The Croatian tourist offer is undergoing its strategic promotion in one of the most important Asian markets. In Seoul, from June 5th to 8th, the jubilee 40th edition of the Seoul International Travel Fair (SITF) is being held, the most significant international tourism event in South Korea. The Croatian National Tourist Board, as the key exhibitor, is leading the presentation of a comprehensive range of Croatian tourist assets with the aim of further strengthening Croatia's position in this exceptionally potent and dynamic market.

At the Croatian exhibition space, alongside the CNTB, their specific offer is also presented by partners who reflect the diversity of Croatia – the urban and cultural offer of the Zagreb Tourist Board, the green and active offer of the Međimurje County Tourist Board, and the concrete package arrangements offered by the Travemo Club agency. Such a joint appearance allows for a comprehensive and multi-layered approach to a market that is showing increasing interest in unique European destinations.

Strategic importance of participating in the Korean market

Intensifying promotional activities in the Korean market is a key goal of this year's participation at the SITF fair. According to Marko Jurčić, director of the CNTB Representation in South Korea, this market offers extraordinary opportunities for growth. He emphasizes that the trends and habits of Korean travelers are changing in a way that favors the Croatian offer, opening the door for a significant increase in the number of arrivals. "Almost 60 percent of Koreans travel outside their country every year, which creates enormous demand, but also extremely strong and dynamic competition among destinations. Despite this, we are convinced that with our attractive and diverse offer, we can be more than competitive," Jurčić pointed out. Croatia is positioned as a safe destination of exceptional natural beauty and rich cultural-historical heritage, attributes that Korean tourists highly value.

The SITF fair is an ideal platform for achieving these goals, as it brings together key stakeholders from the tourism industry, but also attracts a large number of individual visitors seeking inspiration for their next trips. The focus is placed on B2B meetings with tour operators and agencies, as well as on direct communication with end-users, i.e., potential guests.

Diversity of the offer: From the metropolis to the green heart of Croatia

The co-exhibitors at the Croatian stand confirm the strategic focus on presenting diversity. The Zagreb Tourist Board is specifically promoting the Croatian capital as an unmissable starting point for many Korean tourists. The charming streets of the Upper Town, the lively cultural scene, top-notch gastronomy, and the relaxed atmosphere of Zagreb's squares and parks are just a part of what attracts visitors. Zagreb offers a perfect blend of Central European spirit and Mediterranean casualness, and visitors can easily find the ideal accommodation in Zagreb to serve as a base for exploring the city and its surroundings.

On the other hand, the Međimurje County Tourist Board presents a completely different, but equally attractive part of Croatia. As the "Flower Garden of Croatia," Međimurje offers an escape into nature, eno-gastronomic delights, and an active holiday. Visitors can explore wine roads, with a special emphasis on the indigenous Pušipel variety, enjoy hundreds of kilometers of cycling trails, or relax in modern thermal spas. The presentation of Međimurje in Seoul shows a clear direction of diversifying the offer and a desire to show Korean guests the hidden gems of continental Croatia. For all who wish to discover this region, a variety of accommodation in Međimurje is available.

Impressive numbers as a foundation for future growth

Optimism for the future is based on very concrete indicators. The data from the eVisitor system for the past year, 2024, speak for themselves. From the South Korean market, almost 195 thousand arrivals and more than 250 thousand overnight stays were recorded. Compared to the previous year, this represents a strong growth of as much as 30 percent in both segments. Such an upward trend is a clear signal that previous promotional activities have borne fruit and that Croatia is becoming an increasingly recognizable and desirable destination among Korean travelers.

In addition to Plitvice Lakes and Dubrovnik, which are traditionally the most popular locations, an increasing number of Korean tourists are discovering other parts of Croatia, seeking authentic experiences. Travel habits are also changing, so alongside organized groups, there is an increase in individual arrivals (FIT), which opens up new opportunities for tourism entities offering personalized services and unique experiences. Therefore, the business meetings held at the SITF fair are of crucial importance for further strengthening cooperation with Korean partners and ensuring the continuation of positive trends in the coming period.