Students learned firsthand how local Istrian products become global brands

How global tourism brands are built and what is behind the most awarded Istrian products, was explored on Saturday, March 1st, by students of the fourth year of undergraduate university studies in Tourism Management, Hotel Management and Sustainable Development Management at the Faculty of Tourism and Hospitality Management. Organized by an associate professor at the Faculty Dr. Marije Ivaniš and communications expert and owner of the Manjgura agency Krešimir Macan, students visited top examples of good practice in Istrian tourism and food and wine through an expertly guided study trip.

"The students are delighted because they saw and tasted for the first time what they otherwise would not have had the opportunity to experience, which is the essence of the magic of Istria. The love for working on the land and the quality of the products is what makes this region special - people here have a passion for working on the land, and this is reflected in every product. It is not important how many products you have, but how much attention you give to them. Istria has learned best in the country what a quality product should be and how it should be branded. This is not just about production, but about togetherness and support among people, who promote their products and share knowledge with each other.",  he pointed out Krešimir Macan.

The students started their journey in an oil mill Chiavalon in Vodnjan, which has been proving for decades that top-quality extra virgin olive oil is more than a product - it is an ambassador for the region. This oil mill, winner of the prestigious award The Magnificent Prize for the best oleotourism in Europe in 2024 and numerous international recognitions and awards for oil quality, the co-owner of the brand presented the students with a tasting and explanation of the entire production process Teddy Chiavalon, showing how quality, innovation and tradition merge into a unique gastronomic experience.

They also visited Latus dairy in Žminj, a family dairy known for its top-quality dairy products, including the "Veli Jože" cheese, which has been crowned the best Croatian cheese multiple times. The students are the owners of the dairy Password i Maja Orbanic introduced to the challenges and advantages of running a family farm, and special emphasis was placed on the importance of connecting local producers with the tourist offer, which Latus successfully implements through collaborations with top restaurants, hotels and specialized stores throughout Croatia.

The trip continued with a visit to Labin, a medieval town with a rich cultural and artistic scene. In addition to a guided tour of the historic center, the students visited the nearby Floria Glamping Garden Resort, a unique oasis of sustainable luxury located in an environment of untouched nature, through which they were guided by the camp director Lara Vlačić Miletić. As part of the visit, a renowned wine tasting was organized Juričić wineries, whose products combine the taste of wine with the cultural heritage and specific characteristics of the enological offer of the Labin region.

The final stop was the charming town of Buzet, known as the city of truffles, where the students visited Aura Distillery, officially the most awarded Croatian distillery with 127 gold medals won at international competitions. They were guided through the production process of their innovative products by their co-owner Daša Sirotic, and special interest was caused by their most famous product Teranino, a liqueur made from Teran red wine with as many as 24 international gold medals.

Travel co-organizer Marija Ivanis She emphasized the importance of the Faculty's cooperation with tourist boards in order to improve the quality of studies:

"Thanks to the Istrian County Tourist Board, our students had the opportunity to experience in practice everything they learn in theory. Istria is a world-renowned tourism brand and a leading olive growing region, and we believe that this trip is just the beginning of a beautiful long-term collaboration. Such a connection between the academic community and the tourism sector is key to the development of professional staff and the improvement of tourism in Croatia. Of course, other tourist boards were also involved, such as the Labin Tourist Board and the Buzet Tourist Board, to whom we also thank for enabling the students to have this unique experience."

"All in all, a great story. Mr. Macan gave a guest lecture at our faculty and told us about top Istrian brands, and then we realized that, although we were learning about all this, we had never actually visited these places. It is certainly better to experience everything live than just hear about it. This was a real privilege and I am grateful to everyone who participated in organizing this experience", shared his impressions student Karlo Tomic.

Dean of the Faculty Marko Perić He pointed out that the students were extremely satisfied with the experience:

"The students' impressions after this trip are fantastic. We visited several successful entrepreneurial facilities through which the students had the opportunity to learn about the quality of products, but also how Istria successfully combines tradition and innovation. Our goal is always to connect theoretical knowledge with practical experience."

By visiting Istrian brands of the highest quality that promote Istria as a world tourism brand and a world olive growing region, students gained valuable practical knowledge and a deeper understanding of the connection between tourism, sustainable development and authentic local products, which is why this unique experience confirmed the importance of cooperation between the faculty and the tourism sector in shaping future tourism experts and tourism offer holders for the purpose of achieving the strategy of sustainable tourism development of the Republic of Croatia.

Cover photo: Tedi Chiavalon and students at Uljara Chiavalon
Photo source: Manjgura