The campaign of the Croatian Tourist Board titled "P(o)visit me" is designed to promote the hidden beauties of Croatia, primarily aimed at domestic tourists. HTZ has recognized the importance of the domestic market and has focused efforts through this campaign to encourage travel within the country, especially to lesser-known areas rich in history, tradition, and natural beauty. With promotional activities, emphasis is placed on authentic experiences that each visitor can enjoy in various parts of Croatia, whether along the coast or in continental destinations.

Promotion of hidden gems of Croatia

One of the key elements of the "P(o)visit me" campaign is the focus on emotions and sounds characteristic of each location. Six short videos showcasing the beauty of different regions of Croatia have been filmed, including Dugi Otok, Šibenik hinterland, Slavonia, Baranja, Zagorje, Međimurje, and Gorski Kotar. Through these visual representations, everyday life, customs, colors, and traditions of each region are highlighted, creating a sense of connection and nostalgia among domestic tourists. The videos are specifically designed to capture the audience's attention and encourage them to explore destinations they may not have had the opportunity to visit but which offer unique experiences.

The audience's reactions to the first published video, filmed on Dugi Otok, were exceptionally positive, confirming the success of the Croatian Tourist Board's strategy. The campaign will last until the end of November, with activities conducted through offline and online channels, including articles on domestic portals, social media, YouTube, and digital outdoor advertising. Additionally, the campaign can be followed on the official website of the Croatian Tourist Board, where all videos are available for viewing.

Contribution of the domestic market to tourism

Data from the first nine months of 2024 show a significant increase in domestic tourism. Croatia recorded 2.4 million arrivals of domestic guests and 12.1 million overnight stays, representing an increase of +6% in arrivals and +1% in overnight stays compared to the same period last year. This clearly demonstrates the importance of domestic travelers for the overall tourism revenue, with the domestic market ranking second in the number of arrivals, right behind leading Germany. HTZ Director Kristjan Staničić emphasized that domestic tourists significantly contribute to year-round tourism revenue, especially through short weekend trips, and that the goal of this campaign is to further strengthen their connection to domestic destinations.

Croatia offers numerous destinations that are still not sufficiently explored, and the "P(o)visit me" campaign provides an opportunity to bring these destinations closer to domestic tourists. Through the promotion of authentic customs, historical moments, and local gastronomic specialties, HTZ aims to present Croatia in a new light. The goal is to encourage domestic guests to discover new locations that offer unique experiences, far from crowded tourist centers, and to give them the chance to experience the undiscovered gems of Croatia.

Diversity of promotional channels

To better reach the domestic market, HTZ employs a wide range of promotional channels for the "P(o)visit me" campaign. Offline channels such as printed ads and outdoor digital advertising have been used, while online activities included social media, YouTube, and native articles on popular portals. Special emphasis is placed on the ability to interact directly with domestic tourists via social media, fostering a sense of community and engagement among users. Moreover, the campaign is further strengthened by posts on the official website of the Croatian Tourist Board, where all promotional materials are available for browsing.

With positive audience reactions and steady growth in domestic tourism, the "P(o)visit me" campaign represents a crucial step in strengthening the domestic market. The promotion of lesser-known locations, along with authentic representations of everyday life, offers domestic tourists a unique opportunity to discover new and undiscovered regions of Croatia. Through this campaign, HTZ aims to further enhance the bond between domestic guests and their destinations, thereby laying the groundwork for sustainable tourism growth in Croatia.