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A century of tourism development: testimonies from the past

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The Beginnings of Tourism in Karlobag

The ambitious plans of the Austro-Hungarian Monarchy to transform Karlobag into an important tourist and health-resort destination were confirmed as early as 1913 with the founding of the “Society for the Improvement and Beautification of Karlobag and Its Surroundings on the Croatian Littoral”. A group of dedicated local residents established strict rules and a clear management structure, laying the foundations for tourism whose roots in this area reach deep into the past.

By the first half of the twentieth century, Karlobag had already established itself as a progressive seaside resort. The 15 March 1932 issue of Jutarnji list offers a fascinating account of plans for developing the bathing facilities, waterfront and promenades. Particular emphasis was placed on the unique meeting of the sea and the mighty Velebit mountain — a natural feature that remains at the heart of Karlobag’s appeal today.

More intensive development followed after the Second World War. During the 1950s and 1960s, the first modern hospitality facilities were built, while a decisive turning point came in 1965 with the construction of the Adriatic Highway. The distinctive cannons on the waterfront also date from this period. These historic artefacts, probably recovered from the depths beside the waterfront, withstood the bora wind for decades while serving as bollards for mooring vessels. Their value is still recognised today; in 2025, the last such cannon from the entrance to the pier was sent for restoration so that it might once again form part of Karlobag’s historical heritage.

From the first newspaper reports of 1932 to the present day, Karlobag has remained an authentic meeting place of mountain and sea. The combination of a century-old tourism tradition and rugged natural beauty bears witness to the endurance of a town that has welcomed visitors for more than a hundred years.

Rules (Statute) of the Society from 1913

Source: Croatian State Archives (HDA), Zagreb.

Statute page 1

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Statute page 2

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Statute page 3

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Statute page 4

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Statute page 5

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Statute page 6

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Statute page 7

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Statute page 8

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Statute page 9

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Statute page 10

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Statute page 11

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Rules (Statute) of the Society from 1913

© Digital Heritage Museum of Karlobag
© Digital Heritage Museum of Karlobag
Transcript of the Statute
Source: Croatian State Archives (HDA), Zagreb. Page 1 of 11
Karlobag in the 1930s
Tourist brochure, 1932

Karlobag Presented in the Press

Jutarnji list, 15 March 1932.

Source: Ministry of Culture and Media of the Republic of Croatia.

Tourist book, 1933

Karlobag Presented in a Tourist Book

Book Summer and Winter in Yugoslavia (Summer Resorts / Winter Resorts / Spas / Bathing Resorts)

Edited by Mirko Vimer

Published by Jadranska Straža, Local Committee II, Zagreb, 1933.

Tourist book, 1933

Source: National and University Library in Zagreb.

Tourist book, 1933
Tourist book, 1933

Source: National and University Library in Zagreb.

Svijet 1933

Karlobag Presented in the Magazine Svijet — 1933.

Svijet 1933

Source: National and University Library in Zagreb.

Hungarian-language Karlobag brochure, 1935

Karlobag Presented in a Hungarian-Language Brochure of “Jadranska plovidba d. d. Sušak” — 1935.

Translation of the text:

KARLOBAG is a small, peaceful seaside resort at the foot of Velebit. Beautiful scenery. In the surrounding area there are several tidy and clean boarding houses frequently visited by nature lovers. The air is pure and healthy, and the climate is mild. In autumn, Velebit offers interesting hunting opportunities. A beautiful old church. Fishing is well known. Near Karlobag one can see the remains of Vidov grad (fortress), recalling Roman times. — From here the road to Gospić crosses Velebit into Lika. Several old paintings and a rich library can be seen in the Capuchin monastery. There is an excellent bathing place and a sandy beach. During July, August and September a grape cure is offered. Sailing excursions are available to the island of Pag opposite Karlobag. Pleasant excursions can also be made to Obrovac through the exceptionally beautiful Zrmanja canyon, as well as to Jablanac and the Plitvice Lakes.

Transport: Railway station at Sušak; from there, Karlobag is an 8–9 hour journey by ship.

Free information is provided by the Society for Tourist Traffic (Tourist Society), Karlobag.

Source: Private Archive of Tomislav Potočnjak.

Karlobag in the 1960s
Brochure 1

Tourist brochure from the 1960s.

Brochure 1.

Brochure 2

Tourist brochure from the 1960s.

Brochure 2.

Source: Private Archive of Tomislav Potočnjak.

Brochure 3

Tourist brochure from the 1960s.

Brochure 3.

Brochure 4

Tourist brochure from the 1960s.

Brochure 4.

Source: Private Archive of Tomislav Potočnjak.

Karlobag in the 1970s / early 1980s
Brochure 1

Tourist brochure from the late 1970s / early 1980s.

Brochure 2

Tourist brochure from the late 1970s / early 1980s.

Source: Private Archive of Tomislav Potočnjak.

Brochure 3

Tourist brochure from the late 1970s / early 1980s.

Brochure 4

Tourist brochure from the late 1970s / early 1980s.

Source: Private Archive of Tomislav Potočnjak.

Karlobag in the 1980s
Brochure 1

Karlobag tourist brochure from the 1980s.

Brochure 2

Karlobag tourist brochure from the 1980s.

Source: Private Archive of Tomislav Potočnjak.

Hotel Velebno / Karlobag in the 1980s
Brochure 1

Hotel Velebno tourist brochure from the 1980s.

Brochure 2

Hotel Velebno tourist brochure from the 1980s.

Source: Private Archive of Tomislav Potočnjak.

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