June 13, 2020 – It is easy to criticise the current Croatian tourism strategy, but is there a better way forward? A simple strategy for Croatian tourism 2.0.
I have been very critical of the official Croatian tourism strategy – or lack of it – in recent years, never more so than at the present time.
I have never been one to criticise for the sake of just criticism, but with the aim of identifying a problem and suggesting a better way forward .
And so, while I criticise the lack of strategy, do I have a better solution to offer?
The answer is an emphatic YES. And it does not have to cost too much.
Let’s begin.
I want you to close your eyes for a moment and imagine Croatia today without two things – a tourist industry dependent on sun, sea and coastal devastation, and the Mighty State of Uhljebistan (don’t worry, we will bring it back soon enough, for it is impossible to ignore).
What kind of country do you see without tourism, without Uhljebistan?
A country of natural beauty with outstanding local food and wine, very safe, English spoken, accessible to the world, affordable by EU standards, an EU member, fantastic things to see and do, an incredible lifestyle.
The Lifestyle Capital of Europe.
Does anyone do it better?
Hold that thought.
More and more people are working in the same office around the world. It is called the Internet. By 2035, it is estimated that there will be one billion digital nomads in the world.
There are only two variables in the global office – connectivity (3G, 4G, 5G) and time zones. Apart from that, our global office is essentially the same,
When we leave the office, we go home. Home for some is the village we grew up in, surrounded by the friends and family we grew up with. And for a growing number of people, home is the one thing that Croatia excels in more than anywhere else in Europe…
Lifestyle.
What if one could work all day, then leave the office and go for a swim in the Adriatic, a stroll down Stradun, or a wander through Diocletian’s Palace before dinner?
There are no ‘what ifs.’ Digital nomads are having these experiences right now, under the radar.
What if Croatia abandoned its meaningless and ruderless strategy of Croatia, Full of Whatever Fits the Slogan Right Now for a strategy based on something real, two of Croatia’s untapped jewels – safety and lifestyle.
Croatia, Your Safe Lifestyle Destination.
A Croatia based on lifestyle, authentic experiences, quality local food and wine, natural beauty. Qualities that Croatia has in abundance.
No need to devastate the coast to get our 20% of GDP each summer – stretch out the season all year, and all over Croatia. Everyone is leaving Osijek? Here is a digital nomad from Denver who can’t get enough of the place. The main attractions? Safety, lifestyle, affordability, good English and good connectivity. Things which Croatia already has but doesn’t use in its tourism.
Digital nomads are generally self-sufficient, creative and wealth-creating. They also have a massive opportunity to influence one of the things Croatia so desperately needs to move forward – mindset.
We have been living in a bubble of Croatia without the Mighty State of Uhljebistan. But the dream cannot last forever. It is time to bring back Croatian reality. And I see three scenarios.
1. Croatia, Your Lifestyle Destination where Uhjlebistan does not engage.
Digital nomads are already coming to Croatia, the majority for a limited time due to residence permit restrictions. A concerted move from a strategy of Croatia Full of What Comes into My Head to a concentrated campaign based on Croatia, Your Safe Lifestyle Destination will bring more nomads to Croatia. They will spend in the bars, shops and restaurants. A net gain and a lost opportunity.
2. The bank account is empty, Uhljebistan partially engages.
Having bankrupted many businesses based on its greed, Uhljebistan is looking for new sources of income. It partially engages, allows nomads to stay longer, reforms legislation a little to make it more attractive for nomads to start businesses. More revenue into the treasury, but more danger, as this increased positive mindset that these nomads bring might infiltrate the voting base.
3. Vive la Revolution!
The Croatian people finally can take no more and manage to overthrow the Mighty State of Uhljebistan. We are left with what we started with – a beautiful country which is the lifestyle capital of Europe, with a free hand to make it as attractive as possible with incentives for those who would like to come, enjoy, create jobs, and inspire the local mindset. While enjoying the incredible local food, wine, tourism and services, creating more jobs.
Mindset. Mindset. Mindset. Safety. Lifestyle. Mindset.
It is up to the Croatian people to choose. The future could be incredibly amazing, without costing too much.
CROMADS: Why You Should Move to Croatia, With or Without Uhljebistan
