Case Study 3: Zagreb Visitor & Non-Visitor Surveys

The challenge

Zagreb, the best place to visit in Europe in 2017 according to Lonely Planet, is a fast growing destination with a broad and dynamic visitor offer. With the recent opening of the new passenger terminal at Franjo Tuđman International Airport in Zagreb there are further opportunities for the destination and, crucially, the visitor economy to grow.

As the destination continues to attract new and repeat visitors and actively seeks to lure new types of visitors in to the city, Zagreb Tourist Board (ZTB) commissioned the Tourism Consumer Insights team (formerly LJ Research) to undertake a comprehensive survey of visitors and non-visitors to Zagreb. In addition to understanding the needs and attitudes of Zagreb visitors and non-visitors, ZTB wished to evaluate changes in the visitor profile and behaviour over time.

Our solutions

The Tourism Consumer Insights team designed a creative consumer research methodology enabling the ongoing collection of visitor feedback across many locations in the city. The approach utilised a computer assisted personal interviewing (CAPI) methodology to ensure that visitor data is streamed regularly and securely for analysis and reporting.

To capture feedback from non-visitors an online survey approach is being implemented among a broad audience of travellers. This strand of the research will enable a robust understanding of visitor perceptions and attitudes towards Zagreb at this exciting period in the destination’s development.

Photo: Courtesy of The Zagreb Tourist Board