Destination Slavonski Brod - Posavina: Cultural tourism action plan
Research area : Strategic planning in tourism
Project manager : Ph.D. Renata Tomljenović
Performer :
Implementation period : 2023
Client : Tourist Board of the area "Slavonski Brod-Posavina"
Contributors
Researchers: Ksenija Tokić, Ives Vodanović Lukić, Diana Baus
The destination of Slavonski Brod – Posavina comprises the city of Slavonski Brod and three municipalities in its surroundings: Gornja Vrba, Bukovlje, and Podcrkavlje. In 2022, the area was visited by a total of 24,840 tourists, generating 41,059 overnight stays. It stands as the primary tourist destination in the Brod-Posavina County, contributing to over 60% of total overnight stays and arrivals. The continuation of this upward trend depends on further development of tourism products. Given that culture and heritage are fundamental elements of the destination's identity, cultural tourism is one of the key products. Based on the analysis of the attractions , four key products have been identified: heritage tourism, literary tourism, creative tourism, and event tourism. Cultural tourism development proposed is based on the principle of benefiting the local community as a management model, respecting the capacities of stakeholders in the cultural and creative sectors, and integrating this plan into the overall tourism development policy of the destination, as well as the development plans of the City of Slavonski Brod and the three municipalities. To achieve the set goals – improving the quality and value of the destination's tourist offer, positioning it as a destination of higher value, enhancing the destination's image, and increasing the quality and attraction of new target groups motivated by exploration and special interests – activities related to destination management, market research, product development, and communication and promotion have been defined. These activities are based on a thoroughly developed product development concept.