The old towns and sights of Karlovac County have a tourist potential that needs to be realised through the development and placement of complex tourist products, with the establishment of a value chain and destination management companies in the county. What is needed to create innovative and sustainable complex tourism products, which will be based on tourism development, explained the lecturer Zeljko Trezner at a workshop held at the Public Institution Regional Development Agency of Karlovac County.

Workshop participants had the opportunity to get to know the entire process of developing a complex product that begins with identifying opportunities and generating ideas, followed by product concept development and marketing strategy, finishing with concept testing, product development and marketing.

Value-added tourism products

At the beginning of the workshop, the lecturer introduced the participants to the concept of complex tourist products - content, time and space harmonised services that are usually offered in one package and at a single price. On the examples of complex tourist products (package arrangements, excursions, events, conferences and congresses), it was explained that such products require greater involvement of organisers and care for the overall tourist experience, but also create very high added value.

Benefits of complex tourism products

Workshop participants also learned that complex tourism products greatly contribute to the development of a tourist destination and tourist satisfaction, through which the demand can be created during periods when it is absent or reduced, and can reduce the rate of cancellations.

On the other hand, by consuming complex tourist products, tourists can get a better price for services or added value for the same price, and significant savings are achieved in the time they spend preparing for the trip.

Success factors of complex tourism products

Knowledge of the market, competencies of tourism staff, speed of adaptation to new trends and opportunities and product uniqueness and ability to differentiate, cooperation with local suppliers, agencies in the country and abroad, and active use of information and communication technologies are highlighted as factors contributing to complex tourism product success. It was also explained that the development of complex tourism products can be contributed by external factors, such as wealth and understanding of the potential of resources and attractions, the development of the destination value chain, but also the existence and understanding of destination development strategy.

Tips for creating successful complex products

Finally, through practical examples based on the sights of Karlovac County, Trezner gave practical advice for creating quality and innovative complex tourist products that tourists will enjoy. The creation of such tourist products will contribute to increasing the number of tourists in accordance with the cultural and natural potential of the county and reduce tourist seasonality, which is one of the main goals of the Excover project.

Natural attractions and the combination of experiences

On the second day, Trezner also explained how the globalisation of political relations and the liberalization of the right to travel will continue, and there will be a growing need for an unpolluted natural environment and the development of tourist facilities in rural areas. Interest in diverse natural environments and wildlife travel will also grow, which will enable the dispersion of tourist movements and open new opportunities for underdeveloped tourist areas. Therefore, tourist destinations that are relatively close to tourist markets (such as the Adriatic coast), which abound in natural attractions and outdoor activities, will have advantage. Various forms of alternative accommodation capacities will also get the opportunity, as well as providers who are connected in value chains in tourism. Finally, tourism products that include a mix of processes, stakeholders and experiences, such as a combination of packages, excursions, events and conferences, will also have advantage on the market. This will be surely taken into account when forming new tourist packages through the Excover project.