Croatia Tourism 2026: Major shift in visitor habits

Croatia’s 2026 tourism season is showing a noticeable change in visitor behaviour, with overall numbers broadly holding up but tourists increasingly booking later and staying for shorter periods.

According to an analysis published by Zadarski list, August tourism figures so far are broadly similar to last year, although many destinations remain slightly below 2025 levels. The peak season has also been characterised by a rise in “ultra last-minute” bookings, suggesting visitors are still travelling to Croatia but are becoming more cautious about when and at what price they book.

One of the most significant changes is the shifting structure of Croatia’s foreign tourist markets. Germany, traditionally Croatia’s strongest international market, is recording declines in several destinations, while Austria is also weaker. At the same time, domestic visitors and tourists from Central Europe and Italy are helping maintain overall numbers.

On the Kvarner coast, around 645,000 visitors were recorded between 1 and 23 August, roughly in line with last year, while overnight stays reached about 4.3 million, around 1% lower. Hungarian overnight stays increased by 18%, while Poland and Czechia also recorded growth. Notably, Croatian visitors have overtaken Germans in arrivals on the Kvarner during the year to date.

On the island of Krk, 195,800 tourist arrivals were recorded between 1 and 22 August, up 1% on the same period last year. Overnight stays, however, fell 1.5% to just under 1.5 million.

Petar Škarpa, director of the Krk Tourist Board, said the figures do not indicate weaker interest in the island, but rather changing holiday habits and shorter average stays.

Private accommodation recorded 2.8% more arrivals, while overnight stays fell 1.5%. Camps recorded a 4.1% decline in overnight stays and hotels 2.6%.

Germany remains Krk’s largest foreign market. In contrast, Hungary recorded strong growth, with almost 25,000 arrivals, up 21.4%, and 123,000 overnight stays, up 18.6%. Poland and Czechia also recorded increases.

Germany has generated more than one million overnight stays since January, although this is 3.7% lower year-on-year. Hungary is up 15.2%, Czechia 10.5% and Poland 3.6%. Slovenia, with more than 1.03 million overnight stays, is now almost level with Germany.

Stronger September expected

On Mali Lošinj, 62,900 arrivals and 531,192 overnight stays were recorded between 1 and 23 August, representing declines of 1.76% and 0.81%, respectively.

Slovenia, Germany, Croatia, Italy and Austria remain the leading markets, while Polish visitors have increased by around 20%, with growth also recorded from Serbia, Czechia and Hungary.

Since the beginning of the year, Mali Lošinj has recorded around 240,000 arrivals and more than 1.7 million overnight stays. Hotel overnight stays are particularly strong, increasing 6.76%.

Tourist Board director Dalibor Cvitković said August results were close to last year’s levels and expressed expectations for continued positive results in September and the rest of the shoulder season.

Zadar remains close to last year

In Zadar County, around 475,000 tourists recorded approximately four million overnight stays from the beginning of August until the previous weekend.

Croatian visitors generated more than 1.1 million overnight stays, followed by Germans, Slovenes, Hungarians, Czechs and Slovaks.

Since the start of the year, around 1.7 million arrivals and more than 12 million overnight stays have been recorded.

Tourist Board director Vanja Čvrljak said the main season was currently at approximately last year’s level, describing the results as strong given the challenging tourism environment.

He expects September and the shoulder season to remain important, particularly with good air connectivity and visitors not tied to school holidays. Such travellers are increasingly choosing shorter breaks and city-break trips outside the peak summer period.

Istria recorded around 6.6 million overnight stays between 1 and 23 August, approximately 1% below last year. The region has also seen a return of Italian visitors, with around 660,000 Italian overnight stays, up approximately 7%.

Germany remains Istria’s largest market with around 2.2 million overnight stays, although this is 3% lower than last year. Slovenia follows with around 680,000, while Italy is third.

Year to date, German overnight stays are down 1%, Slovenian stays are up 1%, Austrian stays are down 4% and Italian stays 8%. Croatian overnight stays, meanwhile, are up 7%.

The figures indicate that Croatia continues to attract strong visitor numbers, while shorter holidays and changing source markets are increasingly shaping the country’s tourism performance.