Development Strategy for a Tourism Provider: Zmajev Vrt, Međimurje, Croatia

Zmajev vrt in Međimurje is a themed site that combines an arboretum, artistic sculptures, and a natural amphitheatre in a wine-growing landscape. This paper first briefly describes the creation and development of Zmajev vrt, its spatial layout and main features, and its current place in Međimurje’s tourism offer. We focus on how well Zmajev vrt is recognised by visitors and the local community, and what role it can play in the development of rural and wine tourism. We then analyse accessibility, visitor numbers, and the main challenges for future development, such as seasonality, lack of infrastructure, and limited promotional activities. The research uses a review of development documents and professional literature, online and media sources, and field observation at the site. Using a SWOT analysis and a simple tourism readiness model, we assess the main strengths and weaknesses of Zmajev vrt, as well as possible opportunities and threats. Based on these insights, we aim to present a realistic picture of the current situation and a possible direction for development. The paper ends with general recommendations for further improvement and promotion of Zmajev vrt, with an emphasis on better cooperation with the local community, stronger market visibility, and sustainable tourism development.