The interrelationship between fashion as heritage and tourism remains insufficiently researched, recognized, and presented in Croatian tourism, and it is precisely here that significant untapped potential lies.
In the new book Fashion Industry and Tourism Strategy: Transforming Destinations and Shaping Experiences, published by Emerald Publishing Limited (editors Marco Valeri and Shekhar Asthana), a chapter titled Tourism Branding of Croatia as a Fashion Tourism Destination Through the Affirmation of Traditional Motifs has been published, authored by Dr. Jasenka Kranjčević, Dr. Nora Mustać, and Dr. Sanda Čorak.
The authors emphasize that heritage-related motifs of a tourist destination hold great potential for promotion and tourism branding. Therefore, it is necessary to identify, evaluate, and raise awareness of the potential of clothing adorned with traditional motifs.
The paper is the result of the scientific project Activating Cultural Heritage in Croatian Tourism, which is carried out at the Institute of Tourism and financed by the EU Next Generation programme, under the National Recovery and Resilience Plan.