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Should important museum exhibits be exhibited in their original locations through museums or interpretive museums or in a museum in Zagreb?
I personally believe and advocate that all archaeological originals should be exhibited in the localities where they were found, at least those of great importance, and that they should be replicas in the Archaeological Museum in Zagreb... Should, for example, the Vučedol Dove and Apoxiomenes be in the Archaeological Museum in Zagreb or in their original locations? At the level of cultural policy in HR, the principle position of the profession is that the original archaeological objects are located in Zagreb, and not in museums in the localities where they were found.
We don't need a big analysis of the positive impact of, for example, the Museum of Vučedol culture in Vukovar or the Museum of Apoxyomena in Mali Lošinj. And now imagine that the majority of museums are actually located in real localities, i.e. destinations. These are generators of employment, tourist consumption, added value, reasons for coming, etc... Zagreb as the capital can and must be at the service of the media and promotional tool.
If we look through the prism of the well-known AIDA marketing model ( Attention, Interest, Desire and Action ), then Zagreb, as the economic, and thus tourist center of our beautiful country, must fulfill AID - attention, interest and desire, while the last step in the consumer's journey - A or action, must be a trip to the actual locations.
At the Archaeological Museum in Zagreb, they can tell the beginning of the story, tickle the imagination and introduce tourists to the story (AIDA) in order to motivate them to visit the original site and see the original and get the full authentic and credible story. Of course, until a museum or space is built according to all standards at the original locations, the exhibits can be “stored” in the Archaeological Museum. So, from Zagreb, we distribute tourists throughout Croatia, and the motive for their arrival is cultural tourism.
A copy is always a copy and it's crazy to have a museum on site and have a copy. The argument that there is no money to build a museum or to arrange the space so that the museum has the necessary conditions for preservation is ridiculous, it is a national interest and money should be and is there for that. Especially in the context that such museums are drivers of the economy and provide a totally new perspective.
An important question that requires constructive discussion. But what is the connection between the museum, the exhibits and Međimurje?
At the beginning, I would like to emphasize two important, one could even say "game changer" moments that will certainly mark the development of Međimurje for future tourists.
The first is the opening of the most modern multimedia and interactive exhibition in this part of Europe - the Visitor Center.Ecomuseum Međimurje small", which brings together the most interesting tourist attractions of the most successful continental tourism destinations. The visitor center is located in the premises of the Međimurje County Tourist Board and is designed as a "visitor" center that provides visitors with basic and most important information about Međimurje and encourages them to explore the cultural, historical and traditional heritage in original locations.
Another significant moment is how Međimurje gained another first-class tourist and cultural content at the beginning of this month – Museum of Intangible Heritage – Treasury of MeđimurjeThe museum's attractive, multimedia and interactive exhibition is divided into two main sections that offer a combination of historical and cultural heritage with the most modern technology. On the ground floor is an exhibition called "Century fortifications"Which interprets the turbulent history of the fortification of Čakovec castle, while on the first floor is an exhibition that interprets the intangible heritage of Međimurje called"Miniatures".
Two key moments for the future of the strategic tourism development of Međimurje, as well as two starting points for Međimurje tourism. At these two locations, visitors and tourists can learn about the entire tourism story of Međimurje, from A to Z, so to speak, and then set off to explore the actual locations.
And there is a clear connection with the initial story, as well as the AIDA model. This is precisely the function of the Međimurje Malo Ecomuseum and the Museum of Intangible Heritage – Treasury of Međimurje, and with the new innovative tourist product of Međimurje, all attractions will be networked in the field.
The destination's new innovative product - Bus on the move or Međimurje on the move - is starting
And that's thanks to a well-known product that until now was exclusively linked to city or urban destinations. But not for a wider region or destination. It is about the concept - Hop on, Hop off bus. And this is precisely the innovation introduced by Međimurje - Bus on the move or Međimurje in motion through the Hop-on, Hop-off bus, which is introduced for the first time for an entire destination.
The already mentioned Ecomuseum "Međimurje malo" has become a symbol for the cultural, historical, natural heritage as well as the richness of the eno-gastronomic scene. As a fragmented museum, it shows the main values of Međimurje and, through interpretation, transforms them into a true multimedia experience.
But, like the Treasury of Međimurje, now these key points of Međimurje tourism will provide an introductory narrative, interest visitors, and then, through a new innovative product, visitors, tourists and citizens will be transported by bus to original locations throughout Međimurje, where there are interpretation centers that present heritage exactly where it originated, i.e. at its original locations.
"Naturally, the missing link, in order for the destination story to be complete, is the traffic connection of all the tourist attractions of the Eco Museum. A positive attitude, creativity and the desire to raise the quality of the destination offer to a higher level were the shared visions of the three partners of the "Bus on the move" project. says Rudi Grula, director of the Međimurje County Tourist Board.
Terme Sveti Martin, as a key tourist entity, provide their guests with an additional experience, and thus provide other tourism stakeholders with the opportunity to show what they offer in their facilities and estates.
On the other hand, a local travel agency Rudi Express with its rich vehicle fleet and 30-year tradition, it guarantees pleasant, interesting and safe transportation to the destination. With the resources of its travel agency, all tourist attractions, services and products will be marketed as a joint offer and thus will play a key role in the destination development of the region. Every serious destination must have a local DMC agency.
And finally, there is Tourist Board of Međimurje County, as the main initiator of the project itself, which provides support in the promotion itself and will also facilitate the realization of the long-term project with creative ideas, as well as the master plan for the development of tourism in Međimurje County.
"We are networking our entire cultural tourism offer into one unique experience. Međimurje is lucky to be a small and boutique destination, and in a relatively short time you can visit a lot of things, i.e. the entire destination. It is a special mode of transport that is known in large European cities. This is a great innovation in Croatia and beyond, especially since such transport is for large European cities, and not for an entire destination. That is why Hop-on, Hop-off makes perfect sense, to connect all these locations" Grula points out.
So, to remind you, the Hop-on, Hop-off concept has not been implemented in any destination so far, but exclusively in urban cities. At least until now.
The route itself will initially run through the Upper Međimurje region, while the tour through Lower Međimurje will be introduced in the fall.
The starting point will be at Terme Sveti Martin and the following tourism stakeholders-partners will be visited - Skelarska hiža with the story of the mill on the Mura and the interpretation center "A day in the life of the miller Franc Žalar", then the Visitor Center Med dvemi vodami in Križovac, the Eco Museum "Međimurje malo" in the Palace of Međimurje Tourism, Hotel Castellum, the Treasury of Međimurja, which includes the Bedem cafe and the Stari grad restaurant. On the way back to the starting point, you will pass by the excursion site and restaurant Međimurski dvori, the Cmrečnjak winery, and the Štrigova center, which generates rich content in its surroundings.
All residents of the region, who want to visit one of the mentioned attractions, will be able to use the same transport, as well as all other tourism stakeholders who have accommodation facilities and want to provide additional content to their guests. The doors of cooperation with future interested partners are open, and it is expected that in the coming period partners will join and thereby enrich the offer on the "Bus on the move" tourist bus route itself.
The plan for the fall is to further develop and design excursions, in cooperation with the Regional Tourist Center, that would disperse tourists to the Lower Međimurje region, as well as several more routes that would be occasional and linked to certain events and manifestations.
This is confirmation that Međimurje is a destination that definitely offers more and focuses on added value with a long-term plan for tourism development and a healthy organizational culture of the destination.
Interestingly, the Rudi Travel agency has always been focused on various travel programs throughout and outside of Croatia, and now it has seen potential in Međimurje, which means that a market need has emerged, and it is increasingly turning to business as a DMC agency. In fact, they are one of the key partners in this project, selling packages and using their own fleet. There is also a kind of mascot for the project, which is a renovated vintage bus from 1964 that will drive around Međimurje and connect tourist attractions. To make things even more attractive, the Rudi Travel agency is also expecting a roofless bus that will also be part of the “Bus on the move” project.
Bravo to Međimurje, who show at every step how tourism is developing. And again, synergy on the ground between all stakeholders. It's not the individual that matters, but the destination.
Finally, it is important that the project becomes self-sustaining, and this takes time. It would be great if the project was given at least 2 years to prove itself on the market, i.e. when it will be seen if there is a market potential. It is certainly an excellent project, which is crucial for the strategic development of the destination.
The worst thing is to start, not invest in promotion and before the product has broken through the market – to give up on it. It takes time for a product like this to be promoted, matured, marketed and communicated to everyone in the destination. That is why it is crucial that the Međimurje County Tourist Board and the Međimurje County are behind it, which will co-finance the ticket price in the beginning and will promote the whole story. If the project succeeds and becomes self-sustainable in a few years, it will certainly be a huge success. Not only in our terms, but much wider.
