Analysis of Dubrovnik's congress offer on the example of the luxury hotel group

Kongresni turizam je danas najjači i najbrže rastući segment turizma u svijetu. Godišnje se ostvaruju prihodi mjereni u milijardama dolara. Vođeni svjetskim trendovima, u Hrvatskoj se ponuda nastoji prilagoditi potražnji za tom vrstom turizma. U vodećim hrvatskim institucijama zaduženima za turizam prepoznata je ta potreba, pa je u skladu s tim 2016. godine pri Institutu za turizam razvijen „Nacionalni program: Akcijski plan razvoja kongresne ponude do 2020. godine”. U njemu su sadržani svi kratkoročni i dugoročni planovi, kao i strateški ciljevi na polju razvoja kongresne ponude. Slijedom toga, jedna od vodećih grupacija u turizmu, Adriatic Luxury Hotels prepoznala je brojne benefite koji proizlaze iz ulaganja u kongresnu ponudu u svojim hotelima te je u posljednjih desetak godina uloženo gotovo stotinu milijuna eura u preuređenje i postizanje konkurentnosti na tržištu kongresnog turizma. Metodama SWOT analize, analize i dedukcije zaključeno je da Dubrovnik kao destinacija ima još mnogo neiskorištenih potencijala za rast u selektivnim oblicima turizma, što bi povećalo broj poslovnih putovanja i donijelo značajan porast prihoda grupaciji ALH.Congress tourism today is the strongest and fastest growing segment of tourism in the world. Revenues measured in billions of dollars are earned annually. Guided by world trends, Croatia seeks to tailor demand for this type of tourism. In the leading Croatian tourism institutions this need has been recognized, and accordingly „Action plan for the development of congress tourism until 2020”. has been developed by Croatian Institute of Tourism in 2016. It includes all short-term and long-term plans as well as strategic goals in the field of congressional offer development. Consequently, one of the leading tourist groups, Adriatic Luxury Hotels, has recognized a number of benefits stemming from investing in a congressional offer in their hotels and in the last decade has invested nearly one hundred million euros in restructuring and achieving competitiveness in the congress tourism market. SWOT analysis, analysis and deduction methods have concluded that Dubrovnik as a destination has many unused potentials for growth in selective forms of tourism, which would increase the number of business trips, as well as a significant increase in revenues in the ALH group