Ljutomer

Ljutomer sits at the center of Prlekija, a region whose identity rests on fermented and pressed products. The Jeruzalem hills rise nearby—named, legend claims, by crusaders who paused en route to the Holy Land and found the local wine so excellent they refused to leave. At 341 meters, the Jeruzalem viewpoint offers sightlines to Lake Balaton on clear days. What matters more is what grows below: Šipon (Furmint), the flagship grape whose acid-rich character defines the region.

Wine production here predates Romans. The Ljutomer-Ormož Hills provide ideal conditions for white wines: continental climate, well-drained slopes, traditional knowledge accumulated over millennia. Numerous small producers bottle estate wines; larger operations at Ljutomer and Ormož aggregate regional output for export markets.

The region's other gold is green: pumpkin seed oil. For 110 years, Oljarna Središče ob Dravi has cold-pressed seeds into emerald oil rich in vitamins and antioxidants. Half the seeds come from company farms; half from neighboring Slovenian growers. The oil commands premium prices as healthy alternative to conventional cooking fats.

By 2026, Ljutomer will likely intensify its focus on these agricultural specialties—wine and oil that cannot be replicated elsewhere. The model combines primary production with tourism: visitors arrive to taste what they'll later purchase. The crusaders understood something: certain places are worth staying for.