experience croatia - athens international airport · athens, february 20, 2014 . in a highly...
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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