As global conversations around sustainable travel intensify, a new report from Booking.com reveals a significant shift in awareness among Croatian travelers. According to the company’s 10th annual Sustainable Travel Report, 50% of Croatian respondents now recognize the impact their trips have on local communities and the environment—a first since the study began. Even more striking, 66% of Croatian travelers say they want to leave the destinations they visit in better condition than they found them.
The report, based on insights from 32,000 travelers across 34 countries, focuses not just on how people travel, but also on how they perceive the presence of tourists in their own communities. This dual perspective provides a more nuanced view of both the benefits and challenges of tourism.
Residents Value Tourism—But Want Smarter Solutions
While more than a third of Croatian respondents (39%) feel tourism levels in their local area are appropriate, they also cited several concerns that come with growing visitor numbers. These include traffic congestion (47%), overcrowding (46%), littering (43%), and the rising cost of living (39%).
Yet despite these challenges, few support limiting tourist numbers outright. Instead, locals are calling for targeted investments to help manage tourism’s impact. The top priorities identified include:
Improved public transport (43%)
Better waste management systems (46%)
Stronger environmental protection measures (38%)
This shift suggests a growing preference for practical, long-term solutions that benefit both residents and visitors alike.
Positive Views of Tourist Behavior Prevail
Despite infrastructure concerns, the majority of Croatians hold a positive view of the tourists visiting their communities. Most said they observe visitors frequently respecting local customs and traditions and supporting local businesses, reinforcing the idea that tourism can coexist with community wellbeing when managed thoughtfully.
Sustainability Becoming the Norm
Over the past decade, Booking.com has tracked a steady rise in eco-conscious travel behavior. The report shows that practices such as reducing energy use and minimizing waste are now mainstream among Croatian travelers.
In 2020, 43% of global travelers said they turned off heating or cooling systems when leaving their accommodation. Among Croatians, that figure has now soared to 79%, reflecting a major shift in environmental responsibility.
The study also notes that travelers are expanding their focus from just ecological impact to include social and economic effects. For example, 41% of Croatians now consider off-season travel to reduce pressure on destinations, while 38% choose alternative, less crowded locations when planning their trips.
About the Survey
The research, commissioned by Booking.com, was independently conducted across 34 countries and territories. A total of 1,000 participants from Croatia took part. All respondents were over 18, had traveled at least once in the past year, planned to travel in 2025, and were actively involved in trip planning.
The findings come at a time when sustainable travel is no longer a niche concern, but an emerging expectation. Croatian travelers are not only more aware—they’re actively adapting their habits to ensure tourism benefits everyone, from locals to future visitors.