11

Thermal Croatia

Historic Inspiration for Innovation

CCE TOURISM DEPARTMENTM.Sc.Vlasta Klarić

Area 56,594 km2

Population 4,5 mln

2

CROATIAN TOURISM

2008 2009 2010Foreign Arrivals (in mn ) 8,60 8,60 9,10Foreign overnights (in mn) 48 49 51Revenue € 7,45 6,36Revenue per capita € 1679,2 1435,5GDP tourism share € 15,7 14%Of total exports € 37,60% 39,50%Exported services € 73,80% 75,40%

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• CROATIACROATIA

• 20th by 20th by populationpopulation

• 13th by 13th by tourist tourist arrivals arrivals

CROATIAN TOURISM 2009

CROATIAN CHAMBER OF ECONOMY

International Tourist Arrivals

0

10000

20000

30000

40000

50000

60000

70000

80000 International Arrivals 2009 EuropeSource: UNWTO Highlights 2010

Source: UNWTO Highlights 2010

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CROATIA16th by tourism receipts

4th by 4th by growth in growth in 2010.2010.

CROATIAN TOURISM 2009

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

8,3

44,7

8,9

46,6

9,4

47,8

1051

,4

10,4

53

11,6

56

11,2

57

10,3

55

10,6

56

0

10

20

30

40

50

60

2002 2003 2004 2005 2006 2007 2008 2009 2010

5

CROATIAN TOURISMRecorded growth

Arrivals OvernightsRevenue in €

GROWTH IN 2010.

6CROATIAN CHAMBER OF ECONOMY

CROATIAN TOURISM 2010 50,9 mln foreign overnight stays

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

7CROATIAN CHAMBER OF ECONOMY

CROATIAN TOURISM 2010

Emerging markets

Traditional markets

HIGHEST GROWTH – overnight stays

• Turkey+89%

• Greece+66%

• China +49%• Brazil

+41%• Ukraine

+40%

• Russia +30%• Norway +26%• Portugal +20%• Swiss +11%

Spain +17%

Tourism issues within CCE are covered by Tourism Department

CROATIAN CHAMBER OF ECONOMY TOURISM DEPARTMENTPartnerships for visibility

5 centres9 departments29 affiliations.50 associations.250 groups

9CROATIAN CHAMBER OF ECONOMY

DESTINATION CROATIA Involving all stakeholders

RESOURCES:NATURAL AND

CULTURAL HERITAGE

National:Ministries,

Boards, CCECCE,Local gov,

Ethnic groups, other…

Tourism ind.touroperators,, DMC, PCO,…

hospitalityguides DMOs

Heritage institutions:Museums, galleries

Protected sites,conservation

heritage associations,Other..

Private owners

Institutes,Education,

consultancies…

10CROATIAN CHAMBER OF ECONOMY

CCE TOURISM DEPARTMENT TOURISM BUSINESS COUNCIL

• Hotels, Camping and Restaurants

• Travel Agencies • Cultural Tourism • Charter Tourism

• Sub-Aqua Tourism • Marinas

• Adventure Tourism• Rural Tourism

• Health Tourism• (18 spas+72 wellness c.)

ASSOCIATIONS / AFFILIATIONS OF

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Thermal and thalassotherapy resorts 2010

• 18 establishments in 5 seaside and 9 inland destinations• 4000 beds + 2000 beds exclusively in medical use• 27.788 arrivals

47% foreign arrivals - 5% more than in 2009• 197,375 overnight stays

40% foreign overnight stays – 5% more than in 2009 Average stay 7,4 days

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

45.000

2002. 2003. 2004. 2005. 2006. 2007. 2008. 2009. 2010.

CCE TOURISM DEPARTMENT

12CROATIAN CHAMBER OF ECONOMY

PICTURESQUE, HISTORIC, LIVELY, THERMAL/THALASSOMICRO-DESTINATIONS

RESOURCES

5%

95%

Biograd CTBizovac BTMWCrikvenica CTDaruvar BTWIvanić Grad BTMWN

Krapinske Toplice BTWLipik BTMWMakarska CTOpatija CTRovinj KTS

Livade Sv.Stjepan BTMWstubičke Toplice BTWTopusko BTW

Tuheljske Toplice BTW

Varaždinske Toplice BTMWVela Luka CTLVeli Lošinj CT

C-climatherapy, T-thalasso, B-balneo,, S- sand, N-naftalan, P-peloid, TMW-thermomineralwater., TW thermalwater (Source: Andrea Car)

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Origin: Ancient Roman

Aquae Iasae – Varaždinske toplice 58°C Aquae Balisse - Daruvar 44-47°C Aquae Vivae – Krapinske toplice 40,8°CLipik 60°C Stubičke toplice 43-69 °C Topusko (3000 years known) 80°C

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Origin: Romanticism

Daruvar

Origin: Opatija – Congress on Thalassotherapie 1908

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Origin: Enjoying new discoveries

- 1911 Sv. Martin na Muri 33-34°C

- 1970 Bizovac 87-90°C

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Paradise LostParadise Lost

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18CROATIAN CHAMBER OF ECONOMY

CRO THERMAL TOURISM Development?

• competitiveness• quality• vistors interests• distinctiveness

• “Do not go where the path may lead, go instead where there is no path and leave a trail.”

• - Ralph Waldo Emerson

UNWTO / EU :Authenticty and Sustainability for:

Memorizing Destinations?

2007/04/23 FFKT2 20Destination – space of encounters 2020

.....

social

visual

2121

culturalhistoriccontemporary

Identitety

geographiclocal

regionalnational

international

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

Tourism – Economy of identities

2222

2307/04/23 23

CONSUMERSPHERE

23

New healthy destinations

Green consumerism

Myth of the location -

Cultural concentrations

Symbolic spaces

Authenticity

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Have we got a myth strong enough?

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By 2020 above 65+17 mil Mobility

interactivity emotions

HUMANIZATION: For who’s eyes/soul only is it?

SPA ORIENTED?

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HUMAN MISSION

“Emotainment”

26Personalized approach: experiences, emotions , values

New behavior models Consumer&Producer

Co-producerTrends:New markets BRIC, Next 11

LOHASMaturismMedicalizationFemigrationGreenovationEcolectualismPhilatruismNano -TourismHumanization

Kožarić: INNER EYES

“Know thyself”

Source: ITB Travel Trends Report 2010/2011, Alvin Toffler 40 for 40

Holistic approach : Know thyself

FFKT1 2807/04/232828

Spiritual

HealthSports

Art

Events

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“Destination building”

High investments?

3030

Istarske toplice

Sveti Martin na Muri

Lipik

Terme Tuhelj

Challenges

• Lesser developed and destroyed areas• Touristically virgin areas • Demography

BUT:HUMAN MEASURE

3232

Creating attractions?

Visibility?

FFKT7 32

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 33

Artistic model?

Attraction creation

HERITAGEHERITAGE

DESTINATIONDESTINATION

CULTURAL CULTURAL LANDSCAPELANDSCAPE

COMPOSING A PICTURECOMPOSING A PICTUREINTEGRATED INTEGRATED APPROACHAPPROACH

NATURAL&CULTURALNATURAL&CULTURAL

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Product Development - Integrated approachSPA&Golf Resort Sv Martin

HRVATSKA GOSPODARSKA KOMORA

Culture, art, historyCulture, art, history

Structural content Museums galleries,

events

Structural content Museums galleries,

events

SustainabilitySustainability

GOLFGOLF playgroundsPicnic

walkways

playgroundsPicnic

walkways

AccessibilityAnd Parking

AccessibilityAnd Parking

Travel agentsTravel agents

Signalisation and informationSignalisation

and information

AcconmmodationAcconmmodationEno-gastronomy Eno-gastronomy

jllllllljlllllll

2010+99% in arrivals+89% in bednights

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INVENTING NEW COMFORT ZONE:

SPA LANDSCAPES AESTHETIZATION

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SOFT LANDSCAPESHealing ambience

Curative properties of sea water treatments & innovative thalassoterapeutic healing

Homo MedicusImmersed in culture

Laconium,thalassarium, aromarium,…

Historic Distinctiveness Daruvarske toplice

UNWTO: Quality in tourism – authenticityETC: sustainability

www.world-tourism.org/quality/standards.html

PRODUCT DEVELOPMENTuse of identity levels

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PRODUCT DEVELOPMENTuse of identity levels – VARAŽDINSKE TOPLICE

SPA-ARCHAEOLOGY

Historic wellness?

Aquae Iasae- 1.-4.AD

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ARCAHEO - THERMAEInspiring ambience

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

CHANGING CONTEXT OF SPA ENVIRONMENT

CONSUMERS Demand Niche Activity CreativityOPAL (baby boomers/ Grey panthers

Silver/golden generation

MedicalHealthContemplation…

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

StimulationWisdom ….

Mindness … Participation express oneself

Language learning….

07/04/2345

CROATIAN CHAMBER OF ECONOMY

PRODUCT DEVELOPMENT use of identity levels - CULTURAL ROUTES

CULTUREHistoric monumentsHeritageSites (archeological, historic,)Cultural landscapes Historic roadsInatngible heritageTraditional buildingsSpiritual sitesPILGRIMAGES..

Integrated approach to heritage destinations management

Stubičke toplice

ACTIVITIESCycling routesWalking routesRidingTrekkingClimbing …Ballooning HikingDriving

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SPA CUISINE

Challenge -Polisensual thermal destinations

SPA ARCHAEOLOGY

SPA TREKKING

SPA ADVENTURE

SPA RIDING

SPA CREATIVESPA ART

SPA PARKS

SPA FASHION

SPA MUSIC

Need forCohesion

PartnershipEnterpreneurship

Creativity

SPA DANCING

SPA SINGING

SPA PAINTING

SPA ELEOLOGYSPA ASTRONOMY

SPA BYKING

SPA CONTEMPLATION

REST & WELLNESS

PD: Route of historic thermal cities ?Managing experiences

FUN AND EDUCATION

CREATIVITY(CULINARY) INSPIRATION.

PROVOKING REACTION PARTICIPATION

CONTEMPLATION

Combining Experience levels

PRODUCT DEVELOPMENTCREATING Theme Oriented Niche Support

Rural tourism

Event tourism

Culinary tourism

Eco tourism

Religious tourism

Contemplative tourism

Micro urban tourism

Creative tourism

Geo tourism

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Future? : Historic thermal towns in Croatia

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SUSTAINABILITY ECONOMICSOCIALCULTURAL

COMPATIBLE APPROACH

- micro-destinationsevaluating HISTORIC

IDENTITIES - policentric

INNOVATIVE APPROACH CONSUMERS APPROACH-CONSUMERSPHERE- experience management- holistic recovery

NEW PRODUCTS DEVELOP.

CREATIVE THERMAL DESTINATIONS

THEMATIC APPROACH development ofTERITORIAL NETWORKINGRAISING AWARENESS OF COMMON VALUES AND GOALS

Thermae –microcosmos – symbolic destinations

Destination design

accommodation

events

heritage

gastronomy

infrastructure

SPA

HR+

community

HARMONY

Destination as an organism

5207/04/23 52

Responsibility Destination

Tourism

Visitor

Communicating values

-

ISTARSKE TOPLICE

• Strengthening idnetities and communities

• New products – new visitors

• Season extension • Sustainability of

resources • Visibility

moodmanagement

Wellness selfness mindnessultra

experience

Source: Matthias Horx, ITB 2005

07/04/23

Structuring experience: POLISENSOR DESTINATIONsound, taste, scent, colour, spirit, rythm, .

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Tourism – A Quest for HAPINESS???

1. Paradise2. Hedonists garden

HAPINESS?

3. “Garden of knowledge”

PARADISELOST

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PARADISE REGAINED

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

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CCE Tourism Department tel: + 385 1 456 1605fax: + 385 1 4828 290Rooseveltov trg 2,

10000 Zagreb www.hgk.hr

Vlasta Klarić, MSc.vklaric@hgk.hr

Ljerka Milas , MSclmilas@hgk.hr

GRACIASGRACIAS

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SPA CUISINE

Polisensual thermal destinations

SPA ARCHAEOLOGY

SPA TREKKING

SPA ADVENTURE

SPA RIDING

SPA CREATIVE

SPA ART

SPA PARKS

SPA FASHION

SPA MUSIC

Need forCohesion

PartnershipEnterpreneurship

Creativity

SPA DANCING

SPA SINGING

SPA PAINTING

SPA ELEOLOGY

SPA ASTRONOMY

SPA BYKING

SPA CONTEMPLATION

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 BTWVaraždinske Toplice BTMW

Vela Luka CTL

Veli Lošinj CT

C-climatherapy, T-thalasso, B-balneo,, S- sand, N-naftalanP-peloid, TMW-thermomineralwater., TW thermalwater

07/04/2360

CROATIAN CHAMBER OF ECONOMY

PRODUCT DEVELOPMENT CULTURAL ROUTES- use of identity levels

Content: HERITAGE Historic monuments

Heritage

SitesCultural landscapes

Historic roadsInatngible heritage

Traditional buildings

Integrated approach to heritage destinations managrment

Stubičke toplice

ActivitiesPILGRIMAGES.. Cycling routesWalking routesRidingTrekkingClimbing …Ballooning HikingDriving