Presentation of the MarTour Project as Part of the TASTE Project

Presentation of the MarTour Project as Part of the TASTE Project

Basic Information

The “Maribor Through Taste and Time” product was developed with financial support from the TASTE project—Transformative Approaches for Sustainable Food and Tourism—as part of the activities of RRA Podravje–Maribor, which is the TASTE project partner in Slovenia: 

Main areas of the project:

☑ Green Transition and Sustainability

☑ Digital Transformation

Project Description

"Maribor Through Taste and Time" is a comprehensive tourist experience that takes visitors on a journey through the stories, flavors, and wine heritage of Maribor and the wider Styria region. The experience begins with a guided walk through the city center, which includes a tour of the Vinag wine cellar, and concludes with a wine tasting in front of the Old Vine—the world’s oldest vine. From there, the group walks to a restaurant where guests enjoy a traditional Styrian lunch or dinner; the choice of restaurant depends on its opening hours and the size of the group. For smaller groups of up to 15 people, the program can be enhanced with a cooking workshop, while groups of more than 20 can enjoy a performance by a folk dance group. The experience is further enriched by the involvement of students in culinary and service tasks, thereby linking tourism, the hospitality industry, and local education.

In addition to developing the experience itself, the project also established a comprehensive digital and visual identity for the MarTour brand: a redesigned website, active social media accounts, professional photo and video documentation, a corporate visual identity, and a targeted B2B campaign on LinkedIn to connect with tourism partners and tour operators.

The result is a market-ready, replicable, and scalable tourism product based on local authenticity, collaboration with local providers (wineries, restaurants, folk dance groups, educational institutions), and a sustainable approach to tourism development—without the need for new infrastructure and accessible year-round.

Key Findings

◆   A guided storytelling walk through Maribor has been established, presenting the city through its history, architecture, and local identity

◆   A sophisticated wine-tasting experience at the Vinag wine cellar and a grand finale at the Old Vine

◆   A traditional Styrian culinary program has been launched, linking local cuisine with the city’s history

◆   Inclusion of a live folklore performance as an element of intangible cultural heritage

◆   Collaboration with students on culinary and service tasks as a form of practical training

◆   A redesigned website, active social media presence, a new visual identity, and a targeted B2B digital campaign to raise international awareness of the product