Resumen
Cross-border areas and cross-border cooperation are one of the priorities of the EU policy. Those areas, often rich in recreational, cultural and natural resources provide a great potential for the development of sustainable tourism. The article analyzes the tourism in the Croatian-Hungarian (HR-HU) cross-border area under the assumption that different interventions can influence the perception of tourists and contribute to the realization of the full potential of the area. The method applied in the analysis is the gravity model. The results obtained by the model were tested with online in-depth interviews with three experts having backgrounds in entrepreneurship, decision making and the non-governmental sector, and focus groups, consisting of 31 experts in the field, show that altogether 72% of the tourists cross the border during a trip to the HR-HU border regions. Almost half of the respondents plan and organize programs during the trip. The main sources of collecting information about a trip are friends, family members and acquaintances, while 80% of the respondents also use at least one online tool for planning of the trip. In order to improve tourism indicators in the Croatian-Hungarian cross-border area, development of a cross-border online platform is being envisaged that would integrate different services and attractions, collect and utilize data, being the most important new raw material, thus opening a completely new space for virtual tourism.