Can social tourism extend the tourist season?

For the first time this summer, free summer vacations were organized in Croatia for individuals from lower-income backgrounds as part of social and humanitarian tourism. The Ponte Association from Tisno, established to implement this type of tourism, accommodated 12 families with its member landlords in Crikvenica, Tisno, Srima, and Jezera.

The families vacationed mainly in the pre-season, but three also in the post-season – a total of 45 people, including twenty children. These are users of the Caritas of the Archdiocese of Zagreb, the Bethlehem Association from Karlovac for underage mothers with children up to one year old, and the Love in Action Association from Zagreb with families who have children suffering from malignant diseases.

The project ‘I also want to go to the sea’ by the Ponte Association was accepted by the ‘Croatia for Children’ Foundation under the Ministry of Social Policy and Youth, so the landlords provided a one-week vacation at basic costs, while the hospitality providers offered social prices. Although still in its infancy in Croatia, social tourism is becoming increasingly significant in global tourism, prompting the Ministry of Tourism to prepare a National Program for Social Tourism, based on the Tourism Development Strategy until 2020. The working material of this action plan, they say in the Ministry, has been sent to the relevant bodies for harmonization, and they expect its presentation to the public in early October.

The right to rest

The document states that although social tourism has been known since the 1950s, it has only recently begun to be discussed more vigorously in professional and scientific circles. Namely, there was an opinion that tourism is a luxury and inaccessible to those with low incomes, disabled individuals, the young, or the elderly, but this began to change about 20 years ago. A shift in understanding is seen in the Universal Declaration of Human Rights of the United Nations, which stipulates that social tourism ensures everyone’s fundamental human right to rest and recreation. ‘Tourism for all’ in the European Union was implemented in the CALYPSO program from 2009 to 2013, allowing socially disadvantaged groups to vacation outside the main tourist season to better integrate into society, while extending the tourist season. The tourism development strategy envisions the establishment of a National Association for Social Tourism in Croatia and raising awareness about it in society, with users being children up to 17 years, youth aged 18 to 25, seniors over 55, disabled individuals, and veterans and victims of the Homeland War.

– The main benefits for tourist destinations and businesses are socio-demographic and economic renewal of passive and underdeveloped areas, employment and self-employment, development of social entrepreneurship, placement of agricultural products in tourist consumption, reduction of seasonality in tourist demand, and an increase in the overall standard of living in tourist areas. There is also the possibility of employing socially disadvantaged groups – states the proposed National Program.

A recognizable product

European countries, the document states, have already recognized the importance of social tourism; globally, this type of tourism is significant, while in Croatia it remains modest. Thus, facilities are generally not adapted for individuals with limited mobility, accommodation for socially disadvantaged individuals is poor, and there is no encouragement for social tourism through incentives. Young people are mainly offered hostels, Red Cross resorts, and children’s resorts owned by local governments, while older individuals go on one-day and multi-day retirement excursions. The program proposes that children be cared for by the Croatian Youth and Hostel Association, retirees and disabled individuals by their associations, and veterans by the relevant ministry. Travel agencies should also get involved through professional associations. It is anticipated that by 2020, social tourism in Croatia will be a developed and recognizable tourist product. To achieve this, EU funds and resources from state, county, and local budgets can be utilized. The document pays special attention to the design of 11 project proposals for developing a vision of social tourism for each category of users. It is believed that the number of social tourism users could increase due to the economic situation in Croatia and the EU.

– As we have a rental property in our family, we often thought about how to help someone who cannot afford to go to the sea for a vacation. There was some possibility for friends’ families, and it was relatively easy to arrange. However, is it possible to do this for someone you do not know? How can you be sure that the help will go to someone who truly needs it? Who will determine whom to offer a trip to the sea? How to find landlords? In our initial attempts to contact various institutions, we did not move a step further from the beginning. Mentioning humanitarian aid in the form of vacations for the poor would bring a smile to the faces of those we wanted to explain our idea to. After several months of unsuccessful attempts, we gave up on that approach and decided to start an association – says Romano Paladin, secretary of the Ponte Association.

What is social and what is humanitarian

He emphasizes that humanitarian and social tourism are not the same. Humanitarian tourism is, he explains, the planning, organization, and realization of free travel for individuals or families with lower purchasing power or from socially disadvantaged categories. The Ponte Association ensures payment with good-willed individuals and companies willing to help through projects that the Association will apply for. Social tourism is fundamentally similar to humanitarian tourism. Namely, assistance is also offered to the same categories of users, but vacations are organized for a significantly reduced amount compared to the usual during that period. Paladin hopes to receive the ‘green light’ to continue the program next year and will prepare to expand beyond the borders of Croatia.

– Humanitarian and social tourism initiated by the Ponte Association can uniquely reverse the negative connotation of social assistance that is imposed as an association when mentioning Southeast European countries. Croatia would enable Central and Northern European countries to provide their citizens, social assistance recipients, with the opportunity to vacation in the pre-season and post-season at a favorable price in all areas of Croatia. They could create a ‘brand name’ as a country leading in such thinking and action, thus positioning itself as a partner and desirable participant in Europe. This way, Croatia also gains an extension of the season. This may not be as interesting for Istria, where the season lasts up to six months. However, other parts of tourist regions could generate income by extending social tourism activities beyond the standard two to three summer months, which could eventually expand to other parts of Croatia that are currently completely neglected – emphasizes Paladin.

Furthermore, property owners and restaurant owners must be ready to adjust prices and adapt to a different clientele. Additionally, the state must be receptive and ensure VAT exemptions for this type of tourism to provide incentives for landlords and companies to operate, Paladin asserted. Croatia is also recognized globally as a strong tourist destination, so humanitarian and social tourism as a brand specific to Croatia would be the icing on the cake. This way, we would, he concludes, show competitors that it is not all about profit, but that part of the income should be returned to those who, for any reason, cannot experience the pleasure of a vacation.