Photo: Ilustrativna fotografija



Tourism action plan for sustainable tourism development in the area od Plitvice Valleys

Research area : Strategic planning in tourism

Project manager : Ph.D. Snježana Boranić Živoder

Performer :

Implementation period : 2023

Client : Plitvice Valley Tourist Board


Researchers: Zoran Klarić, Sanda Čorak

In the project, the state of tourism in the municipalities of Saborsko and Rakovica, which make up the destination of Plitvice Valleys, was analyzed. Then an overview of the main relevant tourism trends on the market in relation to the characteristics of the destination is given. A SWOT matrix was developed and the determinants of development were described. After that, the vision was defined in cooperation with local stakeholders, as well as the tourism development goals. In the marketing part, tourist products, target markets and communication with the market are elaborated. The action plan elaborates activities in the domain of destination management, raising the quality of products and raising tourist image.