Damir Bajs, Minister of Tourism
Five Stars Croatia Issue 3 — April 01, 2008.

Dear readers, I am exceptionally pleased to be able to present Croatian tourism to you, its achievements and prospects for the coming years. Croatia, although a small country, relatively new politically, has a long and vibrant history and boasts some of the most attractive scenery on the Mediterranean, exceptionally preserved nature and centuries old historic and cultural heritage.

Our islands and coast have always been attractive: Stari Grad on the Island of Hvar celebrated its 2391st birthday last autumn, ancient Romans were building their villas on the Brijuni Islands, the Roman emperor Diocletian built its grand palace in what today is Split, listed nowadays as a cultural world heritage site on the UNESCO list; Austrian middle class enjoyed the Kvarner mild climate and started building villas in the nineteenth century in Opatija for the winter stay of their families.

In the second half of the twentieth century tourism started to develop all over Europe and the world, Croatia was no exception to that. Sleepy fishermen's villages saw a sudden and rather swift change into attractive tourist destinations. Majority of our popular resorts developed in or next to villages and towns allowing our guests to get in closer touch with the local population. That remained until today a specific trade mark of our tourism and one of the reasons why so many, especially family guests, come back repeatedly.

The glittering azure of the Adriatic, once again the cleanest sea of the Mediterranean as per ADAC analyses in 2007, the intoxicating scents of mild Adriatic nights, healthy and delicious Dalmatian cusine and tasty wines, the singing of klapas, preserved natural and architectural landscape - they are all well reflected in our so popular, so captivating slogan: "The Mediterranean as it once was". Thinking about the preservation of what is best, unspoilt and yet so fragile, the Ministry of Tourism has up till now devised a number of programmes giving incentive to develop SMEs, to re-think the possible use of tangible and intangible heritage, incite the development of rural and other alternative types of tourism. Working together with other line ministries and the Government as a whole, a number of regulations protecting our natural resources are now being implemented. Hopefully they will assist us in keeping for the posterity the irretrievable natural and historical richness of Croatia not only for our citizens but for the entire world, for tourists coming to enjoy them as our dear guests.

However, world tourism and the preferences of a modern tourist change as swifty as the communication tools, especially the Internet, develop and grow and no one can lie on the laurels from the past. Spending holidays lazily on the beach is rarely a choice of a modern tourist and traveller. Being able to see all the world at home on your computer, enables tourists to check and compare destinations worldwide, basing their decision on instantly available data and experiences of their fellow tourist. Such a shift in access made all tourist destinations, all tourism countries adapt their offer and promotion very quickly in order to keep up with their not only immediate rivals but even those they never thought of seriously before. Low cost carriers hugely helped that change to happen.

Croatia is no exception and all those who seamlessly going from one season to the next suddenly woke up, creating new offers, building new infrastructure, rejuvenating the once elegant but somewhat sleepy destinations, providing spa and wellness treatments in renewed hotels, creating exciting soft-adventures and participating events for tourists in their hinterland, investing into "tourism of experience". Our size is actually an advantage when it comes to offering tourist a wide range of activities and experiences during a relatively short stay of one's holiday. It is a fact that 95% of all our tourism happens in littoral part of Croatia, but the seaside destinations are so close to the mountains, lakes, cultural and historic heritage sites, tiny stone villages of the hinterland, exquisite dining and wining opportunities of many less developed and yet worthy to visit places all over Croatia.

With over 11 million arrivals and over 56 million overnights, Croatian tourism also earned more from international tourism receipts in 2007 ending it as yet another record year for our tourism. Establishing again an independent Ministry of Tourism is a recognition of the overall importance of tourism for the Croatian economy, employment and its balance of payment. To be able to keep up with the good results one must be constantly alert to the changes on both the demand and the supply side as well as the needs of all the stakeholders. Croatia is regularly being placed on some of the "best of" or "Most desirable" destinations (e.g. "Travel & Leisure" placed the Dalmatian Islands in the best islands of the World category, the National geographic Adventure Magazine called Croatia "the best destination for adventure travellers"). To be able to satisfy the growing demand, more accommodation capacities are urgently needed, especially in the hotel sector, the only one that can bring about very much needed extension of the season. With some 50.000 new beds this goal would be reached and we believe it can happen within the next four years. Recent polls show that large investments, close to 2 billion Euros, are planned for next two years in the Croatian tourism sector. Majority of them are direct tourism investments and some are investment into the infrastructure and additional services, planned by national, regional and local governments.

Shift from mass tourism started in Craotia since the restructuring of our tourism sector in the 1990-ies and has progressively going towards the higher quality of offer and hence the upscale markets. Our aim is to have over 50% of 4* and 5* hotels to satisfy the demand of tourists searching for quality in destinations they choose. A number of both green-field and brown-field investments are happening or are about to happen right now, such as the Kempinsky Resort in Savudrija, close to Umag, or the Brijuni Rivijera project with golf courses, marinas and 4* and 5* hotels, villas and apartments.

Thinking about the future, we have developed last year a project called "Look around, find your best way" with suggestions of a number of alternative routes in Croatia, following which our visitors can discover a bit different Croatia. We hoped to incite interest of transit guests, but also regular tourists to stop, look around otherwise unvisited areas, maybe even to decide to come as tourist next time to a new destination. Let us not forget that Croatia has many gastronomic treasures such as the Istrian truffles, the Slavonian kulen, oysters from Ston and, of course, very good wines and rather famous drinks such as the maraschino from Zadar. Modern tourist very often wish to "see, smell and taste" the country they are visiting; Croatia can offer it all.

However, tourism is a "people's industry", as it is primarily incited by human need to interact with other people, learn about their customs and cultures, enjoy in beauties and diversity of places far from their homes. To be truly hospitable good intention cannot suffice and investment into human resources is a very important one. We want Croatia to meet its guest with not only smiles, but with knowledge and experience of well trained staff. This is the reason the Ministry of Tourism will start supporting some educational and training programmes for the future hospitality and tourism industry professional.

The year 2008 should be again a one successful for the Craotian tourism. Estimates show that we can, despite the EURO 2008 in Austria and Switzerland and the Olympics in Bejing, still end up the year with a moderate yet constant growth up to 3% in tourism flow figures and even 5% in the receipts. Let us hope the weather will be favourable as we are quite sure that our resourses, both natural and human, will surely contribute once again to a record year for Croatian tourism.