Croatian National Tourist Board awards best foreign promoters of Croatia
The Croatian National Tourist Board (HTZ) held the 22nd annual “Golden Pen Awards” ceremony in Rijeka, honouring foreign journalists and content creators whose publications have shaped the perception of Croatia in the global market over the past year.
This year's gathering of the international media elite was hosted by the Hilton Rijeka Costabella Beach Resort & Spa, in collaboration with the Kvarner Tourist Board. The choice of location was no accident – the Kvarner region proudly holds the title of European Region of Gastronomy in 2026, serving as the perfect backdrop for an event celebrating authenticity and quality destination promotion. Among the 23 guests from 14 countries, laureates from Great Britain, Italy, Poland, Ireland, and South Korea took home prestigious Grand Prix statues.
New standards for travel reporting
In a world where recommendations are a crucial factor in choosing travel, the role of traditional media remains exceptionally strong, provided it offers depth and expertise. British journalist Mary Novakovich won the Grand Prix for best print media reportage thanks to a comprehensive guide to Croatia published in The Daily Mail. Her approach, which focuses on less-hyped locations and authenticity, resonates with the modern traveller seeking more than just sun and sea.
Chiara Carolei from Italy achieved similar success in the digital sphere. Her reportage for Italian Kitchen focused on Lika-Senj County, blending gastronomy and pristine nature into a narrative that attracts visitors outside the main summer season.
The dominance of digital formats and podcasts
Forms that are experiencing a meteoric rise in the travel industry have attracted particular attention this year. Irish author Fergal O’Keeffe proved the power of audio formats – his podcast about Croatian islands and culture became the most listened-to episode in Ireland with an incredible 352,000 downloads. For tourism professionals, this is a clear signal of the importance of investing in Narration through formats that allow for longer audience attention.
On the other hand, the Polish duo Agata Kopiec and Łukasz Wróblewski, better known as „On Vs. Ona“, showed how humour and a personal approach on YouTube and Instagram can be used to promote anything – from the Ultra Europe festival in Split to the sunsets of Zadar. Their success confirms that influencers are no longer just „picture channels“, but serious promoters who bring destinations closer to specific demographic groups through the narrative of couples.
Distant markets and strategic partnerships
The award for television reportage went to South Korea. Dohyeong Park (EBS 1TV) focused on Ilok and Pag, promoting Croatia as a premium destination through the prism of sustainability and hidden gems. Given the importance of Far Eastern markets for extending the season, such features are of strategic significance for the domestic tourism sector.
In addition to individual awards, the Croatian National Tourist Board also presented special awards for long-term contributions. Diary He was awarded for the project “Croatian Deník”, a digital platform that has been informing loyal Czech tourists for decades, while Pole Bartek Kieżun received recognition for his continuous and visually impressive presentation of Croatian gastronomy and culture.
Initiatives like these, which include study trips such as the one to the island of Krk organised alongside the award ceremony itself, remain a crucial tool in maintaining relationships with foreign media. For the industry, the “Golden Quill” is not just a ceremonial event, but confirmation that Croatia has successfully transitioned from a mass tourism destination to a country that inspires the world's most discerning travel writers.
