The Croatian National Tourist Board (CNTB) is promoting their health tourism to six key markets this year: Austria, Germany, Italy, Slovenia, Switzerland and the UK.
As well as traditional media and online advertising, the targeting campaign uses social media including Facebook, Instagram and YouTube to show what Croatia offers the health tourist.
The capital city of Zagreb continues to experience increasing tourist numbers but the city and CNTB are looking to attract customers to the rest of Croatia for health and wellness tourism.
Croatia is heavily dependent on tourism and sees health tourism as having the potential to extend the tourist year beyond the summer. Health tourists spend 20-30% more than the average international tourist.
According to CNTB, TOMAS research by the local Institute for Tourism in 2017 says 7% of tourists visit Croatia for health reasons and another 7.6% for wellness. Croatia has a population of 4 million and had 17 million tourists in 2017, so 14.6% of this suggests 2 million health and wellness tourists, a significantly large number which IMTJ believes is excessive. A recent documentary by German television company WDR has also implied that Croatia’s predicted tourism boom in 2018 has not happened.
CNTB and the Institute for Tourism are working on a visitor survey about attitudes to and consumption of health tourism services in Croatia, called TOMAS Health Tourism 2018. This looks at medical, health and wellness tourism. Results are expected in 2019.