Experience Croatia - Athens International Airport · Athens, February 20, 2014 . In a highly...

Experience Croatia

Igor Borojević Market Planning, Analysis and Strategy Department Manager

Athens, February 20, 2014

In a highly competitive environment, Croatia remains

one of the most successful receptive destinations of the

Mediterranean.

INTERNATIONAL TOURIST ARRIVALS

LONG TERM TRENDS

INTERNATIONAL ARRIVALS 2000.

CROATIA – STATISTICS

5,33 mil. 9,11 mil. 10,96 mil.

INTERNATIONAL ARRIVALS 2010.

INTERNATIONAL ARRIVALS 2013.

INDEKS 2013/2000

206

INTERNATIONAL TOURISM RECEIPTS

2000.

3,01 bln. EUR

6,23 bln. EUR

7,2 bln. EUR

INTERNATIONAL TOURISM RECEIPTS

2010.

INTERNATIONAL TOURISM RECEIPTS

2013.

INDEKS 2013/2000

239

INTERNATIONAL OVERNIGHTS

2000.

33,31 mil. 50,99 mil. 59,69 mil.

INTERNATIONAL OVERNIGHTS

2010.

INTERNATIONAL OVERNIGHTS

2013.

INDEKS 2013/2000

179

Positive influencing factors:

- Accessibility - Diverse and authentic tourist products - Major quality improvements in the field of tourism - Accommodation structure improvements - Good „value for money” - High guest satisfaction rate - Efficient marketing…

GERMANY – 21,2%

CROATIA - TOP MARKETS (OVERNIGHTS)

SLOVENIA – 10,5%

AUSTRIA – 8%

POLAND – 6,1%

ITALY – 6,4%

CZECH REPUBLIC – 6,8%

THE TASK OF CNTB To operationalize the general

marketing strategy, by implementing adequate sub-

strategies and tactics.

OUR STRATEGY

Strategic Marketing Plan of Croatian Tourism

2001-2005

Strategic Marketing Plan of Croatian Tourism

2010-2014

Croatia has the privilege of having all assets for betting on a differentiated high value strategy

An unspoilt nature

A unique system of islands

A high value cultural heritage

BRANDING STRATEGY

Croatia aims to being globally recognized as a high value lifestyle destination…

BRANDING STRATEGY

…a destination succeeding in treating and perpetuating national cultural and natural treasures,…

BRANDING STRATEGY

… true and authentic Croatian experiences,… BRANDING STRATEGY

…with tourism playing the role of a highly competitive and sustainable sector

BRANDING STRATEGY

Making How we are perceived

What (who) we are and how we want

to be perceived

IMAGE equal to the IDENTITY

BRANDING STRATEGY

IMAGE/IDENTITY OF CROATIA

Croatia – Mediterranean as it once was

2020 VISION TOURISM DEVELOPMENT

STRATEGY OF THE REPUBLIC OF CROATIA UNTIL 2020

Getting ranked among top 20 tourist destinations in the world in terms of

competitiveness

RESEARCH 1 Brand adoption

and primary demand

RESEARCH 2 Brand

positioning & competitors

RESEARCH 3 Brand visual &

baseline evaluation

RESEARCH 4 Customer behaviour

RESEARCH 5 TA network

research (mystery

shopping)

RESEARCH 6 Social media

analysis

EXTENSIVE MARKET RESEARCH PROGRAM

STRATEGIC MARKETING PLAN OF CROATIAN TOURISM 2014-2020

Croatia wants to play an important role in the relaxing, exploring and entertaining experiential tourism markets and become a multi – product destination with lower seasonality,

higher profitability per tourist and a more powerful brand

+1M arrivals in PPS by 2020

+15%

(Without inflation effect)

+50%

(Brand power)

To improve daily expenditure To increase brand power To increase PPS arrivals

1 2 3

OPERATIONAL MARKETING ACTIONS

MARKET STRATEGY

Brand reinforcement

plan (BRP)

Pre-post season plan

(PPS)

Per capita expenditure

plan (PCE)

Industry support plan

(ISP)

Experience Croatia! There is more to discover than just pristine coastline…

…historic cities…

…UNESCO protected cultural and natural heritage…

…vibrant city culture…

…festivals and events…

…gastronomy…

…vineyards…

…award winning wines…

…Hope to see you in Croatia soon!

Thank you for your time.

Experience Croatia

Igor Borojević Market Planning, Analysis and Strategy Department Manager

Athens, February 20, 2014