Darija Rei?, the director of Croatias National Tourist Office, gave a rundown of Croatias strategy for 2022 at WTM 2021.
Speaking at World Travel Market 2021, Darija Rei? spotlighted the destination's positive outlook: "Expectations are positive, especially for the central regions. We've been speaking with a lot of partners and they're developing a lot of exciting programmes, experiences and opportunities for guests- of course, increasing capacity to even beyond pre-pandemic levels."
"Pre-pandemic, we saw really consistent growth from the UK- the market has always been in our top 10 source markets but the UK continued to climb. Even with the decrease in capacity and Covid-19 restrictions, the market share was around the same, and we hope it'll continue in the same pattern of growth and development in 2022."
On how Croatia is hoping to position itself in the coming months, Rei? continued: "Of course, we're known as a sun, sea and sand destination. On top of that, however, we're blessed with a really diverse landscape.
"Guests can have three or four different types of holiday during their stay. We're home to 10 UNESCO sites, a gastronomic scene that really honours our heritage and 1200 islands. Nautical and island sailing holidays are one of the best ways to explore Croatia. Brits enjoy and admire all this."
A key priority of the destination board is to shift the focus from solely beach holidays - for which Croatia has always been a hotspot - to nature, adventure, and heritage.
One new development is set to make domestic holidays even easier. The Pelje?ac Bridge set to link the nation's two areas with a convenient bridge that joins the Adriatic highway- one of the most scenic ways to explore the Mediterranean.
"We're so excited for the new bridge to unify the nation. When it opens in Q1 2022, the bridge will shorten the journey for domestic exploration- its really important for us to unify the country and offer the total guest experience."
In terms of engaging directly with the trade, Rei? added: "We're always working with our strategic partners, operators, and airlines to drive volume and capacity. Trade is at the forefront of this as we want to make sure our trade partners have choice and incentive to sell Croatia.
"We're always excited to take part in roadshows, showcases and events to educate the trade on everything Croatia has to offer. It's such a crucial part of how we maintain the levels of tourism we achieve.
"We're always at disposal for any questions or information trade partners are looking for. Our London office can offer dedicated, tailor-made training or any kind of opportunities to help and educate the trade. Feel free to reach out to us."
