​Big interest in shoulder-season travel, says Croatian National Tourist Board

Since 17 July, more than a million tourists have been staying in Croatia every day, and in addition to the strong demand for last-minute offers, there is also great interest in the post-season, according to the Croatian National Tourist Board (HTZ).

Regarding the demand for last-minute summer offers and vacation packages, the HTZ says that it depends on the market. Asked about the methods of arrival of tourists, it says that 4% more have come individually so far this year than last year, and 2% more through travel agencies.

"According to the announcements from the market about great interest in travel outside the main season and in the rest of the year, we expect very good results and trends. In general, by the end of the year we expect a growth in tourist turnover of 2% to 5% compared to last year, and revenue at a slightly higher rate," says HTZ director Kristjan Staničić.

Fewer tourists from certain market is signal to consider trends and additional promotion

Asked about this year's somewhat smaller number of tourists from the German market, he says that one should not forget that Croatia had a record, double-digit growth in tourist turnover from that market in 2022, and that this year the European Football Championship was also held there, which kept many Germans home, and it that it is unrealistic to expect growth at high rates every year.

He adds that there have been slightly fewer tourists from the Czech Republic and Italy also, while there has been growth from Poland, Slovenia, the UK, Hungary, the USA, Spain, and other markets.

"Croatia has a very good market mix. In any case, fewer tourists from a particular market is a signal that we should consider possible new trends and features in such markets, that is, invest additional efforts in promotion," says Staničić.

The HTZ has a continuous promotional and communication presence on the most important social networks, platforms and search engines, and it is currently implementing a postseason promotional campaign in six markets. A campaign for the domestic market is also being prepared, with video materials and carefully selected elements, such as authentic stories and an experiential approach, which will contribute to even better recognition of the tourist brand and the destinations themselves. The HTZ is also preparing an early booking campaign, which will be implemented in certain foreign markets that tend to book early.

Part of intense 'fight' in markets and negative media announcements

Commenting on the statements of some foreign media outlets from several countries about high prices in Croatia and how much this affects the image of the country and tourism, Staničić points out that the HTZ is actively monitoring the situation in this regard through its offices and partners in foreign markets.

"This year, too, we were able to witness certain negative connotations and statements to the detriment of Croatian tourism. It is difficult to fight such things to the end, but we try to promptly react to each such statements. Most often, this refers to incorrect information related to the pollution of the sea and beaches, the appearance of poisonous jellyfish, mosquito infestation, excessive and unrealistic prices, etc.," says the HTZ director.

US market also growing

This year, tourist turnover to Croatia from other distant markets has also been growing, especially from the USA, which is increasingly recognising Croatia as an attractive year-round destination, as evidenced by the nominations in three categories for their so-called tourism Oscars or Travvy Awards 2024.

Already in 2019, Croatia won the silver award in the category of the best destination in Europe, the bronze in the category of the best world destination, and the HTZ the silver in the category of the best European tourist organisation. And in 2021, it won the silver among the best European organisations, while Croatia won the bronze in the category of the best destination in the Mediterranean.

"We believe we will have success this year as well, and even a step higher, the gold, because Croatia is very well recognised among renowned ambassadors, travel agents and clients, who have the opportunity to vote for the nominees," the HTZ says.

(Hina/FaH)

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