Promotion of Croatia on Lonely Planet media platforms

Category: Press releases
Published: Wed, 12.06.2019 - 09:23

The Croatian National Tourist Board and Lonely Planet, the world's leading specialized travel media platform, launched a personalized page dedicated to Croatia, "Discover Croatia", within Lonely Planet's portal with four new original videos about Croatian destinations.

"Today, efficient tourism promotion without cooperation with leading world media platforms that can strongly influence tourism trends is inconceivable. Cooperation with Lonely Planet will produce great promotional effects for Croatia and it will ensure the necessary visibility on key European markets where the largest number of tourists come from",  said the Director of the CNTB, Kristjan Staničić, adding that 13 million people visit the Lonely Planet’s website on a monthly basis.

The mentioned video materials show Slavonia as an undiscovered secret, focusing on the rich food and wine offer and cultural and historical heritage, i.e. Zadar and its surroundings as a destination suitable for numerous excursions and activities such as hiking in the Paklenica National Park or sailing in the Kornati National Park, created in cooperation with the Croatian Nation Tourist Board. The material for the other two videos was filmed by Lonely Planet's team in Zagorje and Međimurje, with emphasis on castles, while in Istria they filmed everything connected to the truffle hunting tradition and the consequent preparation of truffle-based gastronomic delicacies.

"Our creative team of screenwriters, cameramen and designers who stayed in Croatia can attest to the fact that Croatia really deserves all the attention it is getting from travel lovers worldwide. We are proud to have the opportunity to contribute to the promotion of Croatia in the world because it is a destination that is rich in diversity, which makes it the right place for exploration", said Lonely Planet’s Creative Director Matt Parish.

All materials will be used for advertising purposes that will be implemented in two parts. The first wave of advertising will last from May until the end of June and it includes the promotion of Slavonia and Zadar. The second wave of advertising covers the period from September to the end of October and it includes the promotion of Zagorje, Međimurje and Istria, promotion on social networks, display advertising activities, etc. The markets included in the campaigns are the UK, Germany, Poland, Sweden, Italy and Austria.

We would like to remind that Lonely Planet is the leading tourist media house and the world's leading brand for tourist guides since 1973. Over the past four decades, they published more than 145 million guides, which are an important source of information for many traveling enthusiasts around the world, as their very popular Lonely Planet website confirms, which has been translated into 14 different world languages, and has more than 14 million active fans who follow Lonely Planet’s social media accounts.

Lonely Planet included Istria in its Top 10 European destinations in 2019.

For the seventh year in a row, Lonely Planet compiles the Best in Europe reference list which contains ten high priority European destinations that should now be on every world traveller’s bucket list, and Istria has made it to the Best in Europe 2019 list of carefully selected and exclusive European destinations. It is a list made up by Lonely Planet’s travel experts who for the last 45 years have been exploring, analysing and evaluating tourist destinations.

On the occasion of the publication of the Top 10 destinations list, Lonely Planet Italy hosted the award ceremony in Florence. On this occasion, the Director of Lonely Planet Italy, Angelo Pittro, in front of numerous representatives of the media and of the tourism sector, spoke to Viviana Vukelić, the Director of the CNTB Representative Office in Italy. The topic of the discussion was Croatia and Istria, and Vukelić emphasized that Croatian tourism is defined by an authentic way of life, a fascinating cultural and historical heritage, untouched nature and top quality food and wine.