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How to extend the tourist season? – is a question we have been grappling with for decades, but unfortunately still without real action or a strategic approach to it, thanks to the few positive examples.
We must be aware of two facts: The first is that the motive for coming is the destination, not the accommodation, and the second is that in the off-season the motive for coming is not the sun and sea, i.e. swimming, because there is no swimming (except for those few brave swimmers).
So, the logical sequence is to ask yourself the question: Why would someone come to our destination out of season, if there is no swimming? What will they do? Is the destination "alive", i.e. are all the facilities open. Because if we all put the key in the lock on October 01.10st, then we can't even develop tourism, right? More on this topic a little later.
The solution is content – high-quality, interesting, diverse and authentic content. The motive for arrival is content, one primary and in combination with other additional content or a combination of multiple thematic motives through culture, sports, entertainment, art, etc. We also need to know who we are addressing (which target group, i.e. tourist profile) and accordingly we arrange the content in the destination that we want to develop or have the prerequisites for development.
Before that, I must emphasize that it is an illusion that we can have tourism in every destination 365 days a year, we must be honest and aware that we cannot. While on the other hand, tourism already functions all year round on the continent, because all facilities are open (from hotels, restaurants to museums, etc.), but of course on a much smaller scale. For example, hotels in Osijek and Vinkovci are open all year round. But that is another topic.
We must be aware that everyone in the destination must “lose” money or work at zero for at least a couple of years. And with a strategic and targeted approach. Because we currently do not have the habit of being open out of season, nor have we created the prerequisites, nor do we have complete tourism products. So, in order to expand the season, the destination must be “alive”, restaurants must work, it must have content, guests must sleep somewhere, the hotel/s must be open and the guest must do something in the destination. Again, as always, the synergy of everyone in the destination and the support of the city is key. As for targeted subsidies, for example, for restaurants to have lower rent because they are open all year round, to other benefits for entrepreneurs… the more motivation and support, the better, so that entrepreneurs are motivated to work and at least have a small plus. Also, in agreement with the Tourist Board, additional targeted investment of money in events, manifestations, congresses… because the destination is everyone, not one business entity, no matter how big or excellent it is. What I want to say is that there must be a concrete strategy for what, when and how to do it in a targeted manner and to round off the whole story. From the motives for arrival, promotion, broader content, outreach and communication with entrepreneurs.
Precisely with the aim of developing year-round tourism and adapting to new market conditions, Arena Hospitality Group (AHG) decided to open two of its camps, one in Puli – Arena Stoja camp, and the other in Medulin – recently renovated Arena Grand Kažela campsite, open year-round.
"Arena Hospitality Group's long-term desire is to develop year-round tourism in the south of the largest Croatian peninsula in cooperation with the tourist boards of Pula, Medulin and Istria.. At the beginning of this challenging year of 2020, and after emerging from the unprecedented lockdown, we witnessed a surge in demand for camping holidays as the most sought-after form of accommodation. We believe that this demand will continue in the coming period.", AHG points out when asked how they decided to make this move.
The abundance of sunny days and the mild Mediterranean climate make the South of Istria a year-round camping destination, and in addition, the destination offers guests a wide range of different activities throughout the year - from sports and recreational activities in an environment of untouched nature, to exploring the rich cultural and historical heritage, to enjoying the traditional flavors of Istria, AHG points out and adds: "Guests, especially those coming from urban centers, are increasingly expressing the need to escape from cities to nature where they can take a quality break from everyday obligations and stress in the fresh air, in an intimate natural environment."
In the mentioned camps during the autumn and winter period, AHG has adjusted the offer, and in addition to classic services such as electricity connections on pitches at the Arena Stoja camp and electricity and water connections and drainage at the Arena Grand Kažela camp, guests will also have access to heated sanitary facilities, a reception, and a café and restaurant within each camp.
As I mentioned above, it is important to provide guests with content. Thus, AHG, through various activities organized in cooperation with partners, will offer guests more than just a vacation on their winter camping trip through various activities within the camp, as well as throughout the destination. They have also organized transportation to the new city swimming pool in Pula and nearby shopping centers, as well as various entertainment activities within the camps. "Regardless of the day or month, Istria offers numerous historical and natural attractions that will inspire any curious traveler. The two-thousand-year-old Roman amphitheater in Pula, the green-blue archipelago of the Brijuni National Park, the peaceful landscape of Cape Kamenjak and its numerous hiking and cycling trails, and the picturesque historic towns nestled on the Istrian hills are just some of the places worth experiencing without the usual summer crowds. AHG cites a part of the offer that can be attractive to guests and emphasizes that the most authentic part of Istria can be experienced in autumn and winter.
During October, Tao guests will be able to join the harvest of the precious Istrian fruit – olives, and then in nearby Vodnjan they will be able to taste some of the best virgin olive oils in the world. By the way, this very week Istria has been declared the world's best region for extra virgin olive oil for the sixth year in a row. according to the publication Flos Olei 2021.
In November, during St. Martin's Day, at one of the many local celebrations, they will be able to taste another top Istrian product – wine, and, while saying goodbye to summer and welcoming winter, participate in the baptism of the new wine. This year, Istria has 60 wines with the label Decanter. "Regardless of the day or month, Istria offers numerous historical and natural attractions that will inspire any curious traveler. The two-thousand-year-old Roman amphitheater in Pula, the green-and-blue archipelago of the Brijuni National Park, the peaceful landscape of Cape Kamenjak and its numerous hiking and cycling trails, and the picturesque historic towns nestled on the Istrian hills are just some of the places worth experiencing without the usual summer crowds.” they conclude from AHG.
The advantage of Istria is that everything is close, practically everything is half an hour away, especially for foreign guests, and that it has long been sufficiently branded through wine, olive oil and gastronomy, as well as various events, from Teran Day to Truffle Day, etc. ... as well as many smaller stories such as the new event "Autumn on the Plate in Central Istria" which will take place from October 16 to 31, 2020, in catering establishments in the area of central Istria. During the aforementioned period, caterers will offer various traditional dishes of Istrian cuisine made from autumn ingredients from that region, all with the aim of strengthening the gastronomic offer of central Istria and further connecting family farms and caterers in the post-season.
But now it's time to connect everything through one offer of Istria, and further speed up development processes. Arena Hospitality Group took the first step.
Now it is the turn of the destination and all other partners to welcome this move, and for everyone to join in so that we all act synergistically together, as a destination. That is the only right way, no one can do it alone. Everyone in that chain must be on task and with a clear goal – We want to extend the tourist season! At the same time, everyone must be aware that this is a multi-year process, that we must look at quality, not quantity, etc. In fact, we need to work on creating a need in the market to open hotels.
Bravo for the proactive step taken by Arena Hospitality Group, and I sincerely hope that others will follow suit and that the destination will not miss this opportunity.
