It was a memorable night in Međimurje County last 27th September, as this lesser known but welcoming and very green region of Croatia was in the spotlight after winning the Golden Apple “La Pomme d’ Or” award for achieving high quality tourism and much more. This distinguished event was held in the open-air courtyard at the resplendent and newly restored Zrinski Castle, a medieval fortress in Čakovec town, also known as Csáktornya by Hungarians, and was a full house with media crews joining local people, special guests and professionals from tourism- and travel-related trades alike.
Appropriately, this ceremony coincided with both this year’s World Tourism Day (see unwto.org) and the 70th anniversary of FIJET, the International Federation of Tourism Journalists and Writers (see fijetworld.org). It was the sixth time this distinct oscar has featured in Croatia.
The magisterial ceremony was held in the presence of FIJET President Tijani Haddad and the Executive Committee of Tina Eterović Čubrilo, Salah Attia, Delal Atemdede, Plamen Starev, Stefan Baciu, Najib Senhadji, and Marijana Rebic, as well as FIJET Golden Apple Committee members Mohamed Attia and Jacques Campe, with numerous journalists from Hungary, Italy, Slovenia and Croatia.
This emblematic accolade for general, all-round excellence is presented each year to an organizational country, city or person in recognition of superior efforts in promoting and raising greater awareness for modern-day and up-to-date tourism trends in their own localities, whilst also working towards substainability for the future, and maintaining cultural and traditional values and general heritage. Further, as reward for restoring economic competitiveness and improving quality of life for all, alongside maintaining the general upkeep of obvious ecology and environmental issues and safeguarding sustainable protection today so that tourism continues into the future. Without green and sustainable tourism, among other things, no nomination will be entered for the sought-after Golden Apple.
The award was presented by President Haddad, who flew in from his home country, Tunisia, to Mr. Matija Posavec, the Mayor of Međimurje County. Posavec concluded that the Golden Apple is important because it is awarded by travel experts from many countries who have seen much of the world and are not biased. He said the Međimurje award shows that tourism is not only sun and sea but also history, gastronomy, culture and natural beauty. “We are trying to combine all into one exclusive brand, encompassing this immediate area as a green oasis in the heart of Europe,” the mayor said.
President Haddad added: “We awarded Međimurje for an exceptional accordance of natural, historical, cultural heritage and tradition in the function of tourism. And in order to receive this recognition, the destination must also be sustainable combined too, which is not easy to achieve because the criteria for this is very strict and Međimurje deservedly receives the Golden Apple trophy.”
The award compliments the people of Međimurje and their general teamwork. Even so, tourism in the region accounts for only 3% of the local economy. There were 221,103 registered overnight guests last year.
Still, the county invests considerable time and effort in order to merit a place not only on the domestic and European tourism map but also internationally. After all, it is the first place in Croatia with the “Green Destination” label, which is proof of the successful implementation of the green transition. And as many as 13 Međimurje tourist facilities are holders of the first “Good Travel” certificates in Croatia, which guarantee a high standard with a focus on everyday environmental issues and protection. Turning to a green business strategy, Međimurje ranks as a greener-than-most region, comparable to the likes of Costa Rica, the Azores, Palau-Malaysia, Galapagos and Slovenia.
The FIJET award is the latest in a series that the county has received in a prosperous 2024. Among other accolades, Međimurje was declared the Best Destination of Continental Tourism and also won a “Simply the best” award. In addition, awards were given to Croatia’s Dubrovnik, Split, Vučedol, Ilok, Opatija, Rovinj and Vukovar in 2022. See my Budapest Times Vukovar reports – Splendour overcomes tragedy at Vukovar – The Budapest Times and Vukovar, home to the Golden Apple and Vucedol Dove – The Budapest Times.
Before the main event began in Međimurje County, it was of high importance for the local authorities to introduce the various guests, including myself, to give us an idea of what to expect from the serene vicinity.
Our tour began at the Zrinski Castle and museum itself in Čakovec, which was a short walk from the cheerful Hotel Castellum (see www.castellum-cakovec.com/) This magnificent standout dates to the 13th century and was home to the noble Zrinski family between 1546 and 1670. It is surrounded by Zrinski Park, next to the town’s central square and shopping area, making it easy to find. The Baroque-style palace’s Međimurje County Museum delivers a rich, diverse collection of local culture, with archaeological displays of ethnographic and historical artefacts alongside many aspects of folklore and carnival activities of past times. These include an one-off illustrated report relating to local “gold washing”, as very fine traces of gold were found over the years by the rivers Mura and Drava.
There is also a modern-day art gallery, fine cellar and courtyard restaurant, all of which we guests enjoyed. The central and spacious courtyard hosts outdoor theatre performances throughout the summer. For this and more about this essential landmark, see mmc.hr.
Local legend has it that somewhere underneath the murky depths of the Old Town centre lived a menacing dragon called Pozoj that created earthquakes and general misfortune before being finally defeated by Dijak Grabancijaš. The approximate dates remain unknown but even so there is plenty of symbolism relating to this demon draped throughout Čakovec.
This sudden burst of wanderlust came before a welcoming dinner, which was served at the Zrinski Castle restaurant and hosted by the hospitable Mayor Posavec and Rudi Grula, the director of the Međimurje Tourist Office. This was also a chance to sample regional gastronomy and wines, which were all top of the range.
The following day, our group was taken for a short bus ride to the idyllic and serene Sveti Martin, a tranquil riverside locality near Žabnic village with a water-mill and wondrous scenery around the River Mura. This delightful haven has thermal-mineral waters, award-winning restaurants and wines, numerous walks and cycle lanes, and horse-riding, making a perfect all-year-round getaway. Whilst there, one can learn about being a miller at the interactive Miller House museum.
Onwards, the Mađerkin Breg lookout tower not only presents a panoramic bird’s-eye view of the very manicured vineyards directly below, but on clear days one can also look into Slovenia, Austria, Hungary, central Croatia, and perhaps further if weather allows.
After witnessing the convincing highlights of this very lush, green hub, a late lunch was served at the hilly plains of the upmarket Restoran Terbotz (see https://www.terbotz.hr/), which, as a guess only, may have been a characteristic old-style manor house from imperial 19th- century times. It certainly delivered the best of locally produced Croatian fayre in spacious surroundings before our return journey back to base.
Later that evening, the main feature began within the Zrinski Castle confines, and the prestigious occasion was attended by Ljerka Cividini, the Mayor of Čakovec. The official ceremony began with President Haddad who, alongside Tina Eterović Čubrilo, presented the Golden Apple award to County Mayor Posavec and Međimurje tourist director Grula. Speeches soon began to fly as the evening progressed, such as the following in words to these effects –
“Međimurje, a green oasis in the heart of Europe,” emphasized Matija Posavec.
“Of course, it is an exceptional honor for us to be recognized as innovative,” said Grula. “Having the Golden Apple in one’s basket of awards also brings the wish to continue in this same direction and develop further. And of course we continue to work hard to improve the quality of our tourist product and the overall quality of life of the local community here in Međimurje too.”
“It’s my first time in this city and it’s amazing! It is very clean and the people are welcoming. You are not unknown here, as in Paris, London, New York. You are a visitor here and you are welcome, face to face – and that is very important,” said FIJET President Haddad.
Tina Eterović Čubrilo offered heartfelt congratulations while emphasizing the historical and world role of FIJET. She pointed out that the 2024 Golden Apple had been awarded for overall care, preservation and investment in natural, historical and cultural heritage and tradition, and for the development of quality and sustainable tourism. “This award is given to multimedia to recognize all outstanding efforts in promoting and raising the level of tourism. We are proud of their contribution to Croatian tourism quality,” she concluded.
“Sustainable tourism is the basis for all progress, including the areas between the Mura and Drava rivers.” And how much effort it takes to recognize a “green destination” is well known to Mr. Zvonko Lajtman, the owner of two international eco-certificates. “We also educate our guests, we also educate school groups on our property, practically part of biodynamics and prepare traditional Međimurje food for our honoured guests.”
“Međimurje, you are so beautiful and green!” was eloquently sung by renowned singers Marija Vidović and Mirko Švenda Žiga when they took to the stage. Then after further photograph sessions, the day ended with another splendid late-night celebratory supper.
Most travellers still only pass by Međimurje in transit from Vienna, Budapest and elsewhere as they make their way directly to the Adriatic Sea, but they are missing out – at least for now. This could be an advantage though for those who do not like the crowds and excessive traffic of commercialised tourism. It makes the tranquil county even more ideal.
Međimurje was named a Green Destinations region at the ITB Berlin in 2023, the world’s biggest tourism fair, and has won the silver Green Destination award, which makes this “Green Garden” region the first in Croatia and the world’s fourth region to join the Green Destinations certification program.
Čakovec and the Međimurje region will continue to enjoy exceptional quality recognition among partners and tourists around the world, and to develop sustainable and responsible tourism in line with United Nations principles and goals of the Global Sustainable Tourism Council.
Whilst taking a stroll around this market town on my last day, it was humorous and touching to see it was “Pumpkin Time”. Many displays of oversized and stuffed rag dolls aligned the streets, positioned upright around lampposts and so forth. It was a reminder that colder spells are now upon us for sure.
Finally there is a treat in store for David Bowie fans, as the great, late singing legend from London came to Čakovec in 1990. Assumably he must have been on tour and was in passing either to or from Zagreb to elsewhere. There is a life-sized monument dedicated to him at 9 Josipa Jurja Strossmayera Street.
To really get away from it all, make your way to the reposeful Međimurje region. I suggest beginning at Čakovec, as this makes the best orientation point to all else close by.
Getting there from Budapest is easy by car. Take to the westward-bound M7, which passes alongside Lake Balaton to the open 24/7 Letenye border crossing. When through, take the main E65 road, which leads to Zagreb, and a very short while later comes the Number 3 road which turns off, with scenic countryside, and leads directly towards Čakovec.
Now that this EU border is completely open, on a good day the 260-kilometer journey can be accomplished within three hours, and all comes highly recommended.
For this and more, check out Visit Međimurje (visitmedimurje.com)
Here are two nationwide news reports – Međimurje Tourist Oscar-Golden Apple – HRT and New Awards for Sustainable Tourism in Međimurje – HRT
