Source: Jutarnji list
The ‘Nautical Tourism of Croatia 2030’ conference, organized by Jutarnji list and the Croatian Chamber of Economy, was held.
Croatia is no longer highly price-competitive in the charter market. The intensity of the competition for guests is evident from the fact that discounts of 30 to as much as 40 percent are already being offered for vessel rentals next year. At the same time, increasing price sensitivity among guests is being felt in Germany and Austria—two traditionally key markets for Croatian tourism. On the other hand, the premium nautical segment continues to perform well, and growth is also being recorded in more distant markets, such as the USA.
This was the picture of the market presented during the final panel of the “Nautical Tourism of Croatia 2030” conference, titled “Market, Promotion, and Booking Trends.” The discussion revealed that the Croatian nautical sector is not facing a crisis of demand; however, it is in the midst of a significant market shift.
Guests are increasingly comparing prices, and competition in the Mediterranean is intensifying. The existing model—in which Croatia built much of its competitive edge on the number of vessels, the appeal of its coastline, and a robust charter sector—is finding it increasingly difficult to drive further growth. Saša Popovac, Director of the Strategic Planning, Sustainability, and Tourism Experience Sector at the Croatian National Tourist Board, stated that nautical tourism is a primary reason for visiting, which is why it plays a significant role in the promotion of Croatia.
“Every year, the Croatian National Tourist Board (HTZ) runs campaigns that heavily feature the nautical sector, as it is one of the primary reasons visitors come here. We conduct these campaigns in the markets from which we need to attract the largest number of guests. This year, we ran the nautical campaign from March to May, and we are currently roughly on par with last year’s figures,” said Popovac. However, results vary within the nautical sector itself.
The premium segment is performing well.
“Parts of the nautical sector are growing at higher rates, while some segments are facing challenges. The premium segment is performing well, particularly large, exclusive vessels. We face a greater challenge with smaller boats, and the issue of climate change also comes into play here. What happens to a boat that isn’t equipped with air conditioning during a heatwave? We need to find new models to ensure continued growth in the coming years,” he said.
Popovac believes that, moving forward, the nautical sector must increasingly be presented not merely as the rental of vessels, but as a tourism experience encompassing the destination, gastronomy, and other offerings.
– We have to turn to experience management and bring tourists closer to the fact that sailing is not just renting boats, but an experience. Non-boarding consumption is growing, but we have challenges in the markets of Germany and Austria, where part of the guests can no longer afford such a vacation. The season was good, but the entire Mediterranean offer is facing challenges and today every euro is being watched – he said. For the time being, Croatia manages to make up for the decline or slowdown in traditional markets with other guests.
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