New study reveals why Croatians abroad considering a return home

Split

A new study has revealed what attracts members of Croatia’s business diaspora to consider returning home or investing in the country, Večernji list reported.

Conducted by economist Velimir Šonje, sociologist Dr Ivan Burić, and Antun Krešimir Buterin, president of the Meeting G2 association, the research titled “A Land Called Longing: How the Business Diaspora Sees Croatia” offers a rare glimpse into how Croatians abroad view their homeland, and what might encourage them to return.

The study surveyed 188 professionals, entrepreneurs and investors of Croatian origin living across Europe, North and South America, Australia and New Zealand between July and October 2024.

Although the sample was limited, the results provide valuable insights into the motivations and challenges facing the diaspora community.

The findings show that safety and family-oriented values remain Croatia’s greatest strengths.

Respondents praised the country’s sense of security, community, and support for families through childcare, parental leave and family-friendly policies.

These were rated far higher than in the countries where they currently live.

On the other hand, earning potential, living standards and bureaucratic hurdles were viewed as Croatia’s weakest points.

Nearly half of those surveyed (49%) have considered returning to Croatia, while 53% are thinking about investing within the next one to two years.

Around 6% said they are quite certain they will invest, 3% confirmed they will definitely do so, and one-fifth described investment as moderately likely. Interest in investing was highest among respondents from Australia, New Zealand and the United States.

The research also found that 36% of participants have already undertaken business activities in Croatia, not only in property but also in entrepreneurship and finance.

About 14% have founded a company, 3% have purchased an existing business, and 7% have invested in securities.

Those with business experience in Croatia rated the country’s business environment at 3.17 out of 5, with the highest ratings coming from South America (3.71) and the lowest from Canada (2.67).

When comparing daily life, respondents rated Croatia better than their current countries of residence in seven out of nine lifestyle categories, particularly for safety, interpersonal relationships and social support. However, the country scored lower for healthcare accessibility and average income.

Perhaps most striking is the emotional connection Croatians abroad continue to feel toward their homeland.

The study reports an average attachment score of 8.02 out of 10, compared with 5.9 for the countries in which they now live. This connection is especially strong among respondents from Canada (8.41) and Australia (8.30).

For 89% of participants, maintaining family ties with Croatia is important or very important, while 81% value friendship connections and 62% wish to sustain business links.

The authors believe this emotional bond represents a powerful foundation for encouraging return migration and investment. However, they note that Croatia must become a more attractive place for skilled work, innovation and entrepreneurship.

They argue the country could learn from Ireland’s experience, easing bureaucratic barriers, offering tax incentives, and developing a long-term national strategy to attract and retain talent from the diaspora.

As Dr Burić explains, “Emigrants from the EU and Australia tend to be more critical of Croatia because they live in stronger economies, while for many in South America, Croatia represents safety and stability.”

The research ultimately highlights that Croatia’s greatest asset remains its people and sense of belonging, qualities that continue to draw the diaspora homeward.