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ourists is present in Croatia; more than 69%. A positive thing for Croatians touristic industry is the repeat business. Almost 64% of foreign visitors have already visited Croatia for at least two times. Domestic tourists are also very important for Croatia because they make 17% of arrivals and 12% of overnights. A big strength for the Croatian tourism industry is the fact that 91.1% of visitors are for the rest & relax by the seaside reasons in Croatia; 36, 1% for pleasure and fun and 32.5% are visiting natural attractions. Croatia has in total 722.525 beds and camping places. There are 419 hotels with 49,380 rooms and 6,286 rooms are located in four or five star hotels. The annual on Croatian hotels showed that the average occupancy in the year 2001 was 42% and the average daily room rate was 35.50 and the hotels gross operating profit was 22%.

 

Appraisal of Croatia's tourism industry
Croatia is still in the process of recovery from the war that stopped and slowed the development of travel and tourism. The biggest problem of war was the devastation of the touristic infrastructure in which a large amount of money is being invested. After the war Croatia was able to recover its tourism industry but slowly. The biggest challenge now is to create and promote new competitive advantages. Croatia has a unique landscape with over 1000 islands, it is in a good geographical position which makes it easy accessible by land or by sea. It has a population of 4.4 million. Croatia has three distinctive geographical and climate regions. Croatia has diverse historical and cultural attractions, archeological sites dating from Roman, Gothic, Renaissance and Baroque periods. The strategic location is of major importance for Croatia because the historic Europe to Asia route is passing trough Croatia. Croatia has nine international airports, four are located on the coast and three of them are located on islands. There is also a large number of small ports or local and regional importance, but there are also six international ports in Croatia.

 

Recommendations
Croatia in fact has all the necessary natural resources for a successful tourism industry and on which new touristic products can be built. New product offerings have to be produced in order to attract the sophisticated customers. Diversification would ensure the sustainable growth of the industry for the benefit of all stakeholders. There will always be a need for low budget tourism for those customers that can't afford expensive vacation and those tourists have also to be accepted. It is important that the market becomes aware of the environmental friendliness of Croatia as well as the unique destinations and attractions. That should ensure future tourism growth, and it should help Croatia to establish and clarify its market image.
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