Tourists spend €170 daily in Croatia, compared to €250 in Italy and Spain

Croatia

Despite concerns over high prices, Croatia’s tourist season in 2025 is off to a mixed but ultimately hopeful start, with signs of recovery following a weaker spring.

In May, tourist arrivals dropped by 9 percent compared to the same month last year, while overnight stays fell by 17 percent.

Notably, the number of German tourists halved. However, early June showed a promising rebound with up to 20 percent more tourists than last year, reviving optimism among tourism professionals.

As Poslovni.hr reports, one major talking point remains the amount tourists spend per day. In Croatia, this figure averages €170.

By comparison, tourists in Italy and Spain spend around €250 daily, while in Portugal, spending exceeds €400.

Hrvoje Stojić, Chief Economist at the Croatian Employers’ Association (HUP), notes that despite nominal income growth, the sector’s real income has fallen by 8.6 percent since 2019 due to rising prices and inflation.

He warns that Croatia’s tourism model, still dominated by short-term rentals with limited added value, makes it difficult to attract higher-spending visitors.

Since 2019, restaurant prices in Croatia have surged by 51.6 percent, compared to a 21.5 percent rise across the Mediterranean. Hotel prices have also increased by 43 percent, well above the Mediterranean average of 24 percent.

Experts agree that the key challenge is not the number of tourists, but the structure of accommodation and the quality-to-price ratio.

With hotels making up just 9 percent of total capacity in Croatia—compared to over 43 percent in other Mediterranean destinations, the potential for growth remains limited.

Branko Lelas of the Croatian Chamber of Economy is cautiously optimistic.

He points out that real results will only become clear in July when the high season reaches full swing. Booking trends suggest last-minute reservations are becoming more common, favouring countries like Croatia with strong infrastructure and proximity to major European markets.

While concerns persist, most forecasts point to a stable or slightly improved season. Still, if Croatia wants to match its Mediterranean peers, boosting spending per tourist through quality improvements must become a long-term priority.