ZAGREB, February 9, 2024 – The 31st session of the Tourist Council of the Croatian Tourist Board held today focused on increasing the competitiveness of Croatian tourism in 2024.
Key decisions were taken to support this goal, including the announcement of public calls for specific initiatives. One such initiative is the Public Call for the Development of Destination Management Companies, aimed at fostering the creation of comprehensive tourism products for specialized markets.
Another upcoming initiative is a Public Call for marketing cooperation with the best Croatian athletes in 2024.
Destination management companies were highlighted for their crucial role in extending the tourist season and increasing traffic beyond the summer months. Last year, these companies facilitated over 26 million overnight stays, which accounted for about 25 percent of the total stays in Croatia. Cooperation with top active Croatian athletes was also highlighted as a means of increasing the visibility of Croatia’s tourism brand.
The Council approved nearly 3 million euros in funding for partnerships with key players in foreign markets, including major tour operators and carriers such as TUI, easyJet holidays, DER Touristik, Jet2holidays, Ryanair, Air France, Volotea, KLM, Eurowings and others.
These partnerships aim to strengthen Croatia’s presence in international tourism. Promotional efforts will be intensified in line with major sporting events such as the European Football Championship and the Olympic Games.
In addition, marketing and PR collaborations were ignited with the Croatian Ski Association and the Croatian Football Federation until 2026 and 2027, respectively.
These collaborations will use skiing events and football matches to promote Croatia as a top tourist destination. Similar partnerships with the European Handball Federation were also approved.
Strategic collaborations with entities such as FC Bayern Munich and ADAC, the largest German automobile club, were renewed to maintain Croatia’s foothold in the German market.
“Destination management companies play an important role in the development of Croatian tourism, especially in extending the tourist season and increasing tourist traffic beyond the summer months. It is important to note that in Croatia last year almost 108 million overnight stays were registered, of which over 26 million were realized through agencies, which make up about 25 percent of the total overnight stays, which is a strong contribution to the overall results of the Croats. tourism.
We also value continued cooperation with active Croatian top athletes, medalists at the Olympic Games, European and World Championships, as well as athletes participating in important international sports competitions. This provides even greater visibility for our national tourism brand and a better reach of our communication messages,” the statement said. Kristjan StanicicDirector of the Croatian Tourist Board.
Advertising efforts will also target major platforms such as Expedia Group and Paramount channels, focusing on markets such as the United Kingdom, Sweden and the United States.
Overall, the session demonstrated a joint effort to strengthen Croatian tourism through strategic partnerships, marketing initiatives and collaborations with sports organizations. These efforts aim to increase Croatia’s visibility and appeal to tourists worldwide.
“As it can be seen from today’s session, we are working intensively on the promotion that will contribute to even better tourism results in 2024 and the achievement of our strategic goals. Promoting the synergy of tourism and sports in the year of the European Football Championship in Germany and the Olympic Games in Paris will bring additional visibility to Croatia.
I am pleased that we are continuing our excellent cooperation with ADAC, which has already brought outstanding results to the German market, and we believe that we will make further progress in the future. We are also satisfied with the inclusion of a number of tourism boards in religious tourism projects, which is one of the special forms of tourism that we intend to develop in the coming period,” said the Minister of Tourism and Sports. Nikolina Brnjac.