Tourism Development Strategy for Imotski Region Presented

Daniela Rogulj

On Monday, the Tourism Development Strategy of the Imotski region was presented until 2025, whose implementation should provide essential prerequisites to advance the region in tourism and open the entire area to even more segments of tourism demand, reports Dalmacija Danas on March 11, 2019. 

The presentation of this Strategy was attended by the Tourism Minister Gari Cappelli, Croatian National Tourist Board Director Kristjan Staničić, County Prefect Blaženko Boban and Mayor of Imotski and president of TZ Imota Ivan Budalić. The Strategy was developed by the Institute for Tourism for the Tourist Board of Imota, with the support of the Ministry of Tourism and the Croatian National Tourist Board. On this occasion, the fundamental guidelines and goals were presented by the Director of the Institute for Tourism Dr. Damir Krešić and the project leader Ivo Kunst.

“Over the past years, the Imotski region has made great strides in the development of tourism products and promoting the offer. To fully valorize the whole region, and strengthen the brand and its recognition, the first steps were made through merging all the municipalities and the city of Imotski into the Tourist Board of Imota. This Strategy represents a new chapter for the entire Imotski region and gives clear guidelines to valorize all the richness of natural and cultural heritage fully and, in addition to creating new offers, stimulates not only tourism development but also the overall economic development of this area. Sustainability, responsibility and human capital are crucial for our tourism, as well as systematic long-term management following destination management, which we provide with a new legal framework,” Minister Cappelli pointed out during the presentation.

“I am pleased that today, a year after the establishment of the Imota Tourist Board, we present the Tourism Development Strategy for this area, which created all the preconditions for the complete implementation of marketing and other activities that will aim to have an even stronger market positioning of the Imotski region. Namely, this is a true example of destination management that served as an example and additional confirmation of the importance of the unification and joint actions with other colleagues in the area. Such a model of cooperation provides even better promotional effects, greater visibility and more systematic development of tourist infrastructure, taking into account sustainable development,” said the director of the Croatian Tourist Board, Kristjan Staničić.

The prefect of Split-Dalmatia County, Blaženko Boban, pointed out that the Imotski region is a pioneer in merging the tourist boards and hopes that all stakeholders will actively work on implementing guidelines and measures emphasized as crucial for further development, and strengthen the recognition of the Imotski region as a destination, which will contribute to the overall economic and demographic growth of this area.

This strategy will serve as a basic regulatory framework for the coordination and management of the activities of various economic entities, public sector institutions and all other stakeholders directly or indirectly involved in developing and improving the quality of the overall tourism product of this area until 2025. In this regard, and taking into account not only the need for enhancing the commercialization of the available natural heritage, ensuring its long-term sustainable use, but also the permanent preservation of material and non-material cultural heritage, the optimal use of available development space and strengthening the potential of this area for the development of sustainable and green tourism, the most important goal of this document is definitely the continuous increase in the quality of life of all inhabitants of the Imotski region.

Key objectives will thus include establishing a common vision, objectives, and concept of tourism development; creating a well-designed, market-recognized, diversified, but also complementary system of tourist experiences; identifying a number of priority development-investment and/or business-management projects in the private and public sector, through market (re) positioning of the entire project area on the tourism market in the function of strengthening its market recognition and desirability.

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