Homeland of Marco Polo
Edouard Tripkovic Katayama
Head of Representative Office in Japan
UNWTO Silk Road Program
Tokyo, 30.09.2011.
MARCO POLO
Marco Polo was born on the island of Korčula in Croatia.
Marco Polo is one of most famous traveler
in human history who brought to Europe
knowledge about China, Pacific Ocean,
Tibet, Japan and other Asian countries and
their culture and tradition.
MARCO POLO AND CROATIA
Croatian National Tourist Board is
producing “Croatia – Homeland of
Marco Polo”
Brochure
DVD
Interactive CD
Posters
Other
・ Marco Polo Festival in July 2011
(16th)
・Marco Polo House (Korčula)
Croatia
Homeland of Marco Polo
HONG KONG
Hong Kong photographer and artist Dr. Pierre Lam is preparing
next year Marco Polo photos exhibition of Croatian landscapes
and historical monuments.
Marco Polo musical written by Croatian composer is planned to
be performed at the same time.
PEARL ROAD Project
Since 2009 Croatia, Slovenia and Hungary are
presenting Pearl Road project to Japanese travel
market.
Why Pearl?
Croatia is Pearl of Adriatic Sea
Slovenia is Pearl of Alps
Hungary is Pearl of Danube
All three countries are involved in Silk Road.
VENICE - ITALY
Increase of Japanese travel programs starting from Venice and
continuing through Croatian cities Porec (UNESCO), Opatija,
Sibenik (UNESCO), Trogir (UNESCO), Split (UNESCO) and
Dubrovnik (UNESCO).
Several programs connect Croatia and Italy by Adriatic sea. The
same sea Marco Polo used to come back to his homeland.
STRATEGIC AIMS OF CROATIAN
CULTURE TOURISM
STRATEGIC MARKETING PLAN OF CROATIAN TOURISM 2010-2014
VISION
To become one of the 5 leading European destination for culture and
touring
GOALS
•Increase and improve cultural and touring experience for independent
travellers
•Increase presence on the Internet and distributers’ programmes
•Increase product awareness on basis of preserved authenticity
CULTURAL TOURISM
Development force
CROATIAN TOURISM
• 11 mil arrival 59 mil overnights
• 55€ average daily spending
• 1,14 € directly spent on culture
(x 56 mil. Overnights = cca. €63, 8 mil.)
CROATIAN CULTURE
• UNESCO sites
• Tradition
• Museums and galleries
• Numerous archeological sites
• Contemporary cultural sites
• Cultural events and festivals
WHAT ELSE?
CULTURAL TOURISM
Development force
•PICTORESQUE TOWNS AND
VILLAGES - opportunity to
explore country’s tradition and
culture
•NATIONAL AND NATURE
PARKS with unspoiled sceneries
where tourists can overnight
during their travel and enjoy
nature’s beauty and peacefulness
•RELATIVELY SMALL COUNTRY
AREA perfect to tour in a week
•STRATEGIC POSITION of the
country and excellent ROADS’
INFRASTRUCTURE
•CROATIAN GASTRONOMY
offers an array of products and
recipies
•Tourists in culture and touring
sector want to experince the
destination and real local living –
CROATIAN FRIENDLINESS,
PRESERVATION OF LIFE AND
WORK TRADITION
7 SITES ON UNESCO WORLD
HERITAGE LIST
POREČ – Early-Christian Euphrasius Basilica,
combines elements of classicism and
Byzantine Empire in an exceptional way;
luxuriously decorated with figurative mosaics
among the most significant examples
of its kind in Europe.
ŠIBENIK – St Jacob’s Cathedral,
its structure fully made of stone was built
in 15th ct by using a unique technique
for the cathedral’s dome
TROGIR – excellent example of urban
continuity ever since the hellenic era
7 SITES ON UNESCO WORLD
HERITAGE LIST
SPLIT – Diocletian’s Palace, built in
305 AD by Roman Emperor Diocletian,
today is inhabitated historical city center
HVAR – Starigradsko Plain
the vineyards and olive groves in the Plain have remained practically intact
since it was first colonized by the ancient Greeks a unique example of the geometric land
division used in the ancient times
7 SITES ON UNESCO WORLD
HERITAGE LIST
DUBROVNIK
city of unique political and cultural history
(it was independent Republic for centuries
by its Statute of 1272 ), of world known
architetural heritage and beauty, with
all-encompasing 2 km long fortification
PLITVICE LAKES – national park
with world-known 16 cascade lakes
linked by waterfalls of amazing beauty
10 PHENOMENA ON THE UNESCO
INTANGIBLE HERITAGE LIST
– currently the country with the most protected phenomena in Europe
Spring procession of Ljelje/Kraljice (Queens) from Gorjani
Annual Carnival Bell Ringers’ Pageant from the Kastav Area
Two-part Singing and Playing in the Istrian Scale
10 PHENOMENA ON THE UNESCO
INTANGIBLE HERITAGE LIST
– currently the country with the most protected phenomena in Europe
Festivity of St. Blaise, Patron Saint of Dubrovnik
Traditional Manufacturing of Children’s Wooden Toys, Hrvatsko Zagorje
Lacemaking in Croatia
Following the Cross procession on the Island of Hvar
10 PHENOMENA ON THE UNESCO
INTANGIBLE HERITAGE LIST
– currently the country with the most protected phenomena in Europe
Ojkanje singing
Gingerbread craft from NothernCroatia
The Sinjska Akla, a knights’ tournament in Sinj
FOLKLORE, HISTORY AND TRADITION
GREAT FOOD AND WINE!
ZAGORSKI ŠTRUKLI
(traditional pastry with
cream cheese filling)
SLAVONSKI KULEN
(traditional sausage from
the region of Slavonia)
ISTRIAN TRUFFLES
SCAMPI FROM KVARNER
“MARASCHINO” CHERRY
FROM ZADAR
“PLAVAC MALI” – CENTRAL AND SOUTHERN
DALMATIAN VARIETY OF GRAPE
OYSTERS FROM STON
CULTURAL TOURISM OFFICE
ORGANIZATION AND PLANNING
-Founded in 2005 as part of the Croatian National Tourist Board
- Cultural Tourism Strategy, Strategic Marketing Plan of Croatian
Tourism 2010-2014
EDUCATION AND COOPERATION
-National Day of Culture Tourism
-Educational seminars (destination marketing, e-marketing, etc) in
culture tourism
-Regional Forums
CULTURAL TOURISM OFFICE
PRODUCT DEVELOPMENT
– support programme: in 2010 - 284 applied, 84 recieved
support
EXPERIENCE CROATIA project:
- Quality labelling – supporting and developing high quality
experience in cultural tourism segment and service –
- GOALS of Experience Croatia project:
Incite and create quality
Motivate competative growth in culture tourism
Provide a statement of quality for culture tourism product
Form an e-tool for holiday content planning
CULTURAL TOURISM OFFICE
INFORMATION
-Cultural Heritage brochure
-Calendar of events
-E-mail Newsletter
-New Web pages
-Culture tourism fairs, press conferences
CROATIAN CULTURE AND ART BY CNN
When we invite you to Croatia, Homeland of
Marco Polo, we want you to share with us:
THE TASTE
THE FEELING
THE COLOUR
THE PASSION
THE HOSPITALITY
THE HERITAGE
THE BEAUTY
THE SPIRIT
OF
“THE MEDITERRANEAN AS IT ONCE WAS”
HVALA
www.croatia.hr