Interviu cu Meri Matesic director Croatian National Tourist Board
Data publicare: 10 februarie 2014Categorie interviu: Birouri turism
InfoTravelRomania: In 2014 the identity of Croatian tourism will be reinvented.What differentiates Croatia and makes it attractive to the meetings market?
Meri Matesic - Croatian National Tourist Board: The MICE segment is one that presents many challenges to the modern tourism industry – in addition to excellent accommodation and competent and friendly staff, organizers and participants expect top notch congress facilities, equipped with high-tech gadgets, a variety of activities related to leisure, from team building to sightseeing across breathtaking nature and interesting cultural and historical sites, and easy and fast access.
Croatia is proud to be able to offer all that. The Croatian National Tourist Board recognizes congress tourism as an important part of overall Croatian offer and continues to provide support to potential hosts through the so-called Ambassador program focused on mobilization of Croatian representatives in international associations and through participation at specialized fairs. Promotion, partnerships and cooperation with all local, regional and international stakeholders in attracting associations and companies interested in organizing their gatherings in our country are also a part of CNTB’s activities.
InfoTravelRomania: What challenges are you currently facing in Croatia?
Meri Matesic - Croatian National Tourist Board: Croatia has been widely recognized as a top destination for years and its identity as one of the last well-preserved parts of the Mediterranean has been stable. Now we are facing the challenge of rebranding – the 2014 will be the year in which the identity of Croatian tourism will be reinvented, striving to attract not only those who already know us well, but to present ourselves and to be interesting to tourists who search new experiences, preferably not only in high-season. We plan on achieving this through identification and promotion of our premium experiences and destinations attractive in the period of pre- and post-season, but also through implementation of a rebranding strategy which will be launched at the WTM in London.
As far as the MICE segment is concerned, new investments in hotel and congress infrastructure are encouraged and expected, in order to make Croatia even more appealing.
InfoTravelRomania: What large events are coming to Croatia in near future?
Meri Matesic - Croatian National Tourist Board: We are proud that several international associations have chosen Croatia to be the venue of their meetings in 2014 – Zadar will host the gathering of the ADAC (Allgemeiner Deutscher Automobil-Club e.V.), Europe’s largest automobile club; representatives of the ADFC (General German Bicycle Club) will come on a study trip; while the EANA conference (the European Alliance of Press Agencies) will take place in Split, to name just a few.
InfoTravelRomania: What positive trend do you see in our region (SEE Europe)?
Meri Matesic - Croatian National Tourist Board: We can expect the MICE sector to register recovery and growth after recession, even though our region may be slower in manifesting that recovery. As a consequence of increasing demand by companies, competition will be fiercer than ever, which should benefit high quality destinations and facilities, as well as encourage new investments. This could prove to be a growth engine for the entire region, if we successfully face the challenges of global competition.
InfoTravelRomania: Where are you positioning your marketing efforts this year and next?
Meri Matesic - Croatian National Tourist Board: Our objectives are clear and straightforward: Croatia traditionally attracts tourists for its beautiful sea and summer offer. We wish to raise the awareness of additional elements of Croatian offer, thus contribute to shift that demand towards our inland region and in periods of pre- and post-season. In order to achieve that, we will focus our integrated communication and PR strategy to convey messages related to our future brand values and the PPS-concept through all available communication channels, while DMOs and DMCs will be responsible for identification and development of high quality products and offers.
InfoTravelRomania: Where do you see Croatia meetings industry in five years’ time?
Meri Matesic - Croatian National Tourist Board: With an increased number of investments and consequently of top venues and rich additional offer, Croatian meetings industry should be a strong contributor to our national strategic goal of becoming one of the 20 tourist most competitive countries by the year 2020.
InfoTravelRomania: What is the best part of your job?
Meri Matesic - Croatian National Tourist Board: It may seem predictable, but when your job is to promote a product which you strongly believe to be excellent, then receiving confirmation of that excellence from numerous satisfied and delighted visitors to Croatia is the most fulfilling part of what I do.
InfoTravelRomania: If you could travel anywhere in the world for a month, where would you go and why?
Meri Matesic - Croatian National Tourist Board: I would like to travel along the famous Route 66 to discover the USA as it once was. My second destination of choice would be Australia. I must admit it’s hard to imagine a whole month at only one place.
Sursa interviu: revista Conventa, Slovenia.
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