Croatia launches new "Local Host" label

Croatia has launched its first national branding initiative for private tourist accommodation, introducing a new label called "Local Host" to promote greater visibility and quality, and the label, presented, is intended for properties where the host resides on-site or in close proximity, CE Report quotes HINA.

Developed by the Croatian National Tourist Board (HTZ) in cooperation with the Ministry of Tourism and Sports, as well as several industry associations and the Institute for Tourism, the label is free and available to those already registered in the eVisitor system as hosts. It will be valid for three years and can be renewed.

Five key criteria

To qualify, applicants must meet five key criteria: the accommodation must be authentic; services must be environmentally conscious and sustainable; the host should offer a personalised experience; communicate and provide information to guests; and have ties to the local community. There are also formal requirements, including that the host must reside in the same county where the rental property is located, has no outstanding debts to the tourist board, and that the property is not located in an apartment or office building.

Hosts will apply for the label through a self-assessment form in eVisitor, where they must meet at least eight out of fourteen criteria. Once approved, they will receive the label electronically and by post within 30 days, and will be able to use it in marketing materials while also benefitting from increased visibility through promotional activities by the National Tourist Board.

Tourism Minister Tonči Glavina said the label is not just a mark of recognition but part of a broader marketing effort to strengthen the position of private accommodation, which is a long-standing tradition and competitive advantage in Croatian tourism.

Minister Glavina and Kristjan Staničić, the director of the National Tourist Board, emphasised that the initiative also aims to raise quality and increase income in this segment.

Around 125,000 private accommodation units in Croatia, with about 657,000 beds

There are currently around 125,000 private accommodation units in Croatia, with about 657,000 beds, accounting for roughly 52% of the country's total capacity. Of those, around 60,000 are legally considered host-present and are the main target of this new initiative.

Only 17% of private rental properties are currently rated four or five-star properties. The new campaign is expected to improve the sustainability of family-run accommodation, which accounts for about half of all overnight tourist stays, and to help curb the sector's rapid expansion - bed numbers have grown by 89% over the last eight years, compared to just 6% in hotels and 1% in campsites.