For years, Croatia has been positioning itself as one of the most desirable tourist destinations in Europe, but despite impressive numbers and a rich offer, it still faces the distinct challenge of seasonality. The vast majority of tourist traffic and revenue is generated during the summer months, while the pre-season and post-season periods remain underutilized. It is precisely in the autumn months that huge potential lies for the development of more sustainable and year-round tourism. Recognizing this opportunity, the Croatian National Tourist Board (HTZ) and global technology leader Mastercard have launched a strategic international campaign titled "One place, endless possibilities". This initiative, which runs until the end of September, is specifically aimed at attracting guests from the United Kingdom and Switzerland, markets known for higher-spending travelers seeking authentic and unique experiences.

Discovering the autumn charms of Croatia

The campaign is designed to present Croatia as a destination that offers its most magical face precisely in autumn. A pleasant climate, smaller crowds, and more affordable prices create ideal conditions for exploring everything that often remains in the shadow of mass tourism in the summer. The focus is on promoting diverse and authentic experiences that go beyond the classic offer of sun and sea. Segments such as eno-gastronomy, which reaches its peak in autumn with the grape harvest and the search for truffles, are being promoted, as well as active holidays in spectacular nature that takes on new colors, and a rich cultural and historical heritage that is more accessible for true enjoyment in a quieter environment. The central tool of the campaign is Mastercard's global platform priceless.com, an exclusive place where users can find and book priceless experiences, specially created to showcase all the splendor of Croatia's post-season offer.

Kristjan Staničić, director of the Croatian National Tourist Board, emphasizes the strategic importance of such projects. "With this joint campaign, we want to present Croatia to the public as a year-round destination that, thanks to its authentic experiences, originality, natural beauty, and cultural richness, attracts tourists even outside the main summer months. It is important for us to emphasize the advantages that the post-season brings in this regard, such as smaller crowds, a pleasant climate, and more affordable prices, which further motivates guests to travel to Croatia during September, October, and even later. We believe that collaborations like this one with Mastercard create the foundations for more sustainable tourism and strengthen our country's recognition as a safe and attractive tourist destination throughout the year," said Staničić, emphasizing that the goal is a more even distribution of tourist traffic and the strengthening of economic resilience.

Exclusive experiences as a lure for sophisticated travelers

The priceless.com platform offers a range of carefully designed experiences aimed at travelers looking for something special. Instead of standard tourist packages, the offer is based on exclusivity and a personalized approach. Imagine a private morning walk along the monumental Walls of Dubrovnik, before they open to the public, giving you a unique view of the awakening city. For lovers of nature and fine wine, a luxury weekend has been created in the heart of Slavonia, a region that in autumn offers unforgettable wine tours and outdoor activities in untouched nature, and where finding the perfect accommodation completes the whole experience. Adventurers can set sail on a private cruise to hidden coves of the Adriatic or embark on an exciting search for precious truffles in the mystical forests of inland Istria.

Gastronomy is one of the key assets, so the offer also includes exclusive multi-course dinners in renowned restaurants such as Zagreb's Dubravkin put, where the creativity of local cuisine is celebrated. For those who want to participate actively, there is also a unique cooking workshop on the Brijuni islands, where participants learn about the use of indigenous Mediterranean herbs in preparing dishes, thus combining culinary education with a stay in one of the most beautiful national parks. Such a diversity of content clearly communicates the message that Croatia is a destination worth visiting throughout the year. Guests who decide to visit Zagreb, for example, can explore the rich cultural scene, and comfortable accommodation in the city allows them to be at the center of the action. Similarly, visitors to Brijuni can enjoy the peace and quiet of the archipelago, and a stay on the island offers a unique experience.

Precise targeting for measurable results

The campaign relies on sophisticated digital marketing methods, primarily programmatic advertising, which allows for precise targeting of desired audience groups in the markets of the United Kingdom and Switzerland. The approach is segmented according to travelers' interests, so specially created messages are placed for lovers of art and culture, eno-gastro enthusiasts, and fans of outdoor activities. Advertising is conducted through carefully selected media channels, including reputable lifestyle and cultural portals, specialized sports and gourmet media, and influential social networks. This ensures that the message about Croatia as an attractive post-season destination reaches those who are ready and willing to invest in quality and authentic travel experiences. Such an approach not only optimizes the use of the marketing budget but also allows for the tracking of measurable results through the analysis of increased traffic to the priceless.com platform and the growth of interest in autumn travel to Croatia. Exploring the beauties of Istria in autumn becomes even more tempting when you know that quality accommodation awaits you upon your return from a truffle hunt, while a stay in Dubrovnik outside the summer hustle and bustle provides a whole new perspective on this pearl of the Adriatic.

Gea Kariž, director of Mastercard in Croatia, emphasized the company's deep connection with Croatian tourism. "Tourism is a central point for Mastercard in Croatia: from supporting small entrepreneurs and restaurateurs through the Uplift project, through enriching the diverse tourist offer, to the global positioning of Croatia on the priceless.com platform. The collaboration with the Croatian National Tourist Board on this campaign is a logical continuation of these efforts, as it shows that the attractive experiences that Croatia offers extend beyond the summer months. The post-season is a great time for visitors to discover the richness of our gastronomy, culture, and nature," said Kariž. This collaboration confirms that the synergy of the public and private sectors can achieve significant progress in the strategic positioning of a destination.

The partnership between the CNTB and Mastercard is not just a marketing campaign, but part of a broader, long-term strategy that aims to transform Croatian tourism. The goal is to reduce dependence on the summer months, during which, according to data, more than half of all overnight stays are realized, and to encourage the development of sustainable tourism. Strengthening the post-season brings multiple benefits: it reduces the pressure on infrastructure and natural resources during the peak season, enables more stable business operations and year-round employment in the tourism sector, and provides guests with a higher quality and more authentic experience of the destination. Initiatives like this are key to strengthening Croatia's position among the leading European destinations that stand out not only for their beauty but also for the wealth of content available throughout the year.