Mastercard, in cooperation with GfK – Center for Market Research, conducted an online survey among cardholders aged 18-55 in Croatia, according to which Croatia has experienced a festival boom in the past few years, which is most often discussed in terms of the number of tourists that festivals attracts.However, so far it was not known how Croatian citizens see festivals and how many they visit. According to the results of the MasterIndex survey, which Mastercard conducted in Croatia in May, half of the respondents (52%) have visited a festival in the last two years, and these are mostly street, music and cultural festivals in the country.Croats most often visit street festivals (42%), pop music festivals (32%), rock and metal music festivals (29%), gastronomic festivals (28%), electronic music festivals (21%) and various other cultural events.Respondents from northern Croatia most often go to festivals (57% of them have been to at least one festival in the last two years) and younger ones, aged 18 to 29 (58% of them have visited at least one festival in the same period). On the other hand, festivals are seldom visited by those between the ages of 40 and 49, and among them as many as 56% of those who have not been to any festival in the past two years. However, it is the group that most visits street festivals – according to research, the most popular among Croats.When it comes to festivals abroad, 7% of respondents have visited them in the last two years. This number is slightly higher among young people between 18 and 29 years of age (10%), Istrians (12%) and those with a monthly income of more than 9.000 kuna (18%).Pop music is loved by women, the most popular electronics in Northern CroatiaPop music festivals are most popular in Dalmatia (41%) and in Lika (41%). Women prefer them (41%) – only 22% of male respondents stated that they have visited one of the pop festivals in the past two years – and they are least visited by respondents from Zagreb (24%). Rock and metal music festivals are mostly attended by men (36% of them have visited such a festival in the past two years) and more often by people from Lika, and the least by residents of Northern Croatia.Photo: Klemen Štular, ForestlandGastronomic festivals are the most attractive to respondents from the age group 30-39 (33%), Zagreb and Lika, and the least among respondents from Dalmatia (19%). Jazz and classical music festivals are most often attended by respondents with incomes above 12.000 kuna (42%) and more often by Istrians and Slavonians. Electronic music festivals are most popular among respondents from Northern Croatia (27% of them have visited such a festival in the past two years) and in Istria, Primorje and Gorski Kotar and are more popular among men, young people and respondents with higher education. Film festivals are most popular among the people of Zagreb and in Lika, Kordun and Banovina.Consumption less than 1.000 kn per festival The majority of respondents who go to festivals (52%) have visited one to three festivals in the past two years, while 59% of respondents with incomes above HRK 12.000 have visited more than 3 festivals in the same period.The main factor influencing the decision to go to the festival and the choice of events are costs (68%). At the top of the list are the selection of performers (50%), atmosphere (40%), weather conditions or the season in which the event takes place (35%) and the duration and date of the event (19%). At festivals, Croats spend the most on drinks (90%), food (75%), transport to the location (54%), souvenirs (33%), accommodation (29%) and cigarettes (24%).As many as 43% of festival visitors said that they do not need accommodation, while those who take it usually choose apartments (26%), then hotels (20%), followed by hostels (13%), camps (11%) and other options. (11%). After the end of the festival, slightly more than a third of the respondents (36%) remain at the location. This share is slightly higher among young people (45%) and those with a monthly income of more than 9.000 kuna (almost 50%). Those who continue their stay, mostly stay at the location for another day or two (74% of them).An interesting fact is that only 17% of respondents spend over 1.000 kuna per festival, not including tickets, and consumption, of course, depends on individual preferences, but also the capabilities of visitors. Consumers from Zagreb and the surrounding area (1.000%), highly educated (20%), men (21%) and those with a monthly income of over HRK 22 (12.000%) have spending to a greater extent than HRK 44 per festival. As the most common method of payment, as many as 93% of respondents state cash, while cards are the primary means of payment for respondents with incomes above HRK 9.000.Photo: Zagreb Light FestivalWe usually visit festivals with a partner or friendsAlmost two thirds of respondents (62%) go to festivals with a partner, slightly less than half (45%) with a small group of friends and approximately one in five (21%) with family. Going to the festival with a partner is more common among those between 40 and 49 years of age (71%), and with friends among young people between 18 and 29 years of age (64%). Respondents with high incomes and those from Istria, Primorje and Gorski Kotar usually travel alone.”Festivals are a pledge to achieve even better tourist results. That is why we have included the Dubrovnik Summer Festival, ULTRA Europe, Pula Film Festival, Šibenik’s Changer and Špancirfest in our Priceless Croatia platform, so that citizens and tourists can experience experiences inaccessible to others at www.priceless.com.”Said Gea Kariž, Marketing Director at Mastercard for Croatia.The global digital platform Priceless Cities offers tourist experiences to Mastercard card users in a total of 42 destinations, thus promoting the tourist offer of numerous world and now Croatian destinations among travelers from 87 countries around the world. Apart from tourists, the experiences are also available to local residents, and the opportunities offered by Priceless Croatia relate to gastronomic, cultural and entertainment facilities that allow users to experience the country in a completely new and unique way.
read more
Recent Comments