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Koreans finding love while travelling through Croatia in reality TV shows have put the Balkan nation on the map for Asian tourists.
It all started back in 2012 with the filming of the South Korean reality show Romantic, featuring Koreans in their 20s and 30s visiting Croatia's highlights, from the capital Zagreb to the stunning Plitvice lakes national park and onto Unesco World Heritage site Dubrovnik on the Adriatic coast.
It served as a perfect TV advertisement for Croatia.
"Eventually the romantic search of a group of young Koreans for love in several Croatian destinations became a great commercial for our tourism," the head of the national tourist board Ratomir Ivicic said.
South Korean TV then produced another travel-reality show called Noonas Over Flowers - 'noonas' meaning older sisters - that had several well-known Korean actresses backpacking their way through Croatia.
"It had a huge impact on the popularity of Croatia and improving the knowledge of our country," said Ivicic of the shows that aired in 2013-14.
Last year more than 252,000 South Koreans visited Croatia, five times more than 2012.
" Noonas Over Flowers firmly put Croatia on the map for South Korean travellers," said Cho Il-sang, spokesman for the country's top travel agency Hana Tour.
The Eastern Europe region had been off bounds for most South Korean travellers due to a lack direct flights and short holidays. "But the TV show changed all that ... Croatia is emerging as one of the most promising travel destinations for South Koreans who visit Europe," Cho added.
Tourism accounts for about 15 per cent of Croatia's GDP, around €7 billion (HK$61 billion) annually. For the first nine months of 2014, official figures show tourism brought in €6.7 billion or 2.5 per cent more than the same period a year earlier.
In 2014 Croatia welcomed more than 12 million visitors, triple the number of its 4.2 million inhabitants. Although tourists come mainly from Europe, Croatia has turned its attention also to Asian markets.
Late last year Tourism Minister Dario Lorenzin visited China, Japan and South Korea to promote the industry.
Most Koreans stay for 12 days visiting also neighbouring countries - Austria, Hungary, the Czech Republic or Slovenia.
Park Hyeong-do heard about Croatia for the first time when he saw Romantic and became interested in the far-away country.
"People are kind, one really feels safe and it is not expensive," said the 29-year-old on a recent visit to Zagreb.
Korean tourists have also spurred some new services in Croatia and more business ties between Zagreb and Seoul.
In mid-2014 Kim Seoung-hoon opened a hostel catering to Koreans in the Croatian capital, the first in the Balkans region.
"This is a family-style hostel where people feel close, comfortable, and can eat a Korean meal," the 30-year-old owner from Seoul said.
Other businesses saw opportunities stemming from product placement in television shows.
Croatia's Zagrebacka Pivovara brewery, which has about 45 per cent of the market, signed a deal in October with South Korea's CKB to export a popular beer sipped by the stars of Noonas Over Flowers.


Tourism booms as Koreans inspired by TV shows flock to Croatia

Hostel owner Kim Seoung-hoon points out the highlights. Photo: AFP

Hostel owner Kim Seoung-hoon points out the highlights.Photo: AFP

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Reality shows prove a potent advert for South Korean travellers who flock to the Balkan nation


Tourism booms as Koreans inspired by TV shows flock to Croatia

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Reality shows prove a potent advert for South Korean travellers who flock to the Balkan nation

Reality shows prove a potent advert for South Korean travellers who flock to the Balkan nation