POSLOVNI ĐIR Ivo Vrdoljak

Guest Ivo VrdoljakHosted by Ojdana KoharevićMay 3, 2026

Ivo Vrdoljak

About this episode

What you'll hear in this conversation

The thrill of a record-breaking tourism season, one that surpassed even the pre-pandemic highs of 2019, might seem like cause for celebration. Yet, for an operator like Ivo Vrdoljak, owner of Split's renowned Zrno Soli restaurant, that relief is fleeting. He sees the boom as a temporary reprieve, overshadowed by what he calls "bad indicators, bad announcements, bad forecasts" for the future. Vrdoljak’s perspective offers a rare blend of on-the-ground reality and strategic foresight, challenging conventional wisdom about growth, quality, and the very identity of a destination. His view is that Croatia, and particularly its leading regions, faces a choice: chase mass tourism and its inevitable problems, or commit to a higher standard of guest and experience. This conversation isn't just about the numbers; it's about the responsibility of entrepreneurship when livelihoods are at stake, and the strategic decisions required to build a sustainable, premium future for a country that depends on tourism. Readers will walk away considering how to temper short-term wins with long-term vision, and why genuine leadership often means charting your own course, even when national strategies lag.

Insights from the conversation

What to take from this episode

The 2022 season surpassed 2019's pre-pandemic peak, but Ivo Vrdoljak quickly pivots from celebration to concern, pointing to "bad indicators, bad announcements, bad forecasts" ahead. The responsible entrepreneur doesn't just enjoy the good times; they look past current numbers to prepare for future challenges, especially when employee welfare is at stake.

Croatia, as a small country, should aim for four or five-star guests, not "elite" tourism in the vein of Cannes or Monte Carlo, but certainly not mass tourism. The choice isn't between luxury and affordability; it's between a lower volume of higher-value guests and the congestion and infrastructure strain that come with overcrowding.

Vrdoljak argues that regions like Split's county, as a major tourism hub, shouldn't wait for a national tourism strategy to materialize. Instead, they should take the lead, gather local stakeholders, and develop their own regional strategy for attracting quality guests. True leadership means defining your own path rather than deferring to a top-down mandate.

The annual scramble for seasonal workers is a self-inflicted wound, with recruitment and permit applications often starting in spring, despite a minimum 40-day processing time. The problem isn't a lack of workers, but the collective failure to plan for their permits and accommodation months in advance, ensuring a ready workforce by the season's start.

When a market is behind, the fastest way to elevate standards isn't to invent from scratch, but to intelligently adapt and localize what works elsewhere. Vrdoljak points to the 90s, when mini-markets were opened by simply copying Italian models, or the current lack of quality pastry shops compared to Bavaria or France. Learn from the best, then add your local touch.

While coastal tourism dominates, Vrdoljak highlights the success of "continental Istria" as a model for developing inland destinations like Trilj, Sinj, and Imotski. Over-reliance on the coast limits a region's full potential; cultivating the unique cultural, natural, and gastronomic assets of the hinterland diversifies the offering and reduces pressure on popular areas.

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