Tourism Outlook: Croatia

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1 Tourism Outlook: Croatia June 2012

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3 Croatia s tourism industry had a stellar year in 2011, despite ongoing challenges with the global economy and the Euro debt crisis. According to the Croatia Bureau for Statistics, 11.2 million visitor arrivals were recorded, an eight percent increase year on year. As well as a higher number of tourists, the Central National Bank recorded higher tourism revenue. For the first nine months of 2011, spending totalled 6.05 billion Euros ($8 billion) a 6.8 percent increase compared to the same period in These figures bode well for Croatia s economy, which generates around 18 percent of gross domestic product (GDP) 1 from the tourism industry. These positive trends were also supported by VisaVue Travel data, which saw Visa account holders spend $1 billion on their cards while visiting Croatia in 2011, a 24.5 percent increase compared to the previous year. As part of Visa s commitment to contributing market intelligence to the global tourism industry, I am very pleased to present the second Tourism Outlook: Croatia that includes information from tourism receipts from Croatia in 2010 and This report uses actual Visa card spend data to aggregate information about visitors where they are coming from, how much they are spending and what they are buying. As the world s largest retail electronic payments network, Visa is in a unique position to provide insight into where and how visitors are spending their money. Our proprietary processing network allows us to analyse Visa data to identify global tourism spending insights and provide useful market data and intelligence to businesses to improve product offerings and marketing strategies that can best attract visitors and strengthen tourism competitiveness. Croatia s efforts to entice international tourists will continue in This year, the Croatian National Tourist Board (HTZ) will participate in 46 international fairs and shows. Using the campaign tagline The Mediterranean As It Once Was 2, HTZ aims to attract visitors from around the world and in particular from the European Union (EU). The Government is also supporting the development of the industry and boosting its revenue and competitiveness by reducing the tourism VAT rate 3, which will help to make Croatian tourism more efficient and stronger in regional and global tourism markets. Turning Visa transaction data into useful business information is one way Visa delivers value to businesses and countries where tourism sectors are strong contributors to the domestic economy. Visa s role in tourism the world over is ensuring travellers can make purchases and payments securely and conveniently. Gorana Kranjcec Croatia Country Manager, Visa 1 The Independent, Croatian tourism figures up in 2011, 11 August Republic of Croatia Ministry of Tourism media release, Croatia tourism to be promoted at 46 shows abroad in 2012, 2 January 2012 Republic of Croatia Ministry of Tourism media release, Lower VAT in tourism to increase investment, revenue, say hoteliers, 28 December 2011 Note: All currency in US dollars, unless stated otherwise 1

4 Overview In 2011, international visitors spent $1 billion on Visa cards in Croatia, a significant increase of 24.5 percent year on year, according to VisaVue Travel data. Germany is the largest source market by tourist arrivals, with 1.7 million visitors passing across Croatia s boarders in 2011, up 10 percent year on year. 4 2

5 As in 2010, Visa account holders from Germany also continued to be the largest spenders with receipts totalling $122.8 million, up 52.1 percent year on year. Spending was greatest in the remaining merchants 5 category (up 74.3 percent to $69 million), on accommodation 6 (up 33.6 percent to $21.2 million) and on oil 7 (up 31.6 percent to $9.7 million). Transaction volumes meaning the total number of individual transactions made by Visa account holders from Germany were 29 percent higher to 729,764. Visiting Croatia became easier for British tourists in Airlines including Monarch, Jet2.com, Ryanair, bmibaby, Thomsonfly and Easyjet began offering new routes and more frequent flights between the two countries. 8 This is paying dividends with 254,576, British tourists visiting Croatia in 2011 a 6.2 percent increase year on year. During 2011, tourists from the United Kingdom increased spending on their Visa cards by 14.3 percent year on year to $89.6 million. Remaining merchants was the largest merchant category (up 16.6 percent to $60.2 million), followed by accommodation (up 6.7 percent to $12.3 million) and restaurants 9 (up 14.2 percent to $3.4 million). In 2011, the average transaction size was 8.4 percent higher than the previous year, at $160.17, while the total number of transactions was 5.4 percent higher at 559,314. Around 1.1 million Italian tourists visited Croatia in 2011, a year on year increase of four percent 10. Spending from Italian tourists totalled $85.3 million in 2011, up 12.4 percent year on year. The highest value of receipts came from Accommodation (up 11.5 percent $26.9 million), the Remaining merchants category (up 11.7 percent to $21.2 million) and on oil (up 25.4 percent to $10.7 million). Transaction volumes grew 5.7 percent to 555,369, and the average receipt increased 6.4 percent to $ Norwegians are high value visitors to Croatia. Norwegian visitors clocked $71 million on their Visa cards while in Croatia in 2011, up 20.4 percent year on year. They also spent the most per transaction out of all top ten markets, with the average receipt per transaction valued at $ (up 10.2 percent year on year). Tourist arrivals figures were also 8.1 percent higher, at 91, The highest spend categories were the remaining merchants segment (up 18.1 percent to $53.1 million), on Accommodation (up 32.8 percent to $5.4 million) and in the Other retail 12 category (up 23.6 percent to $3.9 million). Year on year, transaction volumes were 9.3 percent higher at 367,811. Meanwhile, France remains a major tourism market for Croatia, with 392,164 arrivals in Visa account holders from France registered a 20 percent year on year increase in spending to $63 million, with the most in the Remaining merchants category (up 16.7 percent to $33.8 million), followed by Accommodation (up 30 percent to $9.3 million) and on oil (up 21.6 percent to $3.1 million). The average transaction amount increased 9.4 percent to $134.57, and there was a 9.7 percent increase in transaction volumes, to 468,149. Around 149,015 American tourists visited Croatia in According to VisaVue Travel data, there was a 20 percent increase in spending in 2011 to $59.1 million, and an Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Includes railroads, marinas, ATMs, financial institutions, insurance, money transfers, etc 6 Includes all hotel and lodging accommodation, rentals and purchases 7 Includes gas/petroleum purchases 8 Visit Croatia, Good growth in British visitors numbers to Croatia this year, 8 November Includes all restaurant purchases 10 Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Includes general merchandise, contractors, confection, bakeries, home supply, lumber, paint, garden supply, clothing, software, music, wine/liquor, antiques, bookstores, jewelry, toys, camera/photo supply, luggage/leather, glassware, cosmetics, newsstands, etc 13 Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in

6 percent increase in the volume of receipts, to 409,470. Spending was highest in the Remaining merchants category (up 16.6 percent to $30.8 million), on Accommodation (up 31.8 percent to $8.6 million) and in the Other retail category (up 21 percent to $4.6 million). The average receipt also rose by 7.7 percent $ Austrians recorded the second highest increase in tourist numbers in 2011, up 11 percent to 884,383 visitors 15. They also spent $46.9 million on their Visa cards in 2011, up 27.5 percent year on year. The highest value was recorded on Accommodation (up 35.6 percent to $23 million), on oil (up 22.9 percent to $6.1 million) and in the Remaining merchants category (up 14.6 percent to $4.5 million). Transaction volumes were up 11 percent to 335,193. According to the Croatia Bureau for Statistics, 637,530 Czechs visited Croatia in 2011, up five percent year on year 16. Czech visitors recorded a 38.6 percent increase in tourism receipts to $42.3 million, with transactions 21 percent higher at 517,911. The highest transaction values were recorded in the Remaining merchants category (up 39 percent to $19.4 million), on oil (up 30.6 percent to $9.3 million) and on Accommodation (up 48.8 percent to $4.6 million). Russian tourist registered ten percent growth in tourism arrivals in 2011, at 181, They were also a new entrant to the top ten league table by spend on Visa cards, registering a 41.3 percent rise in tourism receipts, to $40.8 million. Their spending habits were similar to other tourists from the top 10 source markets with spending highest in the Remaining merchants category (up 37.5 percent to $15.6 million), on Accommodation (up 59.6 percent to $9.4 million) and in the Other retail category (up 27.3 percent to $4.8 million). Transaction volumes were also higher (up 28.9 percent to 243,784) and the average receipt was 9.5 percent higher to $ Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in

7 In total, these top ten source markets accounted for 65 percent of total tourism spend, according to VisaVue Travel data. Overall, in 2011 transaction volumes increased 14.6 percent to eight million, according to VisaVue Travel data. The average receipt by Visa account holders was $129.22, 8.6 percent higher year on year. High spending countries those whose residents made more than 100,000 transactions on their Visa cards while in Croatia that had the largest increase in average transaction size were from Germany (up 17.9 percent to $168.31), Austria (up 14.9 percent to $139.78) and the Czech Republic (up 14.4 percent to $81.64). 5

8 Merchant categories In 2011 the top three merchant segments for spend mirrored that of the previous year. Visa account holders spent $500.5 million in the Remaining merchants category (up 25 percent), $182.9 million on Accommodation (up 25.5 percent) and $79 million on oil (up 28.7 percent). The highest-spending countries in the Remaining merchants category were Germany (up 74.3 percent to $69 million), the United Kingdom (up 16.6 percent to $60.2 million) and Norway (up 18.1 percent to $53.1 million). Italy registered the highest receipt value on Accommodation (up 11.5 percent to $26.9 million), followed by Austria (up 35.6 percent to $23 million) and Germany (up 33.6 percent to $21.2 million). In the Oil category, visitors from Italy spent $10.7 million (up 25.4 percent), German tourists spent $9.7 million (up 31.6 percent) and Visa account holders from the Czech Republic spent $9.3 million (up 30.6 percent). Receipts from the Other emerging 18 category recorded the greatest year on year growth, with a percent increase to $1.9 million Includes local commuter transport, taxis, etc. 20 Includes all grocery store and supermarket purchases 21 Includes boat rentals, airport purchases, duty free purchases, home furnishings, catering, bars, casinos, golf courses, etc Includes all travel agency-related purchases 22 Includes all vehicle rentals 23 Includes all road tolls 6

9 Seasonal spend Summer remains the most popular time for tourists visiting Croatia, and August is the most popular month, with 2.8 million international arrivals in Aside from the hot sun and beautiful coastline, holiday makers are drawn to the town of Sinj, near Split for the annual historic horseback tournament, which is now is its 296th year. Istria s Street Arts Festival, which showcases all kinds of street performances, from dance to theatre, also attracts many international visitors. As in 2010, August saw the highest value of tourism receipts in Croatia according to VisaVue Travel data, with a 25.4 percent increase in tourism receipts to $287.9 million. The month of August also accounted for the highest number of transactions at 2.2 million, up 14.4 percent year on year. The second and third most popular months according to spend on Visa cards were July and September (with increases of 23.7 percent to $254.6 million and 22.8 percent to $123.8 million, respectively). In July, 2.7 million visitor arrivals were recorded, with tourists taking advantage of 24 Central Bureau of Statistics 7

10 festival activities such as the Pula Film Festival in Istria, the Liburnia Jazz Festival in Kvarner Riviera and the Split Summer Festival. Meanwhile in September, 1.2 million visitors holidayed in Croatia, possibly taking advantage of summer deals where prices which can be reduced by up to as much as 50 percent. Conversely, the winter month of February was the quietest period for tourists, with only 64,357 arrivals recorded. This was supported by VisaVue Travel data which registered receipts of $15.5 million, up 12.5 percent year on year. The average tourist receipts were highest in June (up 16.2 percent to $135.48), July (up 10.9 percent to $134.11) and April (up 7.1 percent to $132.42), and lowest in December ($109.51). 8

11 Germany: Croatia s top tourism contributor In 2011, as in previous years, the largest volume of tourists was from Germany (up 10 percent to 1.7 million), with 12.5 million overnight stays. 25 According to VisaVue Travel data, visitors from Germany were the largest spenders in 2011, with tourism spending totalling $122.8 million, up 52.1 percent year on year. According to the Croatia Bureau for Statistics, German tourists spent 7.5 days in Croatia on average. The highest value of tourism receipts were in the Remaining merchants 26 category (up 74.3 percent to $69 million), on Accommodation 27 (up 33.6 percent to $21.2 million) and on Oil 28 (up 31.6 percent to $9.7 million). Noteworthy increases in category growth were in Other emerging (up percent to $193,632), in the Miscellaneous speciality retail category (up percent to $37,297) and in Quick service restaurants 29 (up percent to $15,878). The number of transactions made on Visa cards by German tourists was 29 percent higher year on year at 729,764. The average receipt was also 29 percent higher to $ Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Includes railroads, marinas, ATMs, financial institutions, insurance, money transfers, etc 27 Includes all hotel and lodging accommodation, rentals and purchases 28 Includes gas/petroleum purchases 29 Includes all quick service restaurant purchases 9

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13 Shopping a clear favourite pastime For tourists, the Remaining merchants category remains far and above the largest segment for spending by tourists in 2011 with $500.5 million or 48.6 percent of total receipts. Spending was led by tourists from Germany (up 74.3 percent to $69 million), the United Kingdom (up 16.6 percent to $60.2 million) and Norway (up 18.1 percent to $53.1 million). High spending countries those whose residents spent more than $1 million on their Visa cards that recorded a significant increase in tourism receipts in this category included Brazil (up percent to $1.5 million) and Cyprus (up 82 percent to $1.6 million). Of those countries that registered more than 100,000 receipts in Remaining merchants, the largest average transaction amounts were registered from Sweden (up 10.3 percent to $271.90) and Norway (up 13.5 percent to $

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15 Accommodating a growing number of tourists Croatia offers a variety of accommodation options including hotels, resorts, camping, caravanning. As such in 2011, there were 60.4 million overnight stays in Croatia, up seven percent year on year 30. All coastal counties in Dalmatia recorded an increase on average of seven percent of overnight stays. The highest tourist traffic was recorded in Istria County, with 32 percent of total overnight stays in Croatia in According to VisaVue Travel data, $182.9 million was spent on accommodation in 2011, up 25.5 percent. Spending was led by tourists from Italy (up 11.5 percent to $26.9 million), Austria (up 35.6 percent to $23 million) and Germany (up 33.6 percent to $21.2 million). High spending countries those whose residents spent more than $1 million on accommodation their Visa cards while in Croatia that recorded a significant increase in tourism receipts in this category included Brazil (up 78 percent to $1.2 million), Russia (up 59.3 percent to $9.4 million) and the Czech Republic (up 48.8 percent to $4.6 million). Of those countries that registered more than 10,000 receipts in the category, the largest average transaction amounts were registered from Russia (up 18 percent to $607.92), Austria (up 13.8 percent to $467.26) and Switzerland (up $474.45). 30 Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in Croatia Bureau for Statistics, Analysis of Tourism Traffic in Croatia in

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17 About VisaVue Travel Data Top tips for using cards abroad Launched in 2009, VisaVue Travel data is a service offered by Visa Inc. that provides government agencies, hotels, airlines and other organisations within the tourism industry unique insights into spending by international visitors. VisaVue Travel data utilises aggregate international account holder spending on Visa debit, credit, commercial and prepaid cards to help the tourism industry to analyse tourism s economic contribution and tailor marketing, promotional strategies and budgets based on up-to-date visiting spending information. The report features: Analysis of tourism spending based on country of origin A detailed overview of tourism spending across thousands of merchant categories Visa is a valuable partner for the tourism industry, providing tools and resources that offer insight into how best to attract international visitors and strengthen a country s tourism competitiveness. With a network that connects more than 2.3 billion Visa account holders (includes Visa Europe account holders) and the people who carry them with tens of millions of merchant outlets and 1.9 million ATMs around the world, Visa is in a unique position to foster better understanding of travelers mindsets and where and how they spend their money when traveling abroad. With VisaVue Travel data, Visa turns transaction data into actionable information that delivers value to countries and businesses that rely on tourism revenues. As at December 31, 2010, Visa processed more than 71 billion transactions totaling more than US$3.3 trillion (payments volume, $5.2 trillion total volume), and it is clear that Visa payment cards and services help power the global economy and make payments faster, more convenient, more reliable and more secure. For more information regarding Visa s partnership with the tourism industry and VisaVue spending data referenced, contact globalmedia@visa.com. 15

18 Travelling with Visa Visa account holders benefit from secure, convenient and reliable access to their funds, with the ability to use digital currency at tens of millions of merchant locations and 1.9 million ATMs in more than 200 countries and territories. Carrying a Visa card is safer than carrying cash if a Visa card is lost or stolen, it can easily be blocked and replaced, unlike cash, which is gone forever. Top Tips for Using Cards Abroad Before leaving: Check the expiration date on your Visa card Tell your bank you will be using your card abroad Photocopy your card and passport, but keep the photocopies separate Check with the bank that issued your Visa card to see if it offers any extra benefits such as travel insurance or a money-back guarantee if something goes wrong with a purchase Note down the number of Visa s Global Customer Assistance Service (GCAS), a global support network for account holders that is available 24 hours a day, seven days a week, every day of the year. Account holders can call GCAS free from anywhere in the world, using one of 550 telephone numbers When abroad: When you pay with your Visa card, check the information on the terminal or sales voucher before you sign or enter your PIN and deducted from your account in the usual way. In addition, items purchased with Visa Platinum and Visa Infinite cards are covered by purchase protection insurance Visa cards are a global currency, so it does not matter if you have a chip-based or a magnetic stripe-only card you can use it anywhere. If you have a Visa chip card, you may be asked to provide a signature instead of a PIN by a merchant abroad Occasionally in countries where transactions normally involve a PIN, magnetic stripe account holders may be asked for a PIN rather than a signature, so make sure you know the PIN for any card you plan to use while travelling. You can always reapply for a new PIN from your bank if you have lost it In some countries, some merchants offer to make a currency conversion at point-ofsale only do this if you are sure it offers a good deal Try not to keep cards and cash in the same place - that way there s less chance of losing everything if something does happen Withdrawing cash in another country is exactly the same as it is at home you use the same card and PIN but the machine will dispense local currency. If you want to take out money abroad for taxis or tipping, you can locate the nearest ATM by using the ATM locator available on Report a lost or stolen card to your bank immediately to stop all card transactions There is no need to worry about complicated currency conversions because the amount is calculated automatically at a competitive rate 16

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