Media expert Boris Trupčević became the most well-known pilgrim among Croatian executives when he “left everything” and set off to walk 1000 kilometers (650 miles) of the path from France to the Atlantic Ocean in Spain – the famous medieval pilgrimage El Camino de Santiago. He published two books about the experience: The Pilgrim Executive (Menadžer hodočasnik, 2024) and 1000 Kilometers of Returning to Self (1000 kilometara povratka sebi, 2023).

Trupčević was a long-time editor-in-chief and CEO of 24sata, the most widely read Croatian daily newspaper, director of Styria Media Group for Croatia, and president of the Croatian Newspaper Publishers Association. With 24sata, he won more than a hundred international media awards in competition with the most prestigious media outlets in the world. He also served as CEO of Večernji list, publishing director of Sanoma Magazines (later Adria Media), editor-in-chief of Story magazine, and a journalist and editor at Jutarnji list. He was a member of the board of directors of several European and global publishing associations, including the International News Media Association.

In the business community, he was recognized as a digital evangelist, advocate of digital transformation, and pioneer in the application of artificial intelligence. He established the annual Pride of Croatia award (Ponos Hrvatske).

After leaving the media industry, he was the global CEO of the Swedish beauty-tech company Foreo, running a worldwide e-commerce operation. Today, he is a consultant, strategic advisor, and executive coach. He is also a startup mentor, investor, Nordic walker, licensed mediator, and a TEDx speaker.