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V. Klaric

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V. Klaric

  1. 1. <ul><li>Thermal Croatia </li></ul><ul><li>Historic Inspiration for Innovation </li></ul>CCE TOURISM DEPARTMENT M.Sc. Vlasta Klarić Area 56,594 km 2 Population 4,5 mln
  2. 2. CROATIAN TOURISM
  3. 3. <ul><li>CROATIA </li></ul><ul><li>20th by population </li></ul><ul><li>13th by tourist arrivals </li></ul>CROATIAN TOURISM 2009 CROATIAN CHAMBER OF ECONOMY International Tourist Arrivals Source: UNWTO Highlights 2010
  4. 4. <ul><li>CROATIA </li></ul><ul><li>16th by tourism receipts </li></ul><ul><li>4th by growth in 2010. </li></ul>CROATIAN TOURISM 200 9 CROATIAN CHAMBER OF ECONOMY Inetnational Tourism Receipts Source: UNWTO Highlights 2010   Receipts in USS Receipts in Euro World 852 bln 611 bln Europe 413 bln 296 bln Per arrival World 970 690 Europe 900 640
  5. 5. CROATIAN TOURISM Recorded growth Arrivals Overnights Revenue in € GROWTH IN 2010.
  6. 6. CROATIAN TOURISM 20 1 0 50,9 mln foreign overnight stays CROATIAN CHAMBER OF ECONOMY Germany 22,5% Slovenia 11,5% Italy& Austria 9% Czech 8% Poland 6% Netherlands & Slovakia 4% France, Russia & Hungary 3% UK 2% Spain 1% TOP MARKETS CROATIAN CHAMBER OF ECONOMY
  7. 7. CROATIAN TOURISM 20 1 0 CROATIAN CHAMBER OF ECONOMY Emerging markets Traditional markets HIGHEST GROWTH – overnight stays <ul><li>Turkey + 89 % </li></ul><ul><li>Greece + 66 % </li></ul><ul><li>China + 49 % </li></ul><ul><li>Brazil + 41 % </li></ul><ul><li>Ukraine + 40 % </li></ul><ul><li>Russia + 30 % </li></ul><ul><li>Norway + 26 % </li></ul><ul><li>Portugal + 20 % </li></ul><ul><li>Swiss + 11 % </li></ul>Spain +17%
  8. 8. C ROATIAN CHAMBER OF ECONOMY TOURISM DEPARTMENT Tourism issues within CCE are covered by Tourism Department Partnerships for visibility 5 centres 9 departments 29 affiliations. 50 associations. 250 groups
  9. 9. DESTINATION CROATIA Involving all stakeholders CROATIAN CHAMBER OF ECONOMY RESOURCES: NATURAL AND CULTURAL HERITAGE National: Ministries, Boards, CCE , Local gov, Ethnic groups, other… Tourism ind. touroperators,, DMC, PCO,… hospitality guides DMOs Heritage institutions: Museums, galleries Protected sites, conservation heritage associations, Other.. Private owners Institutes, Education, consultancies…
  10. 10. CCE TOURISM DEPARTMENT TOURISM BUSINESS COUNCIL <ul><li>Hotels, Camping and Restaurants </li></ul><ul><li>Travel Agencies </li></ul><ul><li>Cultural Tourism </li></ul><ul><li>Charter Tourism </li></ul><ul><li>Sub-Aqua Tourism </li></ul><ul><li>Marinas </li></ul><ul><li>Adventure Tourism </li></ul><ul><li>Rural Tourism </li></ul><ul><li>Health Tourism </li></ul><ul><li>(18 spas+72 wellness c.) </li></ul>CROATIAN CHAMBER OF ECONOMY ASSOCIATIONS / AFFILIATIONS OF
  11. 11. Thermal and t h alassotherapy resorts 2010 <ul><li>18 establishments in 5 seaside and 9 inland destinations </li></ul><ul><li>4000 beds + 2000 beds exclusively in medical use </li></ul><ul><li>27.788 arrivals </li></ul><ul><ul><li>47% foreign arrivals - 5% more than in 2009 </li></ul></ul><ul><li>197,375 overnight stays </li></ul><ul><ul><li>40% foreign overnight stays – 5% more than in 2009 </li></ul></ul><ul><li>Average stay 7 ,4 days </li></ul>CCE TOURISM D EPARTMENT
  12. 12. CROATIAN CHAMBER OF ECONOMY PICTURESQUE, HISTORIC, LIVELY, THERMAL/THALASSO MICRO-DESTINATIONS RESOURCES 5% 95% C-climatherapy, T-thalasso, B-balneo,, S- sand, N-naftalan, P-peloid, TMW-thermomineralwater., TW thermalwater (Source: Andrea Car) Biograd CT Bizovac BTMW Crikvenica CT Daruvar BTW Ivanić Grad BTMWN Krapinske Toplice BTW Lipik BTMW Makarska CT Opatija CT Rovinj KTS Livade Sv.Stjepan BTMW stubičke Toplice BTW Topusko BTW Tuheljske Toplice BTW Varaždinske Toplice BTMW Vela Luka CTL Veli Lošinj CT
  13. 13. Origin: Ancient Roman Aquae Iasae – Varaždinske toplice 58 ° C Aquae Balisse - Daruvar 44-47 ° C Aquae Vivae – Krapinske toplice 40,8 ° C Lipik 60 ° C Stubičke toplice 43-69 ° C Topusko (3000 years known) 80 ° C
  14. 14. Origin: Romanticism Daruvar
  15. 15. Origin: Opatija – Congress on Thalassotherapie 1908
  16. 16. Origin: Enjoying new discoveries - 1911 Sv. Martin na Muri 33-34 ° C - 1970 Bizovac 87-90 ° C
  17. 17. Paradise Lost
  18. 18. CRO THERMAL TOURISM Development? <ul><li>competitiveness </li></ul><ul><li>quality </li></ul><ul><li>vistors interests </li></ul><ul><li>distinctiveness </li></ul>CROATIAN CHAMBER OF ECONOMY <ul><li>“ Do not go where the path may lead, go instead where there is no path and leave a trail .” </li></ul><ul><li>- Ralph Waldo Emerson </li></ul>UNWTO / EU : Authenticty and Sustainability for:
  19. 19. Memorizing Destinations ?
  20. 20. Destination – space of encounters 21/03/11 FFKT2
  21. 21. Destinations/Tourism – area of interactions community Area of recognitions, overlapping, interfering, layering of identities Results in – HETEROTOPIA* *Michael Foucalt ideological real created visitors Cultural encounters Personal impact ..... social visual cultural historic contemporary Identitety geographic local regional national international
  22. 22. Tourism – Economy of identities
  23. 23. CONSUMERSPHERE 21/03/11 New healthy destinations Green consumerism Myth of the location - Cultural concentrations Symbolic spaces Authenticity
  24. 24. <ul><li>Have we got a myth strong enough? </li></ul>
  25. 25. By 2020 above 65 +17 mil Mobility interactivity emotions HUMANIZATION: For who’s eyes/soul only is it? SPA ORIENTED?
  26. 26. HUMAN MISSION <ul><li>“ Emotainment” </li></ul>Personalized approach: experiences, emotions , values
  27. 27. New behavior models <ul><li>Co ns umer & Producer </li></ul><ul><li> Co-pro ducer </li></ul><ul><li>Trend s : </li></ul><ul><li>New markets BRIC, Next 11 </li></ul><ul><li>LOHAS </li></ul><ul><li>Maturism </li></ul><ul><li>Medicalization </li></ul><ul><li>Femigration </li></ul><ul><li>Greenovation </li></ul><ul><li>Ecolectualism </li></ul><ul><li>Philatruism </li></ul><ul><li>Nano -Tourism </li></ul><ul><li>Humanization </li></ul>Kožarić: INNER EYES “ Know thyself ” Source: ITB Travel Trends Report 2010/2011, Alvin Toffler 40 for 40
  28. 28. Holistic approach : Know thyself FFKT1 21/03/11 Spiritual Health Sports Art Events
  29. 29. “ Destination building ”
  30. 30. High investments? Istarske toplice Sveti Martin na Muri Lipik Terme Tuhelj
  31. 31. Challenges <ul><li>Lesser developed and destroyed areas </li></ul><ul><li>Touristically virgin areas </li></ul><ul><li>Demography </li></ul><ul><li>BUT: </li></ul><ul><li>HUMAN </li></ul><ul><li>MEASURE </li></ul>
  32. 32. Creating attractions? Visibility? FFKT7
  33. 33. NON PLACES (auge - As an increasing proportion of our lives is spent in supermarkets, airports, hotels, on motor-ways, or in front of TV and computer screens, Auge investigates the profound alteration that has resulted from this invasion of non-places. ) Copy or Create? FFKT7
  34. 34. Artistic model? Attraction creation
  35. 35. HERITAGE DESTINATION CULTURAL LANDSCAPE COMPOSING A PICTURE INTEGRATED APPROACH NATURAL&CULTURAL
  36. 36. Product Development - Integrated approach SPA&Golf Resort Sv Martin HRVATSKA GOSPODARSKA KOMORA 2010 +99% in arrivals +89% in bednights Culture, art, history Structural content Museums galleries, events Sustainability GOLF playgrounds Picnic walkways Accessibility And Parking Travel agents Signalisation and information Acconmmodation Eno-gastronomy jlllllll
  37. 37. INVENTING NEW COMFORT ZONE: SPA LANDSCAPES AESTHETIZATION
  38. 38. SOFT LANDSCAPES Healing ambience
  39. 39. Curative properties of sea water treatments & innovative thalassoterapeutic healing Homo Medicus Immersed in culture Laconium,thalassarium, aromarium,…
  40. 40. Historic Distinctiveness Daruvarske toplice UN WTO: Quality in tourism – authenticity ETC: sustainability www.world-tourism.org/quality/standards.html PRODUCT DEVELOPMENT use of identity levels
  41. 41. Historic wellness? Aquae Iasae- 1.-4.AD PRODUCT DEVELOPMENT use of identity levels – VARAŽDINSKE TOPLICE SPA-ARCHAEOLOGY
  42. 42. ARCAHEO - THERMAE Inspiring ambience
  43. 43. PD: TERME TUHELJ : Homo Medicus on the Neanderthal Trail ARCHAEO Eno Gastro Business spa CULTURE EXPERIENCE Family Men Resources management Creativity hubs Femigration teambuilding conventions Cultural hubs
  44. 44. CHANGING CONTEXT OF SPA ENVIRONMENT CONSUMERS Demand Niche Activity Creativity OPAL (baby boomers/ Grey panthers Silver/golden generation Medical Health Contemplation … Rest & recreation, wellness … Art, Culture Walking, shopping,… Medical treatments Learning songs – singing… FAMILIES Edu/emo- tainment … History Creative… Balooning, bicycling… Painting, Photo safary.. BUSINESS Inspiration … Eno-gastronomy... Tasting Riding… Culinary workshops, olivepicking GEN X (often DINK) Challenge Energyzing... Eco-cultural & volontery.. cleaning swamps, rebuilding... Pottery workshops… GEN Y LOHAS Stimulation Wisdom …. Mindness … Participation express oneself Language learning….
  45. 45. PRODUCT DEVELOPMENT use of identity levels - CULTURAL ROUTES <ul><li>CULTURE </li></ul><ul><li>Historic monuments </li></ul><ul><li>Heritage </li></ul><ul><li>Sites (archeological, historic,) </li></ul><ul><li>Cultural landscapes </li></ul><ul><li>Historic roads </li></ul><ul><li>Inatngible heritage </li></ul><ul><li>Traditional buildings </li></ul><ul><li>Spiritual sites </li></ul><ul><li>PILGRIMAGES . . </li></ul>21/03/11 CROATIAN CHAMBER OF ECONOMY Integrated approach to heritage destinations management Stubičke toplice ACTIVITIES Cycling routes Walking routes Riding Trekking Climbing … Ballooning Hiking Driving
  46. 46. SPA CUISINE Challenge -Polisensual thermal destinations SPA ARCHAEOLOGY SPA TREKKING SPA ADVENTURE SPA RIDING SPA CREATIVE SPA ART SPA PARKS SPA FASHION SPA MUSIC Need for Cohesion Partnership Enterpreneurship Creativity SPA DANCING SPA SINGING SPA PAINTING SPA ELEOLOGY SPA ASTRONOMY SPA BYKING SPA CONTEMPLATION
  47. 47. REST & WELLNESS <ul><li>PD: Route of historic thermal cities ? </li></ul><ul><li>Managing experiences </li></ul>FUN AND EDUCATION CREATIVITY (CULINARY) INSPIRATION. PROVOKING REACTION PARTICIPATION CONTEMPLATION Combining Experience levels
  48. 48. PRODUCT DEVELOPMENT CREATING Theme Oriented Niche Support Rural tourism Event tourism Culinary tourism Eco tourism Religious tourism Contemplative tourism Micro urban tourism Creative tourism Geo tourism
  49. 49. SUSTAINABILITY ECONOMIC SOCIAL CULTURAL Future? : Historic thermal towns in Croatia COMPATIBLE APPROACH - micro-destinations evaluating HISTORIC IDENTITIES - policentric INNOVATIVE APPROACH CONSUMERS APPROACH- CONSUMERSPHERE - experience management - holistic recovery NEW PRODUCTS DEVELOP. CREATIVE THERMAL DESTINATIONS THEMATIC APPROACH development of TERITORIAL NETWORKING RAISING AWARENESS OF COMMON VALUES AND GOALS Thermae –microcosmos – symbolic destinations
  50. 50. Destination design accommodation events heritage gastronomy infrastructure SPA HR + community
  51. 51. HARMONY Destination as an organism
  52. 52. Responsibility 21/03/11 Destination Tourism Visitor
  53. 53. Communicating values <ul><li>Strengthening idnetities and communities </li></ul><ul><li>New products – new visitors </li></ul><ul><li>Season extension </li></ul><ul><li>Sustainability of resources </li></ul><ul><li>Visibility </li></ul>- ISTARSKE TOPLICE
  54. 54. mood management Wellness selfness mindness ultra experience Source: Matthias Horx, ITB 2005
  55. 55. 21/03/11 Structuring experience: POLISENSOR DESTINATION sound, taste, scent, colour, spirit, rythm, .
  56. 56. Tourism – A Quest for HAPINESS??? <ul><li>1. Paradise </li></ul>2. Hedonists garden HAPINESS? 3. “Garden of knowledge” PARADISE LOST
  57. 57. PARADISE REGAINED Marcus Aurelius “O world I am in tune with every note of thy great harmony”
  58. 58. CCE Tourism Department tel : + 385 1 456 1 605 fax: + 385 1 4828 290 Roosevelt ov trg 2, 10000 Zagreb www.hgk.hr Vlasta Klarić, MSc. [email_address] Ljerka Milas , MSc [email_address] GRACIAS
  59. 59. SPA CUISINE Polisensual thermal destinations SPA ARCHAEOLOGY SPA TREKKING SPA ADVENTURE SPA RIDING SPA CREATIVE SPA ART SPA PARKS SPA FASHION SPA MUSIC Need for Cohesion Partnership Enterpreneurship Creativity SPA DANCING SPA SINGING SPA PAINTING SPA ELEOLOGY SPA ASTRONOMY SPA BYKING SPA CONTEMPLATION C-climatherapy, T-thalasso, B-balneo,, S- sand, N-naftalanP-peloid, TMW-thermomineralwater., TW thermalwater Biograd CT Bizovac BTMW Crikvenica CT Daruvar BTW Ivanić Grad BTMWN Krapinske Toplice BTW Lipik BTMW Makarska CT Opatija CT Rovinj KTS Livade Sv.Stjepan BTMW stubičke Toplice BTW Topusko BTW Tuheljske Toplice BTW Varaždinske Toplice BTMW Vela Luka CTL Veli Lošinj CT
  60. 60. PRODUCT DEVELOPMENT CULTURAL ROUTES- use of identity levels <ul><li>Content: HERITAGE </li></ul><ul><li>Historic monuments </li></ul><ul><li>Heritage </li></ul><ul><li>Sites </li></ul><ul><li>Cultural landscapes </li></ul><ul><li>Historic roads </li></ul><ul><li>Inatngible heritage </li></ul><ul><li>Traditional buildings </li></ul>21/03/11 CROATIAN CHAMBER OF ECONOMY Integrated approach to heritage destinations managrment Stubičke toplice Activities PILGRIMAGES . . Cycling routes Walking routes Riding Trekking Climbing … Ballooning Hiking Driving

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