Trade supplier On Holiday Group has struck a five-year deal to become the UK distribution partner of Croatia’s largest ground handler.
The firm, which includes the trade bed bank Holiday Brokers, believes the country can become the next big dynamic packaging destination.
The agreement with inbound operator Atlas comes after Abta announced that next year’s Travel Convention will be hosted in Dubrovnik for the first time in 2013.
Atlas said it plans to run a trade-focused promotional and educational campaign including fam trips for both counter staff and travel agency bosses.
OHG says the country has been overlooked by the UK trade and it is working with tourist officials and hoteliers in Croatia to hone the product to British holidaymakers’ tastes.
Ivan Gadže, chief executive of Atlas parent adriatica.net, said: “The repositionning of Adriatica.net group helped us to secure substantial funds to invest in modernising technology and deliver exception product delivery in resort.
“It is vital for Atlas to find local distribution partners in each key source market to connect it via travel agents to the UK travelling public.
“We intend to operate a very focused promotional campaign to re-educate the UK travel trade to the benefits of travelling to Croatia, which include the hosting of the 2013 Abta convention and many other educational trips for business owners to counter staff.
“We intend to work with the trade to make Croatia the most fashionable place to visit in 2013.”
Steve Endacott, chief executive of OHG, said that while online travel agents have picked up Croatia hotel stock via its XML feeds a lack of logistical support, in particular pre-bookable transfers, has held it back.
“OHG will use its extensive OTA, call centre and high street travel agency community to distribute Croatian hotel stock and to work with Atlas on delivering an extensive educational and promotional campaign over the next six months to drive sales for Summer 2013,” Endacott said.