Love Istria has a new website

Mesečev zaliv, Jaka Ivančič
Mesečev zaliv_foto_Jaka Ivančič

The four Istrian destinations continue their successful collaboration and joint promotion under the Love Istria brand. Its new website was revealed in January 2023 to the public. 

Destinations Portorož & Piran, Izola, Koper and Ankaran presented their new website, showcasing Slovenian Istria’s natural, cultural, and gastronomic treasures and features through three steps – discover, experience and plan. 

“Special emphasis is put on experiences developed in recent years by both tourist organisations and tourism industry. The website therefore acts as an overview of Istrian beauty, delicacies, and experiences. For more specific directions we urge visitors to visit the individual websites of local tourist organisations, as all of them devoted a lot of resources into their online presentations, booking systems and online shops in recent years,” said Luca Stančič Kodarin, the website’s co-creator. 

The website is a step forward towards greater recognition, more efficient marketing of tourist products, and producing quality tourism offers at the destination. This is in line with the national strategy, encouraging the union of local tourism destinations into regional destinations, providing more efficient connection and closer business collaboration, but above all, enabling stronger promotion and market penetration. 

The content of the new website, hosted on, was collided in collaboration with all four local tourist organisations, who also provided suggestions on the website’s layout, text, photos, and external links redirecting to individual destinations. The agency AV Studio was chosen from among the bids to create the website, particularly because of their comprehensive offer which includes the possibility of advanced technical upgrades and efficient data systemisation. The website offers content in four languages.  

Last year Istrian destinations achieved exceptional results through collaboration in a digital promotional campaign in key markets during pre- and post- season, with an emphasis on active and local Istrian experiences.  “Of all the presentations of the destination the Dubai EXPO was surely among the most important ones, it was received really well,” said Nina Jurinčič from the Municipality of Piran, when asked about the collaboration. 

This year will also be very active. Complementing fairs, workshops, and other presentations in key markets, the destination will focus on strong and quality content filled communication through the website and, consequently, through social networks.  “This year’s overarching theme will be the stories of people who immigrated to Slovenian Istria from various places, and the reasons why they fell in love with it.  The digital promotional campaign will be supported by new photo and video content. Digital marketing will enable us to take the campaign into the world, focusing on key markets: Slovenia, Italy, Austria, Germany, Hungary, and Poland,” emphasised Dean Kocjančič, director of Tourist Board Izola. Mojca Vojska, director of the Koper Public Institute for Youth, Culture and Tourism, also emphasised that Istria is united, and its visitors do not notice municipal borders. “A joint tourism strategy is a step forward towards even closer collaboration, and we will begin preparations for it this year,” she added.

Portorož Tourist Board