03.09.2026
World Tourism Day 2026 in Istria: Two Days of Unique Experiences
At the end of September, Istria once again becomes a celebration of tourism, local stories and authentic experiences. On the occasion of World Tourism Day, celebrated annually on September 27th, the Istria County is organising a rich programme for the eleventh consecutive year, taking place on September 26th and 27th, 2026, at numerous locations across the peninsula.
This year's theme, “Digital Agenda and Artificial Intelligence for Redesigning Tourism”, highlights the importance of innovation and new technologies in creating higher-quality, more sustainable and accessible tourism experiences. Artificial intelligence and digital tools are increasingly shaping the way travellers plan their journeys, explore destinations and experience cultural heritage. This year's celebration offers an opportunity to reflect on the future of tourism through this perspective.
What Can Visitors Expect?
While the detailed programme will be announced closer to the event, visitors can once again look forward to a wide variety of attractions throughout Istria. In previous years, the programme included free or discounted visits to museums, cultural landmarks, adventure parks and interpretation centres, as well as guided tours, excursions, sports activities, local food tastings and numerous family-friendly experiences.
The event traditionally brings together tourist boards, museums, local producers, cultural institutions and tourism providers, offering visitors the chance to experience Istria from a different perspective.
Inspired by Last Year's Success
The popularity of the event is best reflected in last year's edition, when as many as 80 different experiences were available throughout Istria, free of charge or with discounts of up to 50%.
Visitors explored museums and historic sites, joined hiking and guided tours, enjoyed adventure activities, discovered the mining heritage of the Labin region, explored Istrian towns through interpretive walks and tasted authentic local food and wines. Particularly popular were programmes that creatively combined local history, tradition and contemporary visitor experiences.
Celebrating What Makes Istria Special
World Tourism Day is an opportunity to highlight the importance of tourism for local communities, the economy and the preservation of cultural heritage. At the same time, it offers domestic and international visitors the chance to discover hidden corners of Istria, learn about local traditions and enjoy authentic experiences that remain memorable long after returning home.
Save the Last Weekend of September for Istria
Whether you are drawn by culture, gastronomy, outdoor activities or nature, World Tourism Day is the perfect opportunity to discover everything Istria has to offer.
📅 26th & 27th September 2026
📍 Across Istria County
Join the celebration of World Tourism Day and experience Istria through its stories, flavours and unique experiences.