As the chilly winter weather begins to set in a group of swimmers are continuing to brave the cold and take the plunge off the coast of the Adriatic.

Despite the festive look, don't confuse this with a one-off Christmas dip. These are regulars.

The Opatija Seagulls Association has been swimming in the cold sea for 22 years, and encouraging others to take part.

They've even become one of the city's winter symbols.

Their traditional swim on January 1 is especially popular, and some hotels now offer guests the opportunity to swim with the group.

It's clearly good fun, but there's more to it than that, they say.

“The benefits are significant," said Mario Susanj, president of the Opatija Seagulls.

"Improved circulation, improved heart function, better lung function, increased blood vessel elasticity, which is very important, especially for the elderly, and strengthened immunity during the winter period.”

Restorative winter dips are perfectly in keeping with the long-standing culture of wellness in Opatja.

Known as the “Old Dame,” the “Pearl of the Adriatic” and the “Queen of Tourism,” Opatija is the cradle of tourism in Croatia, a city equally attractive in both summer and winter.

Its reputation is built on a mild Mediterranean climate and clean sea air.

The idea of modern wellness was born here in the 19th century.

In 1889, Opatija became the first seaside climate health resort of Austria-Hungary.

Since then, it has maintained its status as a champion of health and wellness and its reputation as a favorite Adriatic destination for active vacations and the renewal of mind and body.

Throughout the 20th century, Opatija was a favored destination for aristocrats, film and music stars, artists, writers, and hundreds of thousands of visitors from around the world.

The tradition continues today through medical centers, specialized clinics and luxury spa resorts.

Opatija is surrounded by small towns and villages, from Volosko to Lovran, all linked by a seafront promenade - the Franz Joseph I Promenade, known locally as the Lungomare.

The 12-kilometer-long Lungomare has always been a favorite walking path for locals and their visitors.

Along the way are numerous historic hotels that blend classic Austro-Hungarian style.

It's a place where you can ski in the morning, enjoy a spa in the afternoon, and even swim in the sea.

AP video shot by: Relja Dusek