Most important Belgian media on a FAM trip in Dalmatia
TUI Belgium has brought influential journalists to the Split-Dalmatia and Dubrovnik-Neretva counties. This move opens up space for strengthening premium tourism and stable bookings from the Benelux market.
Focus on authenticity and high consumption
The Belgian market has been known for years for travellers seeking more than just sun and sea. These are guests focused on gastronomy, culture, and outdoor activities. This was precisely the fundamental motive for a recent study trip organised by the Croatian National Tourist Board representative office for the Benelux countries. The entire operation was realised in strategic partnership with TUI Belgium, the largest tour operator in the country. This collaboration gives the press tour significant commercial weight.
Media reach numbering in the millions
The scale of this project is best illustrated by the figures and the selection of media. Journalists who shape public opinion and lifestyle trends in Belgium stayed in Dalmatia. Among them were representatives of leading print and digital platforms such as Het Nieuwsblad, Gazet van Antwerpen, and Het Belang van Limburg. Their daily reach exceeds 1.8 million users.
The Francophone part of the market is covered through Sudinfo, with over 800,000 unique visitors daily, and influential magazines such as Télépro, Fifty & Me, and the weekly Deuzio. When all channels are added together, information about the Dalmatian offer will reach an audience of several million. This is an excellent foundation for stable bookings, not only during the summer months but also in the key months of the post-season.
Dispersal of programmes outside the main tourist magnets
Instead of a classic tour exclusively of Split and Dubrovnik, the programme has been cleverly designed to highlight diversity and micro-locations that attract guests with higher purchasing power. Journalists explored the island of Brač with a visit to the Olive Oil Museum and activities in Bol. The Makarska Riviera was presented through a combination of nature and adrenaline at Biokovo Nature Park and the Skywalk viewpoint.
The southern part of the route has placed emphasis on eno-gastronomy and history through a visit to Ston, its walls, and tasting indigenous oysters. This approach directly supports the strategy of guest dispersal and extending the season, showcasing the region as a year-round destination rich in content.
Logistics support and air links as key to success
All these stories and media coverage would not have their full commercial effect if the destination were not accessible. TUI Belgium directly supports the sale of these programmes through its own air connections. From May until October, the Belgian capital is directly connected to Split and Dubrovnik twice a week.
