Croatia faces a battle for every guest, tourism boss says 

Brač

Croatia’s tourism sector has recorded encouraging early signs at the start of July, with preliminary figures showing around two percent more tourist arrivals in the first nine days of the month compared with the same period last year.

The latest figures come after Croatia recorded a decline in tourist arrivals and overnight stays in June compared with 2025, a drop that officials say was expected due to changes in the timing of public holidays and school holidays in key European markets.

Director of the Croatian Tourist Board (HTZ) Kristjan Staničić told RTL Danas there was no reason for concern, pointing out that the overall results for the year so far remained strong.

“We predicted that June would be slightly weaker compared with last year because of the different schedule of holidays and school breaks in some markets. When we look at cumulative results, which are the most important indicator, we have matched the results of last year’s record pre-season,” Staničić said.

He added that the summer season had already entered July with positive initial indicators.

Addressing ongoing discussions about prices in Croatia, Staničić said the country should not be viewed only through the level of costs, but through the overall value offered to visitors.

“Croatia is neither too expensive nor too cheap. What is important is value for money, that guests receive appropriate quality for the price they pay,” he said.

He noted that market conditions were influencing pricing decisions and welcomed efforts by parts of the tourism sector to adjust prices in response to demand.

A growing trend this year has been last-minute travel decisions, with visitors increasingly choosing destinations closer to their departure date.

“People are increasingly deciding on their destination at the last moment, and price is one of the key factors in that choice,” Staničić said.

Tourists comparing shopping prices

Staničić also commented on concerns from some foreign visitors regarding prices in Croatian shops.

He explained that many tourists stay in private accommodation, meaning they frequently shop in supermarkets and compare prices with those in their home countries.

“When they compare prices in Croatia with the same retail chains in their own countries, they see that some products are more expensive here. That is why everyone involved in tourism must remain flexible when setting prices,” he said.

He added that weaker June results in private accommodation and camps were also linked to holiday calendars in major markets such as Germany and Austria.

However, he expects those figures to balance out during the main summer season.

“Already in July, we are recording more arrivals than last year. The year lasts 12 months and results should be assessed after the main part of the season,” Staničić said.

Competition for every guest

Commenting on concerns from some accommodation providers that rising costs and new obligations make further price reductions difficult, Staničić said Croatia’s tourism strategy was focused on long-term sustainability.

“Croatian tourism must develop sustainably, and one of the biggest challenges is the current structure of accommodation capacity,” he said.

According to the first unofficial data, bookings for the summer season remain strong, although competition for visitors is expected to increase during the peak months.

“Booking is good, and according to information from the field, we can expect a battle for every guest during the peak season. I believe we will respond to all challenges and ultimately have another successful tourism year,” Staničić concluded.