Urška Dolinar is the co-founder and director of Institute Iskriva, Institute for development of local potentials. Motivated by unlocked possibilities of creating new value for customers, Urška recognised that new markets are not just about new locations, they are about new expectations and endless possibilities of social and technological innovation that can be used to materialise it. This born fruit in year 2021, when Amazon of Europe Bike Trail, one of Europe’s longest biking trails, located along Mura, Drava, and Danube rivers, was open for booking.
Aspiring to grow the Amazon of Europe destination into a showcase region of sustainable outdoor tourism, Urška is now dedicating all her efforts in working with stakeholders in this 5-country region of Austria, Hungary, Slovenia, Croatia and Serbia.
Urška has 15 years of experience in development of EU territorial cooperation projects in different sectors, ranging from cultural heritage to energy efficiency and sustainable natural resource management, vocational education, and projects in support of balanced regional development. This broad experience and understanding different perspectives, combined with ethics of collaborative work is the foundation of Urška’s creativity and motivation to always look for new challenges and partners in business.