Challenges in rural areas of the Posavje region of Slovenia encompass market access and competition for local producers, hampered by often insufficient infrastructure and technology. Local suppliers of aquaculture and agricultural products are increasingly exposed to fierce competition from more favourable foreign importers. Aquaculture and regional farms are small and have difficulty competing, as relatively small quantities make the unit price of production higher. Fewer and fewer young people choose these professions and production is abandoned. In this context, the preservation of cultural heritage, balancing the promotion of heritage for tourism with sustainable management, as well as the enhancement of local producers through a complete and attractive tourist package, represent the ambitious project carried out in Posavje.

The project's primary focus was on designing and developing a tourism product that leveraged local legends about fishermen in the region. This product highlighted the significance of aquaculture, fish cuisine, and the cultural heritage of the area. This package allowed visitors to experience Posavska fish, local wines, and explore the cultural heritage of castles while immersing themselves in the legends surrounding these elements. 

To raise awareness of this tourism product, various promotional materials and activities were undertaken. These included press conferences, digital marketing efforts, the creation of five short videos, the production of presentation leaflets, a booklet titled "Tales from Fisherman to Squire," and another booklet containing recipes for fish cuisine and wine pairings. These dissemination activities were integral to spreading the word about the offering. In addition, thanks to the project's funding, two visitor centres were established. These centres provided essential infrastructure for the implementation of the tourism product, including exhibition and multimedia equipment. The project also included the creation of a programme focused on Posavje fish, life along the river, castles, vineyards, heritage, and local products. This programme covered various aspects, such as the production of an educational film for schools, culinary and cultural evenings, and cookery courses.

The primary reason for the success of this initiative was the collaboration between various local organisations from different fields. They joined forces to explore how to better highlight the region's key strengths, especially in the face of significant challenges like competition, sustainable tourism, and job creation to combat population decline. This involved numerous consortium meetings, research efforts, market analysis, and ongoing dialogues among partners and with local producers. All these elements were combined to create a project proposal that secured the necessary funding. The main opportunity the project seized was in recognising the untapped potential of local products, as well as the natural and cultural heritage of the Posavje region.