Master Plan and Destination Positioning: Tourism Clusters in Istria

Resumen

The new demand calls for repositioning of the traditional tourism offer while maintaining uniqueness and destination quality. Istria, the Mediterranean tourism destination with a longstanding tradition is available to a large number of tourists fromCentral Europethat search for new quality of accommodation structures. The offer of the destinations aims at enriching the quality and diversity by introducing selective programmes, a variety of activities and valorisation of culture, all defined by the strategic planning. The Master Plan for the development of tourism inIstriadefines tasks for setting up the infrastructure and superstructure. The paper will explore the current state of destination and accommodation offer and assesses the implementation of the plan guidelines.