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Novalja is a popular tourist center and central port on the island of Pag. The central economic sector is tourism, as this town has the most overnight stays on the island, and the most catering, cultural and entertainment facilities are also located here. Novalja received the status of a city in January 1997, which was the result of the centuries-old wish of the locals.
The town includes the following settlements: Novalja, Zubovici, Kustici, Vidalici, Stara Novalja, Metajna, Lun, Potocnica, Gajac and the settlement of Caska, which was built on the foundations of the ruined city of Kisse, which sank in the 4th century, destroyed in an earthquake. Metajna is located in the northern part of the island of Pag, about 10 km from Novaja. Metajna is a settlement with about 250 inhabitants, the central place is Barbatov, which also includes Vidalici, Zubovici and Kustici. The locals are engaged in tourism, animal husbandry and fishing, and there is also a wide range of catering options. Metajna is spread over a rocky area surrounded by wonderful natural beauty and numerous smaller sandy and rocky beaches. Visitors can also enjoy traditional culinary specialties such as Pag cheese, prosciutto, lamb and local wine. Pag lamb is distinctly tasty and soft. It is best grilled or prepared in the oven.
The first permanent residents on the island of Pag were the Liburnians, who brought sheep to the island and started making hard sheep's cheese, from which, in the following centuries, Pag cheese was made. For centuries Pag cheese was the food of the poor, but today it is a top specialty. Its characteristics are saltiness, firmness, specific taste and smell.