The Zagreb Tourist Board has unveiled its latest gastronomy-focused projects, highlighting the city’s growing culinary scene. Global travel trends show that food experiences are becoming a key part of modern tourism. According to the annual report by Virtuoso, a network of luxury travel agencies, trips dedicated to food, wine, and fine beverages rank among the most sought-after experiences. UN Tourism data shows that tourists spend up to 30% of their budget on food and drinks. This shows that gastronomy is an essential part of a destination’s identity and a key reason for travel.
Delicious Zagreb project
Chef Rudolf Štefan, owner of the Michelin-starred restaurant Pelegrini in Šibenik introduced Delicious Zagreb. It’s a digital platform showcasing Zagreb’s restaurants, bars, wineries, pastry shops, and producers of authentic local delicacies. Through carefully curated recommendations, themed routes, and stories about local ingredients, Delicious Zagreb serves as a Zagreb’s gastro-guide. For those eager to recreate Zagreb’s tastes at home, the platform also features recipes by renowned chef Vesna Miletić.
Gastronomy as a pillar of Zagreb’s tourism identity
Martina Bienenfeld, Director of the Zagreb Tourist Board, emphasized the central role of gastronomy in promoting Zagreb as a vibrant and well-rounded destination. “According to the World Food Travel Association (WFTA), 53% of travelers actively seek culinary experiences while on holiday, and 81% of international tourists want to explore local cuisine. These figures clearly show how strongly food influences travel choices”, she noted, adding that Zagreb continues to develop a distinctive and diverse culinary scene aligned with global trends. Through partnerships and initiatives such as Delicious Zagreb, the city aims to further highlight its rich gastronomic offering while fostering innovation, professionalism, and sustainable growth within the local community.
Franz Letica, President of the Zagreb Caterers Association, stressed the importance of joint efforts between professionals and tourism institutions. “Zagreb’s gastronomy has been experiencing remarkable growth in recent years. The blend of tradition, innovation, and personal touch creates a unique experience for our guests. By working together, sharing knowledge, and continuously investing in quality, we can further strengten Zagreb’s reputation as a city remembered for its culinary experience.”
Culinary series with Ana Ugarković and collaboration with Paul Bradbury
The event also featured the announcement of a new culinary series, “Ana cooks, Zagreb loves”. It is created by celebrated chef Ana Ugarković. In each episode, Ana explores local ingredients, traditional recipes, and modern interpretations of Zagreb cuisine while visiting her favourite city spots. “Zagreb has a special culinary identity – a blend of tradition, seasonality and urban energy”, she explained. “With this series, I wanted to show that Zagreb’s cuisine isn’t just what’s served on the plate, but also the stories, people and emotions behind every bite.”
The Zagreb Tourist Board partnered with British travel influencer Paul Bradbury as well. He is presenting Zagreb’s authentic flavors and unique food experiences to an international audience through engaging video storytelling.
Michelin Masterclass for Zagreb chefs
Beyond digital projects and platforms, the Zagreb Tourist Board continues to invest in practical education for culinary professionals. On October 27, the ManO2 restaurant hosted the third Michelin Masterclass for Zagreb’s chefs, led by Chef Alain Weissgerber from Austria’s two-Michelin-starred restaurant Taubenkobel. “The food in Croatia is exceptional”, said Weissgerber. “Talented chefs work with local products, celebrating diversity and simplicity while respecting each ingredient.”
The workshop brought together 11 chefs and sous-chefs from eight top restaurants: Balon, Dubravkin put, Gallo, Izakayz, Le Bistro Esplanade, Pod Zidom Bistro, Tač and Zinfandel’s. Notably, the first-ever Michelin Masterclass held outside France took place in Zagreb in 2023 – a proud milestone for the city and its culinary community.
Food photography: Putopis – all rights reserved (illustrative purposes only).
Event photos: courtesy of the Zagreb Tourist Board.