In the Heart of MeđImurje Vineyards: The Pušipel Center Štrigova – A Place Where Wine Becomes an Experience of Sustainable Tourism

The paper analyses the role of the Pušipel Centre Štrigova in the development of wine tourism and sustainable destination management in the Međimurje region. The research is grounded in the autochthonous Pušipel grape variety as a foundation of regional identity and branding. Through an analysis of the development of viticulture, contemporary wine tourism trends, and activities of the interpretation centre, the paper demonstrates how wine can be transformed from an agricultural product into an educational and experiential resource. The methodological approach includes an analysis of secondary sources, field observation, and a SWOT analysis of the Pušipel Centre. Based on the research findings, a development vision towards 2030 is defined, along with three key development priorities and a set of concrete measures aimed at enhancing the visitor experience, developing creative and sustainable products, and improving the informative and educational interpretation of wine. In addition, a system of indicators and monitoring is developed to evaluate the effectiveness of measure implementation. In conclusion, the paper confirms that the Pušipel Centre Štrigova represents an example of best practice in sustainable and experiential wine tourism.