Promotion In Tourism Markets Delivers Results In A Difficult Year

It is noticeable that in addition to guests staying in hotels, apartments and camps, there is a lack of cruise guests and passing bus groups, which formed a large part of the daily summer crowd with a large share in traffic, trade, catering and other complementary activities, transport and agency services. Air traffic is also in a sensitive phase of recovery with tendency that it could regenerate more significantly by the start of the postseason.

After the relative relaxation of epidemiological measures, all Mediterranean and world tourist countries have opened up to the tourism business to the maximum, primarily through promotion on the most important channels and markets, thus creating a highly competitive environment. As a result, advertising prices themselves have increased significantly. Such a trend is followed, and in some segments imposed by the Main Office of the Croatian National Tourist Board with strong campaigns.

In coordination with the national campaign, the county office of the Tourist Board responded in a timely manner, conducting a strong online campaign in the five most important Central European markets since the beginning of June.

The activities of the Zadar Tourist Board are now extending on the regional campaign, which will promote the city in Austria, Slovenia and Poland in the next month, the three most interesting emitting markets for us at the moment.

Two main channels have been activated that have high visibility and reach in important markets. The so-called "native ads" or articles and visuals about Zadar on premium portals are further optimized to be displayed to groups and people who show interest in an upcoming booking or vacation trip. Other important channels are the social networks Facebook and Instagram, which also intensively  target groups expressing interest in upcoming trips, vacations, Croatia, sun and sea or who were attracted by the previous campaigns of the CNTB and the County Tourist Board. In this way, the content and timing of national and regional campaigns are concretized in order to draw  further interest  of users from selected markets and encourage them to decide to book accommodation.

According to the delicate situation, the creative communication strategy promotes Zadar as an attractive city destination that offers the guest the opportunity to relax in a quiet environment without crowds. With all the infrastructural benefits that our city provides, guests really have the opportunity to experience the unique natural beauties and historical heritage within their grasp. Photos, videos and articles are used in order to offer, by means of clear messages, an insight into the activities and experiences that await the guest once he visits the destination.