Value for money key as Croatia expands beyond sun and sea, tourism director says

Dubrovnik

The Director of the Croatian National Tourist Board (HTZ), Kristjan Staničić, has reflected on the latest tourism indicators, noting that growth outside the peak summer months is fully in line with Croatia’s long-term strategy.

Speaking on HRT’s evening news, Staničić explained that July and August have already reached their natural maximum, making it crucial to spread visitor numbers into the pre- and post-season.

According to eVisitor data, Croatia welcomed 17.2 million arrivals and 89.8 million overnight stays in the first eight months of this year.

This represents a 2% increase in arrivals and a 0.5% rise in overnight stays compared to the same period in 2024.

Of these, more than 86 million overnight stays were recorded on the Adriatic coast, while continental Croatia saw nearly 2 million, and Zagreb accounted for 1.8 million.

During the peak summer months, namely July and August, Croatia recorded 9.6 million arrivals and over 60.4 million overnight stays, which represents a -0.5 percent drop in arrivals and -1.3 percent in overnight stays compared to the same period last year.

Staničić emphasised that the shift towards pre- and post-season travel is not a concern but a positive trend.

“I believe there is no reason for worry or negative connotations. This is in line with our strategic objectives. Our goal is to grow in the pre- and post-season,” he said.

He added that internal market analyses show some countries reporting fewer overall trips, while others, including the United States and parts of Europe, continue to rise.

“July and August have reached their peak, and it is good that dispersion is happening across other months,” he noted, adding that HTZ will adjust promotional efforts accordingly for the coming year.

Beyond sun and sea

Asked whether Croatia offers enough beyond the traditional summer attractions, Staničić was confident.

“Croatia has a sufficiently diverse offer. More focus will be placed on cultural and congress tourism, health tourism, and nautical tourism. Added to this is gastronomy and wine, where Croatia has much to show,” he said.

Value for money remains key

Addressing the rise in tourist spending, Staničić noted that higher prices have contributed significantly.

“We have placed strong emphasis on value for money. Data shows that the most popular accommodation categories are hotels, campsites, and private stays of higher quality. This sends a clear signal to those at lower levels of quality to improve,” he concluded.

When viewed by county, the highest number of overnight stays from January to August was recorded in:

Istria – 25.2 million (+0.3%)
Split-Dalmatia County – 16.9 million (+0.6%)
Kvarner – 15.2 million (+0.1%)
Zadar County – 13.2 million (+0.2%)
Dubrovnik-Neretva County – 7.2 million (+1.5%)
Šibenik-Knin County – 5.5 million (on par with 2024)
Lika-Senj County – 3 million (+1.4%)

By destinations, Rovinj, Dubrovnik, Poreč, Umag and Split led in overnight stays during the first eight months of the year.