Masterplan Ulcinj - Ada Bojana

German analyses confirm the importance ofswimming tourism for destinations that needtourism industry as their basis for their existence.Market research, which is carried out each yearby F.U.R. for Germany, reflected the same orderline of incentives, however with differentpercentages.Main target group is composed of “guestsswimmers”.Target groups of “culture”,“thematic”, “agro”, “eco” and “adventure” tourists,which are mentioned frequently as “the groups ofthe future” in related researches within theoverall area, play subordinate role – culture &adventure = 8%; holiday at village estate = 3% orno role at all. Only “thematic tourism” gainsbigger importance , because the themes havebeen simulated for stronger experience feeling(30% total).Therefore, the niches are not completelyuninteresting. Although they offer differentpossibilities in economic sense, they still cansignificantly improve the image of destination orenrich the basic offers.Image 3.6: Tourism incentives in CroatiaTravel incentives in % Croatia Dub._N.Holiday at the seaside,swimming91.1% 83.8%Pleasure 36.1% 26.9%Natural beauties, naturalframeworks32.5% 28.5%New experiences 7.5% 24.7%Sports and fitness 7.1% 4.5%Thus, according to the analysis of F.U.R.,“Fitness” moved from 7% in 1999 to 11% in2002, and “Wellness” from 6% to 13%.“Wellness” falls among unavoidable componentparts of the range of tourism services nowadays.Conceptual considerations should include also“culture”, “agro”, “eco” and “adventure” tourists bycorresponding offers. They can primarily beexpected to bring economic benefits to thehinterland. However, the economic future ofUlcinj area or even Montenegro area cannot bedeveloped only with these target groups –various niches. They should be considered asvaluable additions.The main target group of tourists-swimmers isnot homogenous in any case. If taken asexample, it is easy to keep track of divisionamong target groups – one of the most importanttendencies at international markets.Image 3.7: Tourism incentives from F.U.R:Market evaluations1. Beach – swimming, 54%sun-bathing2. Relaxation, rest 58%3. Entertainment, joy, 38%pleasure4. Natural experiences 35%(clean surrounding)5. New impressions and 29%experiences6. Escape from polluted 28%areas7. Numerous experiences 27%8. Meeting new people 24%9. Contacts with domicile 16%population10. Entertainment and 18%animations11. Culture and education 12%12. Light sports activities, 10%fitness13. Active sports 8%14. Adventure, discovering,risks8%Numerous possibilities for individualdevelopment of products, directed toward specialtarget groups, result from it for investors andfuture businesspersons as regards Velika Plazaand Ada Island, Valdanos Lagoon, as well as thetown of Ulcinj. The sub-division of targets subgroupsin swimming tourism shown hereinaftershould understand only as an idea forconsideration; it does not exhaust the wholerange.-First differentiation is based on financialpotentials of guests. Also, further classificationsshould be made inside such clear grouping of“wealthy tourists-swimmers” and “less wealthy”ones.- Second differentiation is based onmarital status and age, as well as withrespect to single travels, travels incouples, or travels with kids.- Third level of differentiation depends onmain needs within a given group ofguests – whether they want to havesome rest at the seaside or they want todance within the group of amusing andvigorous guests – and on their personalinterests.- Different preferences are dominantwithin those personal interests. It givesspace for far- reaching classification, forexample- In sports area – tennis, golf, riding orwater sports;- For families – children of all ages;- For health – focus on beauty, wellness,fitness or really on rehabilitation.In addition to that, it should make difference alsoin relation to preferred types of accommodationand their standard. The mentioned variations canbe reflected in almost each type ofaccommodation at any level, either in hotels or in