Prostorno planiranje u Primorsko-goranskoj županiji - zavod pgz ...

150Prof. dr. sc. Dora SMOLČIĆ JURDANASummaryDEVELOPMENT OF TOURISM IN THE COUNTY OF PRIMORJE ANDGORSKI KOTAR AND THE EXPECTED TRENDS OF THE MARKETThe County of Primorje and Gorski kotar is one of the most developed tourist destinations inCroatia, with a remarkably long tradition of tourism. Despite numerous positive trends, tourismin the County of Primorje and Gorski kotar is facing a number of limitations that must be viewedin the context of internal weaknesses in forming and presenting the region’s tourism offer, butalso in the context of some very turbulent and challenging processes in global tourism markets.The first part of this paper gives an overview of how tourism in the County of Primorje and Gorskikotar has developed since the year 2000, which is then viewed in the context of present andexpected trends in the tourism market.From a tourism perspective, the County of Primorje and Gorski kotar is one of Croatia’s mostimportant regions by overall income from tourism (in 2010 this region made up 19.39% of the totalnumber of overnight stays in Croatia). Taking into account the importance of tourism, the MasterPlan for the Development of Tourism in the County of Primorje and Gorski kotar has now beenadopted. The master plan defines the main objectives and the direction of the development oftourism in the county. When evaluating the master plan, one must take into account somespecific circumstances arising from the global economic crisis that are also reflected by actualtrends in the global tourism market. Undoubtedly, the consequences of the economic crisis willbe reflected by tourism in the County of Primorje and Gorski kotar, therefore it is necessary toexamine in more detail the trends and data in relation to the expected figures until 2015. Thetrends projected in 2005 have proven unattainable due to the effects of the global crisis on thetourism market, making tourists spend their money more carefully, and leading to a reduction ininvestment.However, regardless of actual problems, the County of Primorje and Gorski kotar as a touristdestination must follow a development model that will ensure competitive advantages overcomparable European destinations, especially those in the Mediterranean area. This paperexamines the trends in the tourism market and the forms of tourism that are expected to showan increase in demand in the near future, and for the development of which the County ofPrimorje and Gorski kotar has already established conditions.In terms of constant change in the global tourism market, tourism development in the County ofPrimorje and Gorski kotar must consistently provide better-quality services and create morecompetitive tourist products. All stakeholders in the County of Primorje and Gorski kotar will playan important role in this process, because synergy effects can only be achieved through joint,well-coordinated actions.Keywords:tourism development, trends, tourist destination, competitiveness