A Case Study of Agritourism in Istria County, Croatia

This study investigates the development and current status of agritourism in Croatia, with a specific focus on Istria County, a region characterized by favorable Mediterranean climatic conditions and a long-standing tourism culture. The research aims to assess the structure and success factors of agritourism enterprises within the broader Croatian tourism market. An empirical field survey was conducted on a sample of 58 agritourism businesses operating in Istria County. The collected data were analyzed using descriptive statistical methods, and enterprises were segmented into three groups according to their length of business operation. The results reveal significant differences among the identified groups in terms of demographic and professional characteristics, including age, educational attainment, prior tourism experience, years in business, and annual tourist visits. The analysis further identifies three key dimensions influencing agritourism: future development (1), consisting of economic and social variables enhancing the business; limitations (2) of land, capital, and laws that can hinder their future; and state interventions (3), such as incentives and taxes created by state authorities. The findings suggest that the sustainable development of agritourism in Istria depends on coordinated policy support, effective utilization of farm, local nature, and heritage resources, as well as continuous improvement in service provision. This study contributes to a better understanding of agritourism dynamics in emerging rural tourism markets and provides a basis for future research and policy development.