The initiative to promote okra prepared in the authentic Ulcinj way was born out of the need to create a local, authentic food brand, a product, a tasty and healthy food that is known to be prepared only in Ulcinj, and which will hopefully become a symbol of Ulcinj. It is well known that the idea is not new, and that many nations and cultures are recognised for their food, but in the town of Ulcinj the idea hasn't been much developed and elaborated. Although it is known as a tourist town, its hotels and restaurants serving food would offer only the typical, like any other hotel in any other country, without caring much and without paying attention to the traditional and precious recipes that have been carried and served at home for centuries. With this idea in mind, the local hotel owner would start by promoting a well-known local dish, familiar to every household, but unseen and unheard of by visitors to this tourist town. He would begin by serving it to visitors to his hotel, who would be so impressed by its taste that it would grow into a traditional annual event, held in the old town of Ulcinj, in the same hotel, with an ever-growing audience.

The "Okra Event" has evolved into a more participatory approach, involving communities at all levels, local and national actors, creating a sociable environment that reflects values of welcome, quality, but also healthy food consumption and domestic purity, but also provides an example of how to shape other events and activities in the wider urban area, even outside the old city walls. Still, there is a lack of such initiatives and visions in a broader sense, as in the city of Ulcinj, also in Montenegro, considering that only a few metres away from this event there are night clubs with loud music in the open air. This may mean a diversification of the tourist offer, but it also means that a part of the local population and tourists are distancing themselves from such ideas and events.

There is no doubt that the "Okra Event" has contributed to the Old Town of Ulcinj playing the role it really deserves, which is to promote traditional values, such as traditional cooking, but also the old way of life, which shapes the minds of the local population to understand that returning to past traditional values will help the future, including the economy, and thus create profit. The "Okra" event, which is traditionally held in the Old Town of Ulcinj, has given the Old Town the liveliness it was lacking. The Old Town was lacking such events, which bring together a large number of people. It cannot be said that this is the only event that has given the Old Town its attractiveness, but it is undoubtedly one of the generators that has influenced the increase in the number of visitors to the Old Town, thus helping the many families of the Old Town to generate income from the accommodation facilities they own by hosting visitors from all over the world, as well as establishing souvenirs and other sales points that have an increased and higher value in comparison to other parts of the town.

Starting from the initiative of promoting a tasty local traditional dish, the local hotel owner started offering this dish to his hotel guests, and seeing their positive reaction to the taste, he sought the support of local, but especially national institutions, which helped him to promote this product through national media, inviting the wider public to visit and taste this dish. As a result of perseverance and wider promotion through the media, especially the national media, for the fifth year in a row an annual event called "Okra Days" is being organised in the premises of the hotel located in the old town of Ulcinj.