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investors and by that way incorporate new markets.

¿ËÂÞµØÑǵĺê¹ÛºÍ΢¹Û»·¾³-Macro & Micro Environment Concerns for Croatia 

In the terms of the macro environment, the Croatian Government should attach to travel and tourism strategic priority and to implement that in the policies for employment, trade, investment, education, and environmental protection. The strategic importance of travel and tourism should be communicated to all levels of the local communities, and the government industry. All the government departments that are connected or affected by travel and tourism should be involved in developing and implementing national tourism policy. In the terms of the micro environment, the government is there to ensure the conditions for the market confidence and sustainable development. Power is being decentralized to the local governments, while the participation and influence of the private sectors is increasing the process. There are several priorities such as the acceleration and expand of privatization in more sectors of travel and tourism ranging from transportation and investment.

¶Ô¿ËÂÞµØÑǵÄÂÃÓÎÒµµÄ·ÖÎö-Analysis of Croatia's tourism industry 

The major sources in terms of arrivals in Croatia were Germany, the domestic Croatian market, Czech Republic and Austria. There was a constant increase of foreign and domestic arrivals from the year 2002. Croatia's tourism industry is characterized by a high seasonality of demand. The peak months of the season (July and August) generate more than 65% of all overnights and 54% of arrivals. During the winter season ranging from October to March Croatian tourism industry is generating 5% of overnights and 11% arrivals. Independent travel of tourists 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%.

¶Ô¿ËÂÞµØÑǵÄÂÃÓÎÒµÆÀ¹À-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 ±¾ÂÛÎÄÓÉÓ¢ÓïÂÛÎÄÍøÌṩÕûÀí£¬ÌṩÂÛÎÄ´úд£¬Ó¢ÓïÂÛÎÄ´úд£¬´úдÂÛÎÄ£¬´úдӢÓïÂÛÎÄ£¬´úдÁôѧÉúÂÛÎÄ£¬´úдӢÎÄÂÛÎÄ£¬ÁôѧÉúÂÛÎÄ´úдÏà¹ØºËÐĹؼü´ÊËÑË÷¡£