Best international practices show a clear division of roles: national organizations focus on promotion, regional bodies on planning and development, and destination organizations on operational management.

In Croatia, the system is fragmented and inefficient, with too many regional and local tourist boards that lack financial and professional capacity. The Croatian National Tourist Board (HTZ) still carries non-promotional tasks, while regions are too weak to fulfill strategic roles. Political influence and the current administrative framework further complicate governance.

AmCham recommendations:

• Transform HTZ into a dedicated national promotional agency.
• Establish 8–10 strong regional tourism organizations.
• Limit the number of destination management organizations (max. 70).
• Introduce Tourist Information Centers (TIC) as the basic local units.
• Redefine tasks and budgets in favor of regions, ensuring professional hiring criteria.
• Reduce political influence and increase transparency.

In conclusion, Croatia enjoys strong tourism growth and a favorable position, but without management reform it will struggle to reach the competitiveness of countries like Spain, France, or Austria.