REGIONAL ECONOMIC DEVELOPMENT STRATEGIES: INTEGRATED TOURIST

DEVELOPMENT POLICIES

Proceedings of the 33rd Annual Conference

Johns Hopkins International Fellows in Urban Studies Program Johns Hopkins Institute for Policy Studies

Split and Dubrovnik, CROATIA June 2003

April 2004

Dear Reader:

I am pleased to publish the proceedings of the Johns Hopkins International Urban Fellows conference held in Split and Dubrovnik, Croatia in June, 2003. These urban experts from 11 countries spent five days in Split, and two additional days elsewhere in the Split region and Dubrovnik, studying the Dalmatian region’s potential for developing an economic development strategy based on tourism. They talked to experts, public officials, and academics, and toured a range of attractions that may be incorporated into the strategy.

All of the authors of these proceedings are either experts gathered by the host of the conference, or individuals who have conducted urban research at Johns Hopkins University in Baltimore sometime over the past 30+ years. As you will see in Appendix A (“Background on the International Urban Fellows Program”), they spent four or eight months studying Baltimore and analyzing its similarities and differences from other cities around the world.

Each year, the Fellows gather for a conference to tackle the problems of a particular city posed for them by their host, a former Fellow. The report that follows represents the Fellows’ attempt to grapple with the economic issues facing Croatia in the wake of the Balkan conflicts of the 1990s. Mindful of the variations in administrative structure and cultural context, they nevertheless felt that there were important cross-national lessons to be learned from the experience of their own cities and regions.

Please contact me if you would like further information on this unique international program or on the Institute for Policy Studies.

Sandra J. Newman, Ph.D. Professor, Policy Studies

Director, Johns Hopkins Institute for Policy Studies

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Acknowledgments The Johns Hopkins Institute for Policy Studies and the Johns Hopkins International Urban Fellows Association gratefully acknowledge the organization of the Croatia 2003 conference by Dr. Slobodan Bjelajac, University of Split, Faculty for Natural Sciences, Mathematics and Education. The conference would not have been possible without the tireless and dedicated work of the following persons:

Slobodan Bjelajac Renata Relja Sanja Stanic Special thanks are due to the hosts of the reception at the Villa Dalmatia:

Dr. sc. Slobodan Beroš, Mayor of the City of Split Dr. sc. Boris Anzulovic, Rector of the University of Split

Special thanks are also due to former fellow: Anthony S. Travis, Emeritus Professor

For the preparation of the final report, we thank: Conference Organizer: Slobodan Bjelajac, University of Split

Rapporteurs and Editors: Marsha Schachtel (chief editor), Anthony Travis, Lueder Bach Production: Laura Vernon-Russell and Jeff Feeser, IPS

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TABLE OF CONTENTS

Introduction 5 Highlights of Presentations Introduction to Croatia, the Adriatic Region and Split 6 Three (Un)integrated Parts of Croatian Adriatic Tourism – 12 Coast, Hinterland and Islands Integrated Adriatic Tourism Planning – Yesterday, Today, 14 and Tomorrow Integrated Meaning of Tourism 18 Integrated Coastal Area Management and Tourist Development 19 Constraints and Possibilities of Rural Tourism Development 24 with Special Stress on the Case of Croatia Field Visits 28 Fellows’ Findings 30 Appendix A: Background on the Johns Hopkins International Fellows in 38

Urban Studies Program Appendix B: Conference program 40 Appendix C: List of speakers 43 Appendix D: List of participants 44

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INTRODUCTION The 33rd annual conference of the Johns Hopkins Institute for Policy

Studies’ International Fellows in Urban Studies program was held in Split and Dubrovnik, Croatia, from June 21 to June 27, 2003. The theme of the conference was “Regional Economic Development Strategies: Integrated Tourist Development Policies.” Each region of the world has unique assets on which to build strategies for economic growth. These strategies take into account both the ancient and recent history of the region in order to seize current opportunities even while other long-term investments in infrastructure and governance are underway.

In the case of the Adriatic region of Croatia, the area has embarked on a program to promote tourism while the country is rebuilding. The Split conference gave the attendees an opportunity to focus and comment on the integration of tourism with other activities (economy, agriculture, infrastructure, transportation, cultural activities, historic preservation, and ecology). Speakers and participants looked at the history and future of Adriatic tourism planning, development of strategies for various geographies (coast, hinterlands, islands), and various types of tourism. Site visits were made to primary attractions, with optional visits at the end of the conference to other cities on Croatia's Adriatic coast.

Fellows' working groups, speakers, respondents, and local experts focused on socio-economic issues, transportation and infrastructure, culture/historic preservation and ecology as they examined alternative economic development strategies and approaches to developing tourism. In formulating their findings and recommendations, the Fellows drew on their wide experience, both in their home countries and in Eastern Europe.

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HIGHLIGHTS OF PRESENTATIONS

Introduction to Croatia, the Adriatic Region and Split Dr. sc. Slobodan Bjelajac, University of Split

The Position of Croatia in Europe

Republic of Croatia

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• Croatia is a medium-sized Central European and Mediterranean, as well as

Pannonian-Adriatic country • Its constitutional tradition dates back from the medieval duchy (AD 791-924)

and kingdom (AD 925-1102) to the contemporary Republic of Croatia, proclaimed on 25th June, 1991.

Population Characteristics

1991 2001 2001

% of 1991 Population 4,784,265 4,437,460 92.8

Percentage of Female Population 51.5% 51.8% 100.5

Percentage of Croats 78.1 89.6 114.7

Percentage of Serbs 12.2 4.5 36.9

Percentage of all Other Ethnic Groups 9.7 2.9 29.9

Density (inhabitants/km2) 84 78 92.8

Average Age of Females 39 41 105

Average Age of Males 35 38 109

Percentage of University Educated People 4.2 6.5 155

Percentage of Roman Catholics - 87.8 -

Physical Characteristics

Area in sq km 56,538 mainland (slightly smaller than West Virginia) + 31,139 territorial sea

Coastline Very indented coast: 5,790 km mainland; 1,778 km islands 4,012 km with beautiful clean sea

Climate Mediterranean mild winters, dry summers and continental hot summers and cold winters

Terrain Diverse: flat plains, low mountains and highlands. Highest point: Dinara 1,830 m

Natural Features Rivers: 28 Lakes: 31 Pits and Caves: 20

Natural Hazards Frequent and destructive earthquakes

National Parks 8

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Croatian National Parks

Islands: Brač

• Off the coast of Split, Brač is the third largest island in the Adriatic, and the source of the white limestone used to build the U.S. White House Beach resorts on both the northern and southern coasts•

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HISTORICAL and CULTURAL POINTS OF INTEREST

Five places in Croatia are protected by U ESCO as World Cultural Heritage sites

alace, Split

Cathedral , Poreć

N

(photos from S. Bjelajac presentation unless otherwise noted): • Dubrovnik • Diocletian P• Trogir • Šibenik• Euprasius Basilika

Dubrovnik Old City Diocletian Palace, Split

-%20 ain.htm

http://www.ini.hr/dubrovnik/galerija%20 m

Trogir Šibenik Cathedral

net/trogir.htm

http://www.dalmacija.

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Basilica of Euprasius in Poreć

Economic Characteristics Today • GNP/capita: $ 4,200 (2000) $ 5,100 (2003) • Average netto salary: 3,500 kunas (€470)

o Highly educated 5,400 kn (€720) o Skilled 2,600 kn (€350) o Unskilled 2,050 kn (€270)

• Agricultural population = 5.6% • Active Agricultural Population = 67%

• Number of Employed = 1,048,500 • Number of Unemployed 380,195 • Unemployed = 36% of Employed (2.7 Employed : 1 Unemployed)

• Employed by ownership (2001):

o State – 44% o Private – 39% o Mixed – 17%

• Number of Retired = 1,147,546 (Proportion with Employed: 1 : 0.9)

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Croatian Cities and Towns and Links Among Them (Current and Future)

Green: In operation

Red: In plan, to be constructed by 2005 Blue: To be constructed after 2005Rank Main Cities Population 2001

1 Zagreb 779,145

2 Split 188,694 3 Rijeka 144,043 4 Osijek 114,616 5 Zadar 72,718 6 Slavonski Brod 64,612 7 Karlovac 59,395 8 Pula 58,594 9 Sisak 52,236 10 Šibenik 51,553

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Varaždin

49,075

12 Dubrovnik 43,770 13 Bjelovar 41,869 14 Vukovar 31,670 15 Koprivnica 30,994 16 Čakovec 30,455 17 Požega 28,201 18 Virovitica 22,618 19 Gospić 12,980 20 Krapina 12,950

Split

• Split is the biggest city on the Croatian Adriatic, and the second largest city in

Croatia

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• Its history began with the Diocletian Palace which was built by the Emperor as a vacant residence in 305 AD; when he abdicated, he permanently moved to the Palace.

• The Palace is stil alive, and almost completely visible. It is the heart of the inner-city. Its importance far transcends local significance because of the level of preservation. It is the most famous architectural and cultural constructs and holds an outstanding place in the world’s heritage. In 1979 UNESCO adopted a proposal that the historic Split inner city, built around the Palace, should be included in the register of the World Cultural Heritage.

• During the Medieval ages, two villages (agricultural and fishermen) were built on the east and west sides of the Palace; these villages still exist and with the Palace comprise the very attractive historic nucleus of the city

• Between the two world wars, the higher strata people from the Palace built new houses close to it.

• After World War II, increasing industrialization brought many people from villages to the city; the largest migrations occurred in the period 1961-1971

Three Unintegrated Parts of Croatian Adriatic Tourism – Coast, Hinterland and Islands Dr. sc. Slobodan Bjelajac, University of Split The Croatian Adriatic Region can be divided into three parts: • Urbanized coast (58% of territory, 68% of population) • Low urbanized hinterland (33% of territory, 26% of population) • Islands (9% of territory, 6% of population)

Population Growth 1953-2001.

0

200000

400000

600000

800000

1000000

1200000

1953 1961 1971 1981 2001

Coast Cities and Communes

Hinterland Cities and Communes

Islands Cities and Communes

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Relative to the hinterlands and the islands, the coastal areas have: • Larger percentages of population in the 20-59 age range • Larger percentages of population with university degrees and secondary

schooling Tourism capacity -- In 2000, the Adriatic coast had: • 97% of Croatian tourism beds • 97% of Croatian tourism bednights • 91% of arrivals in Croatia Croatian tourists are mostly (84%) foreign. Hotels and restaurants generate three percent of Croatian gross national product. Nationally, three percent of the workforce is employed in hotels and restaurants, while on the Adriatic coast, these sectors employ 75 percent of workers.

Integrated Adriatic Tourism Planning – Yesterday, Today, and Tomorrow Anthony S. Travis, Emeritus Professor, University of Birmingham Aims of the paper: • From the perspective of an involved outsider who has been returning to Croatia

and Slovenia for 30 years • Summary overview of factors in Adriatic tourism planning, including its past,

present, and issues that need to be faced now. Historical perspective • The Adriatic Sea, and access to and from it, has been a crossroads for 3,200

years of successive influences from the south (Greeks), west (Romans), east (Turks), north (Venetians), and many others that can be appreciated in the physical heritage visible today.

External Historic Influences

• Beginning in the 19th Century with the Austro-Hungarian empire’s Vienna-

Trieste Railway, a north-south axis was reinforced, linking Croatia with the heart of Central Europe and opening up Croatian leisure destinations

• After Croatian independence in 1918, Adriatic resorts began to emerge, the most fashionable being Dubrovnik and its Imperial Hotel.

• Limits of accessibility and transport infrastructure have been critical constraints in tourism development.

• In 1954, Yugoslavia had 81,000 tourist beds (primarily in what is now Croatia). 14

Four phases of physical planning for tourism as economic development (1960-1975): • 1960s: Large-scale tourism development, grouped around existing settlements

in Istria Emphasis was on coastal resort development (Porec) in contrast to continued inland (Motovun and hill towns) decline on the Istrian peninsula.

• 1967-1969: Jadran I- South Adriatic Regional Plan was the first major physical development plan for a key coastal tourism region, and included new access by air, sea, and road, and international tourism development.

• 1970-1972: Jadran II- Upper Adriatic Regional Plan covered the adjacent region, and foresaw intensified development of the coasts while raising economic and environmental issues

• 1974 onwards: Jadran III- Project for the Protection of the Human Environment elaborated the previous studies, and began to reconcile development with the protection and conservation of the natural and built environment. Jadran III moved from project planning to more integrated regional thinking that combined conservation management with social and economic development aims. By 1978, foreign tourists (primarily German, Austrian, Italian, and British) generated 34.8 million bednights and domestic tourists,48.6 million bednights on the Adriatic Coast.

Eco-Planning and People Management (1975-1985) • Following the wave of mass packaged air travel of the 1960s and its destructive

impacts in Spain, Greece, and Turkey, new market demands were for environmental purity, “soft tourism,” “responsible tourism,” or “sustainable tourism.”

• Professor Markovic and the team at Plitvice Lakes National Park provided an inland pacesetter, a world class model recognized by UNESCO. It embodied a sustainable sub-regional environment, with both environmental and wildlife conservation, balanced tourism development, and ecotransport systems in the national park.

Plitvice Lakes National Park (Photo Croatia.com) • The planning, architecture, and landscape standards of Croatia tourism became

among the highest in the Mediterranean region. • Other aspects of tourism, particularly inflexible visitor management (provider-

convenience rather than user-orientation) and lack of incentives (financial and social) for service personnel led to poor service and disgruntled visitors.

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War, Federal Dissolution, and Independence (1990s) • War, invasion, death, large scale destruction, damage, migration, division,

separation, and even isolation caused the implicit death of planning. • Survival and reconstruction of essential infrastructure became priorities. • Small experimental approaches to Mediterranean Coastal Zone Management

Planning began to flower. New Starts: Grafting Onto New Stems (late 1990s) • Rebuilding confidence for foreign visitors is beginning with festival tourism,

event-tourism (especially sports-related), and animation. The Zagreb Fair, with other new initiatives in business tourism, conference tourism, and incentives tourism, opened new possibilities.

• However, global tourism is becoming increasingly competitive and the Adriatic is no longer a trendy destination.

• Slovenia, less affected by the war, started earlier on innovative planned changes, particularly in the area of rural tourism. CRPOV-Integrated Rural Community Development Projects linked planning and conservation to local economic opportunities for small-scale farmers. Food and wine production and sales, quality control, and marketing were linked, with a resulting high quality experience for the visitor. Example from CRPOV:

• Heritage Trail development, earlier done by an Anglo-Slovene team in Slovenia,

is now proceeding in Croatia. Slovenian example seen below:

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Challenges for the Future • Improvements in site management and visitor management will be needed to

regain markets. • Strong environmental conservation planning will be required to achieve a

sustainable economic future. • New tourism products will need investment in order to optimize resource

advantages. • Major questions remain: In a time of Two Europes, will the Adriatic and

Mediterranean regions be peripheral or central to the European Union? Can Croatian prosperity be extended inland? Can a multi-strand economy be built in which tourism is one of the catalysts? Can the talent drain of emigration of youth be stemmed? Can Croatian identity and tradition be strengthened while turning outward to new partnerships beyond the country’s frontiers?

• Conclusion: High accessibility, environmental integrity and quality, climate, and retained identity remain the greatest assets. Croatia has the requisite natural, manmade, and human resources, if harnessed in innovative planning for sustainability.

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Integrated Meaning of Tourism Prof. dr. sc.Ivo Šimunović, Faculty of Economics, University of Split Dilemmas of contemporary development theory • Each development theory embodies a hypothesis about the agent of change – the

key variable or relationship that drives the development dynamic. • In growth pole theory, it is assumed that the structural change of economic

development occurs as a result of growth of new propulsive industries (“poles of growth”).

• More recently, generic strengths have often been found in places and times not explained by these theories. Newer theories of economic development, measured by economic growth, seek to take into account the effect of infrastructure investment, and have sought to characterize “semi-growth poles.”

Tourism as a contemporary factor of development • In the Mediterranean basin, transportation has always facilitated the circulation

of people and goods. • Tourism has evolved in a relatively short period of time, driven by human needs

for recreation, cultural enrichment, and is occurring in countries other than those with natural advantages.

• In addition to economic impacts, tourism has cultural impacts as relationships among diverse people are established.

Tourism’s potential integrative function • All other economic sectors contribute to tourism, which has not traditionally

been thought of as a “growth pole.” • Investment will flow to tourism if it is perceived to generate the highest returns. • Tourism generates significant national income and employment. • However, the security and sustainability of this sector are questionable. It is

sensitive to the extraterritorial pressures of international relations, and may require greater investment than is justified by potential returns.

Integrated Coastal Area Management and Tourist Development: Carrying Capacity Assessment for Tourism as an Instrument of Integrated Coastal Area Management Mr. sc. Ivica Trumbić, United Nations Environment Programme/ Mediterranean Action Plan (UNEP/MAP) Priority Actions Programme/Regional Activity Centre (PAP/RAC) Split Countries and coastal regions • Coastal areas are considered the most valuable parts of many countries’

territories, either with respect to their natural and environmental qualities, or their potential for national socio-economic development. Tourism is one way in which the economic potential of these areas is being exploited.

• The Mediterranean region is subject to several powerful pressures: o Population – In 2000, seven percent of the world’s population, 400 million

inhabitants of 21 countries; in 2025, the population is projected to be 554 million, increasing by 4 million in the northern part of the region and 148 million in the south and east. The coastal population grew from 85 million in 1980 to 124 million in 2000 (46 percent increase)

o Coastal urbanization – In 2000, 64 percent of the coast was urbanized, projected to rise to 72 percent by 2025. The number of coastal settlements of more than 10,000 inhabitants has doubled since 1950.

COASTAL SETTLEMENTS

o Coastal tourism – The region attracts 33 percent of international tourists,

and has a pronounced seasonal character. In the mid-1990s, there were 218

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million international arrivals, a total expected to grow to 235-350 million by 2025, depending on which scenario is accepted.

COASTAL TOURISM

o Economic activity – 16 percent of the world’s industry is located in the region,

and most in the south is based on the massive extraction of natural resources. More than 200 large tankers per day navigate the Mediterranean.

Stress on the environment on which tourism depends • There are more than 100 environmental “hot spots” identified by countries along

the Mediterranean coast.

MEDITERRANEAN “HOT SPOTS”

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• Irreversible physical impacts of development may cause damage to fragile

ecosystems, vulnerable visual landscapes, and valuable historic and archaeological sites, the very resources that attract visitors.

Integrated coastal area management (ICAM) • ICAM is a continuous, proactive and adaptive process of resource management

for environmentally sustainable development of coastal areas. It is based on comprehensive understanding of the relationships between coastal resources, their uses, and mutual impacts of development on the economy and the environment.

• It is widely acknowledged that ICAM is required to lay the foundation for sustainable development, which will reduce or eliminate pollution, rectify other impacts, and prevent these from occurring in the future. As a resource management process, ICAM requires that an early definition of priority issues be made, and expressed in land use planning.

• Sustainable tourism planning and management should fit into this framework, since tourism development largely depends on the protection and conservation of coastal ecosystems.

• Carrying capacity for tourism (CCA) is an invaluable instrument for defining the links between ICAM and tourism planning. CCA is defined by the World Tourism Organization as “the maximum number of people that may visit a tourist destination at the same time, without causing destruction of the physical, economic, and socio-cultural environment and an unacceptable decrease in the quality of the visitors’ satisfaction.” o Visitors’ satisfaction decreases as the level of use increases. o There is an optimum level (threshold) beyond which the degree of satisfaction

begins to fall.

CARRYING CAPACITY ASSESSMENT AS PART OFINTEGRATED COASTAL AREA MANAGEMENT PROCESS

IntegratedCoastal

AreaManagement

process

IntegratedCoastal

Area

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Managementprocess

Coastal

Area

Management

Plan

Coastal

Area

Management

Plan

Tourism development

plan

C C A Tourism development plan

C C A

Carrying Capacity Assessment experience • Basic elements for a CCA assessment are eco-systems, attractive landscapes,

water supply, waste water, solid waste, traffic, economy, cultural-historical heritage, and socio-cultural aspects.

Strategic Environmental Assessment

PLANNING INTEGRATION: CASE OF TOURISMNational strategy ofsustainabledevelopmentdevelopment oftourism should bepositioned within theframework ofecologically sustainabledevelopment -sustainable tourism

National tourismdevelopmentstrategyobjectives are basedon development oftourism as asustainable activity

Regional physicalplantourism developmentpossibilities;recommendations fortourism development inthe space; identificationof localities

Municipalityphysical planland use;detailedguidelines forconstruction

Inte

gat

ed inte

rven

tion

sTouri

sm:

sect

oral

inte

rvention

s

Geographic scale

CARRYING CAPACITYASSESSMENT FOR TOURISM

RegionalMasterplan fortourism(Istria,Dubrovnik)

LocalMasterplan fortourism(Šolta)

CoastalAreaManagementPlan

• CCA studies are still relatively rare in Mediterranean countries. • Case studies of Vis, Rhodes, and Marsa Matrouh were presented. • From the experience to date, the following recommendations for practitioners of

CCA have been developed: o Involve as many partners as possible. o Organize the process of public consultations. o Secure the participation of planners and decisionmakers. o Use as many existing data as possible. o Secure good-quality technical expertise and local experts. o Identify and respect specific problems of the study area. o Secure the application of the results: monitoring, development guidelines. o Secure integration into development plans.

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Constraints and Possibilities of Rural Tourism Development With Special Stress on the Case of Croatia

Dr. sc. Lidija Petrić, Associate Professor, Faculty of Economics, University of Split Rural tourism - origins and definition • Global economic restructuring has created a climate in which many local

economies have had to adjust in order to maintain or enhance their socio-economic viability. Rural manufacturing plants and jobs have been lost. Numbers of farmers have declined and farm ownership restructured, forcing some farm families to augment their incomes with off-farm jobs, to depart farming, or to leave rural communities. Rural tourism’s entrepreneurial opportunities have become increasingly attractive.

• These changes, coupled with new ideas and approaches to leisure and recreation time are encouraging tourism development in rural areas at an ever-increasing pace.

• In many European countries rural residents have moved increasingly toward embracing the development of tourism and recreation as a strategy for sustainable development.

• Definitions depend on the perspective taken – a focus on the percentage of revenue that benefits the rural community or a focus on the extent to which an aspect of rural culture is a key component of the product on offer (agri-tourism, green tourism, gastronomic, equestrian, nautical, hunting, etc).

• A rural tourist destination can be defined as a wider area dominated by the natural and/or farmed/forested environments where specific natural, economic and socio-cultural features, such as tradition, local co-operation, trust, and reciprocity are harmoniously embedded and as such create a unique tourist product that is predominantly small scaled, nature friendly, ethno-colored, in other words, “sustainable.”

Arguments for and against tourism-based economic strategies for rural communities • In favor:

o Rural tourism can be developed locally with participation from local government and small businesses.

o It requires relatively little investment credit, training, and capital. o It provides a base for those small businesses that might not otherwise be

viable in rural communities because of their sparse population. o It provides an opportunity to support local employment, retain work-age

population, diversify economic structure, stabilize income levels, and improve the local environment.

o It also has a social role, bringing back pride and self-confidence to rural people.

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• Against: o Tourism development is inherently uneven and differentiates between

regions and localities. o It may be subject to rapid decline because of uncertain demand and

competition conditions. o The quality of small rural tourism firms is often questionable. o There is no growth orientation; most business owners are so-called “lifestyle

entrepreneurs” who strive only for enough income to sustain their families. o There is frequently little cooperation among small businesses and between

them and outside agencies. o Tourism industry employment remains among the lowest paid. o Possibly high social and environmental costs. o Economic costs such as house and land price inflation.

The rural tourist destination product: • Must be perceived as an integral tourist product • Must possess basic tourist requirements such as catering and accommodation,

boarding houses, camp sites or motels, and (most frequently) farm accommodation

• May have diverse heritage and cultural elements such as monuments, archaeological sites, festivals and celebrations, local traditions, etc.

• Should, if it is to be widely attractive, provide for the possibility of participating in different sports, such as trekking, fishing, climbing, biking, horseback riding, etc.

• Must feature clean and unspoiled nature, the conditio sine qua non, since many tourists perceive rural tourism and eco-tourism to be synonymous.

Rural tourism in Europe • Hard to quantify, since few countries collect statistics • Number of agri-tourism accommodations in EU exceeds 600,000 • Percentage of farms offering some kind of tourist accommodation: Sweden and

Switzerland – 20 percent; Great Britain – 15 percent; Austria – 10+ percent; Germany and Netherlands - 8 percent; France – 4 percent; Italy – 2 percent.

• The most frequently offered governmental measures aimed at rural/farm tourism development: o Administrative help o Better legislation and regulation o Availability of skills – training institutions o Taxation and financial matters o Easier access to financing o Building the necessary infrastructure o Marketing

• OECD, EU and other institutions provide additional support

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Essential elements based on best practices (from study of six US rural communities with important attractions and at least 10 years experience): • A complete tourism package - including zoning, local government activities, and

participation of all the businesses in the area • Good community leadership – opening minded and enthusiastic people from all

groups of stakeholders • Support and participation of local government – funding for development and

promotion, creation and maintenance of infrastructure and the community as a whole

• Sufficient funds for tourism development – from local government, private funds, donations, other sources

• Strategic planning – fundamental for the efficient use of resources and funds, integrated into the community’s overall economic strategy

• Co-ordination and co-operation between business persons and local leadership • Co-ordination and co-operation between rural tourism entrepreneurs through

different forms of informal and formal networks • Information and technical assistance for tourism development and promotion • Good convention and visitors bureaus - to market local tourism, recruit persons

to start tourism businesses, provide technical assistance, etc. • Wide community support for tourism Rural tourism in Croatia • Croatia is a predominantly rural country and its geographic regions vary widely

in topography, climate, usual activities, social and cultural heritage. Only 5.5 percent of Croatians are engaged in agricultural occupations.

• Croatia’s former government promoted deagrarisation. Tourism development was focused on maritime areas, beginning with rural households on the Dalmatian islands, coastline, and nearby hinterlands.

• More recently, support has been given to “ethno-eco villages” as a device for revitalization of rural settlements abandoned under earlier policies.

• In addition to rural areas that are part of packages sold by travel agencies, there are 177 farms in Croatia offering tourist accommodations. Only 45 of these are situated in the interior parts of the country.

• There is little official support (finance, training, promotion, strategic planning assistance) and significant regulation. Social capital – that might include support networks for rural entrepreneurs -- is underdeveloped in the country.

Conclusions • Croatia has perfect opportunities to enhance rural tourism because of the

abundance of rural areas with different features. • There is now no appropriate strategy for rural tourism, although it has

unofficially been promoted as a tool for rural area development.

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• Recommendations of the European Commission should be followed and the practice of European countries with experience should be respected.

• If rural tourism is developed in an unorganized and unplanned manner, many valuable natural and cultural resources would be lost forever.

• A rural tourism product could be a great competitive advantage for Croatian tourism in the ever growing and demanding international tourist market.

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FIELD VISITS

Solaris Holiday Resort A purpose-designed resort on the coast west of Split just outside Šibenik. The attendees drove through on the way to Krka. Krka National Park A 109 square km. hinterlands (Šibnik-Knin County) area of exceptional and multifaceted natural value along the Krka River, with numerous spectacular falls. It was made a national park in 1985. The attendees traveled by bus, enjoyed lunch at the entrance to the park, and hiked to the bottom of Krka Falls on carefully constructed wooden walkways over streams of clear clean water. Brač The third largest and the highest island of Croatia’s Adriatic coast, Brač is known for its lovely beaches and mining of white limestone used for monumental construction, including the columns of the White House in Washington DC. The attendees traveled by car ferry to Supetar, and then by small tour boat to two other locations on the northern coast of the island.

Supetar, an island town of 2568 inhabitants. Tourism is the major industry, but the area also produces cattle, olive oil, wine, figs, mandarins, kiwi and other fruit, and herbs. The attendees met with the mayor. Postira, an island town of 1287 inhabitants. In addition to tourists attracted by the beaches and coves, the area also boasts archaeological ruins from Roman and early Christian eras. The attendees met with the mayor and his economic advisor. Lovrečina Beach near Postira is the best-known of the northern coast beaches, shaded by pine trees and served by a small bistro.

Split At the heart of inner city Split is the Diocletian Palace, built at the end of the third century and included today on UNESCO’s registry of World Heritage sites. Built of two-meter-thick blocks of limestone shipped from Brač, the palace continues to house offices, retail, worship, and public spaces. It was the site of a release of a new book on old Split attended by the conference registrants. Attendees also toured the Museum of Croatian Archaeological Monuments, the Meštrović Palace, and the Split sports complex. Salona Just on the edge of the city of Split lie the ruins of Salona (now called Solin), which was the capital of the Roman province of Dalmatia from the 2nd through the early 7th centuries A.D. Attendees were able to walk among well-preserved ruins from a

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2nd century amphitheatre and baths, as well as an early Christian baptistery, cemetery, and basilica. Trogir West of Split along the coast, the island-town of Trogir floats in the canal, connected by short bridges to the mainland. Also a World Heritage site, Trogir was settled by the Greeks in the 3rd-4th centuries BC and made part of the Salona municipality by the Romans. Palaces, churches, towers, and fortresses are concentrated on this small island, which has become a center of upscale yachting tourism. Mostar (Bosnia and Herzegovina) On the road by bus eastward from Split through Bosnia and Herzegovina, the attendees saw the first evidence of the war of the early 1990s in bomb-damaged farmhouses and newly repaired buildings. These sights were everywhere in the City of Mostar, the second largest in the country. It was settled in antiquity, and references to a fortified bridge across the Neretva River can be found as early as the 15th century. It was a place where Catholic, Orthodox, and Islamic cultures co-existed until the war, when the bridge, a World Heritage site, was destroyed by bombing. Its reconstruction, using the old mortar-less technique, is being financed by international aid and can be seen on 24-hour videocam. A temporary bridge allowed attendees to walk across to the old town and through the small shops and workshops of the Muslim quarter, pockmarked with bullet holes. Dubrovnik Croatia’s pink-walled city of 46,000 was established in the 9th century, the first port going up the Adriatic that was protected by islands. It was the center of an independent republic for 1000 years before 1808 and is a World Heritage site. International restoration efforts have largely erased the evidence of damage sustained from shelling during the war. Four thousand people live in the still-functioning old city within the walls that was once at the crossroads of trade routes from Venice to the Mediterranean and Rome to the Ottomans.

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FELLOWS’ FINDINGS

The following report summarizes the results of the 33rd annual conference and study tour of Split and Dubrovnik by Johns Hopkins International Fellows in Urban Studies in June, 2003. The Fellows from 11 countries were asked by their host to provide independent findings and recommendations on the integration of tourism on the Adriatic coast of Croatia. The Fellows were asked to focus on ways that tourism planning and strategies could be integrated with other priorities in the areas of employment, regional development, agriculture, infrastructure, transportation, education and social welfare, culture, historical preservation, and ecology. Mindful of the variations in administrative structure and cultural context, the Fellows felt that there were important cross-national lessons in the experience of Croatia and their own cities that could be usefully shared. While based on information received from Croatian academics, elected leaders, government officials, tour leaders, documents, and citizens, the following is the independent perspective of the assembled Fellows, for which they alone take responsibility. In each section below, the Fellows have tried to suggest principles and implications for practice, based on experience elsewhere, as well as ideas about initiatives that might be pursued. The way in which these initiatives might be undertaken will clearly vary from place to place and situation to situation. As in many of their past conference sites, the Fellows were once again struck by the special challenges of economic development in a transitional economy such as Croatia’s. They have seen that coastal areas are particularly vulnerable in these transitional periods, for land use missteps may have long-term and far-reaching consequences. They were impressed by the significant rebuilding and infrastructure improvement planning now underway in the region and commend the local leaders and citizens for their efforts. The following findings are organized in six sections:

1. Goals of an integrated tourism strategy 2. Strategic planning and market targeting 3. Relationship of tourism to other public policy priorities 4. Tourism demand and supply 5. Management strategies 6. Conclusions

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Section 1. Goals of an integrated tourism strategy 1.1 Sustainability and stability are the goals in a society that finds its culture,

economy, and political structure in transition. The new country and the region have resources on which to build: a long history, rich traditions, and natural and manmade treasures.

1.2 Sustainability – Resources used rationally so that they are not depleted for the future.

1.3 Stability – Dynamic systems that adapt to changing competition. Section 2. Strategic planning and market targeting 2.1 Strategic planning involving all key stakeholders (see Section 5 below) will be

required before significant investment takes place. 2.2 Sustainable tourism planning for Split and its environs can be most

productively pursued in the context of wider planning for Dalmatia. The widest context of the nation is also relevant, but based on the Fellows’ direct practical experience and knowledge of international tourism generally, it is believed that it would be of maximum advantage to focus on the scale of Dalmatia.

2.2.1 During a time of national and international transition, the tourism development strategy can build on strengths, particularly the opportunity to see the Split region as part of the Dalmatian coast in the widest sense.

2.2.2 A marketing orientation will be needed that is more focused on developing an identity and image for this extended region. At the current time, the external image of the country and region are unclear.

2.2.3 With the collapse of the domestic market, a focus on developing and enhancing international markets is imperative. There is a need for development of a set of distinctive products fitted to targeted market segments abroad.

2.3 Regional planning in the past, such as the South Adriatic Plan, proposed

Integrated Transportation Planning for the wider region. The plan linked air, sea, road, and rail systems of transport. This type of infrastructure planning is critical to the future of tourism development and is most logically addressed at the regional and national levels.

2.3.1 Additional infrastructure projects to be pursued may include sustainable sources of energy, such as solar, wind, or waves.

2.4 Tourism markets are highly differentiated with respect to market segments,

generator countries, and the fit between market demand and products supplied. With regard to guiding the regional economy in general, and the tourism sector specifically, the overriding need to find a sustainable economic

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base suggests that within the recommended regional approach, a complementary set of separate and distinct identities be developed and used for the tourism products of the three subregions of Dalmatia: the islands, the mainland coast, and the interior of the mainland. In each subregion, investment and development can be focused on capitalizing on high quality natural resource assets, ie. national parks, nature parks, water zones, and beaches.

2.4.1 Islands 2.4.1.1 Inter-island “hopping” opportunities by ferry-steamer and by hydrofoils is

already possible, but the component elements of travel, accommodation, and activities are yet to be assembled and packaged. Split to Solta and Vis, for example, awaits such treatment as a packaged offer.

2.4.1.2 Cabin-cruiser touring between the chain of marinas on the islands and the mainland coast needs product assembly by existing companies and targeted marketing.

2.4.1.3 Around-island and inter-island sailing, by individual hired craft and by sailing flotillas also can be developed. Linked accommodation stays need to be packaged and marketed with themes to 18-30 year olds, using activities such as fishing, underwater archaeological exploration of ancient cities and sunken ships, singles-breaks, etc.

2.4.1.4 On the islands, distinctive packages for affluent 50-70 year-olds could feature a choice of villa self-catering stays, farmhouse serviced stays, and special interest activity choices, including craft acquisition, eg. in painting, sculpture, pottery, culinary courses in regional cuisine, wine and cheese-making, etc.

2.4.2 Mainland coastal cities and towns and in purpose-designed resorts (eg. Split,

Zadar, etc.) 2.4.2.1 Conference and meeting-based hotel tourism (3-7 days) 2.4.2.2 Educational course tourism, language schools, etc. (7-28 days} 2.4.2.3 Holidays based on a single center, with themes such as art, history and

architecture (cultural tourism offerings} 2.4.2.4 Two-center holidays with a theme of well-being, rest, re-creation, stress-

relief, Yoga, mediation, spiritual development (1-2 weeks) 2.4.2.5 Three-center holidays with themes of painting and sketching, with

optional tutors 2.4.2.6 Sports holidays with coaching (tennis, swimming, diving etc.) 2.4.2.7 Five-center holidays – land touring holidays with “food and wine” theme 2.5 Across these geographical and thematic targets, marketing can also be

targeted to selected age segments: 2.5.1 Youth (18-30 year olds) 2.5.2 Active early retirees (50-70 year olds), a growth market in Europe

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2.6 Croatians have a widespread knowledge of a range of languages, and this

gives the region advantages in targeting: 2.6.1 The Italian market 2.6.2 The German-speaking market in Austria and Germany 2.6.3 The English-speaking market in North America, the United Kingdom, and

Australasia 2.6.4 The Slav-speaking markets in eastern and southeastern Europe Section 3. Relationship of tourism to other public policy priorities 3.1 With high unemployment, problems of underdevelopment, and the challenges

of rebuilding, the region urgently needs economic development in a range of complementary sectors.

3.2 Tourism is one, but not the only, catalyst of economic growth and well-being.

Tourism generates activity in other sectors, but cannot support the whole economy, and in general does not supply high quality jobs. It cannot stem the exodus of highly qualified people who leave in search of higher quality jobs.

3.3 The development of physical, human, legal/regulatory, and institutional

infrastructure is critical, both to support tourism and to achieve other social goals. A careful alignment of development strategies will ensure that over-development of infrastructure will not lead to an undesirable and insupportable level of tourism or have perverse effects, such as making it possible for tourists to make day trips when they formerly stayed overnight.

3.3.1 In a post-war phase of social adjustment, community building, the integration of migrant groups, and the adaptation of education and health and social services are important.

3.3.2 Realization of the motorway improvement plan (see Bjelajac presentation) will be critical to linking the Dalmatian region to the rest of Croatia and its key markets.

3.3.3 Continuous upgrading of rail service is also important. 3.3.4 More rapid water transportation among islands and between the mainland

and the islands will be a key to expanding the tourism potential of the islands.

3.3.5 Waste water treatment and water quality improvements are a high priority to preserve the natural beauty that is essential to the health of Croatian citizens and one of the primary attractions for tourists. The Fellows have seen graphic reminders of the dangers of unregulated municipal waste disposal in the region of Mersin, Turkey during their annual conference in 2001. (See report at www.jhu.edu/ips/fellows/urban/annual_conf/index.html.)

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3.3.6 Water supply to the islands, for both tourism and agriculture, is an important infrastructure challenge to sustainability that may be addressed by exploring desalinization.

3.3.7 Land use planning and control are critical to the sustainability of tourism. Coastal experiences in Ireland, Israel, Turkey, and Wales have made it painfully clear that this planning and regulation (as well as taxation in some cases) must apply to the actions of local governments (adequate waste water treatment required before development can be permitted) and to citizens desiring to build second homes, as well as to tourism destination developers.

3.3.8 High quality urban and landscape design can produce sensitive waterfront development respectful of indigenous design that both enhances the environment and proves attractive to tourists.

Section 4. Tourism demand and supply 4.1 Within the region, there are already traditions of both large scale and niche

tourism. Some already-existing products are targeted at distinct market segments. Further development is now required to seize these opportunities.

4.2 Section 2 describes likely targets for Dalmatia in relation to its existing towns and cities, existing and proposed resort settlements on the mainland coast, and island and inter-island possibilities. Matching of target markets and tourist product is required – for example, the northern Europeans may be interested in sea and sun, but southern European tourists may be more interested in mountains, history, or other themes.

4.3 In addition to large scale resort tourism, the region has the potential, with proper infrastructure development, to expand special interest tourism – cultural, agriculture, outdoors exploration, educational, historical, touring with food/wine, intellectual-themed holidays, and nautical/sports-related tourism, including sailing schools or a long bicycling route from Rijeka to Dubrovnik.

4.4 These special interests can be extended across regions to construct holiday itineraries that include Dalmatia, for example from karst tours north and south of the region to rock climbing on the limestone-rich island of Brač off the coast from Split.

4.5 Special interest tourism is also more likely to provide opportunities for smaller tourism services operated by local entrepreneurs, following a model of economic development pursued in Northern Italy. These entrepreneurs will need support through management training and collaborative promotion.

4.6 The current extreme seasonality of Dalmatian tourism suggests a need to promote exhibitions and other special events that attract visitors year round. Conference center development may be usefully explored. Again, the infrastructure (facilities and accommodation, etc.) will be critical.

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Section 5. Management strategies 5.1 Structure and means 5.1.1 The local role -- local forces, local administration, local empowerment – are

central to the implementation and realization of desirable change. This is a particular challenge in a region that is physically fractured and remote from central state power.

5.1.2 However, wider collection and allocation of resources by the national government will be required. The structure of tourism promotion finance, in which revenues from taxes on room nights are shared 60 percent to the local tourism board, and 40 percent to the county and national promotion entities, provides a model worth examining.

5.2 Actors and their roles 5.2.1 Public sector: While the public sector’s role is diminishing, it is a key player

in supplying the preconditions for private investment: financing and planning for physical infrastructure, a legal and regulatory framework that builds confidence among investors and allows the tourism economy to flourish, and sincere partners for private parties in promotional collaborations. It also has a strong role in assuring that the benefits of tourism development are widespread by providing training for tourism entrepreneurs and workers.

5.2.1.1 Multi-national: While not immediately relevant to Croatia, the European Union’s interest in tourism represents a special opportunity. Its funding policies, particularly with regard to the connection between agriculture and open space preservation, also bear watching.

5.2.1.2 National: The national government’s enabling roles are critical: planning, infrastructure investment, promotional collaborations, dependable and flexible regulations, promotion of entrepreneurship, education, and empowerment. The national government can also promote good practices among private tourism service providers, both by setting standards and providing technical assistance. The national government has the potential to ensure that an appropriate share of the financial benefits of tourism, particularly when organized by national and international tour operators, be realized by Croatia and shared with localities. Preservation of heritage (using some of the fiscal returns from tourism) is also an important national government role.

5.2.1.3 Regional: Collaboration in planning, packaging of tourism products, and marketing around themes will bolster local efforts. Stimulation of collaborations among private providers may also be productively undertaken at the regional level.

5.2.1.4 Local: Local forces -- local administration, local empowerment – are central to the planning and implementation of tourism strategies that stimulate private investment and are integrated with other local public

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policy priorities. It is the responsibility of each locality to decide what kind of future its citizens desire, to select tourism as an economic revitalization strategy (or not) and to make tourism work for both the visitors and the hosts. Not all places want to be or are capable of supporting large-scale tourism destinations, for example, but some may welcome the employment opportunities. Others may place a priority on maintaining their more rural character, and may choose small-scale tourism that diversifies local income sources (particularly for spouses) but does not fundamentally change the way of life. Local government leaders can also stimulate public/private and private/private collaborations, and help private tourism entrepreneurs access the financial and management resources they need. Slovenia has pursued this course in its rural innovation strategies. Local land use planning and control is perhaps the most critical role for long-term sustainability of tourism as an economic development strategy.

5.2.1.5 Local, regional, and national authorities must cooperate to ensure that private sector contracts are honored, so that tourists can have confidence in their reliability.

5.2.2 Private sector parties are those that ultimately provide the majority of the tourism product – the investment, the services, and promotion. Collaboration among private providers and with the government will expand the market for all. Particularly the foreign investors need confidence in their public sector partners with regard to infrastructure, contract enforcement, and regulation.

5.2.3 Intermediaries internationally are vital links between providers of tourism services and end users, and need to be courted and supplied with up-to-date information.

5.2.4 Intersectoral actors also need cultivating. They are the parties that link and assemble tourism products, educate providers and visitors, interpret culture, environment and history.

Section 6. Conclusions 6.1 Strengths on which to build: history, heritage, capable and multi-lingual

people, nature, topography of islands and coast, good intergovernmental cooperation.

6.2 Weaknesses to be overcome: historical conflicts and antipathies, governmental

transition, immaturity of institutions and instruments needed for implementation of strategies, low levels of social capital and inter-sector cooperation, lack of image (Croatia’s coast not sufficiently well-known) or mixed image (some positive and some negative, particularly in the aftermath of war)

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6.3 Opportunities to be seized: central location for emerging economies of Central and Eastern Europe as well as for Western Europe, entrepreneurship opportunities, integration and marketing of tourism offerings

6.4 Threats: environmental degradation, loss of culture and of social identity

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APPENDIX A Background on the Johns Hopkins International Urban Fellows Program

Now in its 34th year of operation, the Johns Hopkins University Institute for Policy Studies International Fellows in Urban Studies program is the longest-running international fellowship program focusing on urban problems and policy in the United States. Overview The research focus of the Urban Fellows Program is the growth, decline, and revitalization ofcities, and the welfare of urban residents, with Baltimore as a reference point. Each Fellow islinked to appropriate agencies in Baltimore to permit introduction to U.S. urban problems andpolicies in a direct way.

Junior Fellows are graduate students or young professionals who spend four or eight months atthe Institute, typically register for one or two courses each semester from the course offerings at Johns Hopkins, and conduct the research project described in the proposal they submit with theirapplication for admission to the Program. Senior Fellows spend four or eight months at theInstitute. In addition to conducting their proposed research projects. Senior Fellows also typicallyprepare technical assistance materials for use by policymakers or urban specialists in their homecountries. Senior and Junior Fellows may also present lectures and seminars to the Universitycommunity. Fellows meet periodically with Institute faculty and other staff to discuss theirfellowship research projects, and become integrated into the educational and social life of theInstitute for Policy Studies.

All prospective Fellows and many alumni from the program’s 34-year history gather annually at an international conference on urban policy. The conferences provide an opportunity for hostcommunities to benefit from the advice of these international experts. The 29th annual conference in 1999, held in Cork and Dublin, Ireland, looked at the impact of economic cycles on cities.The 2000 conference, held in Baltimore, focused on developing new strategies for the futuresurvival of aging industrial cities. The 2001 conference, held in Mersin and Istanbul, Turkey, focused on balancing development with preservation. The 32nd annual conference, held in Paris in 2002, focused on urban public safety.

The Program's Impact Among the program's impacts are its creation of a worldwide network of professionals dedicated to state-of-the-art research and best practices addressing the most pressing urban problems, and the cross-national exchange and collaboration both among fellows and also between fellows and urban experts around the globe. This exchange occurs in at least two ways. First, fellows from different countries who visit Johns Hopkins each year exchange expertise with each other and with U.S. colleagues at Johns Hopkins, in Baltimore, and often throughout the nation. Additionally, the annual working meetings allow the host city to benefit from the advice of this

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group of international experts. (Fellows also maintain a newsletter and email contact, for those who are online.) The program also has a direct impact on capacity building across the globe. The visit at Johns Hopkins often comes at a crucial point in the development of the urban fellows. Alumni have reported that the program was a springboard for their individual careers and formed the core of their life's work. They believe that the understanding they gained during their fellowship at Johns Hopkins enabled them to become leaders in their field and in their universities and research centers. These benefits translate into the strengthening of higher education and research capacity in the social sciences and public policy studies around the world. Selected Characteristics of Former Fellows Country of Origin, 1970-2003 European Economic Community 164 Other, most Eastern European 61 Asia/Middle East 14 Latin America 8 Oceania 5 North America 3 Africa 4 Total 259 Illustrative Research Topics of Fellows • The role of public/private partnerships in urban revitalization • Cross-national study of low-income housing programs • Entrepreneurship and small business development • Effectiveness of tourism strategies • Metropolitan governance strategies • Environmental racism • Reuse of industrial properties • Air pollution and urban health Staff Sandra J. Newman, Professor and Director, Institute for Policy Studies Marsha R. B. Schachtel, Senior Fellow and International Urban Fellows Program Coordinator Laura Vernon-Russell, Administrative Secretary

APPENDIX B Conference Program

33rd INTERNATIONAL URBAN FELLOWS ASSOCIATION CONFERENCE

SPLIT, CROATIA 2003

REGIONAL ECONOMIC DEVELOPMENT STRATEGIES: INTEGRATED TOURIST DEVELOPMENTAL POLICIES

First day (Saturday, June 21):

Arrival of participants

8:00 PM Reception and dinner

Second day (Sunday, June 22): 7:00-9:00 AM Breakfast 9:00-10:00 AM Opening the Conference: Host

Charge to the conference: 1. How can the Adriatic Region of Croatia integrate its tourism, economic, infrastructure, and social strategies? 2. How can the Adriatic region of Croatia integrate its three nonintegrated parts: cost, hinterland and islands?

10:00-10:30 AM Introduction to Croatia, Adriatic Region and Split: History, Demographics, Trends Slobodan Bjelajac

10:30-11:30 AM Regional Economic Development Strategies: Panel discussion on strategies Chair: Tony Travis

l1:30-11:45 AM Coffee break 11:45-12:45 PM Prof. Anthony Travis: "Integrated Adriatic Tourism Planning -

Yesterday, Today and Tomorrow" Dr. sc. Slobodan Bjelajac: “Three (Des)integrated Parts of the

Croatian Adriatic Tourism: Coast, Hinterland and Islands” 1:00-8:00 PM Visit to Solaris, Krka Falls (with late lunch), Sinj 9:00 PM Mayor's Reception at Villa “Dalmatia”

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Third day (Monday, June 23)

7:00-9:00 AM Breakfast & Work Group meetings 9:00-10:00 AM Prof. dr. sc. Ivo Šimunović: “Integrated Meaning of Tourism” 10:00-11:00 AM Mr. sc. Ivica Trumbić: “Integrated Coastal Area Management

and Tourist Development” 11:00-11:30 AM Coffee break 11:30-1:00 PM Dr. sc. Lidija Petrić: “Constraints and possibilities of the rural

tourism development with the special stress on the case of Croatia”

1:00-3:30 PM Working Lunch: Research Roundtable: Reports by Fellows on

current research and practice on a wide range of urban issues 3:30-5:00 PM Free time 5:00-7:00 PM Work Group Meetings

1. Socio-economic 2. Types of tourist development 3. Different regions

7:00-9:00 PM Dinner and free activities

Fourth day (Tuesday, June 24) 7:00-9:00 AM Breakfast and Work Group Meetings 9:00 AM-7:00 PM Island Tourism: Split-Brač-Split by boat with fish lunch;

meetings with town mayors in Supetar and Postira 7:00-9:00 PM Dinner and free activities

Fifth day (Wednesday, June 25)

7:00-9:00 AM Breakfast and Work Group meetings to finalize Findings and

Recommendations

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9:00-11:00 AM Presentations of Findings and Recommendations by Work Groups: How to Integrate Different Aspects of Tourism

11:00-11:30 AM Coffee break 11:30-1:00 PM Conference Conclusions: Response by Local Experts and

Decision makers 1:00-2:00 PM Lunch (Board meeting will take place in separate location

during lunch) 2:00-4:00 PM IUFA annual meeting 7:00-9:00 PM Farewell dinner

Sixth (optional) day (Thursday, June 26)

7:00-9:00 AM Breakfast 9:00AM-1:00PM Visit to Salona Ruins, Diocletian Palace and Peristyle in Split,

Sport center, Split-3, Museum of Croatian Archeological Monuments, Meštrović Galery

2:00-3:00 PM Final lunch at hotel

Seventh (optional) day (Friday, June 27)

7:00-8:00 AM Breakfast 8:00-11:00 AM Bus to Mostar, Bosnia and Herzegovina 11:00AM-12:00PM Touring Mostar 12:00-3:00 PM Bus to Dubrovnik, lunch on the road 3:00-8:00 PM Touring Dubrovnik Old City 8:00-9:00 PM Dinner in Dubrovnik 12:00 Midnight Return to the Hotel Split

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APPENDIX C Speakers

Slobodan Bjelajac: “Introduction to Croatia, Adriatic Region and Split: History, Demographics, Trends” and “Three (Des)integrated Parts of the Croatian Adriatic Tourism: Coast, Hinterland and Islands” Dr. Slobodan Bjelajac is assistant professor in Sociology at the Faculty of Natural Sciences and Education (University of Split). He finished Sociology at the Faculty of Philosophy at the University of Belgrade, took his master’s degree at the Faculty of Philosophy at the University of Zagreb as well as PhD. He also used to work as senior planner and head of the department for regional planning at the Regional Planning Institute of Dalmatia in Split until 1987, when he moved to the University. He is author of numerous articles in urban and regional planning. He spent one year in Baltimore's Metro Center in 1974/75 as an International Urban Fellow.

Lidija Petrić: “Constraints and possibilities of the rural tourism development with the special stress on the case of Croatia” Dr. Lidija Petrić is Associate Professor in the Faculty of Economics at the University of Split. She earned her Master’s and Ph.D. degrees from the University of Split, Faculty of Economics. She has been involved in national and international development projects, with the World Wildlife Foundation on sustainable tourism on the islands of Mljet and Vis, and currently on sustainable development of the Croatian islands. She is the author or co-author of two books and more than 30 scientific papers. Ivo Šimunović: “Integrated Meaning of Tourism” Dr. Ivo Šimunović is a full prof. at the Faculty of Economy (University of Split). He was born at the island of Brac, finished faculty of Economy in Zagreb. He finished graduate study with master degree at the Interfaculty study of urbanism at the University of Zagreb, and PhD at the faculty of Architecture (University of Belgrade). He used to work at the Regional Planning Institute of Dalmatia in Split until the middle of the 1980s, where he was head of the department for regional planning. He was in charge of preparing the Regional plan of Dalmatia. He wrote many articles and books on regional planning and, finally he became the president of the city council in the beginning of the 21st century.

Anthony Travis: "Integrated Adriatic Tourism Planning -Yesterday, Today and Tomorrow" Emeritus Professor (University of Birmingham) Anthony S. Travis has held chairs at British Universities in Tourism, Planning, and Urban Studies. He is a Fellow of the Royal Town Planning Institute, a Founder Fellow of the Tourism Society, and a member of AIEST. He has been a Visiting Professor in US, Canadian, and European Universities, and acted as an International Consultant in Tourism to the European Union, to the World Tourism Organisation, and to various National Tourist Ministries & Boards. Ivica Trumbić: “Integrated Coastal Area Management and Tourist Development” Mr. Ivica Trumbić is head of the department for Priority Action Plan (part of the Blue Mediterranean Plan) in Split. He finished faculty of Architecture (University of Zagreb). He finished graduate study with master degree at the Interfaculty study of urbanism at the University of Zagreb, and used to work as senior planner as well as head of the department for regional planning at the Regional Planning Institute of Dalmatia in Split.

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APPENDIX D Participants

Anton Anton, Romania Doina Anton, Romania Lueder Bach, Germany Christine Bach, Germany Slobodan Bjelajac, Croatia Klaus Gartler, Austria Greta Hettinga, Netherlands Milena Horcicova, Czech Republic Baruch Kipnis, Israel Janusz Kot, Poland Andrej Majer, Poland Corrado Poli, Italy Marsha Schachtel, United States Benjamin Schachtel, United States Bruce Schachtel, United States Anthony Travis, Great Britain

Institute for Policy Studies Johns Hopkins University

www.jhu.edu/ips

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