Croatia showcases diverse tourism offer at Munich’s f.re.e fair, strengthens key German partnerships

(Photo: HTZ)

Croatia is presenting its full and diverse tourism offer at the f.re.e travel and leisure fair in Munich, reinforcing its strong position on the crucial German market and deepening strategic partnerships for 2026 and beyond.

The fair, held in Munich from 18 to 22 February, is of particular importance to Croatian tourism. Bavaria remains the single strongest German region for travel to Croatia, accounting for nearly 40 per cent of all German arrivals.

A Croatian delegation led by Tourism and Sports Minister Tonči Glavina and Croatian National Tourist Board (HTZ) Director Kristjan Staničić visited the Croatian stand, alongside Vladimir Duvnjak, Consul General of the Republic of Croatia in Munich.

Germany Remains Croatia’s Leading Market

Germany continues to be Croatia’s most important outbound market. In 2025, German visitors generated 3.2 million arrivals and 22.3 million overnight stays in Croatia.

Vladimir Duvnjak, Nera Miličić, Michaela Kaniber, Tonči Glavina, Kristjan Staničić (Photo: HTZ)

Minister Glavina highlighted that while Germans remain keen travellers, price sensitivity and value for money remain key considerations.

“Germany is our most important market. Visitors from Bavaria alone account for almost 40 per cent of all German tourists to Croatia. While demand remains strong, competitiveness in pricing and quality continues to be our focus,” Glavina said.

At this year’s fair, Croatia is represented by a record 30 co-exhibitors, showcasing the country’s diverse tourism products, from coastal and island destinations to national parks, cultural heritage and gastronomy.

New €200,000 ADAC Agreement Signed

A key outcome of the Munich visit was the strengthening of cooperation with ADAC, Europe’s largest automobile club whose ratings and travel recommendations significantly influence millions of travellers.

During a visit to ADAC’s headquarters, the Croatian delegation met Karlheinz Jungbeck, President for Tourism at ADAC, and Carsten Cossmann, Head of Tourism. A new cooperation agreement worth €200,000 was signed for 2026.

Cossman and Staničić (Photo: HTZ)

The year-round integrated campaign will focus on both online and offline promotion of Croatia’s destinations, highlighting cultural and historical heritage, preserved nature and regional diversity. Discussions also covered Croatia’s tourism strategy, with a particular emphasis on strengthening pre- and post-season travel and implementing smart pricing policies.

This marks the fourth consecutive year of joint activities between Croatia and ADAC.

Strategic Meetings and Lufthansa Partnership

The delegation also held meetings with key German travel industry stakeholders, including:

• Dertour

• Komoot

• Studiosus Reisen

In addition, cooperation with Lufthansa will begin in 2026, positioning the airline as one of Croatia’s strategic partners and further strengthening air connectivity between the two countries.

Strong Ties with Bavaria

During the fair, the Croatian delegation met with Michaela Kaniber, Bavaria’s Minister for Food, Agriculture, Forestry and Tourism. Both sides emphasised the excellent and long-standing cooperation between Croatia and Bavaria in tourism.

Croatia presented progress on its sustainable tourism reform, particularly in accommodation infrastructure and policies aimed at encouraging year-round and regionally balanced tourism development.

HTZ Director Staničić underlined Bavaria’s importance, noting the strong loyalty of Bavarian guests, geographic proximity and excellent road and air connections, all of which make Croatia an easily accessible destination throughout the year.

Tourism and Sport Synergy

Visitors to the Croatian stand were particularly enthusiastic about the appearance of Croatian international footballer Josip Stanišić, who plays for FC Bayern Munich.

Josip Stanišić (Photo: HTZ)

His presence formed part of a strategic partnership between the Croatian National Tourist Board, the Istria Tourist Board and FC Bayern Munich, demonstrating the powerful synergy between tourism and sport.

“Sporting ambassadors play a key role in strengthening Croatia’s international image,” Minister Glavina said.

The Croatian stand features 30 co-exhibitors, including tourist boards, national parks, hoteliers, agencies and transport providers.

Staničić, Kaniber, Stanišić, Glavina, Duvnjak, Miličić (Photo: HTZ)

In cooperation with the Croatian Chamber of Economy, visitors enjoyed tastings of premium Croatian wines and cheeses. Additional highlights included tastings of Makarska cake, performances by the Tempet Folklore Ensemble, and weekend appearances by the Munski Zvončari bell ringers from Kvarner.