Published on
November 4, 2025
At the 2025 World Travel Market (WTM) in London, Croatia’s tourism officials took the opportunity to highlight their strategy for growth in 2026 and beyond. Held from November 4 to 6, WTM is a key event for the global travel industry, drawing thousands of professionals to discuss emerging trends, future opportunities, and partnerships. Croatia’s presence at this prestigious fair underscored its ambition to attract a broader range of international visitors, with a particular focus on the growing UK market and an emphasis on year-round tourism offerings.
While Croatia has long been a popular summer destination for sun-seekers, the focus of its WTM 2025 campaign was to position the country as an all-seasons destination. Croatia is striving to extend its tourism season and cater to travelers looking for cultural, culinary, and eco-tourism experiences outside the peak months. With its rich history, stunning landscapes, and diverse offerings, Croatia is working to demonstrate that there’s much more to discover year-round.
UK Market: A Strong and Growing Connection
The United Kingdom has long been one of Croatia’s most important international markets, and its role is set to grow even further in the coming years. Croatia’s close proximity to the UK—just a short flight away—has always been a key selling point, and this was highlighted at WTM 2025. Croatian tourism officials emphasized how the UK remains a top source market, with British travelers consistently ranking among the highest in terms of arrivals and overnight stays.
According to the latest research by the Association of British Travel Agents (ABTA), Croatia is among the Top 15 destinations British tourists plan to visit in 2026. This growing interest reflects Croatia’s ability to offer high-quality experiences at an affordable price, combined with its accessibility. The Croatian tourism sector is working to expand its offerings to match the evolving preferences of British travelers, who are increasingly seeking authenticity, unique experiences, and sustainable travel options.
A Shift Towards Off-Peak Travel
A key trend emerging from the UK market is the increasing demand for off-peak travel. British tourists are looking for quieter, more relaxed travel experiences outside the traditional summer months, and Croatia is well-equipped to meet this demand. Whether it’s visiting historic cities like Dubrovnik or exploring Croatia’s national parks in the spring, the country offers plenty of opportunities for travelers seeking to avoid the crowds and enjoy a more authentic experience.
Croatia’s tourism strategy aligns with this shift, focusing on diversifying its offerings for the off-season. From cultural festivals and local culinary experiences to wellness retreats and hiking in the country’s beautiful parks, Croatia has something for every type of traveler. With British tourists increasingly opting for experiences beyond the summer high season, Croatia is looking to expand its year-round appeal.
In addition to this shift, economic factors have made travelers more conscious of their budgets. Croatia’s affordability—along with its rich cultural, historical, and natural offerings—makes it an ideal destination for those seeking quality experiences without the high price tag. This pricing strategy ensures that Croatia remains an attractive alternative to other European destinations, even as travelers become more mindful of their spending.
Jet2 Partnership: Enhancing Connectivity Between the UK and Croatia
A highlight of Croatia’s presence at WTM 2025 was the announcement of an enhanced partnership with the Jet2 Group. The new Cooperation Agreement aims to strengthen air connectivity between the UK and Croatia, making it even easier for British tourists to access Croatian destinations. With 16 direct routes already connecting Croatia with major UK cities, the expanded partnership will continue to promote the destination as an accessible, year-round travel option.
Jet2’s extensive network ensures that British tourists can travel to Croatia with ease, whether it’s for a summer holiday on the coast or a quieter winter retreat in one of the country’s charming inland cities. The growing collaboration with Jet2 reflects Croatia’s commitment to making travel to the country easier and more affordable, fostering the growth of tourism even during off-peak months.
Positive Growth in UK Arrivals
Croatia’s efforts to engage the UK market are paying off. According to the eVisitor system, the UK accounted for 825,000 arrivals and over 4 million overnight stays in Croatia in 2025, reflecting a 1% increase in arrivals and a 2% rise in overnight stays compared to the previous year. These figures show that Croatia’s appeal is not limited to the peak summer months but is expanding to a broader audience.
British visitors have gravitated toward Croatia’s coastal cities, such as Dubrovnik, Split, and Zadar, as well as the Istrian region, with its charming towns and excellent cuisine. However, more and more British tourists are venturing off the beaten path, exploring lesser-known destinations and enjoying the quieter side of Croatia that many overlook during the busy summer season.
Sustainability at the Forefront
Sustainability remains a major focus for Croatian tourism. At WTM 2025, Croatia’s tourism officials underscored the country’s commitment to promoting eco-friendly travel options. With travelers becoming increasingly mindful of their environmental impact, Croatia has positioned itself as a destination that values conservation and sustainability.
The country’s pristine natural environments, including its national parks, island chains, and protected areas, make it a natural choice for eco-tourism. Croatia is working to preserve its cultural heritage while ensuring that tourism benefits local communities and contributes to environmental protection. From green tourism initiatives to responsible travel practices, Croatia is striving to offer travelers the chance to explore the country in an environmentally conscious way.
A Culinary Showcase at WTM Trend Fest
A standout feature of Croatia’s WTM 2025 participation was its involvement in the WTM Trend Fest, a new cultural zone dedicated to food, wellness, and adventure. Croatia’s rich culinary traditions were showcased through live cooking demonstrations and tastings of local dishes, providing visitors with a taste of the country’s gastronomic delights.
Croatian chefs highlighted the country’s fresh ingredients, including seafood, olive oil, and wine, as well as regional specialties. The country’s “Pomalo” lifestyle philosophy—a slow, unhurried approach to life—was also presented, inviting visitors to embrace Croatia’s laid-back charm. This was further reinforced by the welcoming atmosphere of Croatia’s stand, where visitors could experience the relaxing pace of life that characterizes much of the country.
Looking Ahead to 2026: Croatia’s Tourism Goals
As Croatia looks toward 2026, the tourism strategy will focus on strengthening its position in key markets like the UK while continuing to build its year-round appeal. The country’s commitment to sustainable travel, combined with its rich cultural heritage, natural beauty, and affordability, ensures that it will remain a top destination for travelers seeking authenticity and value.
Croatia’s proactive approach to tourism—through enhanced partnerships, an expanded range of experiences, and a focus on sustainability—ensures that the country will continue to attract a diverse range of visitors in the years to come. Whether it’s through cultural tourism, culinary experiences, or eco-tourism, Croatia is poised to remain one of Europe’s most compelling destinations.
