In Croatia, JAA worked with the Association of Small Hotels, located in Split-Dalmatinska to form the core of a new Tourism Industry cluster. With the support of JAA, the cluster worked together to develop a strategy with ambitious targets and broadened its membership to include more than just accommodation providers. As a result of the strategy, CCI- implemented activities and programs helped Croatia take control of its tourism direction and capitalize on its natural and cultural assets. Through the tourism strategy, Croatia’s industry focused on increasing the value of products and services offered, ensuring the growth and sustainability of the community’s engagement in tourism, and extending the tourist season.

An impressive “initiative committee” was formed that included the most respected small, private hoteliers from every region in Croatia. Within six months the committee laid out procedures and a detailed charter for the organization, agreed to a common identity and a top-quality brand accessible only to the very best in the tourism industry, and launched the Association of Family and Small Hotels of Croatia in April 2004. More than half of the eligible small hotels in Croatia signed up at the Association’s launch.

Concurrently with this initiative, JAA worked with the city of Stari Grad on the island of Hvar. Stari Grad volunteered to be the Cluster’s test case, to assess the feasibility of introducing virtually all the strategy’s suggestions in one place. In less than two years, led by the head of the local tourism board, Stari Grad implemented a flurry of reforms and new programs. This resulted in hundreds of volunteers participating in clean-up programs, removing abandoned cars, and improving the communities understanding of tourism and how they can participate in its benefits.

Duration: 2001