Historically, Adriatic sea has been a lively corridor between east and west. Adriatic area in terms of culture and economy was always active area – cultural values and practices were shared, trade & partnership relations established, professionals (architects, painters, ship constructors, etc.) worked in different countries of Adriatic basin and left us valuable cultural heritage. Unfortunately, this Adriatic identity was progressively lost during the previous Century.
Recent attempts to re-boost commercial, economic and cultural relationships still didn’t make desired effect - Adriatic Countries still remain disconnected entities, non-included into an integrated and common space. Eastern Adriatic countries are passing through a difficult transition to a self-sustainable / market economy, which for some countries was additionally aggravated by war conflicts.
On the other hand, Italian Adriatic regions experienced economic stagnation as the result of a difficult international situation and weak domestic demand. Although situation started to improve in recent years, global financial crisis again caused stagnation and rise of unemployment rate in all Adriatic countries.
Adriatic natural, cultural and artistic heritage recognised by European and world tourism demand makes Adriatic tourism potentially most important sector for the development of local economies and for employment.
One of the most evident challenges in Adriatic tourism sector is differences in development of tourism offer. Although tourism has traditionally been one of the most active and developed economic sectors of the Italian Adriatic regions, Greece, Slovenia & Croatia - it still remains insufficiently developed in the other eastern Adriatic regions.
Adriatic tourism offer is mostly limited on coastal area and characterized by high seasonality, although there are high-potentials (rich cultural, natural and artistic heritage) for further development in terms of season prolongation and territorial expansion to hinterland areas.
Attempts implemented by individual states to diversify their tourism offer, and in addition to beach tourism, develop cultural tourism offer - which strongly contributes in tourist season prolongation didn’t produced satisfactory results in comparison with competitors – Spain, North Africa etc.
In tourism market, a highly competitive market, individual actions cannot boost and regulate tourism flows. Until now, the main character of tourism promotion strategies in the Adriatic Area was competition instead of cooperation. An integrated image of the Adriatic area is missing although centennial historical, cultural, social and economic linkages exist.
Finally, integrated management & promotion strategy of cultural heritage which would encourage the involvement of cultural and tourism stakeholders in activities connected to cultural heritage promotion, valorisation, quality standards development and finally joint cultural tourism development is lacking.
Historically, Adriatic sea has been a lively corridor between east and west. Adriatic area in terms of culture and economy was always active area – cultural values and practices were shared, trade & partnership relations established, professionals (architects, painters, ship constructors, etc.) worked in different countries of Adriatic basin and left us valuable cultural heritage. Unfortunately, this Adriatic identity was progressively lost during the previous Century.
Recent attempts to re-boost commercial, economic and cultural relationships still didn’t make desired effect - Adriatic Countries still remain disconnected entities, non-included into an integrated and common space. Eastern Adriatic countries are passing through a difficult transition to a self-sustainable / market economy, which for some countries was additionally aggravated by war conflicts.
On the other hand, Italian Adriatic regions experienced economic stagnation as the result of a difficult international situation and weak domestic demand. Although situation started to improve in recent years, global financial crisis again caused stagnation and rise of unemployment rate in all Adriatic countries.
Adriatic natural, cultural and artistic heritage recognised by European and world tourism demand makes Adriatic tourism potentially most important sector for the development of local economies and for employment.
One of the most evident challenges in Adriatic tourism sector is differences in development of tourism offer. Although tourism has traditionally been one of the most active and developed economic sectors of the Italian Adriatic regions, Greece, Slovenia & Croatia - it still remains insufficiently developed in the other eastern Adriatic regions.
Adriatic tourism offer is mostly limited on coastal area and characterized by high seasonality, although there are high-potentials (rich cultural, natural and artistic heritage) for further development in terms of season prolongation and territorial expansion to hinterland areas.
Attempts implemented by individual states to diversify their tourism offer, and in addition to beach tourism, develop cultural tourism offer - which strongly contributes in tourist season prolongation didn’t produced satisfactory results in comparison with competitors – Spain, North Africa etc.
In tourism market, a highly competitive market, individual actions cannot boost and regulate tourism flows. Until now, the main character of tourism promotion strategies in the Adriatic Area was competition instead of cooperation. An integrated image of the Adriatic area is missing although centennial historical, cultural, social and economic linkages exist.
Finally, integrated management & promotion strategy of cultural heritage which would encourage the involvement of cultural and tourism stakeholders in activities connected to cultural heritage promotion, valorisation, quality standards development and finally joint cultural tourism development is lacking.
