ILTM Cannes is extremely important for positioning Croatia on the global map of premium tourism

Croatia continues to build the image of a top destination in the segment premium travel at this year's edition of the fair International Luxury Travel Market (ILTM) Cannes, which runs from December 2 to 5. Participation in the fair was co-organized by the Croatian Chamber of Commerce and the Croatian Tourist Board.

This year at ILTM we have a record number of companies participating in the premium and luxury travel fair ILTM Cannes. In total 15 Croatian companies has the opportunity to present its offer and realize more than 800 meetings with key agents from all over the world.

"ILTM Cannes is extremely important for the positioning of Croatia on the global map of premium tourism and is crucial for the further development of this segment, which HGK has set as a strategic focus and strengthened with the establishment of the Stories platform. The fair is an opportunity to network with international partners, create new business opportunities and listen to trends in the premium travel industry. Croatia has unique resources - from natural beauty and cultural heritage to top-quality accommodation and service, in Cannes we present them to a global audience of the highest profile. At HGK, we see Croatia as a future leader in premium tourism, and ILTM Cannes is leading us towards that goal", she said Andreja Vukojevic, director of the Tourism Sector of HGK.

ILTM Cannes again this year gathered the most important participants in the industry of premium and luxury travel, including travel agents from the USA, Central and South America, Australia, Great Britain, the Netherlands and of course France.

This year's performance at ILTM in Cannes was used by the Croatian Tourist Board to participate for the first time in the exclusive Press Roundtable session, which is attended by about 40 media brands. It is a series of meetings with editors and representatives of the most renowned media for luxury travel, so that the Croatian luxury and premium offer was presented to Conde Nast Traveler, Travel + Leisure, Forbes, Vogue and others, which, among others, was attended by Danijela Mihalić Đurica, director of the HTZ Representative Office in France.

"A diverse tourist offer that can satisfy the wishes of the most demanding guests is what the development of the premium segment rests on. Precisely through the Strategic Marketing and Operational Plan of Croatian Tourism, we intend to reposition Croatia in the direction of a premium destination, i.e. a destination of high added value with an emphasis on a sustainable business model, which aims to reduce seasonality and position our country as an attractive and safe year-round destination.That is why, together with HGK, we are participating for the 7th time at this fair, which is an excellent platform for presenting top quality domestic tourist products and authentic experiences that our guests have the opportunity to experience throughout the year", he said Kristjan Staničić, director of the Croatian Tourist Board, adding that Croatia occupies an increasingly strong status on the global map of luxury travel, which is greatly contributed by the performances of HTZ, which was also present at ILTM North America in 2024.

The largest Croatian delegation so far includes brands such as Valamar Holiday Hotels & Resorts, Radisson Blu Resort & Spa Split, Katarina Line Cruises & Tours, Lošinj Hotels & Villas, Le Méridien Lav Split, Hilton Imperial Dubrovnik & Hilton Rijeka Costabella Beach Resort, Esplanade Zagreb Hotel , Adriatic Concierge, Super Tours Dubrovnik, Royal Hotels & Resort Dubrovnik, Hotel Park Split & Fenomen Plitvice Resort, Perfecta Travel, Liburnia Hotels & Villas, Leonidas Travel and Association of Certified Wedding Planners in Dubrovnik.

"In tourism, trade fairs and networking are still a very important form of promotion. Despite the availability of information on the Internet, influencers and social networks, human contact and personal recommendation are still the most important when it comes to the business world and contracting specific jobs, and ILTM is great for opening such opportunities. We are here primarily to promote the Keight Hotel in Opatija. It was opened in June this year, and operates under the Curio Collection by Hilton brand. It is the first 5-star hotel in Opatija with an international brand", she said Anamaria Hauptfeld, co-owner of Keight Hotel Opatija and member of the Management Board of Katarina Line agency.

"ILTM Cannes is also an opportunity to present investments in the luxury travel industry. Valamar has two important strategic projects ahead of it - next year Arba Resort 4/5*, Valamar Collection will open on Rab, and in 2026 Pical Resort 5*, Valamar Collection in Arba Resort will reposition the Rab destination towards high-value family tourism, while Pical Resort will further enrich the offer of Poreč and attract families through its year-round business, and in the pre- and post-season business gatherings in the largest Event Center in We believe that Valamar's offer to European partners will be extremely interesting because it offers a unique experience and a personalized approach to guests", she said Lana Radolović Jakus, Head of the Valamar MICE sales department.

In addition to business meetings, this year Croatia additionally emphasized its identity by presenting local delicacies such as arancini, almonds, brandy and liqueurs. The autochthonous ambience in the Croatian exhibition space was created using natural elements such as rosemary, olives and lavender, which evoked the smells and tastes of Croatia for the visitors, adds HGK.

ILTM Cannes is one of the largest global fairs for premium and luxury tourism. Last year's edition was attended by more than 3.600 professionals from 77 countries, and more than 70.000 individual B2B meetings were held during the event. By the way, since 2017, HGK has been organizing the appearance of Croatian companies at ILTM, confirming the importance of this event for the development and promotion of domestic premium tourism.

Photo: HGK