Strategic and Programming Documents

Strategic Marketing and Operational Plan for Croatian Tourism for the period 2023– 2027 (SMOPCT), as one of the key documents defining the national tourism marketing of the Republic of Croatia, relies on the basic principles of the Sustainable Tourism Development Strategy of the Republic of Croatia until 2030 and provides detailed instructions for the development, re-positioning, re-branding and promotion of Croatian tourism in the four-year implementation period, with the ultimate goal of positioning Croatia as one of the most competitive tourist destinations in the world. 

The SMOPCT is based on the vision that, by 2027 and beyond, Croatia will be recognised as a sustainable high-value destination that, in order to improve the quality of life of the local population, will offer a wide range of authentic and high-quality tourist experiences for the different segments of tourist demand. At the same time, it includes a business vision that the Croatian National Tourist Board (CNTB) will become a reputable marketing leader in the Croatian tourism industry by the end of 2027, excellent in providing market data and insights as well as in terms of organisational efficiency, driven by innovation and viewed as a real authority in destination marketing.