engleski

Strategic Directions of Croatian Tourism Development

The tourism industry is a top priority for the economic development of the Republic of Croatia. Although the global economic crisis had no severe effects on the Croatian tourism industry in 2009, Croatia must not be deluded into thinking that such a situation could continue once the crisis is over and the tourism industries of its rivals have recovered. Without failure, Croatia needs to seriously consider the long-term, strategic development of its tourism industry, which is indeed a fundamental lever of the country’s overall development. Hence, this paper seeks to identify the strategic directions of Croatia’s tourism development, which should be foremost based on the fact that given the fairly well preserved condition of Croatia’s environment in comparison to that of rival tourist countries, and given the opportunities Croatia has in becoming a European ecotourism oasis for the production of organic food products, the country’s tourism industry is in a position of gaining sustainable competitive advantages, which stem from the fact that Croatia possesses all the preconditions to developing environmentally sound tourism. As all of these factors also need to be taken into account in the strategic documents for the further development of Croatian tourism, this paper analyses the importance of strategic marketing planning in Croatia.

Croatia; tourism

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