The characteristics of the Slovenian-Hungarian border area (Zalakaros, Nagykanizsa, Lendava, Moravske Toplice, Dobrovnik) provide an excellent foundation for a unified, cross-border tourism brand. Tourism development projects known by researchers of the CROCUS project at the University of Pannonia, stakeholders of the HU-SI Living Lab, and tourism professionals of the Zala-Pomurje region have long been considering positioning the area as a single destination, with a particular focus on sustainable tourism.

The Zalakaros-Nagykanizsa-Muravidék axis lies not only on the border of two countries but also forms a green corridor of nature, wellness, and culture.

As confirmed by the experience of the CROCUS ideation workshops, it would be essential for the Mura-Zala Region to create a common tourism brand, which could even bear the title: “Embraced by Green Hills and Valleys – The Boundless Healing Power of Nature.”

When planning joint sustainable tourism, the future lies in a shared “green” destination. The development of the brand could be based on local values, presented in an attractive way for the international market.

The creation of the brand is well supported by the key parallels and similar tourism attractions, as this region is unique in offering a perfect balance between tranquility and active recreation, enriched by the diversity of bilingual border culture.

Building on these natural similarities, several project ideas were submitted to the Interreg Slovenia–Hungary small-scale call in 2023. One of them was submitted by the Municipality of Nagybakónak (Hungary) and the Dobrovnik Tourism Office under the title: “We Are Alike – We Are One: Among Waters, on the Wings of Energy, in the Footsteps of Traditions”, focusing on networking events to share best practices and highlight similarities.

The cooperation was driven by the shared natural potential of the partners. The alignment of their visions provides an excellent basis for utilizing common values, developing joint tourism products, and fostering knowledge exchange. The partners saw the benefit of cross-border cooperation in coordinating future event organization, which could eventually evolve into a twin-town relationship.

Another project idea was submitted by the Moravske Toplice Tourism Office and the Municipality of Eszteregnye under the title: “From Neighbors to Friends: Borderless Cooperation for the Presentation and Preservation of Cultural Values.”

Here, the strongest common ground lies in the respect for and preservation of culture and traditions, as well as the need to create platforms for presentation and knowledge sharing. The project aimed to strengthen relationships between municipalities, civil organizations, and residents through planned events, generating long-term cooperation. It also sought to set an example for future generations about the importance of cross-border collaboration.

Additionally, the Municipality of Nagyrécse, as lead partner, submitted the “Bucket List” project idea together with previous partners, aiming to develop sustainable cross-border tourism. With a strong focus on slow tourism, the project included service development, training, transforming an existing TDM organization into an association, and organizing coordinated marketing. This clearly shows the local demand for jointly representing the border region, as also highlighted during the CROCUS workshop, where stakeholders welcomed the idea of a common online platform to present regional programs and offers.

Pillars of the Brand

The brand “Embraced by Green Hills and Valleys – The Boundless Healing Power of Nature” could be built on the following pillars (non-exhaustive), each suitable for dedicated tourism packages:

Dual Wellness Experience

Zalakaros – Gránit Thermal Spa: classic medicinal water rich in minerals
Moravske Toplice – Terme 3000: unique black thermal water
Message: Two countries, two types of healing thermal treasures. A wellness weekend embracing two cultures and two healing waters.

Cultural and Historical Values

Nagykanizsa: Hungarian Poster House and Thúry György Museum
Lendava: Castle and Gallery
Message: Continuity of culture along the Mura River. Cross-border art and history in constant dialogue.

Where Earth Meets Sky

Zalakaros region – Zala Hills: peaceful slopes, cycling routes, wine cellars
Lendava: – Vinarium Tower and Goričko Wine Region
Message: A place where you can literally overlook the heart of Central Europe. Wine routes connect Hungarian cellar villages with Slovenian vineyards.

Blue and Green-Lakes and Nature

Kis-Balaton: Buffalo Reserve, Kányavár Island
Dobrovnik: Bukovnik Lake, Ocean Orchids, Energy Park
Message: Visitors can experience untouched European wilderness and tropical magic in one journey, complemented by spiritual relaxation.

Joint Tourism Products

The shared brand could be strengthened through thematic routes and packages:

  • Thermal Relaxation Package: 4-5 days including 2 nights in Zalakaros and 2 nights in Moravske Toplice
  • “Over Hills and Valleys on Four Wheels”: joint cycling routes linking Hungarian and Slovenian networks
  • Flavours of the Mura-Zala Region: gastronomic tours featuring local dishes and wines

These programs offer a cross-border experience, allowing tourists to explore the natural and healing treasures of two countries in a single trip.

Strengthening the Brand

  • “Green Passport” System: a point-collection system encouraging visits to certified sustainable attractions on both sides
  • Bilingual Information Points and Digital Platform: unified Hungarian-Slovenian-English website and mobile app
  • Common Service Standards: a shared quality assurance system ensuring consistent regional standards

The goal of the brand is to present the Zala Hills and the Muravidék region together as an attractive, healthy, active, and culturally rich destination.

More information:

More information about the CROCUS project: