Katarina Milicevic: Croatia Has Chance to Break Free of “Sun and Sea” Concept

Lauren Simmonds

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As Marija Crnjak/Poslovni Dnevnik writes, Croatia was experiencing tourist stagnation even before the ongoing coronavirus pandemic struck back in early 2020, because it got stuck rolling around in the cage of the tired old ”sunshine and sea” cage, and the pandemic gave the country the opportunity to finally start to accelerate the process of creating new quality, certified products and content that will be the basis for future tourism.

”Croatian investors and destinations should persevere in their development, despite the decline in enthusiasm that the pandemic may have brought with it,” said Katarina Milicevic, a partner at Horwath HTL.

Is this crisis an opportunity to work more on ensuring quality?

“We’ve seen throughout this crisis how important tourism is to Croatia, and we shouldn’t be discouraged by the fact that it holds a high share in Croatia’s GDP. Many countries which rely on tourism, although they have also developed other activities very successfully too, have also opted for the development of tourism, had a clear goal and didn’t regret it. Such countries act as great examples today. Tourism will recover, people will continue to travel, and we have the opportunity to work on quality now,” added Katarina Milicevic, who sees the recovery of tourism globally in the medium term, but doesn’ want to predict details.

New beginnings for Croatian tourism in 2021

When it comes to the 2021 tourist season, Croatia is being promoted like the other 30 leading tourist destinations across the world, in accordance with the possibilities and events that could be permitted within the circumstances, Katarina Milicevic believes.

The Croatian National Tourist Board (HTZ) announced yesterday that their campaign on social media “Croatia Full of New Beginnings” across 15 foreign markets achieved excellent promotional results in just one month, achieving over 30 million impressions, while the total number of user interactions with ads climbed to higher than two million.

The campaign was conducted on the wildly popular social media platforms of Facebook, Instagram, Twitter, Pinterest and TikTok across European markets. Those markets are those of Austria, Germany, Great Britain, Italy, Hungary, Poland, the Czech Republic, Slovakia, the Netherlands, France, Slovenia, Sweden, Norway, Belgium and Switzerland.

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