Croatia presented its luxury tourism offer at ILTM North America 2024 for the first time this September, at one of the most important fairs in the world of luxury travel, held at the Baha Mar resort in the Bahamas. This prestigious event, which lasted from September 23 to 26, gathered as many as 525 exhibitors from 70 countries, among which were nine exhibitors from Croatia, including the Croatian Tourist Board (HTZ) and other co-exhibitors such as the Tourist Boards of Zagreb and Dubrovnik. ILTM is recognized as one of the most important platforms for showcasing luxury tourism services and connecting with key advisors for luxury travel from North America, Canada, and Mexico.

This event provided an invaluable opportunity for Croatian exhibitors to promote their offer and strengthen business ties in the luxury tourism segment. The director of the Croatian Tourist Board, Kristjan Staničić, emphasized that Croatia, with its new Strategic Marketing and Operational Plan, aims for further repositioning as a high-value destination. "We focus on sustainable development, reducing seasonality, and positioning Croatia as a year-round luxury destination. America is extremely important to us, not only as a source of tourists but also as a market that appreciates our natural beauty and rich cultural heritage," said Staničić. American tourists are increasingly recognizing Croatia as a top destination, especially for luxury travel, and ILTM North America was the ideal platform for enhancing that recognition.

Networking and business meetings

One of the key elements of ILTM North America is the opportunity for networking and holding business meetings. Over the four-day duration of the fair, more than 28,000 pre-scheduled meetings were held between exhibitors and advisors for luxury travel. Croatian exhibitors participated in numerous informal events such as luxury dinners, cocktails, and tastings of top Croatian wines, which further enhanced the perception of Croatia as a premium destination. These meetings allowed for in-depth discussions on future collaboration opportunities, especially with partners from the United States, whose market plays a crucial role in the development of Croatian tourism.

Leila Krešić-Jurić, director of the HTZ Office in New York, highlighted that participation in ILTM is important for the further promotion of Croatia to elite business customers from North America. "ILTM is just one of 25 events that Croatia is participating in this year on the American continent, with a special emphasis on the luxury segment. We are pleased that we managed to present our country in the best light, and the tastings of our wines, which turned out to be a hit among visitors, added additional value," said Krešić-Jurić.

Results and future plans

Participation in ILTM North America confirmed that Croatia has enormous potential in the luxury tourism segment. ILTM director Simon Mayle met with Kristjan Staničić to discuss plans for future cooperation, especially in the context of the possibility of Croatia participating in the upcoming editions of ILTM in 2025. Croatia is increasingly positioning itself as a destination offering top-notch services and experiences, and ILTM North America provided additional momentum for that promotion.

In addition, a press conference was organized where Croatia was once again presented as an attractive and safe destination for guests from distant markets. According to the latest data from the eVisitor system, in the first nine months of 2024, Croatia recorded an 8% increase in arrivals of American tourists, while the number of overnight stays rose by 7%. This trend clearly indicates that American guests are increasingly favoring travel outside the main tourist season, especially in luxury hotels, which significantly contributes to the results of Croatian tourism in the pre-season and post-season.

The importance of sustainability in luxury tourism

One of the main themes of ILTM North America 2024 was sustainability in luxury tourism. Many exhibitors and advisors discussed ways to align the high standards of luxury travel with ecological and socially responsible practices. Croatia, with its untouched natural beauty and an increasing number of sustainable tourism initiatives, is well positioned to respond to these global trends. Through a series of educational sessions, participants had the opportunity to hear about the latest achievements in sustainable tourism, including innovations that allow luxury without compromising the environment.

With its participation in ILTM, Croatia has positioned itself as a leader in the luxury segment, but also as a destination that strives for long-term sustainable development. Staničić emphasized that Croatia will continue to focus on sustainability and creating an offer that meets the demands of the most discerning global guests while respecting high ecological standards. "Croatia must become synonymous with luxury but also with responsibility towards the environment and the community," concluded Staničić.

In the coming years, Croatia will continue to participate in such prestigious events with the aim of strengthening its brand in the global luxury tourism market. ILTM North America was just the beginning of a new direction for promoting Croatian tourism to high-class guests, and the results of this engagement will undoubtedly be seen in the upcoming tourist seasons.