Rural tourism and destination branding

Dijana Katica

She is dedicated to developing innovative and creative models of rural tourism, as well as to exchanging ideas and initiating SMART solutions that contribute to the development of rural areas and the preservation of cultural heritage and destination authenticity.

Dijana is the founder of the Croatian Association for Tourism and Rural Development “Village Members Club”.

She was awarded the “Influential Croatian Woman” award in 2023, in the Leadership and Innovation category.

In addition to successfully leading the “Village Members Club”, Dijana Katica is the director of Iter Vitis Croatia, which is part of the European cultural route Iter Vitis Route. She is a member of various Croatian and international associations and working bodies, and in the 7th term of the Croatian Parliament, she was a member of the Committee for Tourism of the Croatian Parliament. In a country with 90 percent rural areas, Dijana Katica is one of the first enthusiasts and experts in rural development and tourism, which she started to engage in as early as 1997 when the “Village Members Club” was founded.

She is dedicated to developing innovative and creative models of rural tourism, as well as to exchanging ideas and initiating SMART solutions that contribute to the development of rural areas and the preservation of cultural heritage and destination authenticity. Dijana has conceived and successfully led the “Sunflower of Rural Tourism” project for 10 years, which has grown into the most important award and recognition for quality in tourism. She is the president of various interdisciplinary international congresses and conferences on sustainable development and tourism.

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Welcome to the “Jahorina Economic Forum” – the leading regional event in the field of economics that has been bringing together top experts, decision-makers, and business leaders since 2016. Heads of state, ministers, representatives of state institutions from across the region, successful entrepreneurs from international and regional companies, distinguished scientists, media representatives, and cultural workers gather at a unique location. Through discussions, they arrive at relevant conclusions on how to improve public policies, the economy, and the quality of life for citizens of Bosnia and Herzegovina and the region.

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