Why Slunj was named one of the world’s best tourism villages

Paulina Mlinarić (Photo credit: Vedran Božičević)

On 19 October 2023, the United Nations World Tourism Organization (UNWTO) named Slunj one of the world’s Best Tourism Villages, describing it as an exceptional rural tourism destination distinguished by its rich cultural and natural heritage, commitment to preserving community values, and dedication to innovation and sustainability across economic, social, and environmental dimensions.

This prestigious title was awarded through a competitive selection process that saw participation from nearly 260 destinations, with Slunj ranked among the top 54.

To mark this significant global accolade, the Slunj Tourist Board held a press conference on 29 October 2024, at the Rastoke Tourist Information Centre in Slunj.

Željka Kunštek and Paulina Mlinarić (Photo credit: Vedran Božičević)

Representatives from the Ministry of Tourism and Sport, the City of Slunj, the Croatian Sports Museum, and the Slunj Tourist Board gathered to share the achievements and projects undertaken over the past year, focusing on socially responsible and sustainable initiatives within the community.

As a less densely populated and underdeveloped region, tourism is one of the primary economic activities driving growth in Slunj and Rastoke.

Both Croatia’s Ministry of Tourism and the UNWTO have recognised Slunj’s aim to make tourism a catalyst for sustainable development across all dimensions, while preserving community values.

(Photo credit: Vedran Božičević)

During the UNWTO’s 25th General Assembly in 2023, Slunj was officially awarded the Best Tourism Village title. This initiative underscores the role of tourism in enhancing the value of rural areas—defined as regions with low population densities and fewer than 15,000 residents—alongside their landscapes, knowledge systems, biodiversity, cultural diversity, and local values, promoting tourism as a positive force for transformation, rural development, and community well-being.

Given that tourism drives economic growth in Slunj, one of the city’s main priorities is to develop balanced tourism by:

• Reducing negative impacts through protection of natural and cultural areas. For example, in 2024, the Mrežnica River was designated a Natural Monument in the “Mrežnica–Tounjčica” category.

• Improving connectivity and infrastructure with investments in both physical and digital resources. Recent projects in 2024 included the Slunj Smart City initiative—implementing a digital payment system in Rastoke, creating an online ticket shop, introducing IT traffic solutions, building new roads and parking areas, upgrading the sanitation system, and reconstructing the water supply and local road networks.

• Continuing with projects underway, such as building new footpaths along the D1, reconstructing cultural landmarks like the Fortress of Culture (a house celebrating Slunj icons Milan Neralić and Milan Bogović), restoring the Old Town, and developing water supply and drainage systems across Slunj.

• Maximising the use of natural and cultural resources by promoting innovative tourism offerings and skills development initiatives. In 2024, free workshops on forest bathing and cultural heritage interpretation were held, along with storytelling training sessions. The Outdoor Product Development project launched new wellbeing activities like forest bathing, meditative walking, gong baths, and yoga, enabling both residents and tourists to experience the destination’s beauty with all their senses.

Paulina Mlinarić, Jasmina Mrkonja and Damjana Domanovac (Photo credit: Vedran Božičević)

Through collaborative networking by the Slunj Tourist Board, Plitvice Valley Tourism Board, and Cetingrad Municipality, active tourism experiences, including fishing, cycling, kayaking, wellness, hiking, and thematic trails, have also been promoted.

Slunj’s Rastoke village, an area of exceptional natural and cultural heritage, embodies a harmonious blend of traditional riverside life, local character, and a sense of belonging, where visitors can escape the urban bustle in a unique, welcoming mill village. As Mayor Mirjana Puškarić said, “With our preserved natural and cultural heritage, the mill village of Rastoke, the Slunjčica River, the community’s commitment to heritage preservation, and our proximity to Plitvice Lakes National Park, Slunj ranks among the most successful destinations in continental Croatia.

Željka Kunštek, Paulina Mlinarić, Damjana Domanovac, Jasmina Mrkonja (Photo credit: Vedran Božičević)

The City of Slunj will continue investing in infrastructure and digital transition, making Slunj an attractive place for both residents and tourists. Looking ahead, we are excited about the upcoming tourism season and new challenges, aiming to build a sustainable future for tourism.”

To enhance the value of cultural heritage in tourism, the Slunj Tourist Board launched the “Enhancing Visitor Experience for Cultural Heritage Education, Presentation, and Promotion” project in 2024.

Mayoress of Slunj (Photo credit: Vedran Božičević)

This project, designed to strengthen local culture, identity, and image, involved collaboration between the Croatian Sports Museum and the Slunj Tourist Board, culminating in the “Milan Neralić – Reflections in Bronze” exhibition and leaflet creation.

Held on 29 May 2024 in Slunj, the exhibition was staged in conjunction with the Croatian Olympic Committee’s “Milan Neralić Award” ceremony for contributions to local sports development—the first time this award was hosted outside of Zagreb. Dedicated to Slunj-born Milan Neralić, Croatia’s first Olympic bronze medallist in sabre fencing at the 1900 Paris Olympics, the exhibition, curated by Senior Curator Petra Husain Pustaj, depicted Neralić’s journey “from the green fields of Slunj to the world’s metropolises,” showcasing his life, sporting achievements, and legendary skill.

Jasmina Mrkonja, Paulina Mlinarić (Photo credit: Vedran Božičević)

His sabre from 1917, held in the Museum’s collection, was also on display.

The Croatian Sports Museum, a public institution safeguarding Croatia’s invaluable sporting heritage, is currently preparing its first permanent exhibition space in central Zagreb, expected to open early next year, where Neralić’s legacy will be prominently featured.

In a further effort to foster a respectful and harmonious relationship between tourism and the local community, the Slunj Tourist Board also launched the Rastočani o Rastokama initiative in 2024.

This project gave residents the chance to share memories and stories of their families, while the Tourist Board recorded these stories to preserve the area’s cultural heritage for future generations and enrich its website with valuable content.

Mayor of Slunj (Photo credit: Vedran Božičević)

This spoken heritage has been transformed into Priče Rastočana (Stories of Rastoke Residents), a digital collection of five original stories accompanied by photographs, bringing readers closer to the region and its people.

(Photo credit: Vedran Božičević)

Contributors—local residents who were either born in Rastoke or live there—shared memories of their ancestors’ lives and of life in the mill village. Vesna Jurić-Rukavina, a journalist and scriptwriter with a deep affection for Rastoke, provided invaluable assistance in documenting these stories.

Paulina Mlinarić (Photo credit: Vedran Božičević)

Tourist Board Director Jasmina Mrkonja expressed her enthusiasm, saying, “I believe the stories of Rastoke residents will be a valuable resource not only for tour guides, tourists, and visitors but also for ethnologists researching Slunj’s history. I also hope the collected stories will inspire other residents to share their memories, so we can expand Priče Rastočana next year and publish them in a brochure in 2025.”