Analysis of the Cultural-Historical and Tourism Potential of Top Terme Topusko: Enhancing Tourism Offer and Market Recognition through Cultural Heritage Valorisation

This article analyses the tourist potential of Top Terme Topusko, a subsidiary of the Topusko Health Resort and an important part of the cultural and historical heritage and tourist offer of the municipality. The historical role of this place in the development of the municipality is presented, as well as the valuable natural and cultural resources with significant potential to enhance the tourism offer. The focus is on creating cultural routes to enrich Top Terme's offer and attract different visitor profiles, offering deeper engagement with local heritage. Using a SWOT analysis and comparative benchmarking with Laško Terme, key strengths, weaknesses, opportunities and threats for further development are identified. Due to limited digital presence and modernisation, the paper proposes improved advertising and marketing through more active use of social networks and the development of a mobile application. In conclusion, suggestions are provided to enhance the cultural and tourist offer of Top Terme, boosting its recognition and competitiveness in the regional market. With the proposed actions, Top Terme Topusko can position itself as a unique destination that successfully combines thermal tourism with regional cultural and historical heritage, enriching the overall visitor experience.