Thursday, August 22, 2024 Croatia has been bustling with over a million tourists daily since mid-July, driven by a strong demand for last-minute bookings and a growing interest in off-season travel, according to the Croatian Tourist Board (HTZ). This year, individual tourist arrivals have increased by 4% compared to 2022, while organized tours through agencies have seen a 2% rise, as reported by HTZ. Kristjan Staničić, the Director of HTZ, expects this positive trend to continue, forecasting a 2% to 5% increase in tourist traffic by the year’s end, with even more significant growth anticipated in tourism revenue.
Although Croatia experienced a slight decrease in visitors from Germany—following a record-breaking year in 2022 with double-digit growth—Staničić attributes this year’s decline to the European Football Championship, which kept many Germans at home. Despite this, the gap has been filled by an uptick in tourists from Poland, Slovenia, the UK, Hungary, the USA, and Spain. Staničić underscored the importance of maintaining a diverse market mix and staying agile in adapting to new trends.
HTZ is actively promoting off-season travel through strategic campaigns on social media, digital platforms, and search engines, targeting six key markets. A domestic campaign is also in development, featuring video content and authentic stories aimed at boosting Croatia’s brand recognition. Addressing concerns raised by some negative media coverage about high prices, Staničić reassured that HTZ is closely monitoring the situation and responding promptly.
Thanks to HTZ’s proactive communication efforts, Croatia has received numerous positive stories in top-tier international media. In addition, HTZ is currently selecting new directors for its offices in Munich and Seoul, with a significant number of applications received. Recognizing the importance of the German market, the Munich office will now serve as a full-fledged representation, while the Frankfurt office will relocate to Berlin to strengthen efforts in this critical region.
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