Launched last year, the Slovenian–Hungarian border region’s ICDM project is an exciting tourism initiative aimed at showcasing the lesser-known rural landscapes and their cultural, natural, and spiritual values, while expanding the region’s tourism offer. Within the project, the partners – Zala County Government, West Pannon Nonprofit Ltd., Murska Sobota Tourist Board, and ZRS Bistra Ptuj – are not only developing joint quality standards, accessibility guidelines, and marketing strategies, but also creating experience-based and sustainable tourism services through the training of local service providers.

Training and Community Building

During the first semester, the Murska Sobota Tourist Board (ZKTŠ MS) carried out a comprehensive situation analysis in the Pomurje region. They developed a training and mentoring programme for cycling service providers and compiled the region’s cultural and spiritual assets. In December 2024, a sustainable tourism workshop was held with 68 participants, followed by a digital marketing training in spring 2025 attended by 91 service providers. With the purchase of six new e-bikes, the hilly areas have become easily accessible to all age groups, and a strong cooperation network was established among municipalities and civil actors in the region.

Infrastructure and Route Development

West Pannon Nonprofit Ltd. involved more than 150 local stakeholders in mapping the state of cycling tourism. The initiative highlighted the potential of natural and cultural heritage, gastronomy, and tourism opportunities. Trainings were organised on accessible tourism, a handbook on route development and storytelling was completed, and the testing of cycling routes began. Under the coordination of ZRS Bistra Ptuj, the common identity and promotional strategy of the “Aura” cycling route were also developed. Three new rest areas were built, each equipped with tables, benches, drinking fountains, shelters, electric charging points, and repair stations, significantly increasing the comfort of cycling. In September 2025, the final branding workshop titled “From Route to Destination Brand” was held in Gosztola under the leadership of ZRS Bistra Ptuj.

Local Events and Community Experiences

As the lead partner, Zala County Government provided the professional background and organised several events. In 2024, the project’s objectives were presented at a large-scale opening conference in Lendava with 80 participants. During the summer, a workshop was held to select spiritual attractions, followed by a storytelling training for tourism service providers in Zalaegerszeg in June 2025. In autumn 2025, the ICDM Family Day was successfully held with 121 participants, and an interactive, family-friendly rest area was completed in the Lenti–Máhomfa area. The Máhomfa station stands out for its combination of traditional benches and tables with bike racks, a wooden bridge, and playful, interactive elements such as rotating columns and outdoor information boards. This stop offers a genuine experience for children and families, going beyond the traditional function of a rest area and enriching every discovery trip. In October 2025, tourism experts will hold a presentation on experience-based service provision.

A Spiritual Cycling Route Across the Border Region

One of the project’s most remarkable achievements is the “Spiritual Journey – Discovery and Reflection” themed cycling route, connecting the settlements of the border region. Each section features at least one rest area and three spiritual sites, accompanied by short and long stories and inspirational messages in both Hungarian and Slovenian. The final documentation will be completed by December 2025, offering visitors a truly comprehensive experience.

The results achieved so far clearly demonstrate that the coordinated application of research, training, infrastructure development, and unified branding brings tangible success. In the future, additional rest areas, experience-based services, and interactive content will be implemented, further strengthening the region’s tourism appeal and turning the border area into a complex, family-friendly, and spiritual experience destination.

Photos by ICDM