Amazing Dalmatia Experience: Split as a new business platform for the American market

Under the name Amazing Dalmatia Experience (ADE), from April 22nd to 25th, about twenty American tour operators and agents will arrive in the city under Marjan, people who do not sell "just an apartment and breakfast", but are looking for a premium story - from eno-gastro tours to cultural heritage to active and luxurious vacations. On the other side of the table, about thirty local players are waiting for them, ready to show what Dalmatia really offers today.

All of this is organized by HIT Dalmatia DMC in collaboration with the Americans from Travel Show Marketing Group, with a clear goal - to connect supply and demand while the overseas market is still in the phase of "discovering" Croatia.

This is not a classic presentation with brochures and stands. The program is very imaginative and creative: a study tour of central Dalmatia, so that guests can see where they bring their clients, and then one-on-one meetings - arranged in advance, without wandering around and wasting time. In short, less talk, more concrete work, and for some of the American agents, a post-FAM trip to Dubrovnik and the Dubrovnik-Neretva County was also organized.

Programs aimed at attracting new guests

"The programs are aimed at attracting new guests, primarily those with higher purchasing power, who would not necessarily choose this destination without additional promotion and targeted presentation of the offer. The working part of the program will be held through two key events on Friday, April 24. In the morning, a Trade Show is being organized, designed as a more static format of business communication, in which 15 to 20 exhibitors will have the opportunity to present their programs and offer. B2B meetings will be held in the early morning hours. The meetings have been organized for more than 20 days via a specially created digital platform, on which participants could inform each other and prepare. This ensures better quality communication and a greater likelihood of achieving concrete business cooperation.", said the executive director of HIT Dalmatia DMC Jurica Glavina.

At the presentation at the Cornaro Hotel in Split, it was clear that the focus is on those American partners who are just entering our market. In other words - the same team is not being used, but new channels and new audiences are being sought. And that is, in the long run, the most valuable part of this story.

Because the American guest is not just a number of overnight stays. It is a guest who spends more, stays longer and seeks content - and Dalmatia has something to show for it if it knows how to package it properly.

The sixth emission market in the Split-Dalmatia County

"The United States of America is our sixth foreign market and the largest non-European market. Last year, we had almost 300 thousand tourist arrivals from that market and almost 900 thousand overnight stays, or an increase of 13 percent compared to the year before. They visit us in large numbers from May to the end of September, which makes them very important for strengthening the pre-season. They prefer hotel accommodation and generally higher category accommodation and are very good consumers. The sun and sea are not their primary motive for coming, or rather they consume various tourist services during their stay. The most visited destinations are Split and Hvar", emphasized the director of the Split-Dalmatia County Tourist Board Ivana Vladović, adding that since the beginning of the year, 40 overnight stays by guests from the USA have been recorded in the Central Dalmatian region, which is an increase of more than 20 percent.

"But we're actually expecting a bigger influx of guests from the US next month.", said the director of the county tourist board.

Historic flight to Split

In the whole story, timing is also important. Namely, everything is happening before the announcement of stronger connections with the USA, including direct flights to Split, which could further boost market interest.

"This event represents a significant step forward in accessing the American market, one of the most demanding in the world. Bringing agents who have not yet met Croatia is extremely important because we believe that their first visit will be just the beginning of a long-term cooperation. American guests are already showing an exceptionally high level of satisfaction - as many as 99 percent of them are satisfied or very satisfied with their stay in Croatia, which further encourages us. We are also particularly pleased with the new direct, I would say historic flight to Split, which is already very well booked, and we expect it to grow and develop further in the future. This is an excellent opportunity to further strengthen our position on the American market and further promote Croatia as an attractive destination.", concluded the director of the Croatian National Tourist Board Representative Office in North America Leila Krešić Jurić.

If the jobs opened here translate into concrete programs, these four days in April could very quickly turn into full calendars for the entire tourist year - and not only this one.