Despite May drop, optimism grows for strong tourist season in Croatia

Dubrovnik

The head of the Croatian National Tourist Board (HTZ), Kristjan Staničić, has called for a measured and realistic view of Croatia’s tourism performance after a modest decline in May arrivals triggered alarmist headlines in parts of the media.

Speaking on national television HRT, Staničić stressed that dramatic and panicked media reports are unwarranted and risk damaging Croatia’s image in key international markets.

“There is no place for alarmist or panic-driven reporting that harms our country’s reputation abroad,” said Staničić.

May Figures Reflect Market Adjustments

Staničić acknowledged that tourist arrivals in May were lower than last year, but noted that this had been anticipated, especially following the later Easter period this year. He emphasised that June is already showing strong momentum and expressed confidence that the season will pick up significantly by July and August.

He pointed out that, while tourist capacities continue to grow, the rate of expansion has slowed compared to previous years. This year has seen the addition of around 8,000 new beds—a far smaller increase than in previous seasons.

The focus, he said, remains on finding the right balance between growth and sustainability.

“Our tourism year lasts all 12 months. After Easter, results were solid, and we expect a strong June. We believe the season will finish successfully by year’s end,” he said.

Competitive Pricing Still a Key Issue

On the issue of pricing, Staničić urged the tourism sector to act wisely and avoid unnecessary price hikes.

“We constantly appeal for smart and sensible pricing. Price must reflect quality—and vice versa. I hope lessons from previous seasons have been learned,” he stated.

While Croatia remains broadly competitive, Staničić highlighted the importance of monitoring pricing trends on a weekly basis to remain attractive to visitors.

He also noted a positive trend in hotel investments across the country, driven by government support and EU funding, particularly in continental regions. These developments are part of the broader goal to establish Croatia as a year-round destination with high-quality offerings.

In Dubrovnik, May tourism figures were slightly down compared to last year. However, private accommodation continues to expand, with 5% more beds available this year.

This increased supply has diluted reservation numbers slightly, contributing to a minor drop in official arrivals and overnight stays—down about 3%.

Tourism Minister Tonči Glavina pointed to a long-term imbalance between supply and demand, noting that while supply in private accommodation is rising rapidly, demand is increasing at a much slower rate—around 1% per year.

Despite the slow May, many in the hospitality sector remain optimistic. Last-minute bookings have also surged in the south, offering hope for a solid summer as tourists continue to plan closer to travel dates.