In this paper, we analyzed the connection between the natural and cultural heritage and agrotourism, respectively the natural and cultural heritage as a paradigm for development of agrotourism in the Krapina-Zagorje County. Through the questionnaire related to the agrotourism offer, agrotourism households, Agency for Rural Development and the County tourist boards, we evaluated the extent to which the natural and cultural heritage in agrotourism is valorized. The results are not satisfying with respect to the valorization of neither natural nor cultural heritage, but with a little good will, support and education, they can be easily improved. Through SWOT analysis we have also detected and synthesized strengths, weaknesses, benefits and limitations of agrotourism in this County. Since the Krapina-Zagorje County has a rich natural and cultural heritage, it should be incorporated into the tourist offer and it is necessary to create a unique agrotouristic product that will find its agrotouristic niche among local (excursion site for Zagreb residents) and foreign tourists.

natural heritage, cultural heritage, agrotourism, sustainable development, rural area

Published by University of Zagreb, Faculty of Agriculture, Zagreb, CROATIA
Sponsored by Ministry Science and Education of the Republic of Croatia