Croatia is increasingly establishing itself as a year-round tourist destination, in line with the goals of current tourism policies, said Minister of Tourism and Sports Tonči Glavina on Monday. He pointed to positive data and trends in tourism traffic and revenue outside the main season as proof.
Tourism Growth Driven by Off-Season Performance
When asked about current tourist figures, Glavina explained that monthly tourism traffic during the pre-season largely depends on the holiday schedules of source markets, so it’s not meaningful to look at individual months in isolation.
He highlighted a “very good June” with a more than 4% increase in arrivals and overnight stays.
Glavina also referred to data from the Croatian National Bank, showing that in the first quarter of this year, €865.5 million in revenue was generated from foreign tourists—€54 million or 6.6% more than the same period last year.
“This is the best proof that we are moving in the right direction—that Croatia is becoming a year-round tourist destination,” said Glavina, speaking from an official visit to Šibenik-Knin County.
He emphasized that during the peak season, the goal is not further growth, but the transformation of Croatia into a year-round and sustainable tourism destination. This includes managing growth during the most crowded months and encouraging growth in periods where there is still capacity.
Šibenik Leading the Way
Speaking about the City of Šibenik and the wider county, Glavina noted that they have experienced the largest tourism growth in Croatia in the first six months of 2024, showing strong awareness of the transition toward year-round tourism.
“Price Talk” Reserved for Off-Season
When asked about the perception that Croatia is expensive and that tourists are choosing other destinations, Glavina responded that such topics dominate the Croatian media and “immediately reflect on our largest markets, causing tremendous damage.”
He said that price discussions are best saved for autumn and winter, and that the current focus should be on presenting Croatia as a destination offering good value for money.
He cited a study indicating that prices in Croatia are 14% lower than in Germany.
“In any case, we must leave pricing topics for autumn and winter,” Glavina said, adding that Croatians are traveling within the country more than ever before, which he sees as a sign of rising living standards.