The document discusses tourism in Croatia, focusing on thermal and spa tourism. It notes that Croatia had over 50 million foreign overnight stays in 2010, with top markets being Germany, Slovenia, Italy/Austria, Czech Republic and Poland. It outlines strategies for developing thermal and spa destinations in Croatia through integrated approaches, highlighting cultural and natural heritage, and promoting experiential activities like spa archaeology, culinary routes, and creative themes to attract new types of visitors. The document emphasizes sustainability, partnerships, and managing destinations as experiences to strengthen identities and communities.

2. CROATIAN TOURISM

5. CROATIAN TOURISM Recorded growth Arrivals Overnights Revenue in € GROWTH IN 2010.

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

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. 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…

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. 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. Origin: Romanticism Daruvar

15. Origin: Opatija – Congress on Thalassotherapie 1908

16. Origin: Enjoying new discoveries - 1911 Sv. Martin na Muri 33-34 ° C - 1970 Bizovac 87-90 ° C

17. Paradise Lost

19. Memorizing Destinations ?

20. Destination – space of encounters 21/03/11 FFKT2

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. Tourism – Economy of identities

23. CONSUMERSPHERE 21/03/11 New healthy destinations Green consumerism Myth of the location - Cultural concentrations Symbolic spaces Authenticity

25. By 2020 above 65 +17 mil Mobility interactivity emotions HUMANIZATION: For who’s eyes/soul only is it? SPA ORIENTED?

28. Holistic approach : Know thyself FFKT1 21/03/11 Spiritual Health Sports Art Events

29. “ Destination building ”

30. High investments? Istarske toplice Sveti Martin na Muri Lipik Terme Tuhelj

32. Creating attractions? Visibility? FFKT7

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. Artistic model? Attraction creation

35. HERITAGE DESTINATION CULTURAL LANDSCAPE COMPOSING A PICTURE INTEGRATED APPROACH NATURAL&CULTURAL

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. INVENTING NEW COMFORT ZONE: SPA LANDSCAPES AESTHETIZATION

38. SOFT LANDSCAPES Healing ambience

39. Curative properties of sea water treatments & innovative thalassoterapeutic healing Homo Medicus Immersed in culture Laconium,thalassarium, aromarium,…

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. Historic wellness? Aquae Iasae- 1.-4.AD PRODUCT DEVELOPMENT use of identity levels – VARAŽDINSKE TOPLICE SPA-ARCHAEOLOGY

42. ARCAHEO - THERMAE Inspiring ambience

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. 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….

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

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. 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. Destination design accommodation events heritage gastronomy infrastructure SPA HR + community

51. HARMONY Destination as an organism

52. Responsibility 21/03/11 Destination Tourism Visitor

54. mood management Wellness selfness mindness ultra experience Source: Matthias Horx, ITB 2005

55. 21/03/11 Structuring experience: POLISENSOR DESTINATION sound, taste, scent, colour, spirit, rythm, .

57. PARADISE REGAINED Marcus Aurelius “O world I am in tune with every note of thy great harmony”

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. 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