Within the Croatian Chamber of Commerce, the Dubrovnik County Chamber, a professional group of wedding organizers has been established, which will bring together agencies for organizing weddings from the wider Dubrovnik area. The idea is to gather the organizers themselves, but also related activities, into one marketing story with the aim of branding Dubrovnik as an ideal destination for weddings.
"It is an industry that entails a lot of other activities, such as suppliers of various equipment, catering, musicians, florists. From a marketing perspective, this is a unique opportunity to position Dubrovnik among different groups of people as a destination for weddings, but also in general. Weddings by their nature bring together a heterogeneous group of people, of different ages and interests in one place, and the arrival of such a group creates a unique opportunity to present the city and its offer if they decide to return in a private arrangement, " said the president of the Professional Group Ines Nanić from the company Dubrovnik events.
The newly established Expert Group emphasizes that weddings in the destination have a multiplier effect on the entire economy. An average of 70 to 150 participants arrive at a destination for a couple of newlyweds. "Their promotion of the destination through pictures and posts on social networks is something that can hardly be achieved through commercial campaigns. Therefore, this story has an extremely large impact on all segments in the provision of tourist services within a destination and is an excellent platform for building the image of the destination. they are convinced in the Expert Group.
Nanić also reminds that in these challenging times, the competition certainly does not sleep, it prepares its marketing plans, strategies for entering the markets, so we must be ready to welcome the sun.
“Let’s not forget how big the wedding industry is and how many micro-entrepreneurs have been affected by its drastic decline this year. Hundreds of service providers in our country have lost their jobs. Our mission is to work together with marketing activities to revive our industry in the form of promotion that can only bring us positive results. At a time when everyone is quieting down, it is up to us to do our best to make a good word about the services and beauties and values that our city offers, " concludes Nanić.
In order to speed up the recovery, joint marketing activities will promote the destination, but also those segments of the offer, ie the business sector that is involved in the wedding as a final product. The desire is to present to the newlyweds what their story might look like if they tell "YES to DU". The English version of this slogan is by no means applicable, so it may seem as if the Professional Group is targeting domestic guests and newlyweds from Lijepa naša. The Expert Group invites all interested parties to get involved in the work of the group and present their ideas on how to improve this story and help in the campaign of positioning Dubrovnik as an ideal place for the most important day in the life of future newlyweds.
ISTRIA WEDDINGS HAS BEEN IMPLEMENTED SINCE 2014
Weddings are a well-known tourist product that has been intensively developed by Istria since 2014, with the desire to get guests from the Western European market for weddings, as well as newlyweds from overseas countries. Project Istria - wedding destination encouraged numerous initiatives aimed at positioning Istria in this domain, and resulted in the creation of a specialized website with the aim of further improvement and development of this tourist product. Two months ago, Istria also announced that some new cooperation and product development measures had been agreed. In Istria, one of the first realized projects was the production of photographs and videos advertising the destination on various platforms. In addition to aerial shots, two stylized shots were organized - in the Brijuni National Park and in the Village & Hotel San Canzian. San Canzian is otherwise, according to the American lifestyle online magazine Brides.com listed among the TOP 8 world locations in which guests can travel virtually in search of a honeymoon.
The Tourist Board of Istria also believes that the development of wedding products it can significantly alleviate the seasonality of tourism, strengthen the pre- and post-season and consequently increase the income of the local community in the off-season, while promoting less developed tourist areas as well as small businesses.
Given the popularity of Dubrovnik in the world, it should not be difficult to sell the idea and story of a romantic wedding in the city where the Game of Thrones was filmed. It remains to be seen how the campaign will be realized and how much wedding tourism will ultimately enrich the tourist offer and strengthen before and after the season of our tourist trump card from the far South.