Jurica Barać
Co-founder and CEO, HIGHLANDER

Jurica Barać is the co-founder and CEO of HIGHLANDER, an international hiking event series that started in Croatia and has expanded to more than 20 countries. HIGHLANDER combines multi-day hiking with organised support and shared outdoor experiences, bringing participants into destinations and encouraging them to experience landscapes at a slower pace.

Jurica brings the perspective of taking a Croatian outdoor concept international and working with destinations and local partners around the world. At TOURISM365, he will explore how hiking and outdoor events can motivate travel, introduce visitors to less-explored areas and generate tourism demand beyond the traditional holiday season.