(Photo: HTZ)

Croatia is once again in the spotlight at one of the world’s most influential tourism events, the World Travel Market (WTM) in London.

Taking place from 4 to 6 November, the fair gathers global tourism professionals, with Croatia proudly represented by a delegation led by Minister of Tourism and Sport Tonči Glavina and Croatian National Tourist Board (HTZ) Director Kristjan Staničić.

The Croatian stand features 27 co-exhibitors, including regional tourist boards, national parks, and tourism companies, highlighting the country’s diverse offer,  from its coastline and islands to its rich gastronomy and year-round experiences.

Minister Glavina emphasised that WTM provides valuable insight into the trends that will shape the 2026 travel season, including traveller habits, destination preferences, and budget trends.

“We’re presenting Croatia as a high-quality and authentic destination offering excellent value for money and year-round appeal, just over two hours away from the UK,” said Glavina. “The UK remains one of our top ten markets, with a very positive perception of Croatia.”

According to Glavina, maintaining price competitiveness will be key in the coming year amid economic uncertainty in the UK. He urged the tourism sector to remain mindful when setting prices, especially for the main season, as British travellers increasingly favour off-peak travel.

(Photo: HTZ)

Strengthened partnerships with British travel companies

During the first day of WTM, Croatian representatives met with major partners such as Jet2.com & Jet2Holidays, EasyJet Holidays, ABTA, and Travel Weekly.

A key highlight was the signing of a cooperation agreement between HTZ and Jet2 Group, represented by HTZ Director Kristjan Staničić and Jet2’s Director of Corporate Affairs and Sustainability, David Neill. Jet2, the UK’s third-largest airline and a leading tour operator, currently connects eight British cities to Croatian destinations through 16 flight routes.

“This agreement further strengthens Croatia’s position as one of the most desirable Mediterranean destinations for British travellers,” said Staničić. “Partnerships like these, along with continuous marketing and a focus on quality, are vital for extending the main tourist season.”

(Photo: HTZ)

Strong growth from the UK market

Data from the eVisitor system show that between January and October 2025, Croatia welcomed 825,000 arrivals and 4.1 million overnight stays from the UK market, a rise of 1% and 2% respectively compared with the same period last year. British visitors most frequently stayed in Dubrovnik-Neretva and Split-Dalmatia counties, with Dubrovnik, Split, Konavle, Župa Dubrovačka, Rovinj, and Zadar among the most popular destinations.

(Photo: HTZ)

Promoting Croatia’s cultural and culinary richness

HTZ’s London Director Bisera Fabrio highlighted the importance of WTM for reinforcing Croatia’s image on the UK market.

“British guests appreciate Croatia for its natural beauty, cultural diversity, gastronomy, and high-quality accommodation. Events like WTM allow us to showcase those strengths, with growing media and partner interest each year,” Fabrio said.

This year’s WTM also introduced the WTM Trend Fest, a new cultural programme dedicated to gastronomy, wellness, pop culture, sport, and adventure. Croatia’s national gastronomic presentation featured top chefs Rudolf Štefan (Pelegrini, Šibenik) and Ante Udovičić (Lemongarden, Brač), who combined traditional Croatian flavours with contemporary culinary trends.

(Photo: HTZ)

Visitors also enjoyed tastings of Croatian wines, cheeses, and delicacies, organised by the Croatian Tourist Board and the Croatian Chamber of Economy. For the first time, the HTZ stand featured a “Find your Pomalo” corner, inviting guests to take a relaxing moment and experience Croatia’s easy-going Mediterranean lifestyle.

Croatian co-exhibitors included the tourist boards of Dubrovnik-Neretva, Split-Dalmatia, Zadar, and Šibenik-Knin counties, as well as Zagreb, Dubrovnik, Split, and Crikvenica, Croatia Airlines, HGK, and the Plitvice Lakes and Krka National Parks.