Based on an excellent and successful concept, Poreč Open Air, the second Rabac Open Air it attracted more than thirty thousand people, which took place in twelve different locations in 76 days and proved to be excellent quality content.Valamar, in cooperation with the City of Labin and the Labin-Rabac Tourist Board, as well as the company MPG, the organizer of the festival, organized an excellent and important quality content in a tourist destination in Rabac this year as well. Tourists and locals were delighted with many concerts, costumed entertainers, lots of music and laughter, and excellent films under the stars marked the summer in Rabac, and the size of the project says enough that 116 hours of music marked the summer in Rabac. “The concept of the festival provides a variety of entertainment for all generations, so all festival programs were very well attended. All the feedback we have received from foreign and domestic visitors is very positive and commendable and that is why we need to continue in the same direction with small changes to offer our guests something new every year. With its almost daily program, Rabac Open Air definitely influenced the quality of entertainment and changed the perception of Rabac as a small place where little happens.”, Said Radmila Paliska Kos, director of the Labin-Rabac Tourist Board.By the way, the Rabac Open Air program was divided into four categories and took place at several locations during June, July and August. In fifteen different programs, the organizers prepared as many as 66 events in which 160 domestic and foreign performers participated. With the aim of further enriching the content, this year the excellent cooperation with the program partners, the organizers of the Labin Art Republika festival, continued. Interesting events in nearby Labin further complemented the Special Events program and connected Labin and Rabac through a variety of content in the form of the Shpeena Dox Documentary Film Festival, a night tour of the Old Town of Labin on Tuesdays and a beautiful event in Spina, the Labin Jazz Festival.On Mondays, Wednesdays and Fridays, visitors enjoyed the Open Air Cinema and eighteen in the park below the Valamar Sanfior Hotel. free screenings of family and animated films as part of the Cinema and Theater program, and Saturday was reserved for Istra Inspirit, a popular stage-educational attraction. Tuesday during the summer months was a day for Circus in the City within the Street Performance program, while for the youngest this year Sunday was a favorite day, a day reserved for the interactive program Princess Ball.Quality, diverse and authentic content is imperativeIf we want to increase tourist spending, to have better quality guests, then it can certainly no longer offer only the sun and the sea. Quality, diverse and authentic content is imperative. Apart from the fact that guests have something to do in the destination through various facilities, apart from swimming, we directly raise the overall satisfaction of tourists with the destination, as well as increase tourist consumption, and thus the profile of guests. Not only in the financial context but with targeted content we target a specific target group that is attracted to the destination by active vacation, culture, entertainment, etc.… Of course, first and foremost we need to know which tourism product we build and for whom, and only then work on strategic destination development through the offer, service, arrangement and contents.In the end, we should certainly praise and emphasize the communication on social networks, which took place in English.