Slaven Reljid, Assistant Director, Strategic Planning & Marketing Ivana Mikleuš Stojnid, Head of E-marketing 23 October 2013, Zadar

Transcription

1 Slaven Reljid, Assistant Director, Strategic Planning & Marketing Ivana Mikleuš Stojnid, Head of E-marketing 23 October 2013, Zadar

2 Croatia is a Central European and Mediterranean country and 28 th EU member FACTS & FIGURES

3 SEASON was the record year for Croatian tourism, with 62,74 milion tourist overnight stays, and more than 11,8 milion tourist arrivals. Most significant markets overnights (%) Netherlands; 4,9 Slovakia; 4 Hungary; 3,3 Poland; 5,4 Germany; 22,7 Czech R.; 8 Austria; 8,9 Italy; 10,1 Slovenia; 11,2

4 SEASON 2012 Croatian Riviera Green Croatia Croatian Islands

5 TOURISM RESULTS 2013 I-IX 2012 I-IX 2013 INDEKS 13/12 ARRIVALS ,24 OVERNIGHTS ,93

6 HOW TO REACH CROATIA? By road: 1200 km highway By train: international connections to almost all European countries By sea: ferry lines operate between Italian (Venice, Ancona, Pescara and Bari) and Croatian ports By air: 8 international airports Zagreb, Osijek, Pula, Krk/Rijeka, Zadar, Brač Island, Split & Dubrovnik

7 WHY CROATIA? The Land of diversity 1777 km mainland coast, 1244 islands The sea on Croatian Beaches among the cleanest in Europe Attractive culture, nature, delicious food, wines Friendly people

8 8 NATIONAL PARKS AND 11 PARKS OF NATURE BRIJUNI KORNATI MLJET PLITVICE LAKES BRIJUNI KRKA RISNJAK PAKLENICA NORTH VELEBIT

9 SEVEN SITES UNDER UNESCO PROTECTION OLD CITY OF DUBROVNIK PLITVICE LAKES ST. JAMES CATHEDRAL SIBENIK EUPHRASIAN BASILICA - POREC DIOCLETIAN PALACE IN SPLIT HISTORIC CITY OF TROGIR STARI GRAD PLAIN (HVAR)

10 13 TREASURES ON THE UNESCO INTANGIBLE CULTURAL HERITAGE LIST CULTURAL HERITAGE

11 ISTRIA & KVARNER

12 DALMATIA: ZADAR & ŠIBENIK

13 DALMATIA: SPLIT & DUBROVNIK

14 LIKA, KARLOVAC & ZAGREB

15 CENTRAL CROATIA & SLAVONIA

16 SUN & BEACH Among top 10 top World s most beautiful beaches...

17 NAUTICAL TOURISM, YACHTING & CRUISING

18 CASTLES & FORTRESSES - CULTURE

19 ECOLOGICAL TREASURE OF FLORA...

20 ...AND FAUNA

21 WELLNESS, SPA & MEDICAL TOURISM relaxovat a užívat si...

22 ACTIVE HOLIDAY, ADVENTURES & SPORTS

23 RURAL & CONTINENTAL TOURISM

24 UNDERWATER WORLD The Croatian Adriatic is among the richest in the world by wrecked ships in the sea.

25 SPECIAL INTEREST TRAVEL POSSIBILITIES ARTS COURSES CULINARY COURSES OLIVE PICKING HORSEBACK RIDING BIRDWATCHING SENIOR TRAVEL STUDY TOURS

26 MEETINGS INDUSTRY Infrastructure for small & medium sized association & business conferences Attractive products for corporate events & incentive travel

27 ...Mediterranean GASTRO & ENO and continental cuisine

28 SELECTED WINES

29 THE FINEST OLIVE OIL

30 Photo: Tourist Board Zadar LIFESTYLE

31 HOLIDAY IN A DIFFERENT WAY - in Lighthouses, on your Own Island - Robinson Tourism

32 ACCOMMODATION CAPACITIES IN CROATIA

33 MODERN HOTEL INFRASTRUCTURE Croatia has 30 five star hotels, 200 four star hotels and 328 three star hotels

34 STRATEGIC MARKETING PLAN FOR CROATIAN TOURISM Croatia prepares a new Marketing Plan: To align the CNTB with the Strategic Tourism Plan 2020 To successfully compete against competitors The plan answers several critical questions : What are the new Croatia s marketing objectives? How can the Croatia brand power be increased? What target markets should the marketing efforts focus on? Which products and source markets should be a priority? Which communication and promotion strategies should be used?

35 6 market researches to be undertaken Brand adoption & primary demand Brand positioning & competitors Brand visual & baseline evaluation Customer behaviour Travel trade attitude & perception Conversations on the Net 35

36 which results in a theoretical product prioritization 36

37 Marketing objectives for Croatia Sales / volume objectives 1. Total number of arrivals Average length of stay Total number of overnights 4. Total revenues Profitability objectives Average daily expenditure Seasonality reduction Geographical diversification Products diversification Market 11 objectives Market share Visit intention Preference in front of competitors Brand relevance

38 Contribution to differentiation (quality, resources, unique attractions) Contribution to differentiation (resources unique touristic attractions, etc.) Tourism infrastructure (transports, complementary offer, airport proximity, etc.) Tourism infrastructure (transports, complementary offer, airport proximity, etc.) Competitive potential Croatia's market share Croatia's market share in Europe Brand power Croatia brand power (1 to 5, 1: low; 5: high) Competitive situation Product competitiveness Factors of Croatia's competitiveness in each product Index Index Index Index Index Index Data Data Data Data Weight 50% 50% 50% 50% 50% 50% Sun and beach Rural and mountain Health and wellness Adventure and sports Cultural and cultural itineraries Nautical Wine and gastronomy Golf Cycling MICE

39 Suitability of Croatia's offer for the demand Intention of visiting Croatia in the next 3 years (1 to 5; 1: low intention, 5: high intention) Accessibility Air accessibility (% available seats in Croatia o/ Europe in 9 months, Feb-Oct '11) Ground accessibility (drive time) Competitive potential Market share in Europe % Arrivals in Croatia / Arrivals in Europe 2011 Competitive situation Source market competitiveness Factors of Croatia's competitiveness in each market Index Index Index Index Index Data Data Data Data Weight 50% 50% 50% 100% 50% UK ,6% 17, ,5% 7 Switzerland ,4% 11, ,0% 15 Sweden ,5% 23, ,2% 18 Norway ,3% 23, ,3% 18 Netherlands ,3% 14, ,1% 16 Italy ,2% 10, ,0% 72 Germany ,3% 11, ,3% 33 France ,4% 14, ,4% 19 Belgium ,5% 13, ,7% 9 Austria ,4% 4, ,2% 100 Spain ,0% 23, ,1% 30 Russia ,0% 29, ,9% 13 Poland ,0% 12, ,9% 70 Czech Rep ,4% 8, ,3% 100 Hungary ,6% 4, ,9% 100 Slovenia ,1% 2, ,4% 100 USA ,8% ,8% 11 Japan ,7% ,4% 49 39

40 Our vision: STRATEGIC MARKETING PLAN FOR CROATIAN TOURISM CROATIA is a LOVE BRAND that provides value for money and memorable experiences & emotions. A key role in anticipating future tourism trends & achieving success is: 1.) understanding demographics and consumer behaviour. We have to know that people will be prepared to pay more for an experience than for goods and that more money will be spent on recreation = GOOD NEWS In return, however, they will be looking for a quality, value for money and a true experience 2.) Understanding & implementing e-marketing

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49 POWER TO THE CONSUMER

50 Building brand awareness

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52 2010. CNTB first mobile app WEB 2.0 SOCIAL WEB MOBILE WEB Zagreb New York, NY

53 Redesign New features Personalisation, Branding of Croatian regions, Social networking, Gamification, Infographics and more.

54 Tablet app for brochure

55 FB: YT: TW: P: G+: