When tourism returns value to a destination: Amaretto Day in Vrsar as an example of scientifically based product development

In conversation with Dr. Klara Trošt Lesić, director Tourist boards of Vrsar municipality, I started with a simple question that we often skip in tourism: how does an event cease to be "program"and it becomes tourist product with a meaningful impact on the community.

And we ended up with what Croatian tourism is chronically lacking: scientifically based development of the tourism product, a return to the roots and an attempt to revitalize local food - hazelnuts, which once defined the landscape around Vrsar.

SCIENTIFIC AND HISTORICAL BACKGROUND OF THE PROJECT: From event to tourist product 

Amaretto Days (Vrsar amaretti) at first sound like another gourmet story. In reality, behind them is a multi-year process that builds backwards, or as it should always be: first identity and science, then interpretation of heritage, only then the event. And that's exactly the point.

"In the period from 2022 to 2024, detailed research was conducted in collaboration with the Institute of Agriculture and Tourism in Poreč and the Ethnographic Museum of Istria, which was accompanied by an analysis of historical sources and professional literature. These sources confirm that during the 1950s, Vrsar was one of the key centers for growing hazelnuts, which were then exported from Istria to the markets of Germany and Switzerland. The research also included a morphological analysis of indigenous hazelnut varieties and documentation of the tradition of preparing amaretto through interviews with local storytellers." Trošt Lesić points out, and then goes even deeper into what is crucial for her: not to “tell a story,” but to prove and document it. That is why she immediately introduces the variety and scientific confirmation. 

"Based on the research we have conducted, we now clearly know that the Istrian oblong hazelnut was the dominant variety in the Vrsar area. This allowed us to build the entire project not generically, but very precisely, from the choice of raw materials and recipes to interpretation and educational content. This gave amaretti a firm foothold in local identity, and not just in culinary tradition." says Trošt Lesić.

MANIFESTATION AS A SYSTEM, NOT A ONE-TIME PROGRAM

This is where the difference between “event as a program” and “event as a system” can be seen. Trošt Lesić sets this out very clearly as a goal: to build a methodology - a procedure and a knowledge base that a tourist board must have in order to be able to develop authentic products related to local identity, and not just organize another event.

And that's why Amaret Days didn't come about overnight, but as a result of work that started years before the first manifestation.

"The goal from the very beginning was not to organize another event, but to develop a methodological framework that shows how a tourist product is built from local identity. Amaretto Days were first organized in September 2024, but preparatory activities began as early as 2022, through conversations with tradition bearers, historical research and scientific analysis of plant material. It is a long-term process that is still ongoing.

When I asked what this methodology means in practice, beyond the scientific basis itself, Dr. Klara Trošt Lesić explains that it is a combination of science and heritage interpretation with the aim of translating the topic into a meaningful experience. But perhaps the most important part of her approach is the social one: building a "heritage community""and consciously avoiding what many manifestations experience, planned or spontaneous - to use tradition once and for all, without respect and content, just as a show or entertainment that in the end brings no real value to anyone.

"The combination of scientific background and contemporary interpretation of heritage allows a specific topic to be approached by visitors in a meaningful way. At the same time, a heritage community is built, a sense of belonging and pride is strengthened among the local population, and tradition is brought back into everyday life." explains Trošt Lesić.

THE COMMUNITY AS A KEY STAKEHOLDER IN HERITAGE VALUATION

“What is particularly important to us is the social impact and contribution that emerged very quickly, the sense of pride and belonging that has returned among the local population. This is seen in small but clear things: in people's interest in participating, in their willingness to share knowledge, in the fact that amaretti is being prepared again in families and that the attitude towards them is different than before. It is precisely these signals from the community that were the most important indicator for us that the project is going in the right direction.” Trošt Lesići pointed out, but at the same time it also opens up the other side of the coin: the legitimate criticisms that are often directed at tourist boards when it comes to culture and tradition.

"Criticisms related to the commercialization of culture are understandable, especially when heritage is used superficially. This is precisely why this project emphasizes documentation, process, and community involvement. Heritage here is not decor, but content with a clear origin, meaning, and role in community life." 

CONTINUITY, TESTING AND ENTERING THE PERMANENT OFFER

The lesson is clear: when you start from the base (proof of identity, documentation, interpretation protocol and involved stakeholders), the event stops being a cost and becomes management tool the experience and identity of the destination.

That's exactly why, Klara emphasizes, her goal from the beginning was set in the opposite order: first build a solid foundation for the entire story, and only then develop products and programs.

"First, a scientific and content base was built, harmonized with the methodology, that is, the way of interpreting the heritage, and only then were the tourism products developed. That's why the first event was organized only after two years of preparation."

What is particularly interesting from a product development perspective: the event as a laboratory. 

"We use amaretto days as a kind of laboratory where we test different interpretations, recipes and formats, which enables us to continuously adapt and improve the tourist product."

When I raised the question that always arises after a few years of developing an event or a new tourism product: has the story caught on in the community and the market, Trošt Lesić takes the story back and admits that there have been attempts before, but "it wasn't the right time yet". That is precisely why today he insists on continuity and a system: that the story lives on through education, partnerships, offerings and habits of local people, and not just through the program of one day.

"Attempts to value amaretto existed earlier, back in 2018, through a European project aimed at recognizing and documenting local gastronomic heritage. However, at that time, the prerequisites within the community and destination for the project to come to life did not yet exist."

However, as he says, the community was not yet ready at the time, and the "market" within the destination did not have enough stakeholders to pull the story off operationally.

"Only when the prerequisites were created within the destination could systematic development begin, with a focus on building a base and gradual implementation, without skipping steps."

The result of that process and all the activities that preceded the first edition of Amaret Day is today, he says, very concrete: Amarets are no longer just a 'story', but entered the offerIn practice, these are the purest KPIs of destination management: the product has entered the permanent offer, the number of partners is expanding, the program is repeated and upgraded beyond the event itself, and the "social impact" becomes visible in the behavior of the local community.

"Today, amarets are an integral part of the catering offer, educational materials have been designed, and the topic is continuously upgraded through new contents and collaborations. This way, the project goes beyond the framework of a one-time manifestation and enters the phase of a long-term destination product, which is what we wanted from the beginning."

COOPERATION WITH CATERERS AND QUALITY STANDARDIZATION

And this "process", as he says, does not stop at the event but enters into what is perhaps the most valuable indicator of revitalization: when tradition stops being "for tourists" and return to family life, to the habits and emotions of the local population. Right from where it all began.  

Trošt Lesić recounts situations that are personally the strongest proof for her that the project is "alive": "It is especially significant when the tradition returns to family life, when amaretti once again become part of private celebrations and everyday life. This is the clearest indication that the project is alive."

And that's really the best proof of how they Amaretti returned to Vrsar. That they have once again become part of the way of life and culture, and therefore an authentic tourism product that is alive.

And then comes the “market” proof, or when the story and context sell the product. Trošt Lesić gives the example of a pastry shop in Poreč and explains how value increases the moment a customer understands that they are buying part of a local story, not just a cookie.

"Examples from practice show that the value of a product increases when the customer understands the context and story behind what they are buying. At that moment, they are not just buying a dessert, but a part of the local identity." 

WHEN TOURISM RETURNS VALUE TO THE DESTINATION: Planting the indigenous variety Istrian oblong

The whole story did not remain at the level of interpretation and events, but also gained a prerequisite for the long-term future of the project through the revitalization of the hazel grove in Vrsar.

In October 2025, a demonstration plant was planted plantation with a total of 30 seedlings of the indigenous Istrian oblong variety, on a municipal plot provided by the Municipality of Vrsar-Orsera, with the organization of the Vrsar Tourist Board, financial support from the Administrative Department for Agriculture of the Istrian County, and financial and operational support from the utility company Montraker.

As Trošt Lesić emphasized on that occasion, the "scientific-production" circle of the entire project: "The planting of new hazel groves symbolically closes the circle of the project, from scientific analysis and documentation to the concrete revitalization of the landscape."

Another highlight of the whole story is how they Children from the local school and kindergarten also participated in the planting., as another clear message that tradition is not only preserved through stories, but also through new roots for future generations. 

The date of "Amaretto Day" is also no coincidence, as the hazelnut harvest is in August.

"The date of the event was chosen based on seasonality, climate and dynamics of guest arrivals, with consistent care for the design of the experience. That's why we build the program in such a way that it combines education, aesthetics, entertainment and the experience of the space." says Trošt Lesić.

The second layer that makes this project "destination", and not just "gastro", is the dispersion and interpretation of space. Klara connects "Dane amareta" with a gourmet walk, which also has an economic aspect because it is charged, but more importantly: it serves as a tool for bringing guests to the old town center and for telling a wider story about Vrsar.

So that guests are not on the main square (which is the most common case), but rather they are given a reason to experience Vrsar as a whole, because guests are led through the main and secondary locations, forcing them to explore and get to know the city through movement, and not just through the stage.

Trošt Lesić confirms that this was precisely the goal of the concept: "The Gourmet Walk was developed to tell the story of Vrsar, expand and intensify the experience of guests staying in our destination, allowing the old town core to be experienced as a whole, and not just as a backdrop." explains Trošt Lesić, adding that the narrative of a “three-star profile” has long been entrenched in Vrsar, while she sees the possibility of a shift towards a more refined, “"boutique" approach and attracting guests who have never been to Vrsar or have experienced it superficially.

In this process, she says, the key was collaborating with people who could operationally “arrange” quality and involve local caterers, without having to invent a story from scratch. What is important to her is that “upgrade"doesn't boil down to decor or exclusivity, but to the thoughtful combination of local elements and story, in this case through the hazelnut tree as the link to the entire project.

"The pairing of ingredients was based on the existing offer of the caterer, with careful interventions that introduced hazelnuts as a link to the entire concept. These were very specific dishes: from shrimp breaded in ground hazelnuts, to brodetto with polenta enriched with hazelnuts, to ravioli with cheese in a fried hazelnut sauce. In the sweet part of the tour, Vrsar amaretti were a logical addition. The goal was not to invent new dishes, but to upgrade the existing offer with a local food product.

But an equally important part of the walk is not just the plate, but the space between the plates - destination interpretation. Trošt Lesić emphasizes that the tour is not intended as a "hop-on/hop-off" tasting, but as a guided story through the place, with a clear protocol and content at each point. 

"The tour is conceived as a guided interpretation of the destination, with a clearly defined protocol for guides, in order to present Vrsar as a space with an identity, and not just as a backdrop." Through this protocol, he says, the goal was to tell the story of Vrsar as a destination, not as a backdrop.

"The goal was for guests to leave Vrsar with a complete experience of the destination and a desire to return, not for one event, but for the wealth of content that the place offers." No one, from the guest's perspective, expects morphological analysis at the event. But it is feel.

Because the entire story is designed down to the last detail: from the scientific basis and clear interpretation, to the way the guest is guided through the space and the story. And just as importantly, everyone involved partners know what they are doing, why they are doing it and how they are doing it and who is long-term goal. Amaretti are like that again became part of Vrsar, his identity and everyday life, not just a one-time "program" for the weekend.

A rounded story from all sides: from identity to market: scientific confirmation, ethnographic documentation, interpretation, community involvement, involving the youngest in the heritage and identity of the city, partnerships with caterers, visual identity and packaging, year-round activities, entry into the permanent offer and finally the revitalization of the hazelnut tree through the planting of new plantations.

That is precisely why the amaretto project is important as positive professional example of tourism product and destination development, and not only as a local gastronomic story. It is this one that shows the difference between "manifestation as a program" and "manifestations as a system". Trošt Lesić started from what destinations most often lack - bases and methodology, and only then derived the content from that.

This reduced the typical risks of event tourism: one-time use, banalization of heritage, improvisation in interpretation and dependence on one location or one day. Instead, a product was obtained that has clear differentiation, measurable social impact, operational applicability through partners and the possibility of scaling (through education, tastings, interpretive tours and "pop-up" programs) without losing authenticity. Actually, it is database authenticity i differentiation.

If we were to translate this into the language of destination management, amaretti are an example of how local identity is transformed into a year-round destination value proposition, which can be measured, upgraded, and expanded.

What makes this case particularly valuable to the profession is the fact that the framework is transferable, or more clearly, that it is a system and a standard: the same approach can be applied to any local topic or resource, if it is developed as a system, not a one-off campaign.

And that is perhaps the greatest value of the whole story: tourism here it is not just a consumption of space and tradition, but a tool that returns value back to the destinationPeople travel to experience different ways of life and cultures, not to watch the same “theater show” that they can see anywhere in the world.

"This approach has been recognized beyond the local context, through several national and international awards, including the European Cultural Tourism Network (ECTN) award in the field of eno-gastronomic tourism. These awards confirm that this way of working also makes sense in the broader European context.", concludes Trošt Lesić.

Ultimately, this is exactly the role of the tourist board in DMMO logic (Destination Management & Marketing Organisation): deal with management and strategic development, manage resources and, together with local stakeholders, design products that strengthen the destination's identity and competitiveness in the long term.

Photo: TZ Vrsar