Croatia’s summer tourism season holds steady despite concerns

Croatian coast

While this summer may not bring sensational growth in Croatian tourism, the overall outlook remains positive.

Despite complaints from some quarters that the coast appears quieter than usual, official data tells a different story.

Kristjan Staničić, Director of the Croatian National Tourist Board, told RTL Danas that the country is on the verge of hitting one million tourists per day.

“We are just a few days away from all data being fully recorded in the eVisitor system. I believe we will continue to track last year’s performance throughout July,” he stated.

Unlike previous years when July felt overwhelming with tourists, there is now more room for choice in both accommodation and pricing.

According to Staničić, this is not surprising.

“The year has its own rhythm. We anticipated that the first half of July would be slightly weaker than June. But half of July is still ahead. We expect July and August to be on par with last year’s results.”

Value for Money Still a Key Message

Asked about rising prices, Staničić stressed the importance of balance. “We always highlight the need to provide value for money – for a certain price, guests must receive appropriate quality. If we ensure this, there is no need to worry,” he said.

He explained that Croatia remains competitive compared to other Mediterranean destinations.

“We may be slightly more expensive in some areas, more affordable in others. The issue is more noticeable in the retail and hospitality sectors.”

Looking ahead to the rest of the summer, Staničić expects continued stability. “We do not anticipate significant growth, as we are already nearing our maximum capacity. But if the positive trend from June continues, I believe we will end the main part of the season in the black.”

A key meeting is taking place on Hvar this week, bringing together the Prime Minister, ministers and representatives of the tourism sector. While pricing will be a major topic, it will not be the only one.

“Tourism is a horizontal sector that affects many areas. It is encouraging that the Prime Minister is calling this meeting at the height of the season and in one of our most important tourist destinations. I believe this will lead to useful analysis and smart decisions,” Staničić noted.

On whether high prices could backfire next year, Staničić was clear.

“Every move made today will have consequences tomorrow. We are already preparing for the next tourist season. With good cooperation between the public and private sectors, we can face all challenges. That is why I appeal to everyone – let’s be smart.”

The Croatian National Tourist Board’s latest campaign carries a simple yet meaningful message: Pomalo – take it easy. It is a reminder not only to enjoy the moment, but also to ensure tourism remains rewarding and sustainable in the long term.