PAMETNA HRVATSKA Ivan Ilijašić

Guest Ivan IlijašićHosted by Boris ŽivkovićMay 3, 2026

Ivan Ilijašić

About this episode

What you'll hear in this conversation

Croatia's tourism sector, celebrated for its stunning coastlines and historical sites, faces a quiet challenge: a significant portion of its experiential offerings — from museum visits to guided tours — remain offline. While tourists abroad routinely book seven different activities during a vacation, Ivan Ilijašić, founder of Orioli, points out that "only one in five, or even fewer, have a reservation system that allows guests to even reserve something on their page, let alone buy it." Ilijašić's company, Orioli, built a booking and management system for these very experiences, used by over a thousand clients globally, from adventure parks in the Dominican Republic to city museums in the Netherlands. Now, through their "Digitalni korak" (Digital Step) campaign, they are offering this technology free of charge to Croatian businesses struggling with pandemic-induced revenue drops. This conversation explores the overlooked economic friction in analog tourism, the urgent need for digital transformation, and how a crisis can become the unexpected catalyst for an entire industry to move online. You will walk away with a clearer understanding of how technology can reshape the visitor experience and open new revenue streams, even in the toughest times.

Insights from the conversation

What to take from this episode

The "Digitalni korak" campaign offers Orioli's booking system for free to Croatian tourism businesses during a period of zero revenue. A crisis-induced revenue drop isn't just a challenge; it's a window to introduce essential, but previously resisted, digital tools, especially when the cost barrier is removed.

Research shows tourists make seven different bookings for experiences on average per vacation, but "only one in five, or even fewer, have a reservation system." The real market isn't just in selling tickets; it's in capturing the *seven* micro-transactions a tourist makes after arriving. If you're not online, you're missing 80% of those opportunities.

Orioli's system connects local operators to global portals like Get Your Guide, TripAdvisor, and Viator. Digitalization isn't just about your own website; it's about integrating into the global distribution channels where tourists already search and book, ensuring your offerings appear where the demand is.

Orioli works with cities like Friesland in the Netherlands to digitalize museums and bundle experiences. Destinations should shift from promoting individual attractions to curating and selling integrated visitor experiences, making it easier for tourists to discover and book multiple activities in one go.

Guests arriving at a villa with a pool often ask "What can I do here?" Orioli envisions a digital link on a device at the accommodation, allowing guests to browse and book local experiences directly. The moment of arrival at accommodation is a prime, often overlooked, point of sale; bring the booking experience directly to the guest where they are already asking for ideas.

Orioli started the "Pametni turizam" (Smart Tourism) initiative during the first lockdown, collaborating with other Croatian tech firms like Infosys and Fobs. When an entire sector faces an existential threat, the time for individual competition recedes. Competitors should collaborate to build shared infrastructure and knowledge that lifts all boats.

Orioli's system is a SaaS solution, accessible online with no installation, and includes a mobile app for guides to scan vouchers. For seasonal businesses, the barrier to adoption must be minimal; a no-installation, app-supported system reduces friction and training, making it easier to onboard temporary staff and manage peak demand.

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