Damir Bajs, Minister of Tourism
Five Stars Croatia Issue 4 — April 01, 2009.

Croatia is expecting a good turnout of its faithful guests this year and we hope that even those who so far didn't have a chance to see the interesting and beautiful sides of this country will decide to give us some of their free time during the holidays.

Considering the complex economic situation which has taken hold of the world market, we are more than aware that the upcoming tourist season will be demanding and uncertain both for the world and Croatian tourism.

Regarding the all announced difficulties Croatia is first and foremost relying on the things that make its tourist offer competitive and those are vicinity, good roads, natural beauties, security and a relatively good ratio between the values and money. We are certain that a large number of tourists which have so far usually decided for remote destinations, the so called airline destinations, will, this year, choose Croatia instead, which can be reached easily and relatively quickly by car from numerous countries.

Around 85 percent of the tourists who come to Croatia are from foreign countries affected by the crisis and we are, therefore, for a long time now, carefully monitoring the trends on all emitting markets.

The numbers show that the year 2008, despite the worse prognosis which was made even then, was the most successful season since the Croatian country came into existence.

We have to be realistic and admit that it would be difficult to reach the last year's results when the income exceeded 7.1 billion euro, which makes 10% growth in relation to the year 2007. However, regarding the fact that no one can still with certainty foretell how the season will be developing, we have to wait until the last moment in order to be able to specifically estimate the possible results awaiting us. It is clear that a large number of tourists is waiting until the last moment to decide where and when to go on a deserved holiday.

One of the key measures which have been taken during the preparations for this season is enhanced marketing presentation of Croatia tourism which was participated by domestic and foreign economic subjects. On this occasion I would like to mention the Croatian tourism new marketing strategy which will soon be completed. The main motive of that new strategy will be "lifestyle". From the slogan "The Mediterranean as it used to be" with which we have presented ourselves during the last few years, we are now transferring to Croatia as a lifestyle destination.

I think that Croatia as a lifestyle destination embodies series of our specific qualities, from the regional difference, among which some have already been recognized as a specific lifestyle choice, to other elements important for Croatian tourism, such as sailing, but gastronomy as well. Our country is rich with various natural and cultural values and there is an interesting eno-gastronomical offer across the regions as well. The tourists recognize the differences between Dalmatian, Slavonian or cooking from Hrvatsko Zagorje or other regions. Local specialties of our types of cooking are famous and requested, especially within the rural tourism catering offer. Therefore, in the last few years, more and more people are coming to Croatia, not just to rest and relax, but  to have fun and enjoy the food and drinks.

I would like to illustrate the afore mentioned with the results of the large study, on four and a half thousand tourists, conducted by the Ministry in 2007, and in which food takes the high fifth place on the list of most significant features of Croatian tourism. Ten years ago food was one of the weakest links in our tourism.

When it comes to hotels, it is important to emphasize that we have doubled the number of four star hotels what has, actually, led to significantly increased income last year, with a relatively small increase in the number of guests. It is well known that the four star hotels, with 125 of them in Croatia at the moment, are the most profitable part of the hotel industry.

At the same time we have also increased the number of five star hotels from nine to sixteen. All that was enabled thanks to the last year's total investments in the Croatian tourism in the amount of over 7 billion kuna, half of it being invested in the existing objects, construction of new ones and putting the existing objects in operation.

When it comes to quality accommodation, we mustn't forget our camps. Let mi single out two Croatian camps which are among top 75 camps in Europe by receiving a special award from ADAC (Allgemeiner Deutscher Automobil-Club e.V.). The camps are 'Park Umag' in Umag and 'Holiday Village &Resort Zaton' in Zadar which have shown how camping is an extremely important segment of Croatian tourism in which the quality keeps increasing. We are certain that this year too Croatian camps can count on good turnout of our foreign guests.

The marines which are each year hosting a large number of nautical guests are of a no less quality. In the preparations of the season large funds have been invested for the additional increase in the quality of service, but for specific adaption which enable the reception of large and larger ships as well. Out total capacities have been increased by 140 berths compared to last year. In order for the foreign sailors to be able to navigate Croatian ships, the Croatian side has recently officially acknowledged the authorizations for the navigation of ships and yachts issued by the competent bodies, not just Hungarian and Slovenian, but Austrian, Italian, German, Slovenian, Czech, Polish, Swedish, Norwegian and Canadian as well.

Great progress has been achieved in Croatian tourism during the last few years, but investments in the development are still necessary, especially in the improvement of the quality of products and services, but also in the promotion of the preserved environment and Croatian recognizability as a tourist destination which, in addition to the existing measures of protection, primarily of the shore, is developing a high quality original tourist offer.

Croatian tourism is, from one year to another, confirming its strength and capability at the competitive tourist market what is witnessed by the recent report by the World Economic Forum on the competitiveness of tourism according to which Croatia kept its 34th place among 133 world countries.

Croatia today, on the world tourist map, is recognized as a developed, preserved, original, safe and perspective tourist destination; in short, as a "desirable destination" which has, in the last few years, received a number of international acknowledgements and rewards.

All that was accomplished is a result of systematic measures taken in the development of the tourist offer, accompanying infrastructure and total marketing activities of all levels of the public and private sector, but primarily a result of extreme dedication of the individuals working in Croatian tourism“.