Stay Safe in Croatia: New Croatian Travel Label Officially Presented

Daniela Rogulj

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HRTurizam reports that the application of safety and health protocols and the vaccination of tourism workers will certainly be an important element of Croatia’s perception as a safe destination.

To this end, the Ministry of Tourism and the Croatian National Tourist Board presented the national safety label – Safe Stay in Croatia. In addition to the already well-known World Travel and Tourism Council (WTTC) label Safe Travels, a national label named ‘Safe Stay in Croatia’ was created.

Through the Safe Stay in Croatia project, business and customer treatment protocols have been designed in tourism and tourism-related activities. The Safe Stay in Croatia label is awarded free of charge to stakeholders from the Croatian tourism sector and others who are part of the travel chain, such as carriers, airports, stations, nautical ports, and marinas, who log in to the system and fill out an admission form of current health and safety recommendations of the Croatian Institute of Public Health.



The Safe Stay in Croatia label enables guests to identify destinations, accommodation providers, transport, tourist attractions, and the like who have adopted national and world standards of health and hygiene protection. The prominent Stay Safe in Croatia label provides information to all visitors that the tourist facility of their interest operates according to the current recommendations of the World Travel and Tourism Council and the Croatian Institute of Public Health.

“During the preparations for this tourist year, in which, unfortunately, we are still followed by a pandemic, we have put the safety and health of our fellow citizens and guests in the first place. It is a project in which the Ministry of Tourism and Sport was supported by leading tourist and professional associations in the Council for the Recovery and Development of Tourism, to realize the 2021 tourist year, and improve the tourist offer. With the prescribed protocols, we have covered more than 200,000 caterers and service providers in tourism,” said Nikolina Brnjac, adding that it is important to ensure that the national label is available to all stakeholders in the tourism and travel chain, which has been achieved.

The Croatian National Tourist Board is in charge of the promotional campaign.

“We will carry out campaign activities during March and April in the markets of Germany, Austria, Italy, Poland, Great Britain, the Czech Republic, Slovakia, Hungary, France, and the Netherlands. In addition to the promotional part, which refers to the positioning of Croatia as a well-prepared and safe tourist destination, this campaign has an educational character because we want to introduce our guests to protocol and epidemiological measures implemented at all levels of tourism to ensure a safe and comfortable stay in our country,” said Kristijan Staničić, adding that advertising activities, including through video, will be carried out on online channels and social networks with #SafeStayInCroatia and the most read online portals in these markets.


The Safe Stay in Croatia promotional campaign will be implemented instead of the PPS campaign before advertising the main calling brand campaign, in March and April, in the markets of Germany, Austria, Italy, Poland, the UK, the Czech Republic, Slovakia, Hungary, France, and the Netherlands. 

Advertising will be carried out through online channels through social networks with #SafeStayInCroatia (Facebook and Youtube) and the most read online portals in markets such as,,,, corriere .it,, Daily Mail, The Sun,,,,, etc., according to the CNTB.

A promotional video of 3 minutes and a shorter version of 30 seconds was created for advertising purposes. Shorter videos will be made covering security protocols by certain categories (accommodation structure, catering, transport, nautical, attractions, etc.).

“Users will have the opportunity to leave their impressions through the form on the website, which is important feedback that we will be able to use for further upgrades,” said Brnjac and invited all interested stakeholders in the tourism sector and related activities to join Safe stay in Croatia campaign, download the security labels for free and thus contribute to the perception of Croatia as a safe destination.

It is imperative that everyone in tourism clearly displays the Safe Stay in Croatia label on their facilities. Also, for Croatia to present itself as a safe destination, it is important that the labels, like all other accompanying video and photo materials, are communicated through social channels with the market and guests.

The video materials present safety protocols that respect the guidelines of the Croatian Institute of Public Health and the World Council for Travel and Tourism, refer to all categories in tourism – accommodation; nautical; catering; tourist attractions; tourist guides, agencies, and information centers; traffic; attractions; sports and recreation.

Find out more about the national safety label – Safe Stay in Croatia on the official website It is important to point out that the web platform has been translated into eight foreign languages ​​and the Croatian language.

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