Istria continues to open new markets and strengthen international partnerships, with a new step in this direction marked by closer ties with Seoul, one of Asia’s most dynamic metropolises.
Today in Poreč, a Letter of Intent on tourism cooperation and mutual promotion was signed by Boris Miletić, Prefect of Istria County and President of the Istria Tourist Board, Denis Ivošević, Director of the Istria Tourist Board, and Sungho Cho, Director General of the Tourism & Sports Bureau of the Seoul Metropolitan Government. The document opens opportunities for stronger promotion of Istria on the South Korean market, knowledge exchange, networking among tourism professionals and the development of future joint projects, with particular emphasis on food and wine, wellness, active holidays, cultural heritage, nature and authentic local experiences.
The signing took place as part of an official visit by a Seoul delegation to Istria, where they are attending the international wellness and retreat tourism event Synergy – The Retreat Show, held in Poreč from 29 September to 2 October 2026 at Valamar’s luxury Pical Resort.

The official meeting with local institutions was held at the Grand Council Hall of the City of Poreč, where discussions focused on tourism policies, sustainable destination development and opportunities to connect the two markets. The Letter of Intent foresees cooperation in several specific areas, ranging from the exchange of data, experience and knowledge on sustainable destination management and digital transformation in tourism to joint promotional activities, media exchanges and study trips. Particular emphasis was also placed on connecting agencies, tour operators and other tourism stakeholders, as well as cooperation related to cultural and sporting events, wellness, gastronomy, outdoor and active tourism.

For the Istria Tourist Board, the Letter of Intent represents a starting point from which cooperation can develop through concrete promotional and business activities.

“For us, this is not simply the signing of a document, but the opening of a new communication and business channel. The Istria Tourist Board already has excellent experience with South Korea through the Friendship Charter we previously signed with the tourism organisation of Jeju Island. South Korea is an extremely interesting market for Istria, particularly when it comes to travellers seeking quality, authenticity and high-value experiences. Through this cooperation, we want to connect our partners, agencies and tourism professionals, while at the same time presenting Istria through what we do best – food and wine, wellness, nature, active holidays and premium experiences. The next step should be to turn this interest into concrete projects, study trips, media activities and new business connections,” said Denis Ivošević, Director of the Istria Tourist Board.

“Istria is Croatia’s most developed tourism region, accounting for approximately one third of the country’s total tourism turnover, and our strategic goal is to further strengthen its position as a high-quality, year-round destination. In this direction, we want to develop tourism with an emphasis on sustainability, quality, innovation and high-value tourism products. As Istria County, we also want to strengthen international cooperation and build relationships with regions and cities from which we can learn, while at the same time sharing our own experience. Seoul is one of the world’s leading metropolises, and we see considerable room for exchanging knowledge and good practices particularly in the areas of sustainable development, destination management and digitalisation. For us, the signing of the Letter of Intent marks the beginning of an institutional partnership that we want to develop in a long-term and meaningful way, gradually extending it to other areas of mutual interest. I believe partnerships such as this further open Istria to the world and create new opportunities for our institutions, economy and citizens,” said Istria County Prefect Boris Miletić.

“Although Seoul and Istria are geographically far apart and differ in their traditions and cultures, we share many common challenges and goals in tourism development. We see particular potential for exchanging experience and knowledge in the fields of tourism policy, wellness and the development of high-quality tourism services. I believe that by sharing know-how we can learn from one another and further develop our tourism sectors. We look forward to continuing our cooperation and to the opportunity to welcome representatives of Istria to Seoul in the near future,” said Sungho Cho, Director General of the Tourism & Sports Bureau of the Seoul Metropolitan Government.

New opportunities for promotion on the Asian market
For Istria, this partnership brings additional value by enabling the destination to further strengthen its visibility on the South Korean market. As South Korean travellers generally travel outside the main summer season, the market offers strong potential for promoting the experiences that define Istria as a year-round destination – from outstanding gastronomy and wine, wellness and active holidays to culture and authentic local experiences.
Alongside Sungho Cho, the Seoul delegation included Soojin Cho, Team Leader for Tourism Policy Support, and Dohee Choi, Manager in the Tourism Division. The meeting was also attended by Cristina Vojić Krajcar, Head of Marketing at the Istria Tourist Board.

Discovering Istria through authentic local experiences
Following the official programme in Poreč, the Seoul representatives had the opportunity to experience Istria beyond the conference room. The programme continued in Motovun, with a tour of the historic centre and the Antico printing house, followed by a truffle-hunting demonstration with Istria Tartufi, introducing the guests to one of Istria’s most recognisable gastronomic traditions.
At Tomaz Winery, guests were then introduced to the indigenous Istrian grape varieties Malvazija and Teran, while the visit concluded in Brtonigla with a tasting of extra virgin olive oils and a shared lunch at the Heritage Hotel San Rocco.