The European Amazon: When a Business Model Intertwines with a Personal Journey

By Urška Dolinar, Co-founder and Director, Iskriva Institute

If I ask you whether you know of a destination that spans five countries, does anything come to mind? We embarked on this bold endeavor ten years ago. And it is precisely here that Iskriva’s first core value is revealed, we tackle challenges that are each time slightly bigger, deeper, or more ambitious than the last. I believe this is exactly what pushes a creative person just enough out of their comfort zone to grow.

In 2016, I faced an important decision: should Iskriva take the lead on an international project to establish the first joint tourism product, the Amazon of Europe cycling route connecting five countries along the Mura, Drava, and Danube rivers? Three factors drew me to this decision: the UNESCO brand as the first five-country biosphere reserve in the world, the exceptional partners such as WWF Austria, the Slovenian Nature Conservation Institute and numerous other institutions across five countries, and the very vision of connecting them into a tourism-business model.

The result was a comprehensive cycling route along three rivers through five countries, a project that, with its ups and downs, became above all the embodiment of our second value, collaboration. Together, let’s make it work. The outcome was truly greater than the sum of its parts, not only in measurable impact but also in countless unforgettable moments by the rivers, on the bike, and through cultural and gastronomic experiences.

Of course, every ambitious journey has its price. Mine was high – burnout and a year-long medical leave. But today I know that the recovery made me stronger, more determined, and more confident. Through subsequent projects, our work evolved into a strategy for developing entire destinations as green, responsible, and today I would say regenerative. Destinations that don’t just minimise the negative impacts of tourism but deliver greater benefits to local people and places. Achieving this required creativity, turning real needs into projects that evaluators would approve in a highly competitive environment where success rates are about 5–10%. From my experience, when I pour my heart into a proposal, the project is usually approved.

From the very beginning, Iskriva approached the Amazon of Europe as an ambitious business initiative. Connecting twelve regions into a single, market-operating model was one of the biggest challenges. Under our guidance, the AoE Booking Centre operated for three years, during which local providers generated roughly €3 million in additional revenue, a significant economic contribution for the rural, border regions.

It was a bold start-up that required a decisive leader and a persistent salesperson. But growth also means recognizing limits. At one point, I had to admit that leading Iskriva, developing the vision through projects, and managing a boutique tourism agency exceeded the capacity of one person. Accepting what you are not is also part of maturity. So I stepped away from cycling in this form. The AoE Booking Center management will be taken over by a Hungarian agency from our network starting with the 2026 season.

Today, Iskriva’s role in the Amazon of Europe focuses on where my personal and professional journeys intersect most, supporting cultural projects and promoting sustainable investments, such as a dispersed hotel in Hlebine, Croatia, or accessible products in Serbia and the Slovenian Pomurje region. Through our overarching initiative for a more inclusive and accessible society, we bring business and investment opportunities that create added value for local communities while enriching the visitor experience.

For me and for Iskriva, the Amazon of Europe is no longer just a project or a destination, it is an open space for new forms of collaboration, thoughtful investments, and experiences that will continue to connect people, places, and responsible tourism into successful business stories.