Geopolitics is reshaping the rules of the game: event organizers grow more cautious, but demand remains resilient
The forest bathing programme in Radoboj, launched three years ago on the slopes of Strahinjčica, is gradually moving beyond the framework of a conventional outdoor product and entering the field of medical wellness.
What initially attracted individuals exposed to chronic stress is now evolving into a structured model with potential for broader application – including business tourism.
Repeat visits by participants, most of them working in demanding professional environments, have raised the question of whether forest bathing can deliver measurable health benefits, while also creating tangible value for organisations seeking sustainable models of employee care.
Research as a basis for differentiation
During 2025, a study was conducted in cooperation with Dr Obad Polyclinic from Split, in which participants wore a 24-hour Holter monitor during their time in the forest. Heart rate, blood pressure and nervous system tone were monitored, while psychological questionnaires completed before and after the programme provided additional insight. Meteorological data were also included in the analysis in order to create as complete a picture as possible of the conditions in which the activities took place.
This approach differs from the growing number of forest bathing offers appearing on the market without standardised training or professional supervision. In Radoboj, the aim is to establish a model in which forest bathing forms part of a broader health framework, with the involvement of physicians and programme adjustments based on each participant’s individual health condition.
Under the current health tourism regulations, this type of activity can be classified as medical wellness, meaning services that use natural healing factors for the purposes of prevention and rehabilitation. Phytoncides released by the forest, birdsong, the scents of wild medicinal herbs and the soft movement across natural ground all affect the human body – and when the experience is led by a certified forest bathing guide following prior consultation with a physician, it can justifiably be described as medical wellness.
The difference between an experience and a therapeutic approach
It is important to distinguish between forest bathing as a tourism experience and as part of medical wellness. In the first case, it refers to guided stays in nature aimed at relaxation and recreation, which already exist at several locations in Krapina-Zagorje County. In the second, the programme – as developed in Radoboj – involves a multidisciplinary approach in which a physician defines the guidelines and a certified guide tailors the delivery accordingly.
This model requires additional infrastructure, including a specialised clinic at the destination, creating the preconditions for formal inclusion in the health tourism system. In Radoboj, the multidisciplinary team is led by a medical doctor – in this case Dr Kaliterna of Poliderma Polyclinic – who advises the forest guide on the most appropriate guiding approach based on each participant’s health status and highlights the aspects that require particular attention. In addition, a special clinic has been opened within the destination itself and, under the above-mentioned regulations, serves as the operational base for this medical wellness service, equipped with the necessary facilities. In that case, the destination carries a health tourism designation and receives a recognisable plaque with the official sign.
Wider context: trends and destination development
The development of forest bathing in Radoboj fits into broader shifts in the tourism market, where demand is growing for experiences focused on health, time in nature and slow travel destinations. At the same time, the need for year-round products not tied to seasonality is becoming increasingly pronounced.
Alongside the natural assets of Strahinjčica, which is expected to become part of the Zagorske gore Nature Park, Radoboj is also developing additional attractions – from planned glamping facilities to cultural and educational sites such as the Radboa Museum and Hiža vinove loze. Forest bathing is therefore not viewed in isolation, but as part of a broader destination experience.
Specialised stakeholders also play a role in promotion and market positioning, including travel agencies such as Idilira, which focus on local products and authentic experiences.
The example of Radoboj shows how even a smaller destination can position itself within contemporary tourism flows, while also demonstrating how important it is to combine local initiative, expert input and an understanding of market trends.
