Are rising prices putting tourists off Croatia? Depends who you ask

Dubrovnik

Recent British media reports have raised concerns about rising prices in Croatia and their impact on tourism.

According to Express, Croatia is no longer seen as the affordable summer destination it once was, particularly for travellers from Germany, Austria, the Czech Republic and Italy.

Over the last three years, prices in the country have reportedly increased by up to 50%, putting Croatia at a disadvantage compared to competitors like Spain and Greece, where prices have risen by a more modest 20%.

This has led, they reported, to a noticeable decline in the number of visitors, overnight stays and overall tourist spending.

Despite common assumptions, rising prices in Croatia are not linked to higher VAT rates or energy costs. In fact, Croatia enjoys one of the lowest energy prices in the EU and a favourable VAT rate of 13% for the tourism sector.

The real driver behind the surge in prices, British media say, lies in operational costs within the hospitality industry. Increased expenses for accommodation providers and restaurants have been passed on to customers, making holidays more expensive and potentially deterring repeat visits.

In the peak of last year’s summer season, Croatia still experienced a drop in foreign tourism revenue, down by 0.7% compared to the previous year.

Some tourists have voiced frustration, with one Norwegian traveller writing in an online review: “Everything is much more expensive than before. Prices have doubled or even tripled in just two years. I’m not sure we’ll return.”

Despite these concerns, official data from the Croatian Bureau of Statistics tells a more optimistic story.

In April 2025 alone, Croatia recorded 1.2 million tourist arrivals and 3.3 million overnight stays in commercial accommodation – up 14.8% and 18.4% respectively compared to April 2024.

The trend continues from 2024, which saw over 21.3 million arrivals and more than 108.7 million overnight stays, marking a 4% increase in arrivals and a 1% rise in overnight stays compared to 2023.

According to the Croatian National Bank (HNB), income from international tourists reached €14.99 billion in 2024, marking a 2.7% increase compared to 2023. 

The last quarter of 2024 was particularly strong, bringing in €1.798 billion—a 10.1% rise compared to the same period in 2023. That’s an increase of €164.6 million year-on-year.

There is still strong demand in Dubrovnik this summer, and it appears that regardless of prices, premium locations will continue to attract demand