Ref. Ares(2015)312860-27/01/2015 REPUBLIC OF CROATIA MINISTRY OF TOURISM Smart cooperation in coastal and maritime tourism Encouraging transnational partnerships through clusters and networks Brussels, 20 January, 2015
Content Framework Clusters in Croatia Tourism Examples Conclusion
Main responsible line Ministries and institutions: Clusters and SMEs Ministry of Economy (MINGO) http://www.mingo.hr/en Ministry of Entrepreneurship and Crafts (MINPO) http://www.minpo.hr/default.aspx?id=68 Tourism and maritime affairs Ministry of Tourism (MINT) http://www.mint.hr/default.aspx?id=4493 Ministry of Maritime Affairs, Transport and Infrastructure (MPPI) http://www.mppi.hr/default.aspx?id=779 Private sector Croatian Chamber of Economy (HGK) http://en.hgk.hr/about/
Basic documents (competencies) MINGO Strategy for Cluster Development in the Republic of Croatia 2011-2020 lead Ministry for the Strategy for Supporting Innovation in the Republic of Croatia 2014-2020 http://www.mingo.hr/public/documents/strategija_poticanja_inovacija_18_12 _14.pdf under preparation: Smart Specialization Strategy, tourism is one of horizontal areas supports and manages the Competitiveness Clusters http://www.aik-invest.hr/en/competitiveness/
Basic documents (competencies), cntd MINPO Cooperatives Act http://narodne-novine.nn.hr/clanci/sluzbeni/2011_03_34_76 Strategy for the Development of SMEs in the Republic of Croatia 2013-2020 http://www.minpo.hr/userdocsimages/strategy-hr-final.pdf IPA IIIC project: Support to Cluster Development (analysis, reports, guides, training, action plan) http://www.minpo.hr/default.aspx?id=423
Basic documents (competencies), cntd MINT 1. laws on hospitality, tourism services, tourist boards, sojourn tax http://www.mint.hr/default.aspx?id=6106 2. Tourism Development Strategy of the Republic of Croatia until 2020 http://www.mint.hr/userdocsimages/strategy- tourism.present.pdf 3. Croatian Strategic Marketing Plan of Croatian tourism 2014-2020 (Croatian National Tourist Board) http://business.croatia.hr/hr-hr/hrvatska-turistickazajednica/dokumenti/smpht-2014-2020-?y2lcmzg4mg%3d%3d
Basic documents (competencies), cntd MMPI Maritime Development and Integrated Maritime Policy Strategy of the Republic of Croatia 2014 to 2020 http://www.mppi.hr/default.aspx?id=9468 HGK Tourism Department http://www.hgk.hr/category/sektor-centar/sektor-turizam associations and affiliations in tourism http://www.hgk.hr/udruzenja
Cluster Development Strategy national coordination, mapping, cooperation with EU, innovation... Innovation Strategy a platform for cooperation and financing Competitiveness Clusters - representatives of the economic sector help government in determining strategic projects and long-term goals, networking on the basis of common interest Croatian Tourism Development Strategy setting up objectives, operational strategies, action plans
Agency for Investment and Competitiveness http://www.aik-invest.hr/en/ List of Clusters, twelve industries in total: Food processing; wood processing; automotive; textile, leather goods and footwear; construction; medical; defense; chemical, plastic and rubber, ICT; maritime; electrical and mechanical machinery industry and technology; creative and cultural industries https://www.linkedin.com/company/hrvatski-klaster-konkurentnostikreativnih-i-kulturnih-industrija
Competitiveness clusters Competitiveness clusters (MINGO) will be used as instruments for: raising sector and regional competitiveness Internationalization cross-sector networking efficient use of ESIF lobbying branding and promotion targeting investor creating new added value Eligible for membership (example): entrepreneurs, business clusters and co-operatives, professional associations, public institutions, science/research institutions, local or regional authorities
HGK- associations and affiliations of: Adventure Tourism Nautical Tourism (Marinas) Charter Companies Diving Tourism Boat Owners (companies) Cultural Tourism Family Accommodation and Tourism Etc...
Tourism Clusters 10 possible regional clusters based on natural resources and gastronomy, culture, thematic routes, special events, tradition, heritage - tangible and intangible Geographical distribution- six littoral (Istria, Kvarner, Dalmatia-Zadar, Šibenik, Split, Dubrovnik) and four continental ones (Lika-Karlovac, Slavonija, Central Croatia, Zagreb-the capital)
International tourist arrivals 2012 (in millions) 2013 (in millions) % World 1,038 1,087 4.7 Europe 539,7 566,3 4.9 EU-28 416,7 433,7 4.1 Source: UNWTO World Tourism Barometer
Tourism in Croatia 2013 Arrivals: 12,445,378 Overnights: 72,102,892 GDP (in MN EUR): 43,478 Share of Tourism in GDP: 16,5 % Geographical distribution: sea coast 92.7 % (2014 arrivals: 13,044,080; overnights: 73,576,210) Source: CNTO, CNB,CNB
Capacity of marinas 2012 2013 Number of marinas 53 67 Nautical tourism harbours (anchorages, berths, dry marinas) 45 53 Area of aquatorium (sq.m) 3,266.746 3,278.064 Number of moors in the sea 17,454 16,940 Total lenght of coastline suitable for moorings (in meters) Total surface area of marinas on land (sq.m) 58,634 63,110 783,168 799,822 Source: Croatian Bureau of Statistics
Cruises of foreign vessels 2012 2013 Index 2013/2012 Number of cruises Number of sojourns Number of passengers Number of vessels for charter 802 828 103.24 1,486 1,638 110.23 1,154.814 1,237.623 107.17 4,333 4,625 106.74 Sources: Croatian Bureau of Statistics, and Ministry of Maritime Affairs, Transport and Infrastructure
Croatian Tourism Development Strategy till 2020 Analysis of the competitiveness status of Croatian tourism Identification of market opportunities Ten key directions in Croatian tourism till 2020 (among which: sun and sea, nautical tourism) Vision of Croatian tourism Operational strategies, among which are: tourism product development, investments, HR development Action Plans Nautical tourism-yachting, health tourism, culture tourism, MICE, tourism for all, cycling, rural tourism, green tourism
MEDCRUISE mission is to promote the cruise industry in the Mediterranean and its adjoining seas benefiting from the growth of the cruise industry by providing networking, promotional and professional development opportunities 73 members representing more than 100 ports around the Mediterranean region, including the Black Sea, the Red Sea and the Near Atlantic, plus 31 associate members, representing other associations, tourist boards and ship/port agents
HGK Croatian Chamber of Economy Marinas 48 highly standardized marinas ACI Adriatic Croatian International Club chain of 21 marinas Vessel chartering Boat owners 1.319 registered charter companies; 3.975 registered charter vessels Croatian Association of Boat Owners (companies) Croatian Association of Boat Owners (crafts) Local associations of small ship owners Diving centres 170 diving centres Croatian Association for Diving Tourism
Nautical Croatia
Goals Brand awareness raising Offering authentic products and experiences in shoulder season periods Special presentations, study trips advertising, Web subpage Croatia 365 www.croatia365.eu BBC Earth Campaign Six key products: culture, wine and gastronomy, active tourism, wellness and health, business tourism Public-private sector cooperation Cooperation beyond administrative boundaries Why? To extend the season, achieve higher visibility and positioning
United Istria: Istra Inspirit project project launched by Istrian region, Istria Tourist Board and Istrian Tourism Development Agency theatre and gourmet experiences all around Istria reviving myths, legends and stories from Istrian history in an innovative and creative way authentic locations (castles, medieval towns, coal mines ) valorisation of cultural and natural heritage /tangible and intangible/ interactive performances (audience baking bread, being a part of a which trial) more than 300 actors, artists, students, volunteers and locals united local people presenting skills and old crafts presenting and selling products of local producers (wine, olive oil, truffles, cheese, eco cosmetics, lavender products ) private and public sector united (hotels and tourist agencies selling destination and unique experiences)
Lošinj-DM as a Cluster
HERA Project Sustainable tourism management of Adriatic HERitage HERA http://www.adriamuse.org/sustainable-tourism-management-of-adriaticheritage-n33 specific objective: "To develop a joint cross-border platform within the Adriatic area for management and promotion of sustainable tourism based on common cultural heritage" standardization of Adriatic cultural heritage sites through direct & constant involvement of local/regional actors reduce seasonality in tourism demand & promote environmentally friendly tourism feasibility will be tested by Pilot projects (Cultural Tourism Routes & Visitor Centres) 19 partners from 8 Countries: Croatia, Italy, Serbia, Montenegro, Greece, Slovenia, Bosnia & Herzegovina and Albania.
EUSAIR The specific objectives for this pillar are: 1. Diversification of the macro-region s tourism products and services along with tackling seasonality of inland, coastal and maritime tourism demand 2. Improving the quality and innovation of tourism offer and enhancing the sustainable and responsible tourism capacities of the tourism actors across the macro-region Focusing on two topics: Diversified tourism offer (products and services); Sustainable and responsible tourism management (innovation and quality)
Actions(examples): Develop transnational new clusters in the field of tourism, encouraging trans-sectorial and cross-border cooperation Further development of thematic tourism such as cultural tourism, sports tourism, eco-tourism, thermal, health and wellbeing tourism, nature tourism, historical, scholastic, pilgrim tourism, agro-tourism, rural tourism, business, or tourism, capitalising on the maritime and sub-aquatic cultural heritage, industrial heritage or the economic fabric of a region, etc. Establishing synergies between macro-regional routes and local communities Promoting rural tourism
Development of Rural Tourism in the Adriatic Hinterland
Strategic significance Enhanced touristic identity: impact on hinterland as increase of attractiveness of a new tourist destination (bringing destination closer to the coast); impact on extension of tourist season; Monitoring system for development of tourist destination; Geographical coverage Elaboration of identified projects according to the Tourist destination(s), which suits to the needs of tourist performance (ETIS system) Midterm & long-term positive effects on depopulation and unemployment Strategic contribution to social-economic cohesion, political stabilisation, euro-integration of area
Associations? Affiliations? Cooperatives? Networks? Clusters?
Common thread: Increase competitiveness of product, service, destination Recognize common goal beyond rivalry/competition Education and training Administrative and financial support at all levels Social impact - employment, integration of industries and territories
Thank you for your attention! Blanka Belošević, Head of Department for International Cooperation Ministry of Tourism e-mail: blanka.belosevic@mint.hr www.mint.hr www.odrzivi.turizam.hr