As part of this year's Day of Croatian Tourism (DHT), a panel discussion was held on the topic: What is sustainability in tourism?, where one of the panelists was Rudi Grula, director of TZ Međimurje County, whose narrative about the development of the destination, and especially about sustainable tourism, gave an excellent practical example of how a destination is developed.
O to the development of tourism in Međimurje I have written many times myself, but I would like to point out only some of the positive steps they have taken in comparison to other destinations in Croatia, even beyond.
Definitely the best domestic campaign"Međimurje gives more" and which cleverly used coupons to increase consumption in the destination. Instead of classic discounts, in Međimurje they decided on a different and, in my opinion, smarter approach – with the overnight stay or spending, the guest receives added value through free content in the form of bonus coupons. Namely, for every HRK 250 spent, guests received a coupon for one of more than 100 free services in Međimurje.
Innovative concept - Hop on, Hop off bus ( HOHO ) or Bus on the move is a textbook example of the strategic development of tourism, which is being introduced for the first time in Croatia, even in Europe, for one entire destination. The goal is to transport or connect all tourist attractions and thereby significantly raise the quality of the destination offer to a higher level.
An excellent example is i B2B workshops "Little Međimurje - The Northern Gate of Croatia" where they went from Međimurje beyond their borders, not waiting for someone to remember them - but they imposed themselves, and proactively came "to the door" directly to travel agents and agencies in several cities in Croatia .
As part of the workshops, 6 tourist packages were presented, the main focus of which is nature, active vacation and gastronomic offer. Also, after the road show, a study trip was organized, where the agencies came to see live all the tourist products and stories we have in Međimurje. In addition, it should be emphasized that the County of Međimurje has been subsidizing travel agencies for every overnight stay for years.
If anywhere there is a synergy between public and private in a destination, then it is in Međimurje, which is reflected in the growth of new contents, joint events, targeted strategic investments - from infrastructure, development of tourist products to new attractions such as a bicycle viewpoint with a view of four states on Magjerkina breg.
Although he could list many more positive examples of strategic development from Međimurje, such as specially designed bottles and glasses for autochthonous types of wine from Međimurje - smoker, or pioneers in the use of EU funds, but we will leave something for later articles.
As a confirmation of quality and long-term work, it is certainly the news of the year that Međimurje was awarded the prestigious award for sustainability - Green Destinations i to for the entire destination, the first region in Croatia, only the fourth in the world.
Finally, it is interesting to emphasize how everything defined in the Sustainable Tourism Development Strategy, Međimurje already has it. All of the above alone is proof that Međimurje is a leader in our tourism and that it is they who set the direction in which tourism must develop.
However, Međimurje is not the "star" of our tourism. Although it should be many parameters. All the more so because it is a continental destination, and not some well-known sea destination that lives on tourism and that has absolutely all the prerequisites - from the number of tourists, human and financial capital, history and heritage, culture and lifestyle, to be a leader and pull the whole sector.
Why is Međimurje not "sexy"? Why is Međimurje no longer in focus? Why is Međimurje not a mandatory internship for all tourism management students? Međimurje must be the benchmark of our tourism according to many parameters, especially in the domain of sustainable development and tourism. Unfortunately, it seems that they are being quietly "degraded" - they are small or out of the tourist flow. If it was a destination on the sea, the story would be different.
Maybe they are not "sexy" enough? For some, they obviously stand out too much in a positive frame because they show how tourism is developing, what is possible, which direction to take, which is the right path. Of course, Međimurje also has a lot of things they still need to work on, but as a profession and a society we should celebrate and support everyone who bravely shows the way and pushes us forward. Especially "small" destinations and those on the continent that do not have nearly the same resources and predispositions as destinations at sea.
And we're talking about a continental destination, not a developed sea destination that has been living off tourism for decades. Although I do not want to make a difference, but these are the facts. Personally, since the first day of the HrTurizam portal, I have encouraged all quality tourist stories, wherever they come from.
In Međimurje, everything is developed in a planned, targeted and strategic way - and with very few resources. But very successful. The most important thing is what I have been saying for years, that Međimurje has strong, in fact the strongest foundations in continental Croatia, even stronger than many sea destinations, for the long-term development of tourism. It's all a process and nothing can happen overnight.
But while sea destinations have a "safe" number of tourists, due to the sun and the sea, you can't come to the continent by chance, but on purpose. Unless we have some out-of-the-ordinary UNESCO-type attraction and the like that is a magnet for tourists in itself. Nothing is accidental on the continent and it is a totally different tourist product, tourism development and rules.
I ask why we don't have a special department and strategy just for the development of tourism on the continent? I repeat, it is a totally different development of tourism, target group, reasons for arrival, communication, advertising than tourism primarily based on sun and sea as the main reason for arrival. We cannot promote and develop everything under one roof.
Before continuing this article, I would definitely emphasize once again that it is precisely the system of tourist boards that we must strengthen and transform, because they are key to the strategic development of the destination. And that is why the managers of our tourist destinations, although not by function but by vocation they should be, are key to the development of the destination, because they create, develop, connect, promote and brand the destination as a public sector, i.e. in cooperation with the private sector, they create tourism mosaic to be complete. Someone has to deal with development, and that is the tourist boards, which should be in the form of a DMMO.
Let's go back to Rudi Grula, director of the Tourist Board of Međimurje County.
Rudi Grula: Sustainable tourism is a path, not a moment. It's a revolution.
To the opening question, what is sustainability in tourism, Grula emphasized that there are many good things that should lead to sustainability.
"It is a path - not a moment or a revolution. That's evolution.Grula emphasized in his opening address and added that sustainability is "sexy".
"Getting a certificate does not mean that you are ideal, but that you have carried out certain procedures as in any certification. You have carried out this ISO, that ISO, and other certifications - all this, let's be honest, is a bureaucracy where you have to prove that you carry out these procedures. And what are we doing? You have to prove real things and you have to have them if you are realistically viable. You have to plan, and if you plan, then you have to do it in a democratic way, respecting certain procedures. After planning, you still have to talk a lot, persuade a lot - take it easy, don't go too far, lead by example and enforce laws. So, implement the rule of law." pointed out Grula, stressing that he is aware of the different complexities and challenges of tourism development from the position of continental tourism and the different development of tourism in the Adriatic.