Damir Bajs, Minister of Tourism and President of the Croatian National Tourist Board
Five Stars Croatia Issue 5 — April 01, 2010.

Dear readers,
in terms of Croatia’s share in total European travel, we can be satisfied with the fact that we recorded a growth of more than two percent. Around 90 percent of foreign visitors coming to Croatia came from EU member countries. In 2010 our task is to maintain this share and make sure domestic visitors to return.

Croatia’s share in terms of international arrivals at the European level has grown from 1.91 percent (2007), to 1.92 (2008) and 2.07 percent in 2009.

In the circumstances of global economic crisis in 2009, Croatia counts 10.93 million tourist arrivals and 56.29 million night stays. In comparison with 2008, this shows 2.9 percent less arrivals and 1.4 percent less night stays.In 2009, foreign visitors made 85.3 percent of tourist arrivals and 89.7 percent of total nights stays. Considering that there were 9.33 million arrivals and 50.5 million night stays, there was quite an insignificant fall in the number of foreign tourists coming to Croatia in 2009, with 0.9 percent less arrivals and 0.2 percent less night stays in relation to the previous year. In 2009, a much more significant fall in physical trade was recorded in the domestic market. There were 1.59 million, or 13.4 percent less domestic visitors. However, 2009 also had a somewhat smaller reduction – 10.5 percent – in domestic overnight stays when compared to 2008. In 2009, there were 5.79 million overnight stays made by domestic guests.

Statistical data for 2009 shows that the largest falls were recorded at the beginning of the tourist season in 2009: the month of April acted as a buffer zone, while real recovery occurred during June, July and August.

Croatia enters the 2010 tourist year fully aware of the fact that the key to good results is above all else successful collaboration between the private and public sectors, the timely introduction and implementation of measures and the focused application of joint measures.

Once again, joint advertising for the pre and postseason made by Croatian and foreign tourist companies and the state, will be one of the most important tourist measures in order to prepare for and implement a better season 2010. Two new measures will be introduced in order to encourage arrivals by air and bus. It is expected that the total funding for 2010 tourism promotion could amount to 30 million euro, which would be 2 million more than the amount spent in 2009.

During 2009 Croatia continued the process of intensive investments in both public and private sectors, in accommodation infrastructure, including the infrastructure of cities, towns and municipalities, and transport infrastructure at national and local levels. All these efforts contribute to a continual rise in the quality guests experience at their destination, starting from the moment they arrive in our country, their residence and travel, to the moment they return home.

Continuously improving the quality of its offer, Croatia seeks to please even the most fastidious of visitors. Testimony to this is the already traditional arrival of royal families, film celebrities, musicians and artists, and members of business dynasties from all around the world, who come back and visit Croatia year after year.

The Tourism Strategic Plan for the period of 2010-2014 outlines five main tactics that will make Croatia a hot lifestyle destination with all the natural and cultural values maintained. The objectives include e-commerce, on-line communication and marking offers. Croatia still lacks established brands, which means that it should begin the process of marking different products (for example, 'Croatia's small hotels', ‘Croatian rural eco houses', etc.). One of the tactics will refer to the encouragement of cooperation between key players in tourism, and the final tactic to education, since there is much room for improvement of education in tourism. Special marketing plans have been made to improve our main products: the sun and sea, sailing, meetings, culture and touring, continental tourism, and wine and gastronomy.

In accordance with the strategic plan, by the end of 2020 Croatia should be able to accomodate 17.6 million tourists, while the total revenue is expected to jump from the current 7.1 billion to 19.8 billion euros.In order for Croatian tourism to remain competitive on the international market, Croatia will be divided into ten regions or clusters, and each region will be approached individually, and treated in a different way, respecting its qualities and uniqueness. In accordance with the objectives defined, we have outlined new branding strategies, whose purpose is the extension of the season, an increase of arrivals in the pre-season and the further development of e-marketing in all the regions respectively.Istria will aim to get the brand of 'green Mediterranean resort'. Its image will be built on tourist experience throughout the whole year, and will place a special emphasis on its authentic towns and villages, and a romantic and relaxing holiday.

Kvarner region will be - lifestyle, health and relaxation, and its image 'Adriatic lifestyle destination'. The special values of Kvarner are recognised in its sophistication, rejuvenating effect and good atmosphere.

Dalmatia is divided into four tourism regions, or clusters, each with its own peculiarities.

Dalmatia - Zadar will be branded as the 'enchanting Adriatic', building its image on the world of islands and nature parks. In comparison to other parts of Dalmatia, it will differentiate with its offer and a specific 'Robinson' feeling of the environment.

Dalmatia - Šibenik takes the title of 'crown of the Adriatic', placing a special focus on its “nautical paradise” character. The advantages of this area, according to the marketing plan, are picturesque islands and the maintained authentic towns.

Dalmatia - Split will become the 'Adriatic inspiration' with the Dalmatian way of life and culture forming its image.

In the South, Dalmatia-Dubrovnik will be marketed as "Dubrovnik Riviera and Islands' - an elegant tourist destination of culture and heritage.

The Karlovac-Lika region should be presented as the 'green heart of Croatia', a place where the coast and a wonderfully preserved continent come together as one.

The marketing position of Slavonia will be the 'true joy of life', with focus placed on gastronomy, nature, peace and rural environment.

Central Croatia will become a 'short holiday region', a baroque region, with spas and castles. Zagreb will be presented as a 'gate to Croatia', with the image of a meeting place, one where continental Europe connects with the Adriatic.

The tourist year 2010 could be more difficult and demanding than the previous because of the general economic situation, but also because the competitors will surely implement a greater extent of tourist measures than in 2009. Croatia will take timely and determined measures and struggle for every tourist.