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The Mljet island as a tourist destination

Designing new experiences for future visitors and shaping the marketing strategy

About project


Mljet Island is one of the pearls of the Adriatic. According to the legend, it was one of the points of the Odysseus’s travel, while part of the island is the first protected marine nature area​​ in this part of Europe.

Prokotip had the rewarding task to prepare the catalogue of tourist products of the island, devise new services for specific profiles of visitors and, ultimately, create the Mljet communication strategy as a touristic destination that covers the whole territory of the island, not only the exceptionally popular area of the Mljet National Park.

First step
Research and ideation

The starting point of the research were exactly the inhabitants of the island who, thanks to a series of guided interactive workshops, shared with us the stories about the island, mapped the main tourist products offered by the island and created the most important personas of the island visitors. For the needs of future tourism products and marketing content creation, a secondary research of internal and external materials was carried out with the aim of detecting all the details of the existing offer.

Second step
Tourist contents creation

The information was transformed into a series of contents for internal use (a database of tourist products, user personas) and a number of tourist itineraries were devised that best address the wishes of the main profiles of the destination visitors.

Third step
Marketing contents creation

A marketing and communication strategy of the destination was created, which, thanks to a thorough initial research and a number of information collected from key stakeholders, prescribes actual actions, proposals of the slogan, the visual identity and the direction of communication for realizing the newly formed key goals of communicating the destination, focused on the whole territory of the island.