Tourism Experience

Tourism Masterplan for Gorski Kotar Region

Horwath HTL was appointed to create a Master plan with the main goal of defining the tourism development of Gorski Kotar as a unique and independent destination within Primorje-Gorski Kotar county.


Project scope

Horwath HTL was commissioned to develop a comprehensive Master Plan for Tourism Development for the Gorski Kotar region in Croatia. This project aimed to leverage the region’s unique natural and cultural assets to establish Gorski Kotar as a sustainable and competitive tourism destination, offering year-round experiences that appeal to both domestic and international travellers.

The project began with a detailed situation analysis, examining the region’s tourism resources, infrastructure, market position, and existing visitor trends. The analysis highlighted Gorski Kotar’s strengths, such as its pristine natural environment, diverse outdoor activities, and rich cultural heritage, while identifying key challenges, including limited infrastructure, seasonality, and low market awareness.

Based on the findings, Horwath HTL formulated a strategic vision for Gorski Kotar’s tourism development, focusing on positioning the region as a leading destination for sustainable tourism, adventure, and wellness in Croatia. The vision was supported by clear development goals, including increasing visitation, improving accommodation quality and capacity, and diversifying the tourism offer.

The Master Plan outlined specific development zones within the region, identifying priority projects and initiatives tailored to the unique characteristics of each area. Recommendations included the development of eco-friendly accommodations, adventure parks, wellness retreats, and cultural tourism programmes. Emphasis was placed on enhancing infrastructure, such as transport connectivity and digital accessibility, to improve the visitor experience.

Horwath HTL also designed a marketing and promotion strategy to raise the profile of Gorski Kotar. This included branding initiatives to position the region as “Croatia’s Green Heart,” leveraging its natural beauty and outdoor experiences. Proposed campaigns focused on target markets, including nature enthusiasts, adventure travellers, and wellness tourists.

The plan also integrated sustainability principles, recommending measures to preserve the region’s natural and cultural heritage while ensuring economic benefits for local communities. This included strategies for community involvement, eco-certifications, and sustainable tourism practices.

The Master Plan provided Gorski Kotar with a clear roadmap for sustainable tourism development, balancing growth with the preservation of its unique environment and cultural identity. Horwath HTL’s work ensured the region was well-prepared to unlock its tourism potential and attract both investments and visitors.

Tourism
Strategy and Planning
Destinations