August 12, 2020 - Istria has long been known as a top tourist destination. However, companies from the ICT sector operating through the ICT Istria Expert Group and the Croatian Chamber of Commerce in Pula decided to further brand the quality of life of their region to attract top professionals and companies.

HRTurizam writes that that is why a Branding Strategy has been developed that promotes Istria as an ideal place to live, work and study. The goal is to create a stimulating business environment in which the competencies of the sector will create significant benefits not only for ICT companies but also for the economy of the entire county.

"The strategy will enable us better visibility and recognizability of our activities aimed at local self-government units, the academic community and the general public, all to popularize ICT in Istria. This sector can be a generator of strategic economic growth in the region, but it needs the support of the local community, not in business because they are top experts in their field, but in removing bureaucratic obstacles and the order of society itself," Dean Verbanac, President of the IT Group of Istria, points out, adding that through the development of the strategy, they have established the key advantages that Istria can offer as an ICT destination, but also identified the problems.

"Specifically, our shortcoming is the lack of professional staff. Joint action is needed to influence the creation of staff that will remain there. And not only that - we want to bring young ICT professionals to Istria," says Verbanac.

The corona crisis has shown the strength of the ICT sector, and now is the right time for the region to impose itself as an attractive destination for digital nomads. This requires the help of the state, i.e., the regulation of such a form of work that will enable experts to work for any world company and enjoy all the benefits of living in the local area.

The fact that innovative ICT companies such as Infobip, Inter Soft Technologies, Infosit are already operating successfully in Istria, achieving global success and representing a great development perspective certainly helps to attract experts. They are focused on new technologies, and often their clients are the world's leading companies in their segments. Thus, good foundations are already there.

The branding strategy defines five values ​​of Istria - courage, excellence, local value, openness and ease of living. The problematic points are, in addition to the already mentioned lack of human resources, finding accommodation for professionals and bureaucracy.

Work is already being done on the visual identity of the ICT Istra Association, which will communicate the balance between business and private life, and on the other hand, show the diversity of advanced solutions that emerge in a. positive environment. This is precisely the comparative advantage that is important to emphasize nowadays in order to attract domestic and foreign IT talents.

A great new direction, added value and upgrade to tourism. Istria is an ideal destination for digital nomads.

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