engleski

The Requirements and Opportunities for Promotion of Croatian Health Tourism

The paper deals with the possibilities of improving the supply and promotion of health tourism in Croatia. By analyzing the goals and procedures set forth in the Action Plan for the Development of Health Tourism in the Republic of Croatia and the activities undertaken to this end so far and considering the recent achievements of the countries with the most propulsive approach to and results in the promotion of the treatment of foreign patients, this work identifies the key barriers to the development of Croatia's health tourism and Croatia as a destination that has all the possibilities to include in its rich tourism supply the health care services for foreign citizens and establish itself permanently in the international market. The suggestions for resolving the identified deficiencies, order of actions, descriptions of activities, coordination of responsibilities and the suggestion for a different approach to promotion made in this paper draw upon the Action Plan and are accompanied by concrete international examples the implementation of which should guarantee the exploitability of the rich natural, material and human resources of the Republic of Croatia in order to contribute to the global health tourism supply and visible changes on the economic map of this part of Europe and beyond.

Croatia, health tourism, media, promotion, public relations

nije evidentirano