In the first half of the year, there was an increase in arrivals and overnight stays in almost all tourist destinations in Croatia, but the fact that Zagreb has once again confirmed that its tourist success in the last few years is not accidental is certainly gratifying.Thus, according to the Zagreb Tourist Board, from January to June in the Croatian capital there were 582.619 arrivals and 1.070.080 overnight stays, which is an increase of 9% in arrivals and 11% in overnight stays, compared to the same period last year. In the first six months, most overnight stays were made by guests from the USA, followed by guests from Germany, Italy, South Korea and Bosnia and Herzegovina. Guests from South Korea, the USA, Germany, Italy and China are in the first five places.The story of Advent in Zagreb has been told many times, but perhaps we can just repeat that last year more than 500 million kuna of tourist spending was generated through Advent. Smart enough and quite clear how investing in manifestations is an investment, not a cost. Only quality content can attract visitors, and thus generates consumption as well as earnings for caterers and other exhibitors, and thus we create a complete tourist product.The fact is that Zagreb, despite being “half empty” due to the summer season and vacations, is full of life and how it filled that hole with foreign tourists as well as better activation of the local population, and the main culprit is diverse and quality content.And it is just such, new and quality content, starting with its first steps in Zagreb.Namely, it is a project AROUND, which is dedicated to the artistic research of Zagreb in which small interventions, from 7 to 22 July, will revive a number of public urban spaces and turn them into places where art spontaneously touches everyday life.By combining various media and art forms, with the idea of revitalization and activation of public urban spaces, “Okolo” wants to encourage the interaction of the city and passers-by, artistic exploration of the city, as well as witty and critical reflection on space. As part of this year’s introductory edition of the “Around” project, well-known French street art artists Oak Oak and Levalet, who will innovate more than ten different city locations, will “talk” to the city and passers-by with their works and several Croatian participants.Thus, over twenty locations in the center of Zagreb will be like “carte blanche”, handed over to artists who will raise the content value of selected urban spaces with interesting solutions and to draw attention to their beauty and uniqueness, revealing the potential of the neglected and “empty”, as well as a new dimension of functional spaces, simultaneously connecting and mapping them as places worth stopping and pondering.Photo: Project AROUNDEating one of these great events is definitely a great unique cultural event – Sea of books on Zrinjevac, organized by Lumen Publishing. Thus, from June 29 to July 6, Zrinjevac turned into a beach full of books that you can browse or read for free. On 240 square meters of “beach” on Zrinjevac can be placed in comfortable loungers under umbrellas and with pleasant music and natural shade immerse yourself in – a book.The merger of the public and private sectors took place in Zagreb and we got an ideal mix of diverse and quality content. The private sector woke up in Zagreb, ie it saw its interest – and that is earnings. So we have witnessed in the last few years a boom of various new restaurants, accommodation facilities, offers and facilities. So, regardless of the activities of the Zagreb Tourist Board, at the same time visitors and citizens have at their disposal dozens of different content throughout the city. The combination of private and public is the best thing that could have happened to Zagreb. Both large and medium and small manifestations, stories and contents, because they give the rhythm and soul to the city.A list of all events in Zagreb is available at: http://www.infozagreb.hr/dogadanja#sve. Study it, share it and promote it to your guests, both current and future, because the motive of the destination is not accommodation, but content.