
Tourism Experience
Strategic and Operational Marketing Plan
Horwath HTL was appointed to develop the Strategic and Operational Marketing Plan for Zagreb Tourist Destination for the period 2024–2028. This comprehensive plan aimed to position Zagreb as a competitive, innovative, and sustainable urban destination, enhancing its appeal to diverse traveler segments while fostering sustainable tourism growth.
Project scope
Horwath HTL was appointed to develop the Strategic and Operational Marketing Plan for Zagreb Tourist Destination for the period 2024–2028. This comprehensive plan aimed to position Zagreb as a competitive, innovative, and sustainable urban destination, enhancing its appeal to diverse traveler segments while fostering sustainable tourism growth.
The project began with a detailed situational analysis to assess Zagreb’s current position in the global and regional tourism market. This included an evaluation of key tourism metrics, such as visitor demographics, travel trends, and seasonality. The analysis also examined the destination’s strengths, weaknesses, opportunities, and threats (SWOT), considering factors such as cultural assets, infrastructure, and the competitive landscape.
Based on the situational analysis, Horwath HTL worked closely with key stakeholders to define the destination’s strategic vision and goals for 2024–2028. The vision focused on enhancing Zagreb’s reputation as a vibrant, year-round destination, blending rich cultural heritage, contemporary experiences, and sustainable practices. Key goals included increasing visitor numbers, extending average length of stay, diversifying markets, and promoting sustainability.
The operational component of the plan outlined target market segments, including leisure travellers, business tourists, and niche segments such as gastronomy, cultural, and wellness tourists. Detailed marketing strategies were developed for each segment, focusing on both traditional and digital channels. Specific initiatives included leveraging Zagreb’s unique events and festivals, such as Advent in Zagreb, to drive tourism and strengthen the city’s brand.
Horwath HTL also proposed tactical measures and KPIs to monitor progress, including campaigns, partnerships, and digital tools to enhance visitor engagement. The plan emphasized the use of data-driven marketing to adapt strategies in real-time and maintain competitiveness.
The resulting plan provided a clear roadmap for Zagreb to grow its tourism industry sustainably, balancing economic benefits with cultural preservation and community well-being. Through this engagement, Horwath HTL supported Zagreb in positioning itself as a leading destination in Europe, ready to attract and delight visitors for years to come.
Project Location
Zagreb, Croatia