Croatian tourism

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8th MEETING OF THE HUNGARIANCROATIAN WORKING GROUP ON TOURISM
Budapest, June 18, 2013
Overview:
 Governance of tourism
 Republic of Croatia - Tourist traffic 2010-2013
 Top 5 Markets
 Hungarian tourists visiting Croatia 2010-2013
 Croatian Tourism Development Strategy until
2020
 Multilateral cooperation Croatia-Hungary
Republic of Croatia Basic Facts
Overall area: 87,661 km² (land: 56,594 km²,
sea: 31,067 km²)
Population: 4.28 million
Total length of the coastline: 6,278 km
Number of islands: 1,244 (inhabited: 48)
Protected regions: 19 (8 national parks, 11
nature parks)
7 UNESCO heritage sites (6 cultural, 1 natural)
12 cultural phenomena on the UNESCO
Intangible Heritage List
Blue Flag Programme: 106 beaches and 18
marinas
Organisational chart of tourism bodies
MINISTRY OF TOURISM
TOURISM COMMITTEE
OF CROATIAN PARLAIMENT
TOURISM ASSOCIATIONS
(private sector)
Chambers of Economynational and regional levels
CROATIAN NATIONAL TOURIST BORD
COUNTY AND LOCAL TOURIST BOARDS
DEPARTMENTS OF ECONOMY /TOURISM
IN REGIONAL AND
LOCAL ADMINISTRATION
Ministry of Tourism
Minister
Mr Darko Lorencin
[email protected]
Vice minister
Mr Ratomir Ivičić
[email protected]
Assistant Ministers
Mr Želimir Kramarić
Mr Robert Pende
Ms Božica Lapić
Mr Davor Ižaković
[email protected]
[email protected]
[email protected]
[email protected]
Republic of Croatia - Tourist traffic 2010/2011
-arrivals and overnights2011
- 11.4 million arrivals (increase
of 8% compared to 2010)
- 60 million overnights (increase
of 7% compared to 2010)
ARRIVALS
2011
TOTAL
CROATIA
2012
-11.8 million arrivals (increase
of 3% compared to 2011)
-62.7 million overnights (increase
of 4% compared to 2011)
INDEX
2012
OVERNIGHTS
INDEX
12/11
2011
2012
12/11
11,455,677
11,834.975
103,31
60,354,275
62.743,057
103,96
DOMESTIC
1,529,003
1,465,756
95,86
5,602,970
5,220,931
93,18
FOREIGN
9,926,674
10,369,219
104,46
54,751,305
57,522,126
105,06
Croatian tourism
nowadays represents a strategic branch of
Croatian economy. It records the constant
growth in the number of tourists, in the
number of newly-opened workplaces in the
tourism sector and in total revenue.
Tourism revenue (billion €)
2012
INDEX
12/11
6.8
110
Number of tourists (million)
2012
INDEX
12/11
11.8
103
Top 5 Markets
No.
Country
ARRIVALS
Index
2012
12/11
OVERNIGHTS
Index
2012
12/11
TOP 5 MARKETS
1.
2.
3.
4.
5.
GERMANY
SLOVENIA
AUSTRIA
ITALY
CZECH REPUBLIC
1,852,731
1,053,553
945,578
1,050,507
647,211
11.52
95.78
105.95
91.3
101.4
13,946,703
6,239,493
5,103,762
4,534,553
4,519,489
111.7
97.6
105.5
90.8
103
Hungarian tourists visiting Croatia
2011/2012
Characteristics of
Hungarian tourists
- average stay 5.4 days
- preferred accommodation: private
rooms, hotels and camps
ARRIVALS
HUNGARIAN
TOURISTS
-preferred counties: Kvarner and
Istria counties
- share of Hungarian tourists in
Croatian tourism traffic: 3% on
average
- January-March 2013: -2% in
arrivals; +15.4% in overnights
INDEX
OVERNIGHTS
INDEX
2010
2011
2012
12/11
2010
2011
2012
12/11
297,667
328,106
307,912
93.85
1,604,753
1,746,138
1,629,552
93.32
Croatian Tourism Strategy
The Strategy covers the period from 2013 to 2020 and
among other things:
gives a new vision of development of Croatian
tourism
 is the precondition for the withdrawal of funds from
the EU funds
clearly defines the measures and activities to raise
the competitiveness of the sector
Croatian Tourism Development
Strategy until 2020, content
•
•
•
•
•
•
•
state of affairs, competitive status
10 key directions for Croatian
tourism development until 2020
vision for Croatian tourism until
2020
main goal of development
operational strategies
action plan
expected effects
 Over 852,000 registered beds: 13% in hotels, 25% in
camps, 49% in private households and 13% in other
accommodation facilities
 40% of hotel capacity of 4* and 5*
 Over 62.7 mn overnights in registered commercial
accommodation
 Over 95,000 employed in catering and tourism
sector (close to 7% of total employment)
 Pronounced seasonality – 87% of all overnights take
place from June to September
 Predominant tourism product: sun and sea
 Product and services not diversified enough
 Inherited orientation towards seasonal operation
 However, in times of crisis still achieving better
results than many of its Mediterranean competitors
Market opportunities for Croatia:
attracting new consumers, creating higher value-added
products, implementing the ‘green’ concept, clusters, DMO,
direct marketing
10 key directions in Croatian
tourism development till 2020
•
•
•
•
•
Deregulation
Success through
partnership
Culture of quality
The ‘green’ as an
operational concept
Beyond the sun and
sea
•
•
•
•
•
Tourism embracing the
entire national territory
Hotel trade – key
initiator of the
investment cycle
Innovation of the market
image
Authenticity and
creativity
Croatian products for
Croatian tourism
Vision for Croatian tourism by
2020
By 2020 Croatia will be a globally
recognised tourist destination,
competitive and attractive to
investments. It creates jobs and
manages in a sustainable way the
development on its entire territory,
nurtures the culture of quality, and
offers its guests hospitality, safety an
authentic attractions and experiences
all year round.
Main goal of development
Getting ranked among top 20
tourist destinations in the world
in terms of competitiveness.
Objective of the tourism
development till 2020
• € 7 bn new investment
• Increase in hotels’ share from 13% to
18%
• Upgrade accommodation in household
facilities and campsites
• Create new employment: 20 thousand
direct and 10 thousand indirect jobs
• Increase tourist consumption to € 14.3
bn (€ 12.5 bn by foreigners)
Operational strategies
• Marketing
– Restructure NTO, strengthen DMOs, switch to online
communication
• Tourism offer development
– Diversify products, accelerate privatisation, upgrade
accommodation, upgrade other elements of tourism
offer
• Investments
– Greenfield and brownfield (hotels, campsites,
nautical tourism, convention centres)
• Human resources development
– Strong regional centres of education, curricula aligned
with economy requirements, setting up of LLL system
• Processes Management
– State, county and local level
Effects expected by 2020
• 955,000 beds in commercial accommodation
• 86 million overnights in commercial
accommodation (43% increase compared to
2011)
• € 14.3 bn worth total tourist consumption (an
increase of € 6 bn)
• Total occupancy rate 24.7%
Effects expected by 2025
• Further growth in number of accommodation in
commercial and in overnights
• Growth of tourist expenditure doubling the
number of employed (in tourism and induced in
other activities)
• € 13 bn total investment
Encourage investment and privatization
Investment catalogue:
www.mint.hr
 Rapid privatization of state-owned hotels
-Sale of state-owned shares in 13 tourism
companies - the Government Asset
Management Agency (AUDIO)
Investment opportunities in Croatia tourism
Present Status of State Owned Portfolio
Availabe for Sale
#
Company
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Imperial
ZRC Lipik
Bizovačke toplice
Hotel Medena
Hotel Makarska
Hotel Živogošće
Hotel Podgora
Modra Špilja
Vranjica Belvedere
Hoteli Maestral
Hoteli Plat
HTP Korčula
HTP Orebić
Club Adriatic
Dalma
TOTAL
Place
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.d.
d.o.o.
d.d.
Rab
Lipik
Bizovac
Seget Donji
Makarska
Živogošće
Podgora
Komiža
Seget Donji
Dubrovnik
Plat
Korčula
Orebić
Zagreb
Split
Equity
kn
254.342.000
3.192.000
130.912.500
118.140.000
223.894.000
112.021.200
135.512.500
18.496.500
30.806.200
103.144.000
59.176.500
128.229.300
35.164.000
108.008.500
459.228.090
1.920.267.290
kn
127.318.800
2.877.500
130.140.000
63.324.600
92.661.000
84.328.550
75.437.450
7.978.500
16.632.610
62.551.600
54.732.000
76.257.000
22.369.400
108.008.500
387.073.280
1.311.690.790
%
50,06
90,15
99,41
53,60
41,39
75,28
55,67
43,13
53,99
60,65
92,49
59,47
63,62
100,00
84,29
Available for
Sale in €
17.440.932
394.178
17.827.397
8.674.603
12.693.288
11.551.856
10.333.897
1.092.945
2.278.440
8.568.712
7.497.534
10.446.164
3.064.301
14.795.685
53.023.737
179.683.670
* Total nominal value of state owned portfolio available for
privatization amounts to 1,9 bln kunas (approx . € 180 mil)
THANK YOU FOR YOUR ATTENTION
Ministry of Tourism of the Republic of Croatia
Prisavlje 14
10000 Zagreb
CROATIA
www.mint.hr
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