engleski

Museum of Contemporary Art (MSU) in Zagreb – a new generator for development of Zagreb cultural tourism

New Museum of Contemporary Art (MSU) in Zagreb was opened in December 2009 and according to the number of concrete indicators, especially numerical ones, is becoming an attractive cultural tourist destination of the city of Zagreb. MSA is, undoubtedly, seen as a cultural tourism product due to the fact that it is the biggest single cultural museum institution purpose-built since the independence of the Croatian state. It is also an investment worth around 400 million Kuna that was split in equal proportions between the Zagreb City Government and Croatian Government through the Ministry of Culture of Republic of Croatia. With its presentation of contemporary art, architectural idea, innovation and multiple all-new museum, multimedia and artistic contents, and with its new positioning on the European map, MSU is the right mediator to the future, but also a generator of intense cultural and tourist development of Zagreb. In the public is already present a strategy of contemporary museum practice, the transformation of museums in multiprogram and cultural tourism institutions that with diverse and variety contents attracts a wide range of visitors and tourists. The new building of MSU is positioned outside the city center and the usual tourist routes, but the modern interpretation and presentation of national and international art, as well as attractive temporary exhibitions and various events attract all categories of visitors. In addition to exhibition activities, many other contents such as performance, theater, film and dance events, lectures, workshops, concerts, professional and scientific conferences, and other activities, are an additional incentive that Museum becoming a place of entertainment, education, active exchange of ideas and tourism interest. MSU has two specific collections of well-known Croatian artists, presented in the ambiental spaces on two locations near the city center. This is The Tošo Dabac Archive at Ilica, city's central street and Vjenceslav Richter and Nada Kareš Richter Collection housed on two-storey villa at Vrhovec, the northern part of the city. The new position of MSU, as well as previously mentioned activities, facilitated the increased interest of tourists, not only for a Museum itself, but also for these collections which do not has high attendance because of its specificity – each presents artistic creation of a Croatian artist through permanent exhibitions. Zagreb Museum of Contemporary Art could be used to promote active «discovery and experience» tourism with specific experience of authentic ambience and emphasis on cultural and urban landscape beauty. In addition, MSU represents a potential use of quality active vacation, as one of the important aspects of modern tourism, and as such it is important not only for the City of Zagreb, but also for the intensive development of urban tourism, as well as those of the whole region/destination. This lecture/article will presents, in short, the history of MSU, its architecture, the permanent display, it will analyze concrete indicators of Museum attendance and two specific collections, as well as certain groups of activities, then it will be interpreted on which way the opening of MSU has impact on changes/enrichment of tourist image of Zagreb, and, finally, it will be given guidelines/recommendations for further development/guidance of MSU activities for the purpose of cultural-tourism development of Zagreb.

Croatia; Zagreb; Museum of Contemporary Art; museum collections; cultural and tourist product; tourism; development.

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