July 3, 2018 – MICE (Meetings, Incentives, Conferences and Exhibitions) tourism is on the rise in Croatia, Montenegro and Slovenia. An interview with one of the market leaders in this tourism segment, Ante Lacman of Intours.
1. The Adriatic coast is well known as a popular tourism spot, but people may be surprised to learn it is an emerging MICE destination.
Present Croatia, Montenegro and Slovenia as a MICE destination, and tell us why clients should choose it.
In our working environment we meet a different profile of agents and clients. The majority of them, especially the players that are in this business for a long time, have the perception that this is an area of ex-Yugoslavia countries, or Balkan countries, which I do not like, as to me this associates me with the fact that these countries were built only on the oriental Ottoman influence and legacy, not to mention the dark period of Communism after WWII…
Surprise opera performance at Bled church from Marusa Nucic on Vimeo.
As we know, throughout history, this area has been a “melting pot” of the different influences or conquerors: Illyrian, Greek, Roman, Venetian, Austrian Empire, Ottoman Empire, and Hungarian – all of them left their fingerprints in different fields; culture, mindset, lifestyle, culinary etc etc.
Due to that I prefer and find the expression Adriatic Region more suitable, sexier and easier to sell.
So, we have the Adriatic Region as a major destination brand we try to sell.
And then the fact that in such a small space you have so much diversity in terms of landscape, micro-cultural aspects, climate etc., which puts you in the ideal situation of being able to develop different lines of products that fit under the Adriatic; Slovenia – Alpine, Croatia- land of 1.000 islands, mystical Montenegro where the mountains meet the sea.
These are the major reasons why corporate clients are finding the Adriatic more and more on the radar.
Dinner in abandoned village Hvar Intours DMC from Marusa Nucic on Vimeo.
2. Three countries in former Yugoslavia. How are they different for the MICE experience?
As mentioned before, and translating what I said previously, in terms of marketing position or MICE product, it is important to point out that although the physical borders exist, we do not find them from the sales point of view
So in terms of a different line of products we can say:
Slovenia – a nice combination of Alpine and Mediterranean experience. Meaning one of our popular programs is a combination of Slovenia and coastal part of Croatia. Or even with Venice. Literally within one day. In the morning you can have breakfast in Ljubljana or Bled, and in the late afternoon enjoy on the beach in Rovinj, and inbetween create an amazing and unique program contrast through the inland of Slovenia and Istria. The content is there.
Then Croatia – a true Mediterranean experience through different island-hopping programs, or Mediterranean coastal city experience in Split or glamorous Dubrovnik.
Montenegro – besidess its unique landscape contrast of mountains and sea, lately Montenegro has the perception of a leader in luxury hotel brands segment development.
We also have incentive programs that combine Slovenia, for example, Ljubljana and Dubrovnik.
So from the MICE experience point of view, there is an amazing list of program or experience options you can combine.
Exploring Belgrade from Marusa Nucic on Vimeo.
3. What are the key advantages of the region, and what needs to change to attract more of the MICE market?
As mentioned before; one of the key advantages of this region is a diversity of the product and different, great and unique program options that arise from that.
Don’t neglect the fact that we are centrally located in Europe. A lot of clients require max 2h – 3h flight time. But with DIRECT flights to the destination. More about that later.
I don’t like this “we are expensive” attitude we sometimes have. Travelling a lot thorough the world, and can objectively judge.
We have a diamond; we just need to learn to polish it properly.
What needs to change? Hm!? A lot, a lot of needs to change. If I start to speak, this interview would sound so frustrating and depressing. And we at Intours DMC are not that kind of the crew. We like to walk on the bright side of the sun, and with our examples inspire people, to stay here and fight. Eventually things will change, be better or I’d like to believe it will.
But if I have to point out some things, here are the 2 major things:
Wow moment at Postojna cave from Marusa Nucic on Vimeo.
1) more direct flights but not low-cost carriers and not just in the main tourist season (July/August) when the MICE operations are at it lowest level
2) more support from the Ministry of Tourism and especially Croatian National Tourist Board (CNTB) for the sales and promotional activities at international trade fairs for example. We invest a lot, really a lot for the sales and promotional activities. We have three major fairs where we exhibit and where You NEED to be: IMEX Frankfurt, IMEX Las Vegas for the North American market, IBTM Barcelona. The place on the Croatian national stand costs us: 8.000 EUR each for IMEX Frankfurt and IBTM. Last year after our long-term convincing procedure, CNTB decided to exhibit on IMEX Las Vegas. We paid the fee of almost 6.5 thousand EUR. The years before for IMEX Vegas, we were paying less because we used our representative booth. Last year we wanted to support Croatia by being on the CNTB organised booth.
The bottom line in terms of costs is 22.500 EUR in total, add 2-3 three persons for each fair, airplane tickets, hotel, food, day fees or device. Do the maths per year over the last 4- 6 years.
Our business is seasonal, so imagine what amount of the job we need to make cover these costs.
In the past years, the entire support we got from the CNTB, ministry or any kind of public authority that is involved in tourism is: 25 EUR per agent per day and that after we protested. And yes, we got 125 HRK per agent per lunch from Josko Stella from the Split-Dalmatia County Tourist Board.
The explanations from CNTB were ridiculous…
Bottom line, the last year and in the future, if the things do not change, we will continue to seek for more cost-effective solutions like exhibiting on our rep stand or like we are going to this year as Slovenia. Fees that we pay to our reps for exhibiting at these fairs is in total less than 8.000 EUR.
And let the CNTB wonders why the DMC that are MICE leaders from this region are not present on their booths.
Our Slovenian office is paying 2.000 – or max 2.500 EUR for a place in the booth. Serbian colleagues even less. Where’s the logic!?
Let’s stop on this because as I said it’s getting frustrating to even think about this.
4. Intours has put on some pretty spectacular events in recent years. Which were your favourite and why?
What is so exciting in this job is its unpredictability.
But lets show off:
Private 50 people Game of Thrones-themed dinner with the 2Cellos private concert at a historical venue.
Large Incentive Group in Hvar Intours DMC from Marusa Nucic on Vimeo.
700 people, 2-nights, 3-day incentive program in Hvar with a private event in an ex-Greek Catholic monastery – previously devastated – and turned in to the decoration and AV demanding party venue, full of Grammy awarded performers as a grand finale.
Car launch for the Land Rover SUV in the Montenegro and Aman Resort. Have in mind Montenegro is a country without a motorway!!! Not to mention the lack of destination management infrastructure in the interior. Last year we got B&I Worldwide – one of the biggest and respected MICE institutions worldwide – award for creativity in the automotive event.
Private surprise dinner in the Ljubljana Opera house… these are the ones that come to mind
5. This region is known for its bureaucracy – tell us a little about the challenges you face trying to pull off some of these events?
There is so much that we could write a “War & Peace” size book of examples.
But in general, as time passes by, we find more and more support from the local authorities, because we’ve been recognized as a party that extends the season, brings business, out of which all have profit.
So in terms of examples, when we have certain bureaucracy problems, we know on which doors to knock and in 90% cases we solve it quickly.
I only wish the authorities on the level above could react in that manner.
6. Croatia has the biggest tourism market by far of the three countries. but Montenegro has an emerging reputation as a new luxury destination. How would you rate each country in terms of luxury tourism?
We have 5-star properties in Croatia, but the service is not on the 5-star level. There are some exceptions.
What we are missing is an educated staff, and related to that continuous education investment into this highly important segment.
On the other hand, what I feel here is missing is the lack of state support. Recently I was visiting one huge hotel luxury brand Greenfield project or investment in Montenegro, and they told me that the structure of the ownership is 90% private investor and 10% state. Now, we can discuss the ethical nature of this ownership portfolio, but in reality things are handled better (read more quickly) than in Croatia. Especially in the terms of local infrastructure problems.
Four days incentive travel through Slovenia from Marusa Nucic on Vimeo.
Look at the Four Season case, or Kupari Ritz Carlton situation. Those names are leaders in the tourism industry, they turn and bring masses of clients. People, and I’m talking about high-quality guests, travel just because they are at a certain destination, go for incentives there because that is their standard or account.
On the other hand, the opening of Split Marriot Courtyard is presented to us a huge success because Mariott came to Split. That’s great, but people that travel, especially to US, know what Marriot Courtyard is standing for. USA incentive clients will not come to Marriot Courtyard, they will seek Four Seasons, they look for Ritz Carlton because they represent a certain brand service quality. And each incentive trip is so majorly important investment for each client.
Yet, I refuse to be negative, and always think positive. I believe things in Croatia will change for the better. I have a great belief and expectations from the current tourism minster since he’s coming from our branch, and on behalf of the hotel company in the place he’s coming from, is aware of the general problems we at MICE, and Croatian tourism are facing with.
Hvar VW Beetles Incentive Travel Intours DMC from Marusa Nucic on Vimeo.
7. Which country is showing the biggest demand for MICE tourism, and why?
Croatia, but Montenegro is rapidly growing and is more requested. For example lately we see a huge interest or Montenegro from the UK and North American markets. But, again, each year, each market is different.
