| Sažetak | The Covid-19 pandemic, a global health crisis, disrupted and transformed various sectors, with tourism experiencing profound impacts. The thesis explores how the pandemic accelerated the process of digital transformation, which led to the growth of tourism in Croatia. Furthermore, it explores challenges and changes that occurred due to the crisis, and solutions, including new business models and methods, along with many policies and measures implemented, after the pandemic. The pandemic caused various changes in the tourism industry, with an emphasis on digital transformation. Adoption of new and innovative solutions, such as digital marketing, virtual tourism, etc., has ensured safety, enhanced the customer experience, and maintained competitiveness on the market. The thesis compares pre- and post-pandemic situation regarding digitization. Findings reveal that accelerated digitalization happened after the pandemic and led to significant growth in the tourism industry, a higher number of overnight stays, and a rise in the country’s overall GDP. At the end, a few challenges and recommendations have been given. |
