[Culture Interview] "'Grandpas Over Flowers' Changed Everything... Now We're Waiting for Korean Travelers to Stay Longer"

Marco Jurcic, Director of the Croatian National Tourist Board Seoul Office
Surge in Korean Tourists Since the 2013 Broadcast
"In the Korean Market, You Have to Prove Yourself Every Day"
Share of Group Tours Drops from 70% to Around 50%

"If I were to show 'my Croatia' to a Korean friend, I would want to take them to Baška Voda. We would spend time on the beach, watch the sunset, and take a leisurely walk to the neighboring village."

Marco Jurcic, Director of the Croatian National Tourist Board Seoul Office, who transitioned from economic diplomacy and investment attraction to tourism. He emphasizes that "how tourists stay is more important than the number of tourists" and is paying close attention to changes in the Korean market. Croatian National Tourist Board

Marco Jurcic, Director of the Croatian National Tourist Board Seoul Office, described the Croatia he wishes to share with Koreans in a recent interview with The Asia Business Daily. Rather than hurriedly touring famous attractions, he envisions a trip where you stay in one region, eat local food, meet people, and experience everyday life. The Croatian philosophies of 'Pomalo' and 'Fjaka,' which embrace a slower, more relaxed way of life, are embodied in this approach.

He joked, "A Korean friend might struggle for the first couple of days, but after a few more, they will come to love it."

Director Jurcic's background is quite unique in the tourism industry. He has worked at a bank and an investment promotion agency, and held roles as an economic advisor to the President of Croatia and at the Chamber of Commerce. Having once attracted foreign capital and companies, he now brings in travelers to Croatia.

He explains that the two fields are more connected than one might think, as tourism impacts Croatia's labor market, immigration, investment, and regional development. "You cannot talk about the Croatian economy without talking about tourism," he added.

However, he was careful to draw a line, stating that tourism industry growth does not simply mean increased development. He emphasized that sustainable growth is possible when global hotels are attracted while also preserving landscapes and nature, and protecting local accommodations and restaurants run by residents.

He said, "Michelin stars are excellent, but to me, my mother’s cooking is still the best in the world," emphasizing that safeguarding local cuisine and culture is directly linked to tourism competitiveness.

View of Trogir Old Town, a UNESCO World Cultural Heritage site. Croatian National Tourist Board

'Noonas Over Flowers' Changed the Korean Market

A key year in the Korean-Croatian tourism relationship was 2013. When the tvN entertainment program "Noonas Over Flowers" aired, Croatia became established in the minds of Koreans as an exciting new European destination.

Director Jurcic observed, "If Game of Thrones influenced the European and US markets, then 'Noonas Over Flowers' played that role in Korea." After the show, the number of Korean tourists surged rapidly, and even hotels tailored for Korean visitors appeared in Zagreb. The presence that Japanese travelers once held in the East Asian tourism market also began to shift as the number of Korean tourists increased.

The distinct characteristics of the Korean market also became apparent. Just as destinations rise to prominence quickly thanks to media content, attention can shift elsewhere just as rapidly.

He commented, "You cannot assume that recognition, once gained, will last forever. In Korea, you must be chosen anew every day." He believes that repeating the strategy that succeeded 13 years ago will not create another 'Noonas Over Flowers.'

This is why the Croatian National Tourist Board is focusing on YouTube, online video services (OTT), and collaborating with creators. Last year, both EBS and KBS filmed in Croatia, and a dedicated Instagram account was launched targeting the Korean market.

Director Jurcic analyzed Korea as a "market where content creates travel demand and products follow." He explained that when media and creators introduce new destinations, consumer interest is sparked, and the travel industry responds by developing packages for those destinations.

Mosaic roof of St. Mark's Church in Zagreb. Photo by Croatian National Tourist Board

45,000 Visitors and Changing Travel Patterns

In 2017, around 450,000 Koreans visited Croatia. COVID-19 halted that rapid growth in an instant. Director Jurcic described that period as feeling "like hitting a reset button." While the travel market and local tourism industry have changed significantly, he points out that many Koreans’ image of Croatia remains at the pre-pandemic stage.

Signs of change are emerging. In the past, Croatia was largely a package tour destination for Koreans, where multiple Central and Eastern European countries would be visited in a short period. These days, the share of independent travelers is on the rise.

According to the data provided by Director Jurcic, before 2019, group travelers accounted for more than 70% of Korean visitors and overnight stays in Croatia. Recently, that figure has fallen to just above 50% for visits and dropped below half for overnight stays. This year, independent travelers account for about 52% of overnight stays.

The Croatian National Tourist Board is paying close attention to another number: the average length of stay for Koreans, which is about two days. The next challenge is to encourage visitors to move beyond quick tours of Dubrovnik, Split, Plitvice, and Zagreb, and instead experience wine and food, islands, and small towns.

Panorama of the Riva Promenade along the coast of Split. Split is centered around the palace built by the Roman Emperor Diocletian for his retirement. Croatian National Tourist Board

From Tourist Numbers to Quality of Stay

The strategy to lengthen stays reflects the challenges of a Croatian tourism industry that can no longer rely solely on increasing tourist numbers. Dubrovnik, the iconic tourist city, once suffered from overtourism as cruise ship passengers flocked in for day trips. Although the number of visitors surged, the tangible benefit to the local economy was limited, and congestion drove away long-term travelers.

Director Jurcic stressed, "In destinations already overflowing with tourists, quality matters more than quantity." Policies are increasingly focused on managing cruise ship arrivals and the use of old town centers, while also dispersing tourism demand to other regions and off-peak seasons.

In this respect, Korea carries strategic value for Croatia. Unlike Croatia’s peak summer season, Korea’s main holiday travel times—such as spring holidays and Chuseok—do not completely overlap. This allows Croatia to secure off-peak demand, and Korean travelers benefit from visiting during less crowded periods.

'Fairy Forest' Plitvice Lakes National Park. Croatian National Tourist Board

For Director Jurcic, who has experience in economic policy, diplomacy, and tourism, tourism is not an industry defined by visitor numbers alone. "Tourism is not just an industry; it is also culture and diplomacy," he said. "Travel can remove prejudices about other people and places." He continued, "Politics and diplomacy can sometimes drive people apart, but when you meet in person, the opposite usually happens."

The future of Croatian tourism he envisions is ultimately embodied in his first example, Baška Voda—a journey where you leave the car, stay long by the sea, savor local food, and share wine with local people.

"If you had asked me the same question 20 years ago, my answer would have been different."

Rather than bringing in more tourists, it is about making each person stay longer. Instead of showing travelers as many places as possible, it is about helping them deeply experience one area. The competitive edge of Croatian tourism, as described by Director Jurcic, is shifting from "how many people visited" to "how did they experience their stay."

This content was produced with the assistance of AI translation services.