The Kvarner Tourist Board (KTB) is using social media to promote the international gastronomy festival Taste the Mediterranean. The campaign has triggered certain public reactions, primarily due to the visual identity of the promotion. A video was published on the KTB’s Instagram channel, attracting attention largely because of its specific visual approach and cultural elements.
The festival takes place in Mali Lošinj, a town that has been awarded the title of European Region of Gastronomy for 2026. This title highlights the importance of the region's cultural heritage and distinctiveness. As a partner of the organisers, the KTB ensures that the promotion aligns with the broader goals of regional promotion, although reactions to certain elements of the campaign have been mixed.
Although details regarding the participation of specific individuals are not explicitly stated in all sources, the emphasis is placed on the connection between the local community and the tourism industry. The promotion relies on cultural elements, such as music, but has simultaneously sparked debates about the appropriateness of selecting certain symbols in the context of local values.
This situation illustrates the complexity of balancing commercial interests with sensitivity to cultural specifics. The Taste the Mediterranean festival remains the central element of the promotion, linking traditional elements with modern marketing approaches, alongside the ongoing need for careful selection of messages that will be accepted by both the local community and visitors.
