Novalja Tourist Board Launches IQM Destination Project to Effectively Manage Tourism

Daniela Rogulj

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HRTurizam reports that the IQM Destination concept is based on sustainable development and responsible tourism, setting quality standards and monitoring results, coordinating and developing new tourism products, and creating new economic value. The project aims to economically strengthen the entire community in the tourism segment, strengthen cooperation, synergy, and communication, and encourage excellence.

“At the beginning of the cooperation, we invite all stakeholders in Novalja tourism to get involved in the project,” said Marina Sciran Rizner, director of Novalja Tourist Board, and added that at the same time, begin measuring the satisfaction of Novalja residents with current tourism development and lifestyle in the tourist destination.

“Setting goals, implementation, revision, control and evaluation of the success of set tasks and activities, the IQM system will be implemented in the area of Novalja for at least three years. The goal of the Community is to connect and strengthen the mutual communication of tourism stakeholders of our destination, taking into account current and future economic opportunities and socio-cultural aspects and climate change in tourism development with the aim of long-term sustainability,” said Marina Sciran Rizner, Novalja Tourist Board director. 

For all registered stakeholders, the initial measurement of quality and marketing activities of tourism partners, measurement of online reputation, and the destination book of the IQM Destination NOVALJA standard are proposed.

The basis of the book of standards is the quality of service and products, integrated functioning of synergy in the destination, connection with local producers and implementation of at least 25% of local products in the tourist offer, and implementation of all segments of tourist products in promoting each project stakeholder.

According to the Novalja Tourist Board, the activities to be carried out in the coming period are as follows: Analysis of measuring the satisfaction of residents with tourism in the destination – responsible tourism, Analysis of the initial measurement of quality management for each registered stakeholder in the project, Feel IQM prepares fully individualized marketing and business analysis for 50 stakeholders who want to apply individualized analysis in their business; Audits are organized with individual counseling lasting one hour, and the presentation of marketing analysis; Implementation of the IQM Destination standard – monitoring, guiding, consulting the IQM Destination team on the methods of implementation, and once a year measuring efficiency; The IQM Destination Manager agrees with the IQM Destination Coordinator and the entire coordination team on topics that are held once a month for ten months.

During the implementation of the IQM Destination project, measurements of project efficiency will be set, according to the proposal of the IQM Destination team and the Novalja Tourist Board and measurable indicators of project success each year. Each stakeholder will have the opportunity to participate in the Destination Loyalty Program project for faster networking, synergy, visibility, and implementation of the IQM Destination Program in practice

Examples of suggested topics: Profitable branding, Local producers – coordination with the presentation of networking, Catering facilities – coordination with the presentation of networking, Attractions in the destination, cultural institutions – coordination, Hoteliers, camps, hostels – coordination, Financial planning, and price management, Digital marketing.

“With all the strategic advantages that this year played a key role in creating the tourist offer of Novalja, such as the traditional connection of neighboring markets, but also the quality offered to each guest following their wishes and expectations, requires from us even better synergy and preparation for the upcoming tourist season as well as the long-term balance of all these dimensions,” added Šćiran Rizner,  and invites all tourism entities to get involved in the project and contribute to enriching the tourist offer.

Partners in the implementation of IQM Destination are the Novalja Tourist Board – project holder, City of Novalja, private and public sector: hoteliers, camps, private accommodation, restaurants, local producers, travel agencies, souvenir shops, stores, utilities in the destination, educational institutions, associations, sports clubs, cooperatives, etc.

The concept of IQM Destination in October 2020 was accepted as one of the best examples in practice by the UNWTO, whereby Feel IQM was accepted as an affiliate member of the UNWTO, and the project was presented at the 42nd AM Plenary Session of the UNWTO in Madrid.

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