The Role of the Pušipel World Center in the Development of MeđImurje Wine Tourism

The development of wine tourism in smaller regions requires a focus on authenticity, product quality and comprehensive visitor experiences. Međimurje exemplifies this approach, building its recognition on the indigenous Pušipel variety as a symbol of regional identity. This paper analyses the role of the Pušipel World Center in the development of wine tourism in Međimurje and its contribution to local value creation. The study applies methods such as situation analysis, SWOT analysis, offer and facility assessment, and visitor experience analysis. Special emphasis is placed on the importance of collaboration among winemakers and the strengthening of the overall tourism offer. The results indicate that the Pušipel World Center serves as a key coordinating hub, integrating educational, interpretative, tasting and promotional functions. Future development is oriented toward creating emotional connections between visitors and local products and linking wine tourism with other selective forms, such as cycling tourism. The paper confirms the importance of the Pušipel World Center in enhancing the recognition and competitiveness of Međimurje as a wine tourism destination.