ADAC Reisemagazin puts Istria back in the spotlight of German media
April 29, 2021 – It is well known that German tourists have always loved Istria and all it has to offer, and even despite the coronavirus crisis, German license plates have always been seen in this beautiful part from the country. German ADAC Reisemagazin puts Istria back in the spotlight as German tourists seek a break abroad.
As Novac / Barbara Ban writes, with the approach of a new highly uncertain tourist season, Istria has again received a lot of media attention in the German media, more specifically in ADAC’s Reisemagazin, which is published six times a year and reaches 700,000 readers through its specialty channels.
This edition of the German publication presented the northern part of Croatia, including Istria, Kvarner and its islands, as well as Lika. Covering more than 20 pages, ADAC Reisemagazin puts Istria in the spotlight, showcasing its specialties – from culture and rich historical heritage, to its excellent gastronomy and extra virgin olive oil, to truffles, wine and prosciutto.
In terms of marketing, the price of a page is over 20,000 euros, so it is very easy to calculate the media value of the presentation of Istria covering more than 20 pages. In this context, Istria continues to expand and strengthen its reputation thanks to the influential ADAC. ADAC is the largest German and European automobile club with over 21 million members. In addition to their camping guide; the popular motorhome “Bible” which is the most important source of information for German guests, this time the presentation of Istria was made in a specialist magazine produced by Motorpresse Stuttgart on behalf of ADAC and which also produces many other influential publications such as: Auto .Motor.Sport, Outdoor, PRO MOBIL Caravaninig and Motorrad and Men’s Health.
This great project was carried out with the help of our PR agent: the ART redaktions team from Salzburg, which this year was named among the 10 most influential PR agencies in the German-speaking region competing with more than 320 agencies also nominated, ” said the director of the Istrian Tourist Board, Denis Ivosevic.
He also added that Istria has taken a firm position at the top of the list of the most popular destination-regions that German customers want to travel to, and as ADAC Reisemagazin places Istria on 20 glossy pages, this number is certain to increase.
In an article titled Coronakrise verändert das Reiseverhalten im Sommer / The crisis caused by the coronavirus that changes summer vacation habits, originally published on October 8, 2020, ADAC published the results of its members’ most sought-after travel routes throughout the pandemic-dominated year 2020. The survey included 350,000 surveys, conducted between May and September. It turned out that the Istrian peninsula remained the first choice for members of German campers even in these difficult times of crisis, Ivosevic stressed.
Namely, the famous German automobile club ADAC – Allgemeiner Deutscher Automobil-Club, carries out tests on the topic of holiday travel by car between 1.7 million routes compiled for its members by ADAC experts each year. The research includes data on the use of ADAC’s Routenplanner, which is used as information to plot routes to destinations where German travelers vacation.
” ADAC members chose Istria for the first time as their favorite holiday region in the results collected in 2010. From then until today – so more than a decade – Istria is remained the leader on the annual list of planned trips for members of this German Automobile Club. After Istria, Upper Bavaria, South Tyrol, Lake Garda and the Friuli-Venezia Giulia region have alternated in their rankings over the years. In addition, the popularity of Istria is increasing year by year by several percentages. The flattering results of many years of ADAC research greatly contribute to the marketing distribution and to a better perception of Istria as a destination in Germany, the most important target market for Istrian tourism. In addition to this, the diversification from other tourist regions contributes to the strengthening of the Istrian brand and its media presence in Germany and Western Europe. ADAC research results are published in ADAC Motorwell magazine, which has more than 13 million copies, and on their website, ” Ivosevic added.
Of course, the German market is the most important for Istria, especially in this current situation. Last year, in the midst of the coronavirus crisis, Germany showed its great loyalty to this part of Croatia, arriving despite the difficulties and uncertainties.
“The past year has been extremely difficult for all of us. Nothing could be planned in epidemiological or tourist terms, situations occurred and changed on a daily basis, customer habits changed completely due to new rules of conduct, everything happened at the last second. In addition, the issuing markets reacted differently. Italy, Austria and the Netherlands have almost “forgotten” us. The Slovenes, the Czechs and the Poles have achieved excellent results and, as has happened time and time again, the Germans have once again shown that they are our most important and loyal market and I would say an inexhaustible source for our tourism. This is particularly important in the conditions we experienced last year. Germans made almost 35% of all overnight stays and without them the results of the tourist year would have been completely different, they would not have been good. In terms of marketing, whatever we do, the biggest result or conversion we get from the German market.
Therefore, these publications, targeted campaigns, strategic partnerships, public relations activities, and above all the awards and recognition that we have received from the German market, are still the ones that carry the most weight, ” Ivosevic concluded as the ADAC Reisemagazin places Istria at the top of the very prestigious list once again.
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