Published on
November 6, 2025
Croatian tourism is flourishing more than ever and captivating British tourists as evidenced by the six obtained awards at the London-held Wanderlust Reader Travel Awards. This achievement is especially significant as the awards are one of the most recognized awards in the UK travel industry and are based on the most popular travel destinations from the readers of Wanderlust Magazine. The 24th edition of the awards, which took place in the National Gallery, vindicated the widespread popularity of Croatia as one of the top destinations in Europe. This is clear from the amount and quality of travel choices obtained by this European country.
Wanderlust Reader Travel Awards is one of the most famous awards across the UK travel industry, and this year, they placed Croatia on multiple awards which reflects and addresses the increasing tourism potential of the country and the multitude of value.
Croatia Voted Among Europe’s Most Desirable Destinations
At the 2025 Wanderlust Reader Travel Awards, Croatia took home the second-place title for the most desirable country in Europe, a clear indication of its sustained popularity among British travelers. The country’s appeal extends beyond its coastline, offering a diverse range of experiences from vibrant cities to tranquil countryside escapes. The ranking reflects the country’s increasing visibility and preference among global travelers, particularly those seeking a combination of Mediterranean charm, history, and adventure.
Croatia’s stunning coastline, world-class islands, and cultural heritage continue to captivate tourists from the UK, bolstering the country’s status as a top European destination. British holidaymakers, known for their frequent visits to destinations in Southern Europe, have long considered Croatia a must-visit destination, and these awards affirm the country’s popularity among travelers.
Croatia’s Islands: A Dream Destination for British Tourists
One of the standout moments at the awards ceremony was Croatia’s ranking in the category of Europe’s most desirable islands. Croatia’s islands secured an impressive fourth place in the rankings, further establishing them as key attractions for tourists. With its clear blue waters, historic towns, and scenic landscapes, the Croatian islands, such as Hvar, Brač, and Korčula, continue to attract tourists who seek both relaxation and adventure in an idyllic setting.
The islands’ appeal is growing rapidly, as they offer a unique combination of natural beauty, outdoor activities, and cultural heritage. From hiking on rugged hillsides to enjoying pristine beaches, the Croatian islands cater to a wide variety of travelers. As more British tourists discover the serene and authentic charm of these islands, they are becoming an increasingly popular choice for European island destinations.
Dubrovnik: A Dual Victory for Croatia’s Premier City
Among the most celebrated winners at the Wanderlust Reader Travel Awards, Dubrovnik emerged as a true standout, taking home two significant accolades. The city was named the second most desirable European city, a remarkable achievement that underscores its enduring appeal. Known for its ancient walls, vibrant Old Town, and stunning coastline, Dubrovnik continues to captivate tourists seeking a combination of history, culture, and natural beauty. As a UNESCO World Heritage site, Dubrovnik has become a must-visit destination for those exploring the Mediterranean.
Beyond its popularity as a historical and cultural hotspot, Dubrovnik also received the Special Award for Sustainable Tourism. This prestigious recognition highlights the city’s efforts to promote responsible travel and protect its rich cultural heritage. Dubrovnik has taken steps to manage tourism in a way that ensures sustainability, balancing the needs of visitors with the preservation of its historic sites and local culture.
Sustainable tourism has become a priority for many popular destinations around the world, and Dubrovnik’s efforts in this area set an example for other cities. By promoting eco-friendly initiatives, limiting visitor numbers in certain areas, and focusing on quality experiences over mass tourism, Dubrovnik has managed to maintain its allure while protecting the integrity of its unique attractions.
Regional Recognition: Istria and Dubrovnik-Neretva County Shine
In addition to the success of its cities and islands, Croatia’s regions also received recognition at the awards. Dubrovnik-Neretva County, which includes the city of Dubrovnik and surrounding areas, was ranked sixth among Europe’s most desirable regions. This ranking underscores the county’s diverse offerings, which range from stunning coastal landscapes and ancient towns to rural retreats and outdoor adventure opportunities.
Istria, known for its picturesque hilltop towns, vineyards, and culinary scene, secured the seventh spot in the same category. Istria has become increasingly popular for tourists seeking a more relaxed pace of life, with its beautiful landscapes, Mediterranean climate, and world-class food and wine experiences. The region’s appeal to British tourists is growing, with many seeking to explore its rich cultural history, charming villages, and coastal beauty.
Both regions contribute significantly to the overall appeal of Croatia, offering visitors diverse experiences beyond the major cities. From the historical treasures of Dubrovnik-Neretva County to the serene beauty of Istria, these areas provide visitors with a deeper, more immersive Croatian experience.
Sustainability and Cultural Heritage: Croatia’s Continued Commitment to Responsible Tourism
Croatia’s success at the Wanderlust Reader Travel Awards highlights the country’s ongoing commitment to promoting sustainable tourism and preserving its cultural heritage. The country has made significant strides in ensuring that tourism development aligns with environmental and social responsibility. Initiatives that promote eco-friendly travel, sustainable infrastructure, and the preservation of local traditions are central to Croatia’s tourism strategy.
The recognition of Dubrovnik’s sustainable tourism efforts is a testament to the importance of balancing the demands of tourists with the need to protect Croatia’s natural and cultural assets. By emphasizing sustainable practices, Croatia is ensuring that its destinations remain appealing for future generations while supporting local communities and economies.
The Impact on Croatian Tourism: Building on Success
Winning multiple awards at the Wanderlust Reader Travel Awards not only affirms Croatia’s status as a leading European travel destination but also provides a boost to the country’s tourism industry. The recognition from British travelers and the wider international audience is expected to increase Croatia’s visibility as a top choice for holidays, cultural tourism, and sustainable travel.
As the tourism sector continues to recover and grow, these accolades will help attract new visitors to Croatia, particularly from the UK, one of the country’s key source markets. The success of destinations like Dubrovnik, Istria, and the Croatian islands is a testament to the country’s ability to offer high-quality travel experiences that cater to diverse tastes and preferences.
Croatia’s Bright Future as a Premier European Destination
The Wanderlust Reader Travel Awards 2025 confirmed what has been observed in recent years—Croatia is still on the rise as a more dynamic and desired destination for global travelers. With a gorgeous coastline and vibrant cities complemented by a commitment to sustainable travel, Croatia is still a destination for those who wish to experience luxury tourism in an authentic environment.
Building on the recent awards, Croatia is likely to further endear itself to British holidaymakers and tourists from other countries. From the ancient streets of Dubrovnik to the relaxing islands, and the rich cultural Istria, the country has a rare and captivating blend of features, making every visit memorable.
