Istria has achieved another valuable international promotion through its cooperation with the Chinese travel and lifestyle media brand Beyond Travel - World Traveler and its executive editor, Junqi Feng. The project was carried out in partnership with the Istria Tourist Board, the Croatian National Tourist Board, and the Croatian National Tourist Board Representative Office in China.

Junqi Feng visited Istria in December 2024 as part of a study trip, during which promotional content was filmed. The project focused on unique destination experiences, with a particular emphasis on gastronomy and the region’s natural attractions.

The result of this cooperation is an original video production telling the story of one of Istria’s most distinctive and appealing experiences: truffle hunting. The three-minute video captures the authentic atmosphere of a truffle-hunting experience, while presenting viewers with the region’s natural wealth, local culture, and exceptional gastronomic offering.

Beyond Travel – World Traveler is a Chinese multimedia travel and lifestyle brand based in Shanghai. It is affiliated with Shanghai People’s Fine Arts Publishing House, which operates within the Shanghai Century Publishing Group. The platform brings together a premium print magazine, digital and social media channels - including WeChat, Weibo, and other Chinese platforms - video production, travel guides, and collaborations with numerous tourism stakeholders and airlines.

By combining print, digital production, and video storytelling, Beyond Travel - World Traveler inspires audiences seeking premium, experience-based travel through carefully curated stories about destinations, gastronomy, culture, and authentic local experiences.
The print edition has a circulation of approximately 500,000 copies and is distributed through online sales, hotel chains, airports, premium lifestyle locations, and partner channels. Additional reach is achieved through the brand’s strong presence on Chinese digital platforms, as well as through the production and distribution of video content for projects related to lifestyle and travel.

It is also worth noting that, in February, the magazine published its list of the best places to visit in 2026, with Rovinj included among the top destinations.


Istria’s Gourmet Magic on the Global Stage
The video about truffle hunting is also available on TVMao, one of China’s leading platforms for smart TV content. It is also being shown through the in-flight entertainment systems of China Eastern Airlines and Shenzhen Airlines, a member of the Air China Group.

The content was available on China Eastern Airlines from March to May 2025 and again from February to April this year. It is currently also featured in the Shenzhen Airlines system, which updates its content approximately every six months. On board, the video is shown on overhead screens above the seats and is also accessible via mobile phones, particularly on smaller aircraft that do not have seatback screens.

“This promotion, aimed at the Chinese market, is especially significant, as China is one of the world’s most promising outbound tourism markets. Projects such as this confirm the importance of international media partnerships in strengthening the visibility of Croatian tourist destinations and positioning Istria as one of Europe’s leading gourmet and experience-based destinations,” said Denis Ivošević, Director of the Istria Tourist Board.

Franka Gulin, Director of the Croatian National Tourist Board Office in China, emphasized that Chinese travelers today are increasingly seeking authentic experiences that connect them with the local culture, gastronomy, and way of life of a destination. She added: “That is precisely why we believe stories such as Istrian truffle hunting have great potential on the Chinese market. They present Croatia in an authentic and emotional way, bringing Chinese audiences closer to the values that modern travelers increasingly appreciate: local traditions, outstanding gastronomy, natural heritage, and unique experiences. Cooperation with media outlets such as Beyond Travel - World Traveler enables such stories to reach a targeted audience interested in high-quality, experience-based travel.”

[June 2026]