HTZ targets last-minute travellers in key European markets with its new campaign
The new promotional campaign focuses on price-sensitive guests in July and August, highlighting affordable and free activities outside the main tourist hubs.
The tourist market this season clearly shows changes in consumer behaviour – travel decisions are increasingly being made at the last minute, and budget plays a key role in choosing a destination. In response to these challenges, the Croatian National Tourist Board has launched a new last-minute campaign called „Croatia is worth every second of your time“. The campaign is active in seven key European markets, including Germany, Austria, Italy and Central European countries, with a clear objective: to reposition the perception of Croatia as a destination offering excellent value for money.
Response to price sensitivity and last-minute trends
The focus of this initiative is on the months of highest demand, July and August, when decisions are made by those who haven't yet booked their holidays. The Croatian National Tourist Board (HTZ) points out that modern travellers tend to prefer closer, safer and more accessible destinations, but also that they scrutinise costs more rigorously. Instead of competing solely in the premium segment, the strategy is shifting towards proving competitiveness through authentic, yet financially sustainable experiences. For the domestic tourism sector, agencies and tour operators, this is a clear signal to adapt communication towards guests seeking an optimal price-quality ratio.
Promotion of micro-locations and affordable experiences
An interesting turn in this campaign is the strong emphasis on activities that are free for visitors or cost less than ten euros. Instead of general sites and traditionally more expensive tourist attractions, locations such as Medvednica and Vransko Jezero nature parks, and cultural heritage in ...and the natural beauty of Gorski kotar and Žumberak to the zadrug and Dubrovnik.
The campaign also promotes enogastronomy in smaller towns outside overcrowded tourist centres, focusing on local taverns, traditional fishing evenings, and summer cinemas. This encourages the dispersal of guests, creating opportunities for DMC companies to develop new, less crowded itineraries.
Communication channels and the role of influencers
Promotional activities will be conducted through a combination of online communication channels and print media in the markets of Germany, Austria, Italy, Hungary, the Czech Republic, Poland, and Slovakia. Part of the strategy also includes organising trips for foreign influencers. Through stays in destinations ranging from Zagreb and Pula to Split and Dubrovnik, they will create content specifically tailored to audiences who carefully plan their budget, demonstrating how to experience a quality holiday in Croatia without extreme costs.
This approach comes at a crucial time for Domestic tourism as it directly addresses public discussions about rising prices on the Adriatic. Focusing attention on more affordable, authentic experiences in the interior and smaller towns can help agencies and hoteliers communicate better with the last-minute segment and ensure stable occupancy during the peak season.
