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War and tourism in Croatia - consequences and the road to recovery

The war in Croatia and its immediate surroundings had detrimental effects on the Croatian tourism industry, which have resulted in a drastic decrease in the level of the overall tourism activity over a number of years. A special concern arises from the fact that the recovery process has been slowed down in a large part of the international tourism market, especially in countries of so called western provenance, which have traditionally been the most important source of demand for Croatia. Obviously, the mere end of ware does not suffice and is not the only perquisite for restoring former positions. A change in the behaviour of tourists, whose safety has been threatened in a destination, is a very deep and complex process. The strong process of individualisation within the tourism demand as well as the increase competition, substantially hamper the attempt to establish the real causes of the slow recovery of Croatian tourism and the unexpectedly deep changes which have affected its, otherwise stable, pre-war market position. A more extensive research is therefore necessary to furnish the platform for crisis management and indisputable decisions on the faster strategy of recovery and consequently a more dynamic development of Croatian tourism.

tourism; war; crisis; crisis management; recovery; Croatia

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