online workshop for Central Croatia and on Friday it's the online workshop for Slavonia.

These workshops are interactive discussions between our association, service providers and all other stakeholders. We discuss the legislative framework, which can be extremely complex. We talk about new trends in tourism for the post-pandemic era. We also discuss the importance of integrating cultural heritage in digital promotion.

Donkey farm at Agroturizam Antunović on Pelješac

For the legislative framework, we have initiated the formation of a working group for the development of Seoski Tourism, which is now operating in the Croatian Ministry of Tourism and Sports. So, at the workshops, we ask if anyone is having issues. We collect the responses and address them in the working group.

Part of the workshop is the presentation of a new web application of Seoski Tourism, which we have developed with Croatian Ministry of Tourism and Sports. It has two purposes. One is to create a digital catalogue of Croatian Seoski Tourism. You can see region by region some of the Seoski Tourism options – currently around 40, those who have already enrolled.

Podravina Etno rooms at Zlatni klas Otrovanec

A version of the app is currently available on the website of the National Tourist Board. But, they are building a new website. The forthcoming version of the catalogue will likely be more user-friendly with many more functions and options. On the new website, Croatia's Seoski Tourism options will be detailed in many different languages. It should be a great resource not only for tourists but for travel agencies, journalists like you and for educational institutions. That's the reason we are devoting time in our workshops to encourage Seoski Tourism providers to enroll. We are just at the beginning of the process.

Grešna pilnica in Zagorje © Jasna Podboj

The second purpose of the app is to collect information about the service providers. This info will be used by our working group when defining a Croatian model of Seoski Tourism. So far, we have taken examples from Slovenia, Italy and other countries that are successful with Seoski Tourism. But, these models were entered into our legislative system without fully considering our distinct business and cultural environments. That is now about to change.

We are very happy that, following many years of partially successful advocacy, there is now political will at a ministerial level to really shape things up, to change the laws and regulations in order to facilitate Seoski Tourism. We want to encourage more Seoski Tourism, not to have people from agriculture being turned away because of the difficulty of the process and bureaucracy.

Medieval Theme Park San Michael © Silvia Otočan

You said part of the workshops will focus on new trends. What are some of these?

Research has been done by a working group that is developing a new tourism strategy for Croatia. It's called Strategy for Sustainable Tourism to 2030. Under the auspices of this group, a number of research fields have been analysed.

The collected data shows that a huge percentage of tourists are now more inclined to eat locally grown and healthy food. They want to spend their time on estates that are run in accordance with ecological principles. So, they really care about issues like how waste is disposed of etc. They also pay a lot of attention to culture. They are curious to learn exactly how we are living, how we are working and how we produce things. They want to learn about our society and culture. And, importantly, they really care about how they spend their money. Above all, they want to spend money in areas that can help support local communities.

Prigorje Breakfast at Rakić Family Farm

For us, this is really important. Because Seoski Tourism answers these demands to an incredibly high level. We do produce local, healthy food. Not only on the agricultural estates where you can experience Seoski Tourism, but also from their neighbours who just do agriculture. We are concerned with ecology, we protect cultural heritage and the money spent in Seoski Tourism stays in local communities, where it has very beneficial effects.

In the digital promotion part of the workshops we are trying to persuade people about the importance of their online presence. Basically, these days, if you're not online, it's almost like you don't exist. So, we try to explain the importance of having good-quality photos, short videos and a regular online presence.

Kulen, čvarci and other specialties at Baranjska kuća © Denis Despot

That's interesting. In some cases, it might be like two different worlds colliding - people who work in a traditional industry and a traditional environment having to adapt to a very modern way of operating. There's also another potential collision when providers learn of the expectations within modern tourism. Because these people can no longer just work in agriculture. To operate in Seoski Tourism, you're also very much expected to also be a host.

Yes. All of our current service providers who are successful within Seoski Tourism are also great hosts. It's essential. You can see it in almost all of the reviews for this kind of tourism. Guests come for the food and drinks and surroundings, yes. But, what they value the most, what they remember the most, is the host part of the experience. On the estates of Croatian Seoski Tourism, guests are welcomed like family. Across all of Croatian tourism we are expected to be good hosts. It's part of our reputation and the reason why many people come here from all over the world. In Seoski Tourism, it is vital we live up to those expectations.

Kezele family farm © Davor Konjikušić

Another aspect of this, which is a more recently-observed element, is that visitors often want an insight into the actual lives, even the personalities of their hosts. They want not only to taste the homemade sausages you make, but they also want to know how you do it, where you do it, how you learned to do that. When they go to Spain, they want to know how the people there make their wine. And, when they come to Croatia, they want to learn how we do it here.

So, all in all, those of us in Seoski Tourism are really busy. We are in agriculture, yes, but we are also in tourism and we are also online. With this more recently-observed aspect, we will need to try and devote even more time to our hosting. It can be difficult to balance the demands on your time. But, in our workshops, we are trying to persuade people to talk more about themselves, their lives, their cultural heritage. And, if there isn't time to do everything themselves, then to involve different and often younger generations of the family. Sometimes within the hosting or alternatively just with the online promotion and presence.

Kezele family farm ethno collection © Davor Konjikušić

I've visited some family farms that were right at the start of their journey with Seoski Tourism and they seemed surprised that I was at all interested in what they do and how they do it. I think maybe they thought I was a bit crazy.

Yes, that is a response we sometimes also see at first. I think it's because our generation takes a lot of things for granted. We sometimes think that what we do is just what we do. We are not so good at showcasing it. “Why would I show someone how I make my cheese? I make my cheese like my grandmother used to make it” But, for those who open their doors to Seoski Tourism, inquiries about how they do what they do are only increasing. So, they seem to appreciate how we advise them in the workshops.

Picnic by Restaurant Međimurski dvori © Igor Nobilo

We are trying to let our producers know that Seoski Tourism is not just a platform to sell their produce and an overnight stay, but it's a full experience they can sell. There are agricultural farms in Austria that are established in tourism that you must pay only to visit. Of course, that doesn't happen currently anywhere in Croatia, even though some of our Seoski Tourism estates have sections that look like museums.

Some of these aspects are very new. And the feedback is great. I truly believe there are hidden treasures to be discovered in some Croatian villages. We are here to tell that story.

Selection of food from a Slavonian village © Mario Romulić

What is so rewarding about Croatian Seoski Tourism that international visitors would want to go to a traditional farm in some inland village instead of lying on the beach in Dalmatia for 14 days?

People come because they really want to see a different side of Croatia. And, there are many different aspects of Croatia to discover – not just Seoski Tourism, but also National Parks and Nature Parks. All of our current trends show us that more and more tourists are willing to come inland from the coast or to explore a different part of Croatia – inland Istria, for example, or continental Croatia.

Kamačnik river canyon © Aleksandra Kuratko Pani

They really want to try authentic, local food. They want to eat healthy, to know what they are eating and how it is made. And, they want to experience flavours that are different from the usual ones they get from the supermarket.

Traditional Međimurje table at Etno restaurant Međimurski dvori

Also, I would say that with Seoski Tourism, people get to know better an authentic version of Croatia and its culture. It's a story we hear very often from our members. Some of them are visited by large groups from cruisers. These are people who might be on a cruise on the Adriatic and who journey inland for a day trip. Or, it might be a group who are cruising the Danube and disembark to visit a family farm in Slavonia, Baranja or Srijem.

Prosciutto from Drniš at Agrotourism Kalpić © Ivana Kalpić

When they visit farming estates on day trips, it's very often a huge 'wow' moment for them. For many, in their minds, Croatia is simply sun and sea. And that's not entirely their fault. We, as a country, have done very little until now to promote alternative sides of Croatia. The visitors experience these wow moments because of the hospitality they receive and because of the tangible aspect of the visit. This is a modern aspect – people want to touch things, know how things feel, taste, smell. They want to ride on horses or feed them. Or take part in cultural activities. These parts of a visit to Seoski Tourism are very difficult to experience anywhere else.

(left) Ivana Alilović, director of Zagreb County Tourist Board (right) Aleksandra Kuratko, secretary of Udruga ruralnog turizma Hrvatske (Croatian Rural Tourism Association) © Zagreb County

Udruga ruralnog turizma Hrvatske's online Seoski Tourism workshops begin today and their physical workshops continue next week in Istria.

If you'd like to read more about rural tourism in Croatia, then look here

February 13, 2021 – A newly discovered, fully preserved bottle of 'Slavonia champagne' is unique evidence that Slatina sparkling wine is among the oldest in Croatia. Its fascinating history stretches back over 150 years

A completely preserved Slatina sparkling wine bottle from the period from 1864 to 1912 has been discovered during building works of Slatina's new visitor's centre. Found at a depth of two metres, the bottle is physical proof of what was previously known only from records – this 'Slavonia champagne' is among the oldest sparkling wine to have been made in Croatia.

© Robert Turkalj

The discovery of the Slatina sparkling wine bottle is important to the city and its history. Other regions in Croatia have become extremely well regarded over recent years for their production of quality sparkling wines. The production of Slatina sparkling wine briefly disappeared during a period. But, this bottle is evidence that Slatina sparkling wine was among the first to be made in the country. It is the only fully preserved bottle of the 'Slavonia champagne' to exist in the region.

Slatina's nationally protected Giant Sequoia tree (Mamutovac) © Tourist Board of Slatina

Of course, we can't really call it champagne – that title is reserved for a type of sparkling wine made in a distinct geographical region in France. But, there are great similarities between Slatina sparkling wine and champagne - similarities that do not exist exactly in other Croatian sparkling wines. Champagne is largely made from the Pinot Noir grape. The found bottle of Slatina sparkling wine was made from the Kadarka grape variety, which has been compared to Pinot Noir.

Both grape varieties are thin-skinned, delicate, easily susceptible to impairment and require a low yield to produce quality wines. Both are tricky to cultivate. For this reason, the Kadarka grape variety is now grown very rarely in Croatia, its place in vineyards taken by more hardy and some imported varietals. But, that wasn't always the case.

History of Slatina sparkling wine

In 1841, the German prince Georg Wilhelm Schaumburg-Lippe bought a property of land in the Slatina area from the Pejačević family. The land contained vineyards, orchards, agricultural fields and large forest areas, including the site of the new Slatina visitor centre where the bottle was discovered. Indeed, trees still line the road of Ulica kralj Zvonimir in the centre of Slatina – the cellar and restaurant of the town's famous Stari Podrum is just a few metres from Slatina's nationally protected Giant Sequoia tree (Mamutovac).

The Stari Podrum cellar, the site of the first-ever production of Croatian sparkling wine, at the beginning of the 20th century © Virovitica State Archives / Slatina Homeland Museum

Slatina sparkling wine production started in 1864 at the Stari Podrum cellar, using the Kadarka grape variety. Perhaps it was the notorious difficulties of the growing the grape which resulted in slow initial progress for the production, but the enterprise got a massive boost in 1866 with the arrival of a new manager, Otto Rockhror. He rearranged the cellar and production, brought in new equipment and invested in marketing their Slatina sparkling wine. It worked.

Left to right - Ljudevit Konstantinović, his wife Marija Konstantinović (the daughter of Otto Rockrohr), Otto Rockrohr and his wife Josefina Rockrohr © Virovitica State Archives / Slatina Homeland Museum

The quality of Slatina sparkling wine was recognized at the great Economic and Forestry Jubilee Exhibition in Zagreb in 1881 when Georg Wilhelm Schaumburg-Lippe received an honorary diploma and a large medal for domestic sparkling wine and fine wine. The credit perhaps lay elsewhere, considering it was the efforts of Otto Rockhror that were no doubt the cause, but, such were the times. However, Otto Rockhror's achievements with Slatina sparkling wine certainly did not go unnoticed.

At the Science and Industry Fair in Brussels, Belgium, in 1888, Otto Rockhror was awarded a bronze medal featuring the image of Leopold I. He received a further bronze medal with the image of Francis Joseph I in 1890 at the Agricultural and Forestry Exhibition in Vienna and was awarded a silver medal with the image of Franz Ferdinand in 1894 in Vienna by the Association for the Promotion of Agricultural Knowledge. These medals are on display in the Slatina Homeland Museum, donated by Otto Rockhror's great-granddaughter Jasna Nosso. They sit alongside a wooden barrel used in the production of Slatina sparkling wine from 1885 and, now, the latest testament to the history of Croatia's oldest sparkling wine production, the newly discovered bottle, which has been transferred to the museum for preservation, safekeeping and dating.

On the left, the bronze medal won by Otto Rockhror at the Science and Industry Fair in Brussels, Belgium, in 1888. On the right, the silver medal with the image of Franz Ferdinand he was awarded in 1894 in Vienna  © Virovitica State Archives / Slatina Homeland Museum

The production of Slatina sparkling wine from the Kadarka grape did not survive the loss of Stari Podrum cellar manager Otto Rockhror, who died in 1909. Thereafter, ownership of the enterprise was taken over by Count Drašković but, by 1912, production of Slatina sparkling wine had ceased completely and all the production equipment was moved to Hungary. Though the growing of the Kadarka grape variety almost completely died out in Croatia after this, it remains an important part of wine production in Hungary, Bulgaria, Romania and Serbia, where it is grown in Vojvodina, a landscape near-identical to that of Slavonia (indeed, though the heritage of the Kadarka grape is mysterious, the latest opinion is that it is a cross between the Turkish variety Papazkarasi and the Serbian variety Skadarsko and travelled to Pannonia with Serbs who fled north from the Ottomans).

However, the story of Slatina sparkling wine has not only been revived with the discovery of this old bottle. The Stari Podrum cellar still stands in the centre of Slatina today and vineyards still surround the town. The cellar and its wine production were bought by winemaker Ivan Halas over recent years and he has returned the production of Slatina sparkling wine to the historic birthplace of 'Slavonia champagne'. He has since received several awards for his efforts.

Slatina sparkling wine, revived by Ivan Halas at Stari Podrum, being presented at the 2nd Sparkling Wine Salon at the Hotel Dubrovnik in Zagreb © Tourist Board of Slatina

“As the Stari Podrum winery does not have adequate conditions for storing the found bottle, we took it to the Homeland Museum in Slatina where it will be stored,” Mr Halas told local news, upon the discovery of the bottle. “Only one bottle was found (so far), although there may be more. It is currently the only fully preserved one in the Slatina area. For now, we assume that it is from the period between 1864 and 1912 - we have no knowledge of the exact year, but the age of the bottle will be determined by experts.”

A more contemporary photo of the Stari Podrum enterprise in Slatina © Virovitica State Archives / Slatina Homeland Museum

This Slavonian store is a unique selling point where the shelves feature a rich assortment of local produce from local Slavonian OPGs, handmade souvenirs, and traditional ethno clothing items.

As Poslovni Dnevnik writes on the 26th of April, 2019, in the first year, sales surpassed expectations, and products from the new Slavonian store's shelves are finding their way around the world, from Uruguay all the way to Australia, Sanja Rapaić writes for Agroklub.

In Nova Gradiška, a town historically referred to as the youngest Croatian town, the totally unique ''Slavonian store'' was created last year. Located in a building with almost fairy-tale interiors dating from the 1920s, this small Slavonian shop boasts a varied and rich offer. The shop is unique, with a special atmosphere that combines the past and Slavonian traditions with contemporary methods of manufacturing for its numerous local producers.

Located close to the premises of the Tourist Board of the city in which it is situated, the Slavonian shop primarily attracts tourists, travellers and numerous Slavonians working abroad and who are coming on holiday to their native Slavonia. Thanks to them, products from local OPGs, cheeses, and cured meat products, as well as honey, fruit spreads and pastes, souvenirs, clothes and items decorated with ethno motifs and even expensive gold jewellery, have already travelled to almost all countries of the world, from Uruguay all the way to the other side of the world, to Australia.

"It all started two years ago, when the city of Nova Gradiška and six surrounding municipalities - Cernik, Rešetari, Staro Petrovo Selo, Nova Kapela, Davor and Okučani - founded the Nova Gradiška area community of producers. That was the basis of everything, with huge support from Nova Gradiška, in March of last year, we realised another idea of ​​a sales point through which all interested manufacturers could place their products.

As soon as we opened the Slavonian store, the shelves of which were immediately filled with products from all four Slavonian counties and from part of Sisak-Moslavina County. We started out with about twenty manufacturers and in just a year, their number doubled and today the Slavonian store has launched a range of products coming from as many as 55 subcontractors, of which about 30 percent are made up of OPGs, and the rest are from obrts (small companies) and from domestic labour,'' said Milan Rosić of the Slavonian store.

He pointed out that the opening of the Slavonian store has unexpectedly triggered another positive chain reaction. Namely, just so that they could put their products on store shelves, many Slavonian locals decided to open up their own OPGs.

"We're especially proud of the fact that many people who have good ideas and good products have been motivated to open OPGs, obrts or engage in home-based work, and make a serious effort towards doing this work. In the first year of operation, the Slavonian store was responsible for the opening of a dozen brand new OPGs, and partly because of this, our offer is richer and more luxurious every month. The sales are going more than well. Our customers are mainly foreign tourists, Brits, Italians, French and Japanese, of which there are, as much as it might seem unrealistic to some, more and more,'' he says.

While foreigners are mostly looking for souvenirs from this area, as well as traditional clothing, ethno-style jewellery creations, our people who work abroad and domestic tourists are primarily buying Slavonian delicacies - cured meats, various cheeses, alcoholic drinks, liqueurs, fruit juices, honey and honey products, and a variety of homemade pastes and homemade cakes which have been made according to old traditional recipes,'' says the shop manager, who is more than pleased with how the Slavonian store's sales are going.

The whole system works very easily, it's enough to contact the producer's community or come directly to the Slavonian store, where you can sign an agreement with the manager and arrange all details regarding the sale of your products.

"We're working on sales commissions, we negotiate quantities, we display products at our store, and at the end of each month we send a detailed sales data report to all of our producers, send them invoices and then make payments to their accounts for all the products we've sold here that month, so far, everything's been working flawlessly and everyone's satisfied, the manufacturers, the buyers, and us,'' stated Milan Rosić.

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