HTZ Marketing Succeeds in UK, Problem Lies in Another European Country...
As Poslovni Dnevnik/Marija Crnjak writes on the 29th of July, 2020, an intensified campaign on the UK market will be carried out intensively until August the 10th, and a special article about Croatia in the Daily Mail was excellent promotion for Croatia, but there needs to be a resolution to the issues with another European country for HTZ to succeed further…
As soon as the United Kingdom put Spain on the red list of countries from which the British must enter into a fourteen-day quarantine upon their return to their country, the Croatian National Tourist Board (HTZ/CNTB) decided to step up promotional activities on that market.
As confirmed by HTZ, an intensified online campaign on social networks, the Google search engine and through native articles has been active since July the 27th, which also provides all relevant information for a safe arrival and stay in the country.
The intensified campaign will be carried out intensively over the next two weeks, more precisely until August the 10th. Promotion on the Dutch market is continuing at the same pace as before, although the Netherlands put Croatia “on the orange list” last week, HTZ added.
If we were to ask the tourism sector alone, the Dutch issue is perhaps more important for Croatia at this time, because the British were almost given up on this year due to a number of reasons, despite the fact that the UK is perhaps the most important European country when it comes to tourism in Croatia. The announcements from the Dutch market were decent, and it is a generous camping emitting market that is more accessible than the British market is this year due to a lack of flights.
“We started implementing intensive promotional campaigns on the British market in early July, from the moment the British put us on the list of safe countries. In addition to advertising and invitation campaigns and informative messages about travelling to Croatia, it’s great that a special on Croatia was published in the Daily Mail (on July the 24th), which presented Croatia’s tourist offer, and showcased Croatia as safe,” they stated from HTZ.
It has since been discovered that the Daily Mail’s glossy ”Croatia special” wasn’t a paid contribution, but it was created upon a decision made by the editorial board that Croatia is attractive and safe enough for British guests. Croatia expects stronger traffic from the British market in August, given that airlines have started with operations from London, Manchester, Liverpool, Newcastle, Birmingham, Bristol and other areas of the country.
This is especially important for destinations in the central and southern parts of Dalmatia, where British tourists most often come to stay. So far in July, there have been around 20,000 arrivals and almost 90,000 overnight stays from the UK market, and there are currently around 7,000 British tourists staying in the country.
While the Spaniards are struggling since the British authorities issued a mandatory fourteen-day quarantine for British tourists returning from that country, for Croatia, the biggest problem remains the Dutch decision to introduce the same measure for Dutch passengers arriving back in the Netherlands from Croatia.
The decision which was made a week ago is still in force, despite numerous actions to try to withdraw it, be it through politics or civic initiatives and petitions.
Despite the issues, about 17,000 Dutch tourists are currently staying in Croatia, which shows that the number of guests who left Croatia due to the Dutch Government’s recommendation isn’t at all significant, as there were about 23,000 at the beginning of last week. There were 56,350 arrivals from that market in July, and since the moment Croatia was put on the orange list by the Netherlands, over 6,000 guests from that country have come to Croatia.
HTZ hopes that Croatia, given the fact that the Dutch list is revised every fourteen days, will soon return to the list of safe and stable destinations. However, if the decision of the Dutch Government is not withdrawn, Croatia will lose significant traffic during the season, was was pointed out by the director of the Croatian Tourism Association, Veljko Ostojic.
“The decision to place Croatia on the orange list by the Dutch Government came just when people were planning their summer holidays, and many people could be deterred from coming to Croatia because of that decision. We are witnessing the decisions of some countries about travel becoming more political and less epidemiological. Therefore, there’s no relaxation, and at all levels, from us in this sector to politics, we must manage the situation every day and inform our guests as much as possible that Croatia is safe to travel to and that all stakeholders in tourism are following the recommendations of epidemiologists,” said Ostojic.
In addition to its weekly newsletter reporting on the situation in Croatia, HUT launched the Corona Region Tracker portal www.croatiacovid19.info last week, which monitors the epidemiological situation in four regions, the North Coast (Istria and Kvarner), the South Coast, Central Croatia and Eastern Croatia.
HTZ has pointed out that, in addition to classic marketing and advertising campaigns, they’re working on special PR projects and activities, primarily with foreign journalists who can personally come and see how safe Croatia is for themselves.
“HZ is proactively communicating and monitoring announcements made on key markets, and is reacting in the event of inaccurate information about Croatia, which has recently been available, especially in the German and Austrian markets. We’re delivering corrections and placing accurate information through our representative offices. In addition, we’re communicating very intensively with the competent institutions, especially diplomacy, in order to react in a timely manner to certain situations in certain countries,” they concluded.
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