The case of Zagreb
While Dubrovnik is struggling with heavy tourism pressure partly owing it to its strong cultural identity expressed in rich cultural heritage, Zagreb, on the other hand is striving to find its own contemporary identity.
In a tourist sense, Zagreb is Croatia's most visited continental destination. Still, it cannot be said that Zagreb tourists are predominantly interested in cultural experiences: 24% of them are motivated by new experiences and events, 17% by cultural monuments and 14% of them by entertainment.
Although the share of cultural consumption is visible, it is clear that every sixth hotel guest is not interested in visiting museums (Institute for Tourism, 2008b).
Comparing this with the situation in some other European cities, the differences become even more evident.
In Vienna, for example, in 2006 tourists spent around €540 million on culture, which accounts for 6.4% of total tourism consumption. In 2008, the share was even higher (8.8%).
An additional 8.2% was spent on entertainment which often includes culture. 75% of tourists come to Vienna for sightseeing and 71% for ‘culture and arts’ (RTSA, 2006).
These data represent cultural tourism, while data on creative tourism, as a new generation of the cultural tourism are difficult to obtain. Practically no research has been done so far on this type of tourism in Zagreb (or Croatia) although there are a few tourism agencies which claim to organize creative tourism packages or tours. Still, they are not in line with the so far accepted and used definition of creative tourism by Raymond and Richards.
They either offer tailor-made packages according to the tourists' interests or they organize distinctive, on-off sightseeing tours.
Additionally, there are marketing agencies (not tourism agencies) which organize tourism tours so as to broaden their target market through creative and innovative ways of doing business.
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