short haul FEATURE
CROATIA
Croatia expects a bumper 2014: visitor fi gures are climbing, the country has joined the EU and Dubrovnik wooed the trade at ABTA’s annual convention, says Howard Carr
once again after more than a decade of struggling to re-establish itself on the tourism scene. The country attracted 299,842 UK
A
visitors in the fi rst eight months of this year – a whopping 24% up on the corresponding period in 2012 and now tourism offi cials have the 1990s’ record fi gure of 500,000 British holidaymakers in their sights. So confi dent are they in the drawing power of the country’s star attractions of an unspoilt Adriatic coastline, ancient towns and more than 1,000 islands that they are looking to switch some of the marketing emphasis for 2014. Lesser-known attractions to be highlighted in promotions will
ll the vital signs point to Croatia being a fi rm favourite with British holidaymakers
include food and drink, national parks, music festivals and inland areas such as rural Slavonia. Meanwhile, operators continue to expand their programmes beyond the traditional hotspots of Dubrovnik and Istria to include more islands and mainland resorts. “Croatia’s appeal is increasing all the time,” said Tom McCormick, Cosmos Head of Purchasing. “The destination’s non mass-
market feel means visitors can enjoy an authentic experience in terms of culture, history, cuisine and the beauty of the mainland and islands.” Prestige Holidays has increased self-catering options, with 14 pages of its 2014 Croatia brochure dedicated to villas and apartments. “They range from the very luxurious to back-to-basics apartments
allocated on arrival in Dubrovnik,” explained Chairman John Dixon. “Dubrovnik is not a cheap destination. These apartments are simple, clean and offer good value. They make the city more affordable.” Balkan Holidays’ Sales and
Marketing Manager Rupert Diggins believes the recent ABTA convention in Dubrovnik will help to increase trade awareness of Croatia. “Twin-centre holidays continue to be popular for 2014,” he said. “For example, the islands and mainland combined with Montenegro, and a stay in Dubrovnik followed by a cruise around the islands, are both good choices.” Anatolian Sky Holidays, which launched a dedicated Croatia brochure this year, expects two- and three-centre trips to be a big part of its expanded tailor-made programme for its second season. Managing Director Akin Koc
explained: “Our main focus for expansion in 2014 will be Istria, where on a recent visit I was delighted to fi nd an excellent choice of luxury and boutique hotels.”
www.sellinglonghaul.com
“Dubrovnik offers enough to fill a two-week holiday but it’s also
perfect for a city break TOM MCCORMICK HEAD OF PURCHASING, COSMOS
“Don’t position Croatia as a cheap destination; sell it as one that offers
great value” JOHN DIXON CHAIRMAN, PRESTIGE HOLIDAYS
Clockwise from left: Lokrum Island, just off the city of Dubrovnik; Dubrovnik city; the Roman ruins at Pula
December 2013 65
SXC /MARIN VUGDELIJA
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