A Critique of Tourism Policy and Planning in Croatia - Report Example

A CRITIQUE OF TOURISM POLICY AND PLANNING IN CROATIA goes here] [Your goes here] [Due the paper Introduction Tourism is one of the key factors that play their role in improving the economy of a country. It not only brings a huge amount of revenue of a country but also plays a dynamic role in promoting its culture and society.  If there is one factor that increases awareness about the culture and society of a country, it is tourism. Tourism also plays its role in increasing employment opportunities particularly for people related to hotel industry, transport industry, and service industry. For developing countries, tourism is the one of the main aspects of sustainable development. The government of any country needs to consider both international and domestic tourism to assess the impact of tourism on its economy. Travel provides a support for promoting tourism as an export industry for the host country, as the level of economic activities increase in terms of provision of transport, residential, and other related services to the tourists (Sathwara n.d.). In this report, we will highlight the impact of tourism on the economy of Croatia. The central theme of the report will be based on the tourism policy of Croatia. The report will highlight some key challenges related to tourism being faced by Croatia, as well as the role of the tourism plans and policies in addressing those challenges and problems. 2. Tourism Policy and Planning in Croatia By tradition, Croatia is known as tourism oriented country. Tourism has always been one of the main factors of economic growth for Croatia. In recent years, the growth and development in tourism turnover in Croatia shows that this country is making great efforts to make tourism one of the main sources of its financial growth (Ministry of Tourism 2003). It is necessary to design and put into practice a tourism strategy that is mainly focused on sustainable development in order to benefit from the economic benefits related to improved tourism industry. Croatian government believes that the orientation of tourism strategy should be towards such aspects of tourism that should provide value added benefits to all people engaged in the industry of tourism (Ministry of Tourism 2003). According to the Ministry of Tourism (2003), the right positioning on an influential and revenue-generating tourism industry depends mainly on the monitoring of modern trends that serve to discover new market potentials, public demand, areas of potential investment, future trends in tourism industry, and infrastructural requirements. In recent years, if we look at the demand side of tourism industry, we will come to know that tourists usually seek some particular types of tourism facilities and opportunities and they prefer to visit such places which can serve their tourism interests the most. In Croatia, historical heritage, pleasant climate, and the evergreen natural beauty form such an environment for tourists that together with high quality accommodation, cheaper accommodation costs, culture based food and beverages, and entertainment facilities is able to attract a large number of modern-day tourists (Ministry of Tourism 2003). Tourism industry is such a valuable asset that needs to be maintained and protected properly in order to make it a high-value contributor in the growth and development of a country’s economy. Croatian government has developed a very competitive and long-term tourism strategy that has the potential to play a dynamic role in the development of a public-oriented, innovative, and modern tourism market. The strategy is also likely to improve the competitiveness level of Croatian tourism in markets which hold a great demand of high quality tourism services. Meeting the demands of new tourism trends is a key to success for the tourism industry (Jasmina 2007). The ultimate goal of Croatian tourism strategy is to put the country on the track of becoming the tourism market leader of the European Region. Croatian tourism is likely to increase a great deal in the coming years due to improvement in the tourism mechanisms (Euromonitor 2012). 2.1 Challenges Being Faced by Croatian Tourism Although Croatia has an exceptionally diverse, rich, and high level of cultural and natural tourism potentials, there exist some challenges and problems that obstruct its way towards becoming the most attractive way for tourists. If we talk about some of the weaknesses of Croatia as a tourist spot, we can say that the reputation of a less attractive place for summer tourism, incomplete hotel privatization, lack of use of technology and latest tourism concepts, and the image of being from the war-torn Balkans are the main weaknesses that can Croatia’s dream of becoming the most attractive tourist spot for people. Along with these weaknesses, some other issues include improper accommodation facilities, unsatisfactory quality of tourism related services, lack of presence of a large number of international brands, insufficient cooperation at social, political and administrative levels, less entertainment opportunities for tourists, liquidation of some of the main tourist companies, non-stimulating macroeconomic framework, average hospitality quality, inadequate connections and poor transit infrastructure, unsatisfactory tourism arrangements in terms of packages, and lack of professional managerial approach towards tourism (Ministry of Tourism 2003). “Croatia must bridge the gap between its countless opportunities and its bleak reality” (Stipanovic 2005). 2.2 Key Features of Croatian Tourism Although there are a number of challenges which Croatian tourism ministry needs to address, but it will be very true to say that Croatia has all resources needed to become the most competitive and productive tourism industry of whole Europe. Croatia has all those resources that can play a valuable role in attracting foreign visitors. According to The Croatia Tourism Cluster (2003), some of those resources include: • A strategic location that is easily reachable to European region’s tourist-generating markets, as well as the markets of the Middle Eastern regions; • Immaculate and pure environments which include all tourist spots, for example, mountains, islands, forests, lakes, and plain fields; • Beautiful lakes and resorts; • A diverse and natural range of flora and fauna; • Entertainment facilities, if provided to the visitors; • A rich and strong cultural heritage, which include, appealing customs and traditions, delicious foods, and arts; • A mesmerizing and strong history that dates from the ages of ancient Greeks and other ancient civilizations; and • High literacy rate and high quality educational standards (The Croatia Tourism Cluster 2003). Moreover, the size of the country is also very perfect and matches an ideal size for a tourism country. The size also makes foreign people enjoy all luxuries related to tourism in one country instead of going to more than one country to enjoy different aspects of tourism. In reality, Croatia is a country which has a real potential for tourism growth and development (Christou n.d.). The only thing it needs is to make correct use of available resources to again all benefits related to the tourism industry. 2.3 The Croatian Sustainable Tourism Strategy The foundations of the Croatian Tourism industry derive from its long cultural history and traditions (Bunja 2003). The government of Croatia has also started taking steps to promote Croatian tourism among foreign tourists. Upon getting approval from the government, the ministry of tourism has designed a very competitive and sustainable tourism strategy which is based on the key values of Croatian culture and society. Those values are integrated in all guiding principles of Croatian tourism. The guiding principles perfectly adhere to the internationally recognized principles of ICOMOS and WTO the foundations of which are based on global community principles. The guiding principles are deigned in accordance with the demands of tourism in the twenty-first century, as well as with cultural and social realities of the country. They play the role of backbone of a competitive and successful tourism policy. While designing the strategy, the ministry of Tourism of Croatia also conducted a detailed analysis of the main target markets of Croatia to identify the current and potential demands of tourism (Tomljenovic´ et al.2004, p. 361). 2.3.1 Guiding Principles “The strategy of sustainable tourism in Croatia is created in order to increase the economic benefits which the state is receiving from tourism” (Popadic & Kovacic n.d.) According to The Croatia Tourism Cluster (2003), the guiding principles of Croatian tourism strategy include: - Identity, diversity, and cultural ties The first guiding principle is that Croatian tourism will be based on the country’s authentic uniqueness and the ministry will take every step to retain the uniqueness of tourism, as well as the diversity of its social and cultural ties. - Sustainability Next guiding principle s that Croatian tourism will adhere to the need to retain the beauty of nature and culture and no such step will be taken that can harm the cultural heritage of Croatia. Moreover, step consideration will be taken to ensure the sustainability of living communities and the socioeconomic balance. Another important point is that business environment related to tourism services will not be limited to any particular business group, rather it will be open for everyone and there will be close cooperation between Croatian society and the people related to Croatian tourism industry. - Integration for quality of life Next guiding principle for the strategy is that tourism will be valued as a core aspect of life, as well as of the Croatian economy instead of treating it as a separate industry. Every issue related to tourism industry will be resolved as the top priority and special measures will be taken to ensure sustainable tourism. Moreover, public support will be ensured to promote the tourism industry in Croatia. “Services for tourism will be integrated into the life and economy of the country and especially within the local communities of the tourism destinations” (The Croatia Tourism Cluster 2003). - Quality of service Next guiding principle is that Croatian tourism will offer high quality everlasting, unique, and lively tourism experiences to people at low cost. The ministry will take every measure to enhance the quality of tourism related products, services, transportation, and accommodation in order to satisfy the needs and demands of local, as well as foreign tourists. The authorities will ensure that all tourism related services should meet the quality standards of WTO. - Voluntary participation The last guiding principle is that every person related to tourism industry will have the right to guarantee the protection of his/her legitimate interest and business whether individually or in collaboration with other people involved in the business (The Croatia Tourism Cluster 2003). The public authorities, communities, and industry groupings will guarantee the protection of the legitimate interests of every stakeholder. Although everyone will be free in his/her choice to follow principles, share values, and communicate his/her interests and plans, but no person will be forced to do something or take part in any activity unwillingly. 2.3.2 Objectives of the Strategy The main objective of the Croatian tourism strategy is to develop such a strategy that should meet high standards of quality of the Croatian lifestyle and to work towards making Croatian tourism attractive and special for tourists. The strategy has a central theme with a key question. According to The Croatia Tourism Cluster (2003), that central question is, “How do we drive economic growth and raise our standards of living without destroying the essence of Croatia—its spectacular nature, riches of cultural heritage, and distinctive lifestyle?” Another key objective of the Croatian tourism strategy is to sustain the natural beauty and cultural heritage of Croatia while putting up the efforts to promote tourism in the country. The ministry will ensure the protection of Croatia’s culture and flora and fauna in order to maintain the natural look of the country. 2.3.3 Vision of Croatian Tourism The vision of the Croatian tourism strategy is base on the need to provide an authentic Croatian tour experience to the visitors, place by place. “This means identifying local world-class tourism products— experiences complete with tangible goods and services—that distinguish each region” (The Croatia Tourism Cluster 2003). The vision of the Croatian tourism strategy is to build dynamic and profitable tourism industry that is based on supreme quality, excellent service, and value addition. The aim is to merge cultural traditions, natural beauty, and landscape’s originality in such a way that they give visitors an unforgettable and everlasting visiting experience. 2.3.4 Measurable Targets According to The Croatia Tourism Cluster (2003), the vision of the Croatian tourism strategy is supported by some key measurable targets, which include: • Increase the benefits of tourism for the tourists; • Triple the number of foreign tourists from October to May every year because this is the peak season for tourism in Croatia; • Double the overall number of local and foreign tourists who stay for more than one night in areas away from the coast; and • Improve and build up those capital assets that are to be used in tourism, reinvesting the profit amounting to $100 million per year tourism, and attracting every year $50 million of new investment that will be done through foreign direct investment and borrowing and issuing new shares. 2.3.5 Strategic Goals of Croatian Tourism According to Ministry of Tourism (2003), some of the main strategic goals of Croatian tourism include designing and implementing a developmental spatial plan for Croatian tourism in order to preserve eye-catching natural resources, continuous protection of natural resources and heritage while developing new tourist spots, implementing high ecological standards of tourism, providing necessary education to tourism related staff and improving their ethics and skills, constructing and improving transport and accommodation infrastructure, designing innovative and attractive tourism packages for local and foreign visitors, and ensuring efficient distribution of resources among people related to the industry and using modern communication and marketing trends. 2.4 List of Institutions Responsible for the Development of Tourism According to Ministry of Tourism (2003), the institutions responsible for development of the tourism industry of Croatia by implementing the Croatia tourism strategy include ministries of sea, transport, and tourism, local governments, counties, ministry of development, tourism associations, ministry of culture, local tourism associations, cultural institutions, travel agencies, Croatian National Tourist Board, Croatian Association of Restaurants and Hotels, Chamber of Crafts and Trade, ministries of education and sports, health associations, Croatian Chamber of Economy, ministry of Environmental Protection, and Government of the Republic of Croatia. 2.5 Will Croatian Tourism Strategy Address the Challenges Successfully? This Croatian tourism strategy is very much capable of addressing all challenges mentioned earlier in the report. The strategy is well-designed and meets all standard regulations of WTO and international tourism. All government and private bodies associated with the implementation of the strategy are working with full cooperation and dedication to make this strategy successful for promoting tourism in Croatia and making Croatia the most attractive and remarkable tourist sport for both local and international tourists. 3. Conclusion The Croatian national tourism strategy is based on the principles of sustainable development, as well as on the preservation of natural resources, culture, and social values. Adequate promotional policies and cooperation of all government institutions, ministries, private bodies, and associations directly and indirectly participate in the promotion of Croatian tourism. The strategy is able enough o address all challenges being faced by Croatia for the last many years. The strategy also ensures long-term growth of tourism in Croatia, economic development, and positive returns from investing in the tourism industry of Croatia. The strategy is designed in such a way that it will increase employment opportunities for local people. The ultimate goal of the strategy is to put Croatia on the track of becoming the leader of the European tourism industry. References Bunja, D 2003, ‘International Journal of Contemporary Hospitality Management’, Internatioanl Journal of Contemporary Hospitality Management, vol. 15, no. 2, pp. 126-128. Christou, L n.d., Is it possible to combine mass tourism with alternative forms of tourism: the case of Spain, Greece, Slovenia and Croatia, viewed 26 January 2013, http://www.atu.edu/jbao/spring2012/Is_it_possible_to_combine.pdf Euromonitor 2012, Travel and Tourism in Croatia, viewed 26 January 2013, http://www.euromonitor.com/travel-and-tourism-in-croatia/report Jasmina, G 2007, ‘Strategy Of Tourism In Croatia For Competing On The European Tourism Market’, Revista Tinerilor Economisti, vol. 1, no. 9, pp. 51-58. Popadic, M & Kovavic, N n.d., Croatian Tourism Strategy and Wildlife Tourism, viewed 26 January 2013, http://bib.irb.hr/datoteka/549199.Popadic_Kovacic.doc Sathwara, S n.d., Socio-Economic Importance of Tourism, viewed 26 January 2013, http://www.slideshare.net/Shantimani/economic-importance-of-tourism Stipanovic, C 2005, Transforming Croatian Tourism in Globalisation and Localisation Conditions, viewed 26 January 2013, http://www.fm-kp.si/zalozba/ISBN/961-6573-03-9/stipanovic.pdf Ministry of Tourism 2003, Croatian Tourism Development by 2010, viewed 26 January 2013, http://www.mint.hr/UserDocsImages/TOURISM-FINAL-2010.pdf The Croatia Tourism Cluster 2003, Croatian Tourism Industry, viewed 26 January 2013, http://www.channelingreality.com/CORE/Other_Areas/Croatia_Cluster_Strategy.pdf Tomljenovic´, R, Marušic´, Z, Weber, S, Hendija, Z & Boranic´, S 2004, ‘Croatian cultural tourism policy: strategic development’, Tourism, vol. 52, no. 4, pp. 361-373. Read More