The Split-Dalmatia County Tourism Master Plan was created in the context of intensive tourism development across the entire country, particularly in the Adriatic region, to which the County of Split belongs. This growth has resulted from improved transport accessibility, enhanced quality of tourism products, and greater interest from foreign markets, arising either organically or through promotion at county and national levels. Therefore, beyond simply increasing visitor numbers while preserving tourism resources and attractions, the priority is to determine the desired direction of tourism development and establish an organisational structure that will foster and guide this growth.

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The main objective of the County of Split-Dalmatia County Tourism Master Plan (2017–2027), along with its strategic and operational marketing plan, is to define a strategic and operational concept of tourism development. This will ensure the necessary production, institutional, organisational, and human resources for maintaining the county’s long-term appeal as a tourist destination and enhancing its competitiveness in the international market, enabling continuous growth in residents’ well-being and the sustainable use of resources. Guided by this goal, this document serves as a comprehensive public framework that provides:

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• an action programme for tourism policymakers at all levels (county, cities/municipalities)
• a platform for aligning tourism and other policy measures
• a basis for assessing business and investment decisions within the public sector and among economic entities directly or indirectly involved in the tourism industry
• a foundation for accessing EU funds and preparing project documentation
• a source of information for potential domestic and foreign investors

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The plan includes:

• an analysis of the current situation as a starting point for planning further development
• a strategic framework that includes the principles, vision, goals, and concept of tourism development, along with an operational development strategy
• a product development strategy
• a strategic and operational marketing plan

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Accordingly, this document is divided into four parts. The first section provides an assessment of the current state of tourism development based on a detailed analysis of both tourism-related and external factors, primarily economic, demographic, social, and environmental aspects. The assessment of the existing situation also includes stakeholder analysis, a review of planning documents, and an analysis of supply and demand. The second section consists of the tourism development plan itself, which includes defining the vision and mission, strategic goals, spatial and programme development concepts, and an operational plan outlining the key projects necessary for achieving these goals. The third section is dedicated to the product development plan, focusing on improving existing products and developing new ones based on the attraction potential and emerging market trends.

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Finally, the fourth section provides a detailed and operational marketing plan, covering target markets, production strategy, positioning, and branding, ensuring alignment with the national strategic plan

• Introduction
• Situation Analysis
• Strategic Framework
• Operational Strategic Plan
• Product Development Plan
• Marketing Plan
• Conclusion