Porec is at the crossroads. It could lose its competitiveness before the emerging or already consolidated tourism destinations. The town has a high potential to offer all kind of experiences to its visitors, but in the first place it has to adequate its structures and manage the cultural and commercial offer keeping balanced the quality-quantity relation. The first step towards the success should be the redefinition of use of the commercial areas along with the structuring of the cultural tourism products.

THR defined the strategy and an optimum commercial development plan, a master plan, a program for the commercial use of the historical centre, a management model for those commercial spaces thought out for the Municipal Government, and a specific action plan on bidding, tenders and models of agreements on leasing.

The Porec centre Master Plan defined 5 areas: the Lungomare, the Historical Centre, the Enlargement, the Riviera and the Marina. The optimum commercial mix was defined for each area after having studied in depth their present situation. There was also an implementation plan defined with actions on short term that are already being carried out by the Porec Municipal Government, and bases established for opening of new trades as well as the next steps to be taken.