Seasonality is one of the GREATEST challenges in the development of tourist destinations. Zadar County, as one of the most typical family seaside destinations, is known for having a strong tourist season lasting from mid-June to early September. Although Zadar County has 2,530 hours of sunshine and an average annual temperature of 14.9C, this 3,000-year-old city is poorly visited outside the peak season. The Zadar County Tourist Board recognized that the introduction of better air connections with outbound markets would be one of the opportunities for a reduction in seasonality. The goal was to extend the season from early May and increase the number of visitors from the UK and Scandinavian markets. The tourist board decided to make the airport, which is located 7 km from the center of Zadar, the base for the low-cost airlines/carriers (LCC). The LCCs recognized that the implementation of ICT technologies in their business would not only serve as a new sales channel but also as a powerful marketing tool. This would be advantageous in reaching the target population through promotional activities and achieving a higher response level. Eventually, they could optimise their capacity. The destination recognised the potential for implementing the phrase value for time in their business through the use of fast and inexpensive transportation, which improved accessibility to the destination for more remote outbound Croatian markets. At the same time, plans were devised to harness the power of new technology, which had already been developed by the LCCs to achieve competitive advantage. While implementing this strategy, the destination was faced with numerous challenges. First of all, it was necessary to change the domestic perception of tourism development based along the road to the airport. This perception was founded on the fact that Zadar County is the closest coastal destination to the highway that connects the Croatian coast with central Europe, its primary outbound market. In order to achieve these objectives, the destination had to answer the following important questions:

• How is it going to cover the required promotion costs owed to the LCC?
• Who are the visitors that use this kind of transport (guest profile)?
• Is the destination ready for this kind of visitor and how is it going to adapt?