Croatia and Slovenia Join Forces for Promotional Campaign in Australia

By 18 February 2020

February 18, 2020 - The European Tourism Commission (ETC) has approved co-financing a joint project by the Croatian National Tourist Board and the Slovenian Tourist Board for the promotional campaign "Croatia and Slovenia: Full of Ways to Feel and Explore”, to be implemented in the Australian market by November 2020.

HRTurizam reports that the value and overall budget of the campaign is €200,000, half of which, ie, €100,000, is supported by the ETC.

"The joint promotion of Croatia and Slovenia in distant markets, and especially the one that will be realized in the large Australian market, is a unique example of successful cooperation in tourism promotion of the two countries. We know that guests from far markets usually realize their travels in the periods before and after the season when they visit several countries, which is why we cooperate very intensively with colleagues from the Slovenian Tourist Board,” said Croatian Tourist Board Director Kristjan Stanicic, adding that more than 242,000 arrivals and more than 741,000 overnight stays have been made in Croatia from the Australian market over the past year.

After European funds were approved last year for the "Experience Croatia, Feel Slovenia" campaign launched on the Chinese market, this year, the funds were approved for an Australian market campaign aimed at promoting and positioning Croatia and Slovenia as more attractive year-round destinations. A particular focus of the campaign will be on topics of active and adventure tourism, natural beauty and lesser-known tourist destinations for higher-spending guests. The campaign will also promote the rich cultural and historical heritage, eno-gastronomy, as well as other attractive tourist attributes of both countries.

"I am pleased that we have been successful this year in jointly applying for a European Tourism Commission tender, which confirms our excellent cooperation in promotion in distant markets. I am convinced that through a joint promotion campaign in the Australian market, we will present Slovenia and Croatia as destinations of unique experiences and sustainable tourism,” said the director of the Slovenian Tourist Board, Maja Pak.

As part of the campaign, workshops for agents and tour operators in Sydney and Melbourne will be organized, digital media advertising activities will be implemented, and cooperation will be established with selected Australian influencers who will visit Croatia and Slovenia next spring. Also, in cooperation with one of the leading online travel agencies in the Australian market, an online campaign will be devised and implemented through two waves, where Croatia and Slovenia will be presented to guests who want to enjoy unique and authentic experiences beyond the peak tourist season.

The Croatian National Tourist Board and the Slovenian Tourist Board have successfully withdrawn funding through the ETC Call for Co-financing of Transnational Promotional Campaigns in Distant Markets, and under the Destination Europe project and the new Horizon 2022 strategy, a total of 18 applications were received, while 11 received support.

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