Development of the Balkan regional tourism promotion strategy and action plan for Japanese market – Zagreb, Croatia; Belgrade, Serbia
Key Service: Tourism
Location: Zagreb, Croatia; Belgrade, Serbia
Product: Marketing strategy
Horwath HTL was appointed from Japan International Agency (JICA) Balkan Office to develop a regional level tourism promotion strategy and action plan for Japanese market
Description of Project
The aim was to undertake both desktop studies and field research on current situation of tourism promotion development for Japanese market in private and public sector in each country in Balkan region and to compile and analyze collected data to propose strategy and action plan under an overall vision and key objectives. The ultimate goal, which should result from successfully implemented strategy, is to attract more tourists from Japan to the Region, more than once, with a higher average consumption.