Zagreb relaunches taxi campaign to protect tourists and locals

ZAGREB, 19 February 2026 – Zagreb Tourist Board – TZGZ) has relaunched and expanded its public information campaign focused on taxi transport in the Croatian capital, as the new tourist year begins.

Following an initial awareness drive carried out in November and December last year, the board has reactivated the campaign with additional measures designed to inform both residents and visitors about taxi regulations, recommended practices and passenger rights in Zagreb.

With tourism in Zagreb continuing to grow, the initiative aims to prevent occasional unpleasant situations experienced by some passengers and to strengthen the city’s reputation as a safe and welcoming European destination.

“We decided to reactivate the taxi information campaign at the start of the new tourist year for the city,” said Martina Bienenfeld, Director of the Zagreb Tourist Board.

“In light of occasional uncomfortable situations faced by visitors and our fellow citizens, we have expanded and upgraded the campaign. Our goal is to clearly and transparently inform tourists, residents and service providers about the rules governing taxi services, encourage responsible behaviour and further contribute to Zagreb’s image as a safe and hospitable destination.”

The campaign’s visual identity has been developed by the creative agency Šanavala. The central concept is built around a straight line symbolising a simple and fair taxi journey from point A to point B.

In the campaign visuals, however, the line becomes tangled and forms expressions commonly associated with confusion or frustration, such as “majko mila”, “OMG” and “ajme”. The creative approach highlights the difference between a straightforward, transparent ride and one that leaves passengers feeling misled.

Each visual includes a QR code directing users to dedicated subpages on the official Zagreb tourism website, www.infozagreb.hr. There, passengers can find practical guidance on how to identify licensed taxi drivers and review standard taxi fares in the city.

The campaign is being conducted in both Croatian and English to ensure accessibility for international visitors. It is displayed in high-traffic areas throughout the city centre, near hospitals and bus and railway stations, as well as in the arrivals area of Zračna luka Franjo Tuđman (Zagreb Airport).

By targeting key arrival points and busy urban locations, the Tourist Board aims to reach travellers at the earliest possible stage of their stay.