In August, we surveyed our fans and followers to gather insights into their experiences and opinions during their stay on the island of Brač. The survey was available from August 23rd to 30th on our Facebook group, which boasts over 6,000 members interested in Brač holidays, and on our Facebook and Instagram pages, which have over 7,800 followers.
232 people participated in the survey, sharing valuable information about themselves and their thoughts on various aspects of Brač's tourism offerings.
Who Took Part in the Survey?
We began by asking a few questions to understand the profile of those who completed the survey. Of the 232 respondents, over two-thirds were women, and one-third were men.
Age-wise, the largest group (over 38%) fell into the 45-54 age bracket, with nearly 90% of all respondents being over 35 years old. This indicates that Brač tends to attract an older demographic.
Tourists hailed from various countries, from the USA and Canada to Australia and South America. However, the majority were from European countries and our neighbouring nations. The top 5 countries represented were:
- UK: 27 respondents
- Croatia: 24 respondents
- Poland: 18 respondents
- USA: 15 respondents
- Germany: 14 respondents
Loyalty to Brač: Repeat Visitors
When asked how many times they had visited Brač, 28% of respondents said it was their first visit, while the largest group, nearly 32%, consisted of those who had visited Brač more than 10 times. This highlights the island’s ability to inspire loyalty among its visitors, with a significant number returning year after year.
Interestingly, only 11% of respondents were on their second visit. When compared to those who were visiting for the first time, it suggests that only about one-third of first-time visitors return for a second trip.
Timing of Visits and Source of Discovery
We also asked when they visited Brač, and unsurprisingly, 94% of people had come during the summer. However, it was interesting to note that almost 50% of respondents visit the island outside the peak tourist season, in spring and autumn.
The majority of people learned about Brač through family and friends, with 38% discovering it via online research. Travel agencies appear to be losing their influence, as only 11% of people found out about Brač through social media.
This indicates a need for us all to invest more in promoting the island through popular channels where people typically get inspired for new travels.
Length of Stay and Accommodation Preferences
It’s heartening to see that almost 40% of respondents spend 14 or more days on Brač during their vacation, while only a quarter stay for less than a week.
Private apartments dominate the accommodation choice, with 57% of people opting for this type of stay. Hotels are chosen by 13%, and vacation villas by 9% of respondents. Surprisingly, a significant 19% of people stay in their own property, reflecting Brač’s appeal as a second home destination.
Overall Satisfaction and Favorite Aspects
We asked participants to rate their overall satisfaction with their holiday on the island, and the average score was a high 4.7, with 98% of respondents giving a rating of 4 or 5, and none giving a rating of 1.
When asked to select the top three things they liked most about Brač, the responses were unanimous and expected. All 232 people chose the island’s natural beauty, while about half also highlighted its culture, history, and gastronomy.
Hospitality and service were selected by about one-third of respondents, while activities and entertainment were chosen by only 20%. It’s important to note that only 14% of people viewed good value for money as the most positive aspect.
Some respondents also highlighted the island’s isolation and the ability to relax without large crowds as their favourite features.
Areas for Improvement
We gave respondents the option to choose up to 5 things they would like to see improved on the island, and nearly half expressed a desire for more affordable accommodation and services. This isn’t surprising given the high inflation that has impacted everyone’s standard of living, including our guests.
Other notable areas for improvement include transportation - specifically better connections with the mainland and other islands (31%) and local public transport (28%). We hope that Jadrolinija and Arriva take note of this feedback.
Local communities can certainly improve the availability and presentation of local products, farmer and artisan markets, beach facilities like showers and toilets, cleanliness of public spaces, and online communication.
Interestingly, some respondents were so satisfied that they wouldn’t change a thing. However, a few additional voices called for better beach amenities and services for pets, which are indeed lacking across the island.
Lastly, one unique but insightful comment stood out: "Just don’t become like Hvar and preserve your natural and cultural beauty."
Tourist Activities and Spending Habits
Tourists enjoyed the beach, swimming, and other sea activities the most, with over 93% participation. Additionally, more than 50% engaged in gastronomy and sightseeing, including cultural activities.
Nightlife and shopping for local products received less than 20% of the votes.
It’s also interesting to see the average daily spending of our guests on Brač, which includes food, drinks, activities, and other expenses. The majority, over 45%, spend between 50 € and 100 € per day, followed by 23% who spend between 100 € and 150 € daily.
Nearly equal numbers, around 15%, spend less than 50 € and more than 150 € per day.
Given the average length of stay of 10,45 days and the average daily spending of 88,79 €, it turns out that each guest leaves about 928 € on Brač during their holiday (excluding accommodation costs).
Satisfaction with Specific Services
We asked respondents to rate specific services and offerings on the island on a scale from 1 to 5.
Organized tours and excursions earned the highest average score of 4,19. However, it’s worth noting that just over a third of respondents used these services and could provide a rating, while 65% did not go on any organized tours.
The second-highest rated aspect of the tourism offering was accommodation, with an average score of 4,13, and less than 1% of respondents rated it below 3 (average).
Public space and beach cleanliness came in third with an average score of 4,08, suggesting there’s room for improvement. We believe that cleanliness, especially of beaches, should be a top priority given that natural beauty and beaches are the main motivators for visiting the island.
Restaurants and bars received a score of 3,92, indicating significant room for improvement. Several comments in the survey requested more high-quality restaurants offering authentic local cuisine.
In terms of the richness and diversity of the tourist offerings, Brač received an average rating of 3,83. There’s room for improvement, especially considering that tourists perceive the island as slightly more expensive. It's time to provide value for money.
The availability and quality of information for tourists received an average rating of 3,64. We believe we shouldn’t be satisfied with this barely-there 4. There’s plenty of room for better communication and presentation of our tourist offerings, both online and offline.
Tourists like to research and learn about restaurant offerings, excursions, and activities before they arrive. They also look up beaches, local events, and all the other locations they plan to visit.
This highlights a significant opportunity to enhance how we present and communicate our offerings, making information more accessible and appealing.
The lowest rating, at 3,19, was given to public transportation. The reality is that if a tourist wants to explore the island, they often need their own transport.
The availability of information on public transportation is very limited and often confuses tourists. The bus company’s website frequently fails to display schedules for future dates, making it challenging for tourists to plan their trips effectively.
Public transportation also includes ferry services, which, unfortunately, can be chaotic during peak season, especially for first-time visitors.
Standing in long lines under the scorching sun, with temperatures over 35 degrees, and without clear information or explanations, leaves a poor first and last impression of our island.
Finally, we asked if they plan to revisit Brač, and it’s heartening to see that 90% of respondents answered with a resounding “YES!”
How First-Time Visitors Perceive Brač
It’s interesting how tourists who visited Brač for the first time rated our island. The first impression is crucial, as it builds the foundation for a long-term relationship and encourages repeat visits.
Overall satisfaction with their stay on the island was slightly lower, with a rating of 4,66 compared to 4,71 from all respondents.
The highest-rated aspect was organized tours and excursions, which received a score of 4,43. However, it’s important to note that only about a third of new visitors participated in these activities.
Other areas that received higher ratings include:
- Quality of accommodation, with a score of 4,23
- Cleanliness of public spaces and beaches, scoring 4,20
- Availability and quality of information, with a score of 3,79
- Public transportation, rated at 3,22
Lower ratings compared to the overall survey were given to restaurants and bars, as well as the overall richness and variety of tourist offerings, both receiving a score of 3,79.
Key Takeaways
Demographics and Visitor Preferences
Older Audience: Over 90% of our survey respondents are 35 or older, with most falling into the 45 to 54 age group. This suggests that Brač is popular among an older demographic. To cater to their interests, we should focus on offering cultural and historical tours, cosy dining options, and relaxing accommodations.
Visitor Loyalty
High Return Rate: A fantastic 32% of respondents have visited Brač more than 10 times! However, only 11% returned after their first visit. This suggests we can enhance the initial experience to encourage more people to come back again and again.
Off-Season Tourism
Interest in Spring and Autumn: Nearly 50% of visitors come to Brač outside the summer months. This opens up exciting possibilities for promoting activities like hiking, cycling, or food tours.
However, to truly attract more visitors in the spring and fall, we must maintain high-quality services year-round. Restaurants, shops, and other offerings need to be open and accessible even outside the peak summer season.
By doing so, we can ensure that visitors have a consistently great experience, no matter when they choose to visit.
Influence of Family and Friends
Main Source of Information: Most people hear about Brač from family and friends, with only 11% finding out through social media. This highlights the power of word-of-mouth and the need to boost Brač's online presence, especially on social platforms.
Accommodation and Satisfaction
Good Accommodation, but Price Challenges: Private rentals are the top choice, and many visitors stay in their own properties.
However, almost half of the respondents feel that accommodation and service prices are high. We have a chance to diversify our offerings and adjust pricing to better fit different budgets.
Public Infrastructure
Low Ratings for Public Transport: Public transportation and ferry services received the lowest ratings, which could hinder visitors from fully exploring the island.
Improving the information available about public transport, making schedules more accessible, and enhancing ferry services can significantly boost visitor satisfaction and make it easier for them to navigate the island.
Arriving on Brač by ferry is the first impression visitors get of their trip, and leaving by ferry is their final memory. We must make these experiences as positive as possible. By ensuring that ferry services are reliable, comfortable, and efficient, we can leave a lasting impression that encourages visitors to return.
Value for Money
Need for Better Value: The variety of tourist offerings received an average rating of 3.83, showing there's room for improvement. Given that Brač is seen as a pricier destination, we need to make sure guests feel they’re getting good value for their money. This could mean better tourist packages, improved services, and added perks.
Maintaining Authenticity
Concern for Preservation: Some comments emphasized the desire for Brač to keep its unique charm and not become like nearby islands. As we develop tourism, it's crucial to focus on preserving our natural beauty and cultural heritage.
Expenditure and Economic Impact
Significant Guest Spending: With an average daily spend of €88.79 and a typical stay of 10.45 days, each guest contributes about €928 to the local economy.
This is valuable info for local businesses and can help us create offerings that encourage even more spending.
Current and Future Considerations
Meeting the Needs of Younger Tourists: The younger segment of tourists visiting the island for the first time tends to have higher expectations. Sun and sea are no longer enough.
Traditional tourist restaurants offering pizza, pasta, and grilled fish aren't what they’re looking for. They seek a modern approach with local, fresh, and authentic food.
Younger travellers are increasingly conscious of their health, the environment, and the well-being of their pets.
They want to ensure that their travel experiences align with their values, whether that means finding healthy dining options, staying in eco-friendly accommodations, or choosing destinations that are welcoming to their pets.
Catering to these preferences can help attract and retain this important demographic.
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We want to extend our sincere gratitude to everyone who participated in our survey. Your feedback is invaluable, and it helps us better understand your needs and improve the experience for all who visit our beautiful island. Thank you for taking the time to share your thoughts with us.
Important Notice: The survey, analysis, and interpretation of the results were not conducted by a certified expert in survey design. Additionally, the responses reflect the opinions of those who voluntarily participated and may not be fully representative of the overall tourist population visiting Brač. Thank you for your understanding!
