Stories explain why.
Long-form editorial content gives history, culture, food, islands, and local habits enough room to feel specific rather than becoming generic destination copy.
Visit Šibenik · Destination platform, 2026
Turning a tourism website into city infrastructure
A multilingual destination platform that brings the stories, places, events, businesses, and practical details of Šibenik into one connected system.
Project context
One platform for the whole destination
At MOA'TI, I designed and built a destination platform that could carry Šibenik from first impression to practical trip planning—and give the tourist board a system it could keep expanding after launch.
Visit the live platform →Context
Not a brochure. A working layer for the destination.
A city website has to do two jobs at once. It needs to make a place feel worth visiting, then become useful the moment someone decides to go. Šibenik had the raw material—two UNESCO sites, a medieval centre, four fortresses, inhabited islands, festivals, beaches, national parks, gastronomy, and hundreds of local businesses—but the digital experience needed one coherent way to hold all of it.
The brief grew beyond a conventional tourism site. We were designing a destination platform: a system that could inspire a first-time visitor, answer practical questions during a trip, keep a live calendar useful, and give the tourist board a maintainable structure for years of new content.
Information architecture
Start with the visitor's question, not the organisation chart
Tourism organisations naturally think in departments, stakeholders, and content owners. Visitors do not. They arrive with simpler questions: Why Šibenik? What can I do today? What is nearby? How do I get there? Is it open, accessible, expensive, or suitable for children?
The primary structure follows that sequence. Stories build desire. Explore and experience turns interest into possible days. Events answer what is happening now. Surroundings widens the trip. Planning content takes over when inspiration becomes logistics. The platform feels broad because the destination is broad, but the route through it stays legible.
One system, five different kinds of intent
Experiences make it actionable.
Attractions, gastronomy, beaches, culture, and activities are structured as things a visitor can actually choose, compare, and fit into a day.
Events create a reason to act now.
A live calendar connects dates, locations, and event detail instead of leaving timely information scattered across announcements and social channels.
Practical metadata removes doubt.
Accessibility, visit duration, approach difficulty, distance, price range, and visit recommendations appear where they influence the decision—not in a separate information archive.
The directory connects the local economy.
Business profiles give accommodation, food, services, and local operators a consistent place inside the destination rather than treating them as an external list of links.
Visual direction
The city is the stage
The visual system takes its cues from Šibenik rather than from the category. Condensed display typography has the directness of a cultural poster. Warm stone, deep Adriatic blue, and a sharp red-orange accent create a palette that can move between heritage, sea, nightlife, and practical information without losing identity.
Photography is allowed to carry the emotion. The interface frames it with generous surfaces, rounded editorial panels, small categorical signals, and restrained motion. The point was not to decorate every block, but to make radically different subjects feel like chapters of the same city.
Content system
The CMS is the product behind the product
The public site spans more than 2,000 localized URLs across Croatian, English, German, and Italian. That scale only works when content is structured before it is styled. Stories, experiences, destinations, events, businesses, accommodation, official documents, media, and legal pages each needed their own model, while still sharing the same language for images, categories, locations, related content, and practical details.
Reusable CMS patterns let the tourist board publish an item once and have it appear in the right overviews, recommendations, and related-content paths. Editors manage the city as connected information, not as a collection of hand-built pages. The visitor gets a consistent experience; the team behind it gets something that can keep growing without redesigning the site every season.
One destination, several scales
The same system has to hold the intimacy of a carved detail and the geographic scale of a fortress in the channel. Keeping that range coherent became one of the central art-direction decisions.
Outcome
A platform that can keep pace with the city
The finished platform brings destination stories, current events, local businesses, Šibenik Card, attractions, surrounding places, and trip-planning detail into one multilingual experience. More than 300 businesses and visitor experiences have a structured presence inside the same system.
The important result is not simply that Šibenik has a new website. It has a digital foundation the tourist board can continue to extend—with new services for visitors and hosts—without breaking the logic visitors already understand.
