In the last four years, since moving into the incubation space at the Entrepreneurship Incubator in Novi Bokanjac, the company Zona Plus, founded by entrepreneur Selma Čmelik, has branded itself in the world of digital marketing with a focus on issues in the nautical sector. We are sharing an article from the Zadarski.hr portal, which, together with the author of the new web platform, has explored both the good and bad aspects of the domestic charter and nautical tourism.


A bull's-eye, at least as far as people in the nautical industry are concerned, was the launch of a new web platform two years ago, essential for improving nautical business.

In an industry we like to say we're the best in the world, that we have the most powerful fleet, that we're at the top, among the chosen few. But it was all the idea of one woman, because women do drive the world, including numerous innovations in business, whether it's a male or female environment.

Although jobs related to boats, navigation, and sailing have always been a male-dominated world, Selma Čmelik rolled up her sleeves and founded the platform charter.hr!

Where did the idea to create a web space for professionals in nautical tourism come from, what are the results of two years of work, we asked Selma Čmelik, a digital marketing expert, and owner of the "Zona Plus" agency.

Was this a new project in the nautical segment, are you satisfied with what has been achieved?

"Charter.hr was launched two years ago, although the work on the entire idea took another year. It was conceived as a unique web platform for professionals in nautical charter to follow industry trends, various regulations, connect with services and suppliers, and find digital tools to improve their business. The idea was born quite a while ago while I was still actively working in charter, handling reservations and sales. I felt the need for such a place. It was simply very difficult to find relevant information on the internet. - Selma Čmelik introduces us to the story, explaining:

"During the pandemic, the pieces fell into place, allowing me to realize the idea. Although we've only just started, I can confidently say that, judging by the comments from people in the industry, we hit the mark. The feedback has been more than excellent, and the numbers in our analytics show growing interest day by day."

What would you change, what has proven excellent, and what still needs work?

"At first, I'm not sure if I would change anything conceptually, although there is always room for improvement. Webinars and original articles have proven excellent for us. These are experts in their fields who provide valuable information and ways to make charter businesses more successful and advanced through monthly columns. Additionally, users have found the section where we present digital tools very useful because, given the large offer of software solutions, it's difficult for the average user to keep track of what's new and quality on the market. So through this section, they have direct access to sales representatives who can provide them with a demo version for their charter business, allowing them to assess the benefits. One area where we need to improve is perhaps the more quality and systematic presentation of suppliers, companies that have products and services tailored to this industry and would be happy to connect with charter companies."

What has been the reaction of people in the nautical sector, how much have you facilitated their work?

"Since we launched the website just before the Biograd Boat Show, where we exhibited as part of the Croatia Charter Expo event, we received immediate feedback, and I must admit I was very proud of myself and my small team for pushing this through. We also received a lot of questions about the content we could cover, and we turned those into ideas and are working on them to meet user expectations. I simply believe that the key to the success of this platform lies in carefully listening to the needs of people working in charter, presenting those needs, and finding possible solutions. As long as the content on the platform remains useful, there will be interest."

Your comment on the situation in the nautical industry in Croatia, we are in the top four world nations in charter tourism, in terms of the fleet, we are first, but do we have room for improvement, or have we reached our maximum?

"There is always room for improvement; it's just a matter of whether we all see the same direction for progress. I think we can all agree today that numbers and calculations of whether we have exceeded last year's results in terms of arrivals, weeks, or nights no longer make any sense. Large numbers in this sense are no longer desirable; we need to focus on quality rather than quantity. It is certain that charter, as we have known it for years, is going through a certain transformation. How quickly this transformation will take place depends on charter companies themselves, but also on regulatory laws that often have little to do with the actual situation. For example, we have a legal regulation for sewage tanks, but in practice, it's simply not enforceable. There are still many infrastructural changes needed for such regulation to be fully adhered to. Although I will always say that where there's a will, there's a way, it seems that the will here lags a little."

What, in your opinion, are the problems in the nautical sector - insufficient marinas, waste disposal facilities, slow transition to green technology, and the future that brings us electric boats, a lack of skilled labor since anyone can easily obtain a license to operate a vessel?

"All of the above are significant challenges that the Croatian charter industry faces. At the global level, the most important issue is the green transition, reducing the carbon footprint, and disposing of old vessels, which are mostly made of fiberglass. In Croatia, all of this is still in its infancy. Awareness of this type of transition exists, but it is not being implemented to a sufficient extent. The problem of the labor force is not only present in the nautical sector but is a general issue. We lack qualified and trained staff, and I have a feeling that it's only talked about but nothing concrete is done. For example, employees in charter bases are mostly semi-skilled workers who have gained their knowledge through practice but have never received any formal education other than obtaining a boating license. And sailor-skippers in the base are a key link in dealing with guests, and it's essential to further educate such employees. There is no systematic approach, and no "listening" among charter company leaders. Those charter companies that start to solve this segment effectively will set themselves apart from the competition and benefit from it."

Fortunately, we don't have major maritime accidents, although there is a lot of "traffic" in our waters. But with the mass nautical tourism that we favor, are we actually destroying what is the only thing of interest to tourists with higher purchasing power, and that is the beauty and untouched nature of our archipelago?

"This season, there have been quite a few reports about maritime accidents, although I don't have data on whether there were more or fewer than in previous seasons. But one thing is a fact; we have seen an increase in the charter fleet by about 8 percent compared to previous seasons. An increased fleet also means more guests, especially guests who are not experienced sailors. Given that in Croatia, it is very easy to obtain a boating license without practical knowledge checks, it is strange that there are not more maritime accidents. Unfortunately, the assessment of guests' nautical competencies in charter cannot rely solely on the judgment of charter staff. There must be a more meaningful solution.

Providing High-Quality Services

Your message to "industry professionals" regarding the direction to develop this tourism sector, based on your experience working with professionals in the field?

"I believe that operators, charter companies, are well aware of their capabilities and limitations, and that their hands are sometimes tied by regulatory laws that are not always "on point." Although we have guidelines and directives from the EU that we must adhere to and follow, our legislation somehow complicates matters and often does not heed the real needs of the charter industry. The direction in which this sector should be developed is already set, and that is providing higher-quality services and more systematic management of all work processes. No one has explicitly said that we need to reduce the fleet, but I believe it will happen whether we want it or not."

author: Zadarski hr.

photo: Jure Mišković - Cropix