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Recently, the largest Museum of Illusions was opened in Las Vegas. With this move, the Museum of Illusions came closer to the goal of 100 locations planned by the end of 2026.
Otherwise, it is a HR tourist export product and the largest chain of private museums in the world with over 40 locations in the world, in 25 countries of the world and 10 million visitors.
They are currently on a tour of the USA, and in addition to the recently opened Las Vegas, Museums of Illusions were previously opened there in Charlotte, Atlanta, Minneapolis, followed by those in Denver and San Diego.
It all started in Zagreb, then with another location in Zadar and the beginning of expansion to other foreign markets. All thanks to our tourism. But apart from the pride that it is an HR product that is a global competitor, indeed, already the largest chain of private museums in the world, perhaps the most valuable fact is that R&D, i.e. production, is still in Croatia.
Many do not know that the story surrounding the Museum of Illusions is much wider than the franchise itself. Namely, the company has an additional story through the development and production of didactic toys for all museums. More precisely, Oroslavje is the center of creativity and innovation in our export concept.
It is the added value of tourism that must be our strategic goal, it is tourism that we must build, encourage and develop. Our market first, development and on the basis of our brand set out to conquer the global market. Do you remember the best strategic campaign and project of a country so far - "The GREAT Britain campaign"? We need that, but not just a campaign, but a strategic branding and development project, and the campaign is just a communication tool.
We have embassies, HTZ representative offices (the other day HTZ made a great move in positioning and branding our tourism on the American market by positioning the campaign in Times Square in New York, HGK...), we have everything, we just have to arrange the dice and give the wind at our backs genius minds that break through the global market.
It's a win/win for everyone. This is the tourism we must strive for. It is much more than the one based on sun and sea.
It is a devastating fact that through our tourism, over 20 million arrivals and over 100.000 million overnight stays, instead of strengthening our economy and pushing exports through these and similar examples, we actually encourage imports. We import practically everything for the needs of our tourism, from furniture, bread to eggs.
The tourism sector must strengthen the domestic economy, production - from agriculture to other related industries that are related to tourism.
I hope that we will no longer leave such processes to chance and positive "anomalies".
It is ultimately sustainable tourism, but also much more than that.
Photos: Andrew Neel on Unsplash
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