Speaking about global trends in premium tourism, Andreja Vukojević, Vice President of the Croatian Chamber of Economy, emphasized at the Evolution Next Level conference that the sustainable development of Croatian tourism does not necessarily mean a higher number of visitors, but above all a higher value of the offer.
The panel “The Perfect Sea Temperature” opened a discussion on the future of tourism and the challenges of destination management in a time of strong global change. Alongside Vukojević, the panel featured Nikolina Brnjac, Member of the European Parliament; Josip Bilaver, Prefect of Zadar County; and Burak Baykan, a representative of the Doğuş Group and Regional Director overseeing their investments in Croatia.
Participants discussed how, in the context of global tourism trends and current geopolitical challenges, to ensure the long-term sustainable and competitive development of tourism in Croatia, with an emphasis on the quality of the offer, sustainability, and better coordination within the tourism sector.
“Globally, more than 1.4 billion tourists travel each year, and Europe attracts more than half of those arrivals. This means that competition among European and Mediterranean destinations is extremely strong. Over the past twenty years, Croatia has made significant progress and today records more than 20 million tourist arrivals annually. However, our space and resources have their limits, which is why it is important for the focus of tourism to shift from quantity to quality and the overall value of the tourism product,” said Andreja Vukojević.
She added that the transformation of Croatian tourism is focused on sustainability, technological solutions, and data-driven destination management. According to research conducted by the Croatian Chamber of Economy, premium tourism in Croatia generates around €1.4 billion in revenue annually, or approximately ten percent of total tourism revenue. The strategic goal is for this share to approach 20 percent in the coming years.
“Such development does not necessarily mean a higher number of guests, but primarily a higher value of the offer. Premium tourism implies the development of new high-category hotels, a stronger eno-gastronomic scene, year-round tourism products, and experiential tourism that is closely connected to local culture, nature, and the identity of the destination,” Vukojević said.
She also recalled that the participation of Croatian premium companies at the international luxury tourism fair International Luxury Travel Market Cannes last December was evidence of the growing interest in authentic and personalized experiences.
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