Croatian OPG Tourism Improving, Digital Marketing Crucial to Growth

Lauren Simmonds

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As Mladen Miletic/Poslovni Dnevnik writes, the tourism campaign entitled “Experience all Croatia has to offer” was carried out jointly by the Croatian National Tourist Board (HTZ) and Mastercard this summer with the aim of promoting the Republic of Croatia as a tourist destination with a focus on the European markets of Italy, the United Kingdom and the Netherlands.

Croatian OPG tourism was also the topic of a panel discussion within the wider scope of this campaign in which the representatives of the Croatian National Tourist Board and Mastercard, Kristjan Stanicic and Gea Kariz, as well as the scientific advisor of the Institute for Tourism Josip Mikulic, all participated.

As digital marketing is crucial today when people make their decisions on the choice of a travel destination, the panelists agreed that this country is less recognised in general when it comes to continental and rural areas, and Mikulic also pointed out that overnight stays realised on family farms (Croatian OPG tourism) have a share of a mere 0.1 percent in all of Croatia, and as such they also recorded the smallest drop in the global coronavirus pandemic, and compared to the pre-crisis years of 2018/19, they’re now at 146 percent.

OPGs as micro-destinations offer everything that a modern tourist is looking for – a combination of agriculture and tourism, being totally green, promoting what is native and non-massive, it is generally much less seasonal, and offers a personalised approach to the guest, to Croatian products, and to the secure employment of the resident population.”

The average CTR (click-through rate) of this particular tourism campaign was at least ten times better than the market average, and it was implemented entirely on the basis of data from Mastercard’s Tourism Insights solution, which provides a comprehensive analysis of the attitudes, behaviour and preferences of tourists.

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