Although Croatia is among the top European countries with developed tourism and a rich tourist offer, seasonality remains a challenge. The majority of overnight stays and revenues are concentrated in the summer months. That is why the off-season, a period that offers a quieter but equally rich experience, is a key opportunity to attract guests. Mastercard and the Croatian National Tourist Board (HTZ) know that Croatia has a lot to offer outside the main part of the tourist year, and they have joined forces in an international campaign "One place, endless possibilities" aimed at the markets of the United Kingdom and Switzerland, he writes Htz.
The campaign runs until the end of September, and promotes Croatia as a destination that offers authentic and unique experiences in the autumn months – from eno-gastronomy and active holidays to art and culture. The central point of the campaign is the priceless.com platform, where specially created offers and experiences are available.
Examples include an early morning tour of the Dubrovnik Walls, a luxury weekend in Slavonia with wine and outdoor activities, a private cruise on the Adriatic or a truffle hunt in the Istrian forests. In addition, exclusive gastronomic experiences are available, such as a multi-course dinner at Zagreb's Dubravkin put restaurant or a cooking workshop with indigenous herbs on the Brijuni Islands. Such a variety of activities highlights Croatia as a destination worth visiting all year round, not just during the peak season.
The campaign targets a higher-income audience in two markets, the United Kingdom and Switzerland. Through carefully selected media channels, from reputable lifestyle and cultural portals to specialized sports and gourmet media, the message about Croatia as an attractive post-season destination reaches those who are willing to explore and invest in quality experiences.
- With a joint campaign, we want to bring Croatia closer to the public as a year-round destination that, thanks to its authentic experiences, indigenousness, natural beauty and cultural richness, attracts tourists even outside the main summer months. It is important for us to emphasize the advantages that the off-season brings us in this regard, such as fewer crowds, pleasant climate and more affordable prices, which additionally motivates guests to travel to Croatia during September, October, and later. We believe that through collaborations like this with Mastercard, we are creating the foundations for more sustainable tourism and strengthening the recognition of our country as a safe and attractive tourist destination throughout the year - he said Kristjan Staničić, director of the Croatian Tourist Board.
The campaign is based on programmatic advertising and precise targeting of different types of travelers: art and culture lovers, food and wine enthusiasts, and outdoor enthusiasts. This approach allows for optimal use of budget, but also creates measurable results through increased traffic on the priceless.com platform and increased interest in autumn travel to Croatia.
"Tourism is a central point for Mastercard in Croatia: from supporting small entrepreneurs and caterers through the Uplift project, to enriching the diverse tourist offer, to the global positioning of Croatia on the priceless.com platform," she emphasized. Gea Kariz, Director of Mastercard in Croatia. "Collaborating with the Croatian National Tourist Board on this campaign is a logical continuation of these efforts, as it shows that the attractive experiences that Croatia offers go beyond the summer months. The off-season is a great time for visitors to discover the richness of our gastronomy, culture and nature - she added Kariz.
The cooperation between Mastercard and the Croatian Tourist Board is part of a broader strategy to position Croatia as a year-round destination, but also to promote sustainable tourism that relies on quality content and a more even distribution of tourist traffic. This is especially important because data continuously shows that more than half of all overnight stays in Croatia are realized in July and August, while the potential of September, October and November is still not used to its full potential. It is through initiatives like these that Croatia can strengthen its position among the leading European destinations and stand out with the wealth of content available throughout the year.
Source: Htz
Photo: Julien Duval/HTZ
