Boosting tourism in Northwest Istria


To boost tourism in the Northwest Istria region of Croatia, Istraturist was searching for a more effective online promotion. A redesign of two existing booking websites and the launch of a new centralized tourist information website were to be designed.


A 42% increase of hotel room bookings and a 35% increase in camping bookings. A user-friendly online overview of the beauty that Northwest Istria has to offer.

want me to tell you more about this case?

Maureen Verdegaal, Business Development
Call me at +31 (0)6 – 22 69 48 61 or email:

About Istraturist

Istraturist is a Croatian company with 50 years of experience in offering tourist services in hotels, apartment resorts and campsites in Northwest Istria, Croatia. They operate two booking websites where customers can find and book accommodation in the area.


In 2010 Istraturist joined forces with other local tourism offices and hotels in Northwest Istria to improve the online presence of the region, and increase traffic towards the booking websites. Istraturist asked us to design a new tourist information website, ‘Colours of Istria’, and to redesigns their existing booking websites. Together with Istraturist we defined the following challenges:

Customer Challenges
  • Difficult to find information about destinations, events and accommodations in Northwest Istria.
  • No single website provided an attractive overview of all attractions in Northwest Istria.
  • Cumbersome to find, select and book hotels, resorts or campsites online.
Business Challenges
  • Online channels were lacking behind in generating new business.
  • Online sales for hotels, resorts and campsites were inefficient.
  • Information and content creation was not centralized, leading to high operational costs.
  • The pressure of the new tourist season was about to start soon.



“Working with User Intelligence was a thoroughly enjoyable experience. They really made an effort to understand the challenges we were facing: interviewed customers and organized workshops with key people within our organization. Armed with the knowledge from these events they created and tested various concepts, constantly refining them as they went along. What really made the process!!! valuable was the fact that they were simply always there when we needed them and they have delivered even more that initially agreed. They worked incompany, which really improved the collaboration and overall result.”

Sanda Bravar
Umag Tourist Board director / President of Cluster board of Northwest Istria


We delivered detailed interaction designs, visual designs and a SEO-optimal information architecture for three different websites (, and Come and explore some details of our deliverables:

  1. 1Interaction and visual designs
  2. 2SEO-optimization
  3. 3Booking flow optimization
  4. 4Seamless customer journey
  5. 5Seamless journey in action
  6. 6Moodboarding


We delivered three new websites before the 2011 tourist season. The improved online experience helped Istraturist achieve the following results:

Customer Results
  • A centralized, high-quality and visually attractive online overview of everything Northwest Istria has to offer.
  • Ease of use when navigating information about destinations, events and accommodations in the region.
  • A seamless flow of booking an accommodation.
Business Results
  • 30.000 visitors a month within six months after the launch of the new Colours of Istria website.
  • An increase of subscriptions to the Colours of Istria newsletter (+12%).
  • Increased sales for hotel rooms (+42%) and campsites (+35%).
  • Maximum exposure during the tourist season, because the new and redesigned websites were ready on time.

Want to know what we can do you for you?

Maureen Verdegaal, Business Development. Call me at +31 (0)6 – 22 69 48 61
or email: