Istria Tourist Board and BMW expand successful long-term partnership

The collaboration of the Istria Tourist Board with world’s leading premium manufacturer of automobiles and motorcycles, BMW Group, began back in 2014 with the pilot project “BMW Coast Drive” project. Because of the sustained success of the project, both partners agreed to prolong the cooperation also in 2016.

Under the slogan “BMW Coast Drive - Enjoy the sunny side of the streets in Istria”, the project includes all of Istria's five star hotels: the Hotel Adriatic Kempinski in Savudrija, Umag’s Meliá Coral as well as the Monte Mulini and Lone in Rovinj, along with participation from excellent gourmet destinations - the San Rocco restaurant in Brtonigla and the Kozlović winery in Momjan. The Laguna Parentium hotel in Poreč has also joined the project, which started on 1st May 2016 and will last until the end of September.

During their summer holiday, BMW offers the guests of these high-class hotels and gourmet partners, BMW 2 Series Convertibles and BMW 4 Series Convertibles for short trips. The hotels offer this service with additionally designed contents for a completely new experience at a premium level. Supporting the Istrian campaign as a sustainable region, BMW offers guests of Rovinj’s Lone Hotel its electric BMW i3 to enjoy a ride through the picturesque Istrian landscape in an environmentally friendly manner.

The innovation in 2016 is BMW’s entrance as a partner into the #ShareIstria project. Istria Tourist Board has two BMW X1 cars at its disposal that are being used to drive bloggers, travel influencers, the participants of this project, around Istria. These cars are recognisable thanks to their noticeable labels #ShareIstria.

The collaboration between BMW and Istria Tourist Board, launched in 2014, is based on the promotion of the brand that connects strong brands with the intention of approaching target groups on the market through joint promotions combining tourism and the economy.

The partnership with BMW as a new form of promotion through cross branding was achieved by engaging the Austrian team4tourism marketing and consulting company, headquartered in Vienna, specialized in designing innovative campaigns.

Istria is oriented towards the Austrian, Polish, Czech and neighbouring Slovenian markets as well towards other countries from where the growing number of tourists arrivals. Its high gastronomic standards and the richness of its autochthonous cuisine in which delicacies such as truffles, prosciutto and olive oil stand out, attract a growing number of interested visitors looking to enjoy this kind of tourist offer.

The importance of this project to connect such an attractive region and such an excellent car brand also lies in the fact that it was implemented outside the high tourist season, which strengthens the attractiveness of the destination, and is in accordance with the intention of extending the tourist season in Croatia.

More about the BMW Coast Drive:

More about the Share Istria campaign:


Praises from abroad to Istria

  • Best Olive Oil Region in the world 2016, 2017 and 2018

  • Istria 52 Places To Go In 2017

  • 10 Best European
    Wine Destinations 2016

  • 10 Best Wine Travel Destinations 2015

  • World's 2nd Best Olive Oil Region 2010 - 2015

  • Top 10 Valentine's Day Retreats 2014

Already receiving significant earned media in outlets such as National Geographic Traveler Huffington Post and mention in notable guidebooks like Lonely Planet, international journalists and tour operators alike continue the praise heaped upon the Istrian peninsula and all it has to offer making it one of the world's top destinations.