Croatian tourism, the undisputed giant of the Mediterranean scene and one of the key drivers of the national economy, is facing a long-standing challenge that overshadows its impressive successes – pronounced seasonality. Although the country has positioned itself as a top European destination, the lion's share of tourist traffic and revenue is still generated within the short timeframe of the summer months, primarily July and August. In light of these circumstances, the post-season period, which includes the autumn months, represents not only an opportunity but also a strategic imperative for further development and sustainability. Recognizing the huge, yet still insufficiently tapped potential of Croatia outside the main peak season, the global technology leader in payments, Mastercard, and the umbrella national tourist organization, the Croatian National Tourist Board (HTZ), have launched a targeted international campaign called "One place, endless possibilities". This initiative, which runs until the end of September, is aimed at two extremely potent and high-spending markets: the United Kingdom and Switzerland.

Promotion of Croatia as a destination of unlimited possibilities

The goal of the campaign is clear: to reposition Croatia in the minds of British and Swiss travelers, presenting it as a destination that offers precisely what the modern tourist craves in the autumn months – authenticity, unique experiences, and peace far from the summer crowds. The focus is on key segments of the offer that reach their peak in autumn. These are primarily eno-gastronomy, which relies on the grape and olive harvests and the search for truffles; active holidays, for which the climatic conditions in September and October are ideal; and the rich cultural and artistic scene that is vibrant throughout the year in cities like Zagreb or Dubrovnik, where unique accommodation awaits you.

The centerpiece of the entire marketing operation is the global platform priceless.com, Mastercard's exclusive portal that offers users a curated selection of priceless experiences around the world. For the purposes of this campaign, the platform has been enriched with a series of carefully designed offers that showcase the full splendor of Croatia's post-season offer. Instead of mass tourism, the emphasis is on personalized, exclusive, and unforgettable experiences that create a lasting emotional connection with the destination.

Exclusive experiences in the heart of the post-season

The range of experiences available through the platform illustrates the strategic direction of the campaign. Imagine a tour of the imposing Walls of Dubrovnik in the silence of the early morning, as the city is just waking up, giving you the feeling that you have the entire historical gem to yourself. For lovers of continental charms, a luxury weekend package has been created in the heart of Slavonia, a region that reveals its most beautiful face in autumn. This package combines tastings of top-quality wines in renowned cellars with outdoor activities such as cycling along rivers or exploring nature parks. Adventurers are offered the opportunity for a private cruise to hidden coves of the Adriatic, while gourmets can dive into the mystical world of Istrian forests in an organized search for precious truffles. It is precisely in Istria, where finding the ideal holiday accommodation becomes part of the overall experience, that autumn brings the peak of the gastronomic season.

Gastronomy is, without a doubt, one of the strongest assets. The campaign therefore also offers exclusive multi-course dinners in selected restaurants, such as Dubravkin put in Zagreb, where seasonal ingredients are transformed into works of art. A particularly interesting experience is a cooking workshop on the Brijuni Islands, where participants learn about the use of indigenous herbs in the preparation of traditional dishes, thus combining culinary arts with a unique natural environment. Such diversity in the offer strongly communicates the message that Croatia is not just a summer destination of sun and sea, but a complex and multi-layered country whose riches can be discovered 365 days a year.

Precise targeting for maximum effect

Kristjan Staničić, director of the Croatian National Tourist Board, emphasized the importance of such partnerships. "With this joint campaign, we want to bring Croatia closer to the public as a year-round destination that, thanks to its authentic experiences, authenticity, natural beauty, and cultural richness, attracts tourists even outside the main summer months," stated Staničić. He also highlighted the specific advantages of the post-season that are key in motivating guests: "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 later." According to him, collaborations like this one with Mastercard lay the foundation for a more sustainable tourism and strengthen Croatia's recognition as a safe and attractive destination throughout the year.

The campaign relies on sophisticated digital marketing methods, primarily programmatic advertising, which allows for extremely precise audience targeting. Instead of a broad approach, messages are placed to carefully selected segments of travelers in the markets of the United Kingdom and Switzerland. Marketing efforts are directed at lovers of art and culture through specialized portals, at eno-gastro enthusiasts through gourmet media, and at fans of active holidays through sports and outdoor channels. Such an approach not only optimizes the marketing budget but also ensures that the message about the richness of the Croatian post-season reaches those who are most willing to explore, appreciate, and invest in high-quality and authentic experiences. The measurability of success is evident through the analysis of traffic on the priceless.com platform and the monitoring of growing interest in autumn travel to Croatia.

Strategic partnership for a sustainable future of tourism

Gea Kariž, director of Mastercard in Croatia, explained how this campaign fits perfectly into the company's broader strategy. "Tourism is a central point for Mastercard in Croatia: from supporting small entrepreneurs and restaurateurs through the Uplift project, to enriching the diverse tourist offer, to the global positioning of Croatia on the priceless.com platform," pointed out Kariž. She sees the cooperation with the CNTB as a logical and natural step. "The cooperation with the Croatian National Tourist Board on this campaign is a logical continuation of these efforts, because 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," she concluded.

This joint initiative is more than just a marketing campaign; it is part of a comprehensive national strategy that aims to transform Croatian tourism. The goal is to reduce the pressure on destinations and infrastructure during the summer months and to ensure a more even distribution of tourist traffic throughout the year. The data, which relentlessly show that more than half of all overnight stays in Croatia occur in just two months, July and August, are a clear indicator of the necessity of such a shift. Initiatives like "One place, endless possibilities" are key to harnessing the full potential of the autumn months, thereby allowing Croatia to further solidify its position among the leading European destinations, but also to profile itself as a leader in sustainable and year-round tourism.