For a long time now, we've been trying to show and tell people that Croatia is far, far more than just the sun and the sea. Sure, the sparkling Adriatic and the warm climate is of course a big draw for many who take to Croatia's beautiful coastline every summer, but those who think that's all that this incredible little country has to offer are sadly mistaken.

I'm not just talking about the more encouraging numbers of tourists starting to uncover continental Croatia, Eastern Croatia and the country's various hidden gems, but about the Croatia which lies outside of the tourism bubble entirely, well... almost.

Tourism makes up a large part of Croatia's GDP and there's no denying that it is by far the country's strongest economic branch, this is not always a particularly positive thing and owing to it, Croatia has been plagued by enormous seasonality in terms of the economy and the labour market. Unemployment traditionally drops quite suddenly and by a significant amount during the run up to the bustling summer tourist season, especially on the coast, and then rises once again come the end of October thanks to the attempted lengthening of the tourist season, if not before.

Now a victim to a demographic crisis, mass emigration thanks to the country's membership of the EU's single market and a strange paradox in which there are no jobs but plenty of would-be employees but also many jobs and nobody who wants to do them, it's becoming more and more obvious that despite it being the country's strongest economic branch, relying almost entirely on tourist money might not be the best plan. 

So, what else does Croatia have? It has some excellent doctors and nurses and many truly outstanding medical facilities. As Croatia tries to position itself as much more than ''just sea and sunshine'', medical tourism, or perhaps better to say ''health tourism'' has begun to take off, and with some promising results. Just recently, Donald Trump's first wife, Ivana, was in Zagreb for eye surgery at the well known Svjetlost clinic, where she underwent a procedure to restore her vision to normality and afford her a life without glasses and/or contact lenses. People like Ivana catch people's attention, and she's just one of many who have found their way to Croatia for a procedure of some sort.

As Poslovni Dnevnik/Marija Crnjak writes on the 29th of April, 2019, tourists from the United Arab Emirates (UAE) are increasingly travelling to Croatia and love luxury hotels and villas, and the Croatian National Tourist Board (HTZ) is set to present Croatia's rich tourist offer at the ATM Arabian Travel Market in Dubai on May the 1st, 2019.

In the scope of the above, HTZ Director Kristjan Staničić met with media and partners such as WEGO, Medical Ozone, AVIAREPS, Jordan's Tourism Organization, Meetin and Think Strawberries.

"Presenting Croatia on this market and cooperation with the UAE has multiple effects for Croatian tourism and for the economy, and the direct air link between Zagreb and Dubai with Emirates has led to an increased demand from business travellers, as well as tourists from East Asian countries such as South Korea, Japan, Taiwan, Singapore and then even Australia,'' he said.

There are also high expectations from the new Fly Dubai line, which will link Dubrovnik and Dubai from June the 2nd to October the 13th.

Citizens of the UAE realised 25.5 thousand overnight stays in Croatia last year, and most of them came to Zagreb, Dubrovnik and Split. They are typically demanding guests who love a touch of luxury and are travelling more and more.

In addition to HTZ, there are seven co-exhibitors, TZ Zagreb, TZ Dubrovnik-Neretva County, NP Plitvice Lakes, HUP, Amathus Travel Croatia, Abacus Tours and Jung Sky.

Zagreb will be presented in Dubai as a city break, as well as a health tourism destination.

Make sure to follow our dedicated travel and lifestyle pages for much more. If it's just the Croatian capital you're interested in, give Total Zagreb a follow or check out Zagreb in a Page. Find out more about Croatia's blossoming health tourism story, as well as the health system in general, here.

Click here for the original article by Marija Crnjak for Poslovni Dnevnik

The Zayed Future Energy Prize is awarded by the United Arab Emirates government, also in a category for pupils who create projects based on sustainability and renewable energy.