Image: Planet 4 People

Marketing with a Purpose

Addressing the overtourism problem of Plitivice Lakes

Addressing over tourism is key to the preservation of many threatened natural and cultural heritage sites,  as well as to ensuring the well-being of residents of urban areas. Plitvice Lakes is one of the most visited destinations in the world. During the summer it can draw close to 10000 visitors a day,  that visit a 2 mile track.  With  increased visitation comes an uncontrolled development of the area.  Both problems have led to Plitvice Lakes being in danger of loosing its World Heritage status.

Meassures need to be implemented to address management, visitation and tourism. With this purpose the Plitvice Lakes park authorities have moved forward with a management and visitors plan. In addition Planet 4 People was engaged to address marketing with a purpose. Focusing on identifying and targeting a more responsible traveler that stays longer and spends more, and working with like-minded tour operators, Plitvice seeks to attract a tourist that will benefit the park and the destination.  Better visitor management and education, aligned with improvement and development of new products, along with a joint destination approach that links community and new areas can reduce the preassure on the lakes, while increasing the revenue to hotels and community.

  • Change the marketing mix of the site to increase revenue while addressing overtourism.
  • Attract like minded travelers that will stay longer at the site, visit other areas of the park and the community, leave more resources behind.
Plitvice Lakes National Park
Country of Project
Expected Outcome
  • Improved and more sustainable products.
  • Change in the visitor mix.
  • Change in communications to be more focused on education and awareness.
  • Partner with more sustainable tour operators commited with long term goals of the Park.

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