Croatia seeks revival in UK visitor interest

Croatia seeks revival in UK visitor interest

The country is looking to boost its UK appeal after tourist figures were badly hit by the Balkans conflict. Alan Moore reports

THE SOUTH central European state of Croatia, with its long Adriatic coastline and a string of unspoilt islands, aims to spring back from the effects of the Balkans conflict with the appointment of a UK public relations and marketing representative. The position will be effective from next January.

By the time World Travel Market begins, the Croatian National Tourist Office will have a UK budget figure in place to begin its recovery efforts.

Croatian minister of tourism Pave Zupan Rukovic said this step is essential to revive the interest of the British market.

When it was part of Yugoslavia, Croatia welcomed 500,000 annual UK holidaymakers. Since the break-up of the Yugoslavian Federation and the formation of the region’s independent states, that figure is now down to 50,000.

Rukovic said: “That represents just 10% of what we originally had, and we need to try to change the general perception that Croatia was connected with the problems in Serbia and Kosovo.

“We weren’t affected during the crisis and we did not have any political problems. But British holidaymakers, and tour operators were not willing to come and we now need to get this message across to both the trade and consumer,” she added.

However, Rukovic conceded that hotels in Dubrovnik, Croatia’s most recognisable destination, were badly damaged during the Balkans conflict and many remain closed due to lack of investment for structural repairs.

She added: “The problem is that most of the hotels are state owned and the government does not have the money to invest in these properties at present. Therefore, our first task is the privatisation of the tourism industry and the hotel sector so that we can attract potential foreign investors.”

Rukovic said the Croatian government aims to relinquish all its tourism interests in the next two years and concentrate on improvements in general infrastructure.

“We are looking to outside investors to develop the right kind of facilities in order to attract quality tourism – we do not want to become a destination for mass tourism.”

Hvar:the unspoilt island is situated along the Dalmation coast

Croatia

What does it offer

A sun and sea destination featuring a spectacular Adriatic coastline stretching from Dubrovnik in the south to Umag in the north. There are also 1,185 islands lying off Croatia’s coastline.

Main regions

Southern Dalmatia – Dubrovnik, Cavtat and the islands of Lopud, Kolocep, Mljet and Korcula. Gateway airport – Dubrovnik.

Mid Dalmatia – the Makarska Riviera resorts of Tucepi, Makarska, Brela, Baska Voda and the islands of Brac and Hvar. Gateway airport – Split.

Istrian Riviera – the northern Croatia resorts of Opatija, Pula, Rovinj, Porec and Umag. Gateway airport – Pula.

Selling points

Temperate climate; clean waters; interesting culture with Roman, Venetian and Austro-Hungarian influences; friendly people; two hours, 15 minutes flying time from London; value for money; street crime is a virtual unknown.

Flights

Scheduled Croatia Airlines services from Manchester, Heathrow and Gatwick to Split, Dubrovnik and Pula. Holiday Options is doubling its round-trip seat capacity on these flights to 13,000 for next year. It is also introducing regional charter flights on Croatia Airlines from Birmingham, Newcastle and Norwich to the various gateways. Other UK charter carriers also fly there.

Product development

Holiday Options is adding the resorts of Tucepi, Brela, Opatija and Rovini for next summer, plus more hotels on the Dubrovnik, Makarska and Istrian Rivieras.