Mali Lošinj as a pioneer of integrated destination quality management

The Tourist Board of the Town of Mali Lošinj was among the first to recognize the importance of implementing a measurable and sustainable destination management system and became part of the IQM Destination project that connects all entities in the destination to provide guests with the best service.

IQM Destination (eng. integrated quality management) is a unique destination quality management project that has improved the activities of the tourism sector in Croatia through a series of trainings for tourism professionals, measuring quality, setting service and supply standards, and strengthening the destination brand.

It should be noted that Lošinj as a destination and the IQM Destination project at the end of 2021 in Dubai were presented as examples of best practices for the development of sustainable tourism in Croatia, which Feel IQM promotes through training of tourism professionals called "Wednesday at 17 pm".

"Lošinj can increasingly boast of a high-quality tourist offer. Precisely with the aim of creating recognition and raising quality, but also in order to network the best in the 'circle of excellence', the implementation of the IQM project began. The goal is that this offer is followed by other stakeholders in the destination. ", believes the director of the Tourist Board of the Town of Mali Lošinj Dalibor Cvitkovic.

After a series of lectures with the directors of the Croatian National Tourist Board in Slovenia, Austria and Italy, the training "Wednesday at 17 pm" held on March 30, 2022, as part of the IQM Destination project hosted Dr. sc. Božo Skok, a university professor and one of the leading Croatian communication experts and authors of the books "Strategic Communication of States", "Identity, Image and Promotion", "National Identity Management", "What Croats Are Like" and others. 

Recent lectures hosted Viviana Vukelić, director of the Croatian National Tourist Board in Italy, Branimir Tončinić, director of the Croatian National Tourist Board in Austria and Metka Bradetić, director of the Croatian National Tourist Board in Slovenia, who presented trends and habits to guests and the state of tourism in the countries from which an increasing number of tourists come to Croatia every year.

Online lectures "Wednesday at 17 pm" are held as part of the IQM Destination project, and in the last year have brought together tourism professionals from all over Croatia who had the opportunity to share experiences and listen to experts in hotel and private accommodation, cultural, ecological and health tourism, marketing , tourism product development and communications. About thirty free lectures were held for the stakeholders of the IQM Destination platform with the aim of educating and exchanging experiences. In preparation of tourism workers for outdoor activities, IQM Destination dedicates its first training in April to cycling as a form of active tourism.

Preparing objects for photography, Trends in hotel accommodation, Cultural tourism - leaders of the destination offer, Trends in private accommodation, Sports tourism as a top destination offer - hiking, mountaineering and cycling trails, Health tourism - challenges and opportunities, Eco accommodation as an attraction for guests and lifestyle of the owner, Small hotels and trends in hospitality, Aromatherapy and health, Google maps - how to use all opportunities for promotion ?, Events inspired by culture and tradition, Eco tourism and trends in accommodation, The importance of visual communications and quality photography for branding, tourism - do we have solutions to the challenges, Croatian tourism in the context of the current world moment - are just some of the topics of online lectures that brought together tourism experts from all over Croatia.

Photo: Mali Lošinj Tourist Board, Author: Sandro Tariba