1. Routes Tourism Mediterranean 2011
Croatia Ministry Briefing
Croatia as it once was!
Antalya, February 13th, 2011

2. Contents
Main aspects of tourism development in Croatia until 1990 (Dichotomical aspects)
Conceptual redesign of tourism in Croatia starting from 1995 (Development projects in Croatia)
Actual figures of Croatian tourism
Antalya, February 13th, 2011

3. Main aspects of tourism development in Croatia until 1990 – coastal area
Mass tourism destination
Coastal development, abandoned hinterland
Concentration in just three months
Overnights as a measure of success
The offer – cheep packages
Quality of services – modest
Minimal ROI
Limited new investments
Antalya, February 13th, 2011

4. Main aspects of tourism development in Croatia until 1990 – coastal area
Overloaded infrastructure/ in tourist season (water, roads, parking)
Intensive urbanization along the seaside, and unattractive urban aestetics
Big hotels, campsite and tourist villages from stars
Uncompetitive tourist product
Market presence at risk
Antalya, February 13th, 2011

5. Main aspects of tourism development in Croatia until 1990 – hinterland area
Lack of infrastructure
(electricity, water supply, roads, telephone)
Limited employment (depopulation)
Village decay, traditional and cultural heritage
Agricultural properties; (uncultivated),
Assets/properties value; (unattractive)
Faith in the future; (unclear)
Predominantly elderly population
Antalya, February 13th, 2011

6. The existing development model was not sustainable on long term
The result:
The existing development model
was not sustainable on long term
and was not able to deliver key economical answers
needed to provide the general prosperity.
Antalya, February 13th, 2011

7. What next?
Antalya, February 13th, 2011

8. Conceptual redesign of tourism in Croatia starting from 1995
1. Croatian ministry of tourism
(creation of new development projects)
2. Croatian national Tourism board + local tourism offices
(e-marketing, PR, study trips, media, social networks)
3. Local municipalities
(development of local municipalities, urban aestetics….)
4. Private sector – largest hotel companies
(new investments)
Antalya, February 13th, 2011

9. Comparative assessment
New development model
Growth
strategy
Positioning
Cluster
Vision and mission
General objectives
Model 1
Model 2
Model 3
Chosen Model
Model impacts
Comparative assessment
Antalya, February 13th, 2011

10. 3 different models were considered
Maximising
accommodation capacity
Restructuring and
repositioning
Continuity
Criteria in 2020:
Accommodation
Low growth
+ 4,5% ( )
Maximum growth
+ 66% ( )
Qulaitative growth
+ 18,7% ( )
Product development
Traditional
Real state oriented
Added value oriented
Specialisation
Sun and beach passive
Sun and beach active
Istra experiences system
Guest structure
Mass low-medium
Mass medium
Target oriented medium-high
Seasonality
3-4 months
5-6 months
7-8 months
Antalya, February 13th, 2011

11. Integrated growth in Croatia until 2020
2008
(in nº of beds)
2020
Inventory
Difference 2020/2008
Hotels
Apartments & villas
52.000
90.000
Camp sites
Sub total 1
Private accommodation
Nautical
15.000
30.000
Others
71.000
80.000
Sub total 2
Grand total
Antalya, February 13th, 2011

12. Expected growth in Croatia until 2020
2008
Annual growth:
2020
Arrivals
Overnights
2,8 %
Average stay
5,1
4,4
2008
2020
Growth %
Revenue / overnight
€ 124
€ 221
+ 78 %
Total revenue
€ 7,1 bil.
€ 19,8 bil.
+ 179 %
Antalya, February 13th, 2011

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26. About Croatia The land of thousand Islands
Magnifical nature and rich heritage
Land of vivid diversities
Treasure of impresive history
Charm of the true Mediterranean
Antalya, February 13th, 2011

27. Croatian accommodation capacities
Camp sites %
Private accommodation %
Holliday resorts %
Hotels %
Marinas %
Other %
TOTAL: %
Antalya, February 13th, 2011

28. Croatian aviation traffic in 2010
Zagreb psg.
Dubrovnik
Split
Pula
Zadar
Rijeka
Osijek
Antalya, February 13th, 2011

29. Transportation 90 % of all tourists arriving by car
Ministry of Tourism “Croatian wings” programme
Programme goal: bring additional guests by air carriers in 2011
94 joint promotion contracts signed with airline companies
Croatia will continue to significantly increase air traffic until 2020
Antalya, February 13th, 2011

30. Reasons why: To open completely new markets and new client targets
To prolong the touristic season
Tourists arriving by plane produce multiple effets in the destination
New development projects are under preparation
(congresses and MICE, golf, wellness, thermal, sports and recreation)
Antalya, February 13th, 2011

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