Tourism Experience
Strategic Marketing & Operational Plan for Croatian Tourism
Horwath HTL was appointed by the CNTB on a project aimed at defining the future of market positioning and marketing activities of Croatia in the international tourism market
Project Scope
Horwath HTL was appointed by the CNTB on a project aimed at defining the future of market positioning and marketing activities of Croatia in the international tourism market.
Our team recently collaborated on the development of a Strategic Marketing and Operational Plan for Croatian Tourism for the period 2023–2027, a pivotal project designed to strengthen Croatia’s global competitiveness as a tourism destination. This initiative was integral to addressing the evolving dynamics of the travel market while fostering sustainable growth aligned with the nation’s long-term tourism strategy.
The project began with a comprehensive analysis of Croatia’s tourism landscape, examining market trends, visitor profiles, competitive positioning, and existing infrastructure. Stakeholder consultations formed a critical component of this phase, engaging representatives from the public and private sectors, local communities, and international partners. This approach ensured the plan was informed by diverse perspectives and aligned with national and regional priorities.
Our strategic framework focused on five key pillars: sustainable destination management, targeted marketing campaigns, product diversification, enhanced visitor experiences, and digital transformation. Specific actions were outlined for each pillar, supported by measurable goals and key performance indicators. For marketing, we emphasised leveraging Croatia’s unique cultural, natural, and gastronomic assets to target high-value markets while promoting year-round tourism to reduce seasonality.
On the operational front, the plan provided a roadmap for implementation, including budget allocation, timelines, and organisational responsibilities. Training and capacity-building initiatives were also recommended to upskill local stakeholders and foster innovation across the sector. The integration of digital tools and data analytics was prioritised to enhance decision-making and track progress effectively.
The Strategic Marketing and Operational Plan for 2023–2027 provides a clear pathway for Croatia to adapt to shifting market demands while safeguarding its environmental and cultural heritage. By bridging strategic vision with actionable steps, the plan lays the groundwork for sustainable tourism growth that benefits both visitors and local communities. We are proud to have supported Croatia in this transformative endeavour.
