Recap of the Work of the Pirovac Tourist Board During the 2022–2026 Mandate

The four-year mandate of Director Igor Bergam at the helm of the Pirovac Tourist Board began on 10 May 2022. As his term comes to an end, this article looks back at the key activities, projects and achievements successfully delivered by the Tourist Board over the past four years.

A New Visual Identity

With the arrival of the new director, the Tourist Board launched a process of strategically enhancing communication and strengthening the destination’s market positioning. A new, contemporary visual identity was created, aligned with the overarching visual standards of the County Tourist Board, resulting in stronger recognisability and greater consistency in presenting Pirovac across its source markets.

At the same time, a new destination slogan was developed and adopted: “A Hidden Gem in the Heart of Dalmatia”. The slogan clearly communicates the identity and values of Pirovac as an authentic and attractive tourist destination. Together, these steps laid a solid foundation for communication with both external and internal stakeholders.

Strategic Planning and Operational Alignment

One of the key priorities at the beginning of the mandate was to align the Tourist Board’s operations with the applicable legal framework, including the implementation of the provisions of the new Tourism Act. The Tourist Board actively participated in the preparation of important strategic and planning documents, including the conservation study of Pirovac’s historic centre, the destination management plan, and the definition of the destination’s carrying capacity.

At the same time, a number of rationalisation measures were introduced in order to improve operational efficiency, including the reduction of administrative costs through the optimisation of staff-related expenditure.

Upgrading Tourism Infrastructure

By introducing a new visual identity and establishing clear, consistent public communication, the Tourist Board significantly enhanced both its infrastructure and its presentation standards. The existing office was renovated and transformed into a modern, attractive and functional space, serving as the first point of contact for visitors arriving in Pirovac.

As part of strengthening the destination’s visual recognisability, outdated welcome signs at all road entrances to the municipality were replaced. At the same time, new information boards featuring an updated town map and county tourist map were installed throughout the town, while additional information panels were arranged in cooperation with the Vransko Lake Public Institution.

To improve the quality and overall visual impression of events, a large banner was produced and installed behind the summer stage, giving concerts and public events a more professional appearance. Stone plaques bearing the names of the winning films of the Dalmatia Film Festival were also installed, permanently marking the festival’s contribution to the cultural identity of the destination.

New beach changing cabins featuring recognisable Pirovac motifs were installed, further enriching the tourism infrastructure. Special attention was also given to the development of attractive visitor features. Each year, in cooperation with Šibenik-based artist Lulas, one new tourist attraction was created, including the “Bench for Lovers,” a replica of the “Small Village Gate,” and a swing with a panoramic view of Pirovac on the Makirina promenade.

Directional signposts to key locations were installed in the town centre, while a probe for measuring sea and air temperature in the Pirovac Channel was also introduced, further improving the availability of visitor information.

Environmental care remained a continuous priority. Each year, in cooperation with the municipal utility company, the local school and kindergarten, environmental clean-up actions were organised, actively contributing to the preservation of the area and raising awareness within the local community.

Promotional Materials and Destination Branding

All promotional materials were thoroughly refreshed and updated to reflect the new visual identity and contemporary communication standards. A new and visually attractive destination brochure was produced, enriched with high-quality aerial photography of Pirovac and its surroundings, presenting the destination’s key attractions and experiences in a modern and engaging way.

A new town map was also developed, clearly marking the most important sites in Pirovac and its surroundings, thereby improving visitor orientation and access to information. As part of the development of active tourism, new cycling maps were produced, while an official Tourist Board gift package was also designed, further strengthening the identity of the destination and improving promotional efforts.

Digitalisation and Online Communication Channels

From the very start of the mandate, special emphasis was placed on the digitalisation of operations and the development of digital marketing. A completely new, modern website was created, bringing together all key information for visitors — from destination highlights and rich multimedia content to a regularly updated events calendar and news section.

Social media became one of the Tourist Board’s main communication channels. The Facebook page, with more than 20,000 followers, has been actively managed on a daily basis with relevant and engaging content, while the launch of the official Instagram profile further expanded reach across different target audiences.

To improve accessibility of information and enhance the visitor experience, QR code stickers were introduced, allowing visitors quick and easy access to all relevant information in one place. By scanning them with mobile devices, users can receive real-time updates without relying on additional printed materials, while also supporting environmentally responsible practices.

The photo and video content database was continuously expanded and upgraded. Each year it was enriched with high-quality ground and aerial drone footage, while a virtual 360° panorama of the town was also created, offering an interactive way to explore the destination. Promotional video materials and aftermovies of key events were also produced, further strengthening Pirovac’s visibility and appeal in the digital space.

Media Promotion and Destination Visibility

Promotional activities based on authentic tourism and local life stories from Pirovac resulted in significant media exposure, attracting all three national television networks as well as numerous local media outlets from across three Dalmatian counties. Human, emotional and authentic stories proved to be the key to the destination’s successful promotion.

Among the stories that generated the greatest media interest were engagements in front of the “Bench for Lovers,” the touching story of Aunt Antica, who took part in rescuing Titanic passengers, the achievements of Pirovac’s olive growers, inspiring stories of local family farms, as well as the rich and high-quality cultural and entertainment programme throughout the summer season. Special attention was also drawn to the many awards won by Pirovac tourism professionals, further confirming the quality of the destination’s tourism offer.

In addition to media storytelling, Pirovac was systematically promoted through a range of communication channels, including radio programmes, web portals and print publications — not only in Croatia, but also in Slovenia, one of its key source markets.

Support for Accommodation Providers and Education

Throughout the entire mandate, the Tourist Board continuously provided strong support to local private accommodation providers, recognising them as key stakeholders in the development of the destination. Free educational workshops were organised every year with the aim of improving service quality, while accommodation providers were actively encouraged to strive for excellence through initiatives such as the “Local Host” project.

Certificates of appreciation for long-standing guests were also regularly awarded, alongside continuous communication regarding legal obligations and regulatory changes, as well as free promotional opportunities through the official website.

At the same time, efforts were made to combat illegal tourism by reporting unregistered properties, while long-standing claims against legal entities were pursued through all available legal mechanisms, including enforced collection procedures and bankruptcy proceedings.

Employees of the Tourist Board actively participated in all editions of the Croatian Tourism Days, as well as numerous professional seminars and fairs, where they promoted the destination and gathered examples of good practice for the further development of Pirovac.

Special attention was also given to recognising the long-term work and contribution of local tourism professionals. The long-standing work of the Makirina Turist travel agency and its owner, Dijana Kurtov-Čubrić, was formally acknowledged, while long-serving employee Nikica Uroda was presented with commemorative gifts upon retirement.

The Tourist Board also nominated deserving stakeholders for relevant professional awards, resulting in exceptional success at both county and national level. For the first time in Pirovac’s history, local stakeholders achieved remarkable results: the Barić family and their “Stone House” were named the best “Local Host” hosts in Šibenik-Knin County and also ranked among the top 20 hosts in Croatia at the Croatian Tourism Days in Dubrovnik.

The same family also received the county tourism award “Zlatna boula” in the category of Best Family Accommodation Host. The award for excellence in travel agency operations was presented to Dijana Kurtov-Čubrić, owner of Makirina travel agency, in recognition of her many years of successful work and contribution to destination development. Krešimir Uroda was also awarded the “Zlatna boula” for his olive oil tasting room (OPG Uroda), confirming the high quality and authenticity of his offer.

Cooperation with the Local Community and Stakeholders

From the very beginning of the mandate, strong emphasis was placed on actively involving the local community and building partnerships. The Tourist Board developed quality cooperation with numerous associations, restaurateurs, family farms, bakers and individuals, further strengthening the ties among all destination stakeholders.

The most active associations in Pirovac received financial and organisational support for the implementation of their cultural programmes and other activities, while local producers and family farms were continuously promoted as an important part of the destination’s authentic tourism offer. In cooperation with local restaurateurs and bakers, part of the summer programme was also organised, further enriching the event offer.

The Tourist Board also participated in co-financing the publication of a book by poet Šime Vukman and supported the preparation of Ante Vukman’s exhibitions through the financing of photo printing, thereby contributing to the local cultural scene.

In cooperation with the County Tourist Board, the Tourist Board also took part in the “Water of the Little Giants” project, which ensured free drinking water availability for all visitors. At the same time, it actively participated in humanitarian initiatives to support local residents in need and animal welfare activities, further demonstrating its sense of social responsibility.

Joint DJ programmes in the town centre, as well as fireworks events, were also co-financed, enhancing the offer for visitors and local residents of all generations.

A particularly valuable element of community cooperation was the work with volunteers from the Proni Centre, who came from all over the world and contributed to the development of the community through their engagement, while also adding an important international dimension to Pirovac as an open and inclusive destination.

Events and Festivals

The largest share of time, energy and budget was invested in the organisation and development of events, with more than 60 taking place each year. From children’s carnival celebrations at the beginning of the year to codfish cooking competitions during Advent, the Tourist Board actively organised or participated in almost every major event in Pirovac throughout the year.

Following the challenging pandemic period, traditional events such as the Pirovac Festival and Fishermen’s Festivals were successfully revitalised, while new concepts were also introduced, including Slavonian and Slovenian Evenings and a range of gastro events such as family farm fairs and “Taste Like Marenda.” Sports and entertainment programmes also featured prominently, including the donkey race, Pirovac Summer Games and the summer carnival.

Particular attention was devoted to children’s programmes, which included educational and entertaining content as well as numerous creative workshops, further enriching the offer for the youngest visitors and the local community.

Preserving cultural heritage was another important priority. Through the programmes of dance and folklore associations, local tradition was nurtured, while klapa singing was continuously supported through events such as the Klapa Gatherings and the Klapa Evening of barba Šime Vukman, as well as through the organisation of numerous concerts by renowned klapa performers such as Bunari, Bonaca, Cambi and others.

The music programme was diverse and tailored to all generations and tastes — ranging from traditional and klapa music to contemporary pop and rock. Particularly noteworthy was the development of three recognisable festivals — Pirovac Beer Fest, Pirovac Blues Festival and Pirovac Film Festival — through which Pirovac further distinguished itself at county level.

Many well-known performers from the Croatian music scene took part in events organised or co-organised by the Tourist Board, including Ićo Sikirić, Petar Grašo, Indira Levak, Silente, Giuliano, Colonia, Tedi Spalato, Đani Stipaničev, Hari Rončević, Alen Nižetić, Daleka Obala, Marina Tomašević, Željko Bebek, Jole, Neno Belan, Marko Škugor and Đani Maršan.

This rich and diverse programme attracted a large number of domestic and international visitors and positioned Pirovac as one of the most recognisable and vibrant summer event destinations in Šibenik-Knin County.

Acknowledgement and Closing Remarks from the Director

“I would like to thank all the women and men of Pirovac who, in any way, participated in and supported the implementation of all these activities. I believe that, as a community, we can be proud of everything we have achieved together. I am convinced that my work encouraged many positive stories and initiatives within the town, and that over the past four years Pirovac has gained the media visibility it truly deserves. I wish the new leadership of the Tourist Board every success in their future work, and I am confident that they will achieve even better results,” said Igor Bergam, Director of the Pirovac Tourist Board.