Published on
September 8, 2025
The 2025 tourism season in Croatia has shown a mix of ups and downs. Many travellers are worried about rising costs, yet crowds still flood in. Popular spots, heavily dependent on foreign visitors, feel pressure from the public image of being more expensive. To help tackle the problem, Croatia’s government rolled out the 2022-2026 Tourism Strategy, which tries to balance what a traveller pays with what they feel they receive, and seeks to shift the focus from volume to value in the country’s travel offer.
In the first quarter of 2025, Croatia recorded strong tourism results, with the number of overnight stays and the average occupancy rate in coastal regions remaining high. However, local tourism professionals have noted that the pricing perception has begun to affect the number of returning tourists and their spending habits, particularly from neighbouring countries where tourists are increasingly budget-conscious.
Growth Amidst Challenges: Novasol’s Positive Results
According to data from the Awaze Group, which owns the Novasol brand in Croatia, the country’s coastal regions saw steady demand in August 2025, with 220,000 guests arriving in Croatia, a 12 percent increase compared to the same month the previous year. Novasol also recorded over 1.3 million overnight stays, and the average occupancy rate in Dalmatia and Kvarner remained at an impressive 91 percent.
Istria, in particular, saw the most growth, cementing its position as a top tourist destination within Croatia. Meanwhile, the islands and Dalmatia continued to be the dominant attractions for domestic tourists. Despite these positive results, the overall season has been marked by a shift in traveller behaviour, with many visitors now seeking more value for money due to perceptions of high prices in the region.
The Need for Adjusted Pricing Policies in Croatia
To counter the negative perception of pricing, tourism authorities and rental partners have worked to establish new sales and pricing policies. Many local businesses and tour operators, especially those in the MICE sector (Meetings, Incentives, Conferences, and Exhibitions), have introduced more flexible pricing models and tailored offers to enhance value for visitors. This includes offering package deals and promotions to attract tourists and ensure the continued growth of the sector.
Croatia’s tourism industry has increasingly focused on providing value for money, especially as tourists from Germany, Austria, and Slovenia, traditionally strong source markets, are becoming more selective about where they spend their money. This demand for value-added services is expected to continue, with tourism officials emphasising the importance of price transparency to restore confidence and avoid losing visitors to competing destinations in Southern Europe.
Tourism Growth from Key European Markets
Despite the challenges, Croatia continues to see positive growth from its key source markets. Germany remains the leading market, showing a 15 percent increase in the number of visitors compared to August 2024. Other notable markets, including Austria and Slovenia, saw double-digit growth, with Danish visitors achieving record results, marking an 18 percent rise in the number of overnight stays.
These positive trends highlight that Croatia still holds great appeal for European travellers, particularly those seeking unique cultural experiences, scenic landscapes, and affordable travel options. The tourism sector will need to maintain this momentum and work on addressing the high price perception to continue attracting visitors in the coming years.
Looking Ahead: A Promising Future Despite Challenges
As early bookings for 2026 already show an uptick in demand, Croatia’s tourism sector remains optimistic. The growth in visitors, particularly from Germany, Denmark, and Slovenia, underscores the nation’s enduring popularity. However, tourism officials acknowledge that ongoing efforts to balance pricing with the value proposition of Croatian destinations will be essential to maintaining long-term growth.
The tourism sector’s ability to respond to shifting perceptions and manage visitor expectations will be crucial in the years ahead. As Croatia’s economy becomes more reliant on tourism, the industry must ensure it continues to deliver quality experiences while addressing challenges related to cost perceptions.
A Balancing Act for Croatia’s Tourism Industry
Though Croatia faces some visitor complaints about steep costs, its tourism sector persists in proving adaptable and expanding. Positioned as a premier draw for European holidaymakers, the country serves up a rich blend of cultural, historical, and natural attractions. By fine-tuning its pricing and emphasising quality-for-price ratios, Croatia will keep capturing the attention of both regional and overseas travellers, reinforcing its status as an enduring cornerstone of the European tourism scene.
