Rebranding of Mađerkin Breg Viewpoint: A New Perspective on the MeđImurje Experience

This paper explores the potential for rebranding the Mađerkin Breg viewpoint as an innovative rural destination in Međimurje through digital technologies, gamification and sustainable approaches. Drawing on concepts of destination branding, experiential tourism and smart tourism ecosystems, the study examines how augmented reality (AR), digital storytelling and user-generated content can enhance visitor engagement and shape a new destination identity. The empirical research combines qualitative and quantitative methods, including stakeholder interviews, field observations and a survey of 120 respondents. Results indicate strong market potential, with 85% of participants positively evaluating the destination and 70% expressing interest in interactive digital activities such as AR experiences. SWOT and PESTEL analyses highlight key strengths, including natural landscape, wine tradition and cultural authenticity, alongside challenges such as limited digital visibility and seasonality. The proposed “Smart Viewpoint” model integrates sustainable infrastructure, AR-based interpretation and local community involvement, with projected economic benefits (ROI 66.7%) and a potential increase in visitor numbers of over 30%. The paper concludes that Mađerkin Breg has strong potential to become a model of digitally transformed rural tourism in Southeast Europe.