Forget an active holiday, what guests to Dubrovnik really want is just to roll out their towels on the beach and soak up the Mediterranean sun. According to a new survey just released by the Croatian Institute for Tourism a massive 69 percent of tourists in the Dubrovnik – Neretva County come to the region for a “passive, relaxing holiday.”
Dubrovnik, its ancient city dripping with history and culture, and its UNESCO status isn’t one of the main motivations for tourists to visit, only 15 percent commented that “cultural heritage and events” were a reason for coming.
Almost 6,000 tourists to Croatia were surveyed in 2017 by the Institute of Tourism in 67 different destinations, including 6 in the Dubrovnik region – Mlini, Cavtat, Dubrovnik, Orebić, Ston and Korčula – in the tenth annual research.
The average ago of a tourist in Dubrovnik in 2017 was 42.5, which is slightly older than a tourist in Croatia at 41.5. And the majority of tourists were couples travelling without children or friends, in fact over half (54 percent) of tourists were couples in 2017. And for the vast majority of tourists in 2017 this was their first visit to the city, 43 percent came for the first time, but interestingly 6 percent came for the sixth time or more.
And when it comes to informing guests the internet and the media and by far the most important sources. If you want to get your message across to potential tourists you can pretty much forget tourist agencies, travel fairs and recommendations, the internet and the media are the two keys. Even though tourist boards spend huge sums financing worldwide trips to travel fairs only 3 percent of people asked in the survey said they were a good source of information. This brings into question the feasibility of tourist boards travelling to way flung destinations when their own figures, direct from tourists, show that this money would be better spent on the media and internet promotions.
Whilst visitors to the Dubrovnik – Neretva County were very satisfied with the natural beauty, the quality of their accommodation, the friendliness of the staff and personal safety they weren’t so impressed with the traffic infrastructure, the bicycle tracks and things to do in case of bad weather.