The international conference Culture, Tourism and Well-being: From Heritage to Healing will take place on October 22–23, 2026, at the Croatian Natural History Museum in Zagreb. The conference brings together researchers, professionals, artists, and policymakers to jointly reflect on the increasingly important role of culture and tourism in fostering individual and societal well-being.

In today’s context, marked by accelerated lifestyles and a growing demand for quality of life, tourism is increasingly recognized not only as an economic activity, but also as a space for personal development, emotional experience, and social connection. Culture, heritage, and creative practices play a key role in shaping meaningful, authentic, and transformative experiences.

Building on the idea of “from heritage to healing,” the conference explores how cultural tourism can contribute to well-being through experience design, emotional and sensory engagement, digital technologies, sustainability, and inclusivity. Particular attention is given to questions of how to measure well-being, how to include diverse social groups, and how cultural tourism can support the development and resilience of local communities.

The conference programme includes thematic panels, workshops, and experiential activities, including guided well-being tours, enabling participants to directly explore the connections between culture, place, and quality of life.

The conference will take place at the Croatian Natural History Museum in Zagreb, one of the key cultural institutions in Croatia, located in the historic city center. Zagreb, as the political, economic, and cultural capital of the country, offers a rich blend of Central European and Mediterranean heritage, reflected in its architecture, urban structure, and vibrant cultural life.

The city is characterized by a diverse network of museums, galleries, theatres, and festivals, as well as an increasing focus on sustainable development and well-being-oriented tourism. Such an environment makes Zagreb an ideal setting for exploring the relationship between culture, tourism, and well-being.