Croatia records strong pre-season tourism results with more than 440,000 people currently visiting 

Croatia

ZAGREB, 7 June 2026 – Croatia is enjoying a strong start to the tourism season, with more than 440,000 visitors currently staying in the country, according to Croatian National Tourist Board (HTZ) Director Kristjan Staničić.

Speaking on Croatian Radiotelevision’s Dnevnik evening news programme, Staničić said the positive pre-season figures demonstrate Croatia’s continued progress towards becoming a year-round tourism destination, one of the sector’s key strategic objectives.

“Pre-season results are excellent and Croatia is continuing its transformation into a year-round destination,” Staničić said, while noting that the pre-season period still accounts for only around 15 per cent of the country’s annual tourist traffic.

He added that the busiest months of the year are still ahead, with June already underway and July and August expected to be particularly dynamic for the tourism industry.

Following his recent appointment to a new term at the helm of HTZ, Staničić outlined several priorities that will remain at the centre of Croatia’s tourism strategy. These include strengthening both the pre-season and post-season periods, achieving a more balanced distribution of tourist traffic throughout the year, promoting continental Croatia, and improving year-round accessibility.

He also announced plans to deepen strategic partnerships with airlines and increase the focus on digital marketing channels. A new platform designed to support future tourism marketing campaigns is expected to be presented in the coming days.

Staničić stressed that maintaining Croatia’s position as a safe, high-quality and sustainable destination will remain a key priority.

Addressing concerns over rising prices, he said appeals from the Croatian Government, the Ministry of Tourism and HTZ had prompted a positive response from the tourism sector. According to Staničić, a number of hotels, campsites and private accommodation providers have adjusted their pricing, helping Croatia remain competitive within the Mediterranean market.

He added that similar pricing adjustments from other sectors, including retail and transport, would further strengthen the country’s competitiveness.

Commenting on higher flat-rate tax obligations for private accommodation providers, Staničić described the measure as a welcome step towards creating a more balanced accommodation market.

The measure forms part of a broader package introduced by the Government aimed at curbing excessive growth in the short-term rental sector. According to Staničić, early results are already visible, with long-term rentals increasing while short-term rentals have declined.

He said the change should contribute to a more favourable structure of accommodation capacity across the country.

“Today, demand is higher than supply,” Staničić noted, contrasting the current situation with previous years when accommodation supply outpaced demand.

Staničić also highlighted ongoing investment in Croatia’s hotel sector, describing it as a significant investment cycle affecting both coastal and continental regions.

He said the development of higher-quality hotel accommodation would further improve Croatia’s tourism offering and strengthen its competitiveness in the years ahead.