Price cuts urged ahead of Croatian summer tourist season

SPLIT, 11 May 2026 – Croatia’s tourism sector has been urged to reduce prices by up to 20 percent ahead of the peak summer season as concerns grow over rising travel costs and global economic uncertainty.

The tourist pre-season is already well underway in Split, with the city continuing to attract large numbers of visitors despite poorer weather during the first part of May. Americans, Britons and French tourists are currently among the most numerous visitors in the city.

However, uncertainty surrounding the global economy, combined with rising transport and accommodation costs, has made forecasts for the height of the summer season increasingly difficult.

Tourists visiting Split say prices have risen significantly compared with previous years, while concerns over flight cancellations and further price increases are also affecting travel plans.

At the same time, Croatia continues to invest in tourism promotion. The Croatian National Tourist Board (HTZ) and ACI recently organised a study trip through central Dalmatia for international journalists specialising in nautical tourism, highlighting Croatia’s position as one of Europe’s leading sailing destinations.

Questions remain, however, over whether Croatia is becoming too expensive for some visitors.

Leonie Meyer from German publication Yacht Exclusiv Boote told HRT Croatia still offers options for a wide range of travellers.

“It is difficult to say. There is something for everyone here. Families can sail here, but so can large yachts. Many Germans will certainly continue coming to Croatia because it is a nearby destination,” Meyer said.

Private accommodation providers also remain cautiously optimistic about the coming months.

Barbara Marković, president of the Croatian Family Accommodation Association, said many travellers who have already planned holidays are expected to continue with their trips despite rising prices.

“Those who have already planned their holidays will likely continue with their arrival plans. Once the warmer weather begins, even an increase of around €50 may not seem so significant. I believe prices will remain within these limits and will not escalate further,” Marković said.

Croatia’s Minister of Tourism and Sport, Tonči Glavina, acknowledged that travel costs are now at record levels globally, whether tourists travel by air or by car.

“Tourist travel has never been more expensive and we must adapt to that reality,” Glavina said, calling on all parts of the tourism sector to introduce promotional offers, reduce profit margins and create more attractive travel packages.

He added that Croatia should move towards discounts of between 10 and 20 percent in order to remain competitive.

Despite the appeal from the government, many tourism and hospitality businesses continue to face growing pressure from taxation and labour costs, making widespread price reductions difficult.

As the summer season approaches, much attention will now turn to last-minute bookings, which have traditionally played an important role in Croatia’s tourism market.