Croatian Tourist Board Begins Promotion of Health Tourism in Six Major Markets

Daniela Rogulj

The Croatian National Tourist Board focuses their efforts on health tourism. 

The Croatian National Tourist Board has begun a special promotional campaign focusing on health tourism as one of the key segments of the Croatian tourist offer, reports HRTurizam on October 2, 2018. 

The campaign will be implemented in six major tourism markets until December 6th, including Germany, Austria, Slovenia, the UK, Italy and Switzerland. The focus is on display and print ads, and on special online formats and social networks like Facebook, Instagram and YouTube.

“Health tourism is the fastest growing part of the tourism industry, growing annually at a rate of 15 to 20 percent, and users of health tourism services spend 20 to 30 percent more than the average guest. In this segment, Croatia has an exceptionally strong resource base and a rich tradition. It is a product that is not related to the sun and the sea, which strongly influences the extension of the tourist year both on the coast and on the continent. We are confident of the positive effects and results of this campaign, which will give Croatia’s health tourism offer an even stronger position on the international market,” said HTZ director Kristjan Staničić, adding that according to the TOMAS summer 2017 survey, 7 percent of tourists visit Croatia motivated by health reasons, while 7.6 percent come for wellness.

The current health tourism campaign focuses on the markets identified from the position of compatibility of in-demand features and Croatian offers in the segment of health tourism.

The Croatian Tourist Board, in cooperation with the Institute for Tourism, is also conducting a survey for the first time titled “The Attitudes and Consumption of Users of Health Tourism Services in Croatia – TOMAS Health Tourism 2018”.

In addition to comparing the three distinct segments of health tourism (wellness, health and medical), this research will allow the comparison of characteristics of health tourism with other segments of tourism in Croatia, and research results will be presented at the beginning of next year.


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