THE JOINT TICKET OF THE DESTINATION LIKA HAS MADE A BIG STEP FORWARD IN BRANDING THE DESTINATION
Cluster Lika Destination for the third year in cooperation with protected natural areas in the destination Lika as part of the tourist offer offers a joint ticket to Lika, which includes nine attractions in Lika.
Exactly what sets Lika apart and makes it unique is the fact that in addition to the Plitvice Lakes National Park, as one of the most famous national parks in the world and the most visited national park in Croatia, there are also Paklenica National Park, Northern Velebit National Park, Velebit Nature Park. Grabovača Cave Park, Barać Caves and the Gacka River Valley, where the Croatian Center for Indigenous Fish and Crab Species of Karst Waters is located.
"In addition to all these protected natural areas, we must emphasize that the destination of Lika is the birthplace of the world-famous genius Nikola Tesla, in whose birth house in Smiljan today is the eponymous Memorial Center”Point out from the Lika Destination Cluster.
Therefore, in 2018, the Cluster, in cooperation with all the listed institutions, formed a joint ticket with the aim of encouraging longer tourist stay in the destination of you branding of Lika as destinations of protected natural areas.
The purchase of a joint ticket as well as the usability of the voucher is possible only during the summer tourist season, which this year was from June 1 to September 30, and the ticket price was HRK 350,00 for adults and HRK 250,00 for children. The savings were significant, given that the sum of individual tickets is HRK 630,00.
Given the situation caused by the Covid-19 virus, which changed the tourism business by closing the state borders, more than ever, tourism in Croatia was targeted at domestic guests. And just then, the importance of joint tickets to the destination Lika was once again shown, because the number of used vouchers was five times higher than at the same time last year.
"This year, the continental part of Croatia was much more in demand precisely because of the safety of guests, the possibility of maintaining social distance and natural attractions and cleanliness of the environment in which the destination Lika excels compared to other regions. Precisely for these reasons, this year the joint ticket for the destination Lika proved to be very important, as shown by the data on the number of vouchers sold and used. Compared to last year, the number of used vouchers at certain entrances exceeds 500%. This success is an additional motivation for the joint ticket to continue to be implemented in the upcoming tourist seasons”Pointed out from the Lika Destination Cluster and at the end emphasized that the guests were surprised by the rich tourist offer of the Lika destination as well as its quality, and announced their return.
Although we do not know the exact numbers of tickets sold, one thing is for sure, the whole project has made great strides in positioning Lika as a destination, as well as increased tourist spending because it kept visitors in the destination longer, not just by visiting Plitvice Lakes National Park. and thus generated overnight stays, and turned visitors into tourists. And that is why the joint ticket of the destination Lika has made a big step forward in branding the destination. Of course, the development of a tourist product is complex and it is a process that lasts for many years, but everything starts with the first step.
The coronavirus brought a lot of losses, but it still left something positive. He made us explore our surroundings, region and country and pointed out to us the fact that we appreciate and respect the wealth we have, to discover other destinations, especially continental and rural destinations that certainly have their story and place under the tourist sun.
Precisely the positioning of continental destinations, including Lika, was crucial this year, because so far they have not been in focus nor has there been a habit of going to the continent to a greater extent. Especially through the realization of at least one night. That is why the branding campaign as well as the joint tickets for the destination Like have achieved great success in the context of positioning, despite the large growth in ticket sales, which will surely return in the long run through more overnight stays.
The goal is to increase the number of overnight stays in Lika and increase tourist spending, and precisely through branding the entire region as one brand - Lika, and through a joint quality offer and content is a tool to achieve the set goals. An example that other destinations should follow, especially through the branding of one region because today it is imperative.
Finally, it is important to highlight the success of the Lika Cluster and LAG by connecting small producers and branding Lika as a gastro destination. Namely, the Lika Quality system, which was designed as a destination quality certificate, brings together 160 products produced by 59 family farms. The Lika Quality brand has exceeded the boundaries of the Lika destination and the products can be found in stores throughout Croatia, which is a big step forward, both in the national promotion and branding of the destination, and the placement of domestic Lika products throughout Lijepa naša. Also, as part of the INTEGRA LIKA 2020 project, a project was designed "Stay 3 days in Lika" through which nine different three-day excursions are promoted through defined tourist packages.
One thing is for sure, Lika was in focus this year and relatively used its opportunity, although it was not a strategic approach of the whole destination. And interesting is the info, how difficult it is at the moment to find a holiday home in Lika for the New Year holidays.
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