Registration open for Croatian Tourism Days 2026
At the beginning of November, the World Travel Market (WTM) is traditionally held in London as one of the largest and most important travel trade shows in the world, where the Croatian National Tourist Board is once again presenting Croatia's overall tourism offer this year. Taking part in the trade show, which runs from 3 to 5 November, is a Croatian tourism delegation led by Minister of Tourism and Sport Tonči Glavina and Director of the CNTB Kristjan Staničić, with 32 co-exhibitors presenting their offer at the Croatian stand.
"Signals from the British market are positive for Croatia; this is one of our most important source markets, from which we continuously achieve very good results, and British guests are among those with the highest average daily spend in Croatia. This is precisely why we are using our appearance at WTM for a series of meetings with leading British tour operators, airlines and other partners, with a special focus on strengthening air connectivity, further growth in tourist traffic and developing cooperation in 2027. British market research shows that guests are paying more attention to the quality of the offer and value for money, seeking travel outside the main summer months, shorter city breaks and authentic experiences. These trends align directly with the direction in which we are developing Croatian tourism – towards higher quality and competitiveness, a more diverse offer and more balanced tourism activity throughout the entire year. Our goal is to further strengthen Croatia's position on the British market, but also to ensure that the further development of tourism brings greater value to our destinations, the economy and local communities," said Minister Tonči Glavina.
During the first day of the trade show, meetings were held with representatives of partners and organizations such as Jet2.com & Jet2Holidays, EasyJet Holidays, British Airways, TravelZoo, Love Holidays, the Association of British Travel Agents (ABTA), CBS Travel, Travel Weekly and others. Key topics included past activities and results, with certain partners announcing additional expansions in their programs to Croatian destinations. This is best confirmed by the latest ABTA trend survey, according to which demand for travel on the British market remains strong despite rising living costs, geopolitical uncertainties, air traffic disruptions and climate change. Namely, as many as 88 percent of respondents took at least one holiday during the previous 12 months, which is one percentage point higher than a year earlier and equal to the 2019 figure. An important indicator of the study is Croatia's position, ranking 13th on the list of global destinations British travelers plan to visit in the next 12 months, confirming the competitive position of our country on the important UK market.
"The British market is very important for Croatian tourism given that it is a country entering the top 10 markets from which we generate the highest tourist traffic, and the recently published results of the TOMAS study show that Brits are the second highest spending guests, right behind the leading Americans. On the UK market, we also notice an interesting shift that opens up additional potential for Croatia, namely city break tourism, which has become the most popular form of holiday for British guests. In this context, Croatia is an attractive destination for them due to its proximity, so we will carry out investments and activities aimed at further strengthening air traffic to Croatian destinations throughout 2027 as well, while continuing to prioritize further enhancement of the overall tourism offer's quality," stated Kristjan Staničić, adding that Croatia holds a stable position on the market, as confirmed by numerous partners during discussions.
Positive trends from the UK market are also reflected in tourist traffic results, specifically data from the eVisitor system, according to which 841 thousand arrivals (+2%) and 4.1 million overnight stays (+1%) were recorded from this market in our country during the first 10 months. Brits recorded the highest number of overnight stays in Dubrovnik-Neretva and Split-Dalmatia counties, and by destination in Dubrovnik, Split, Konavle, Župa dubrovačka, Rovinj and Zadar.
"Our partners on the British market recognize Croatia not just as a summer hit, but as a destination of high value, authenticity and exceptional diversity. What makes us particularly pleased is the fact that British tour organizers are actively expanding their programs, directly contributing to the extension of the main part of the tourist year. Today more than ever, British travelers seek authentic experiences, premium gastronomy, preserved nature and rich cultural heritage. Our focus on promoting sustainable tourism and offers outside the summer season resonates perfectly with trends on the UK market, where younger generations and seasoned travelers pay increasing attention to the environmental and social responsibility of the destination," believes Bisera Fabrio, Director of the CNTB Representative Office in London.
The complete presentation of Croatian food and wine was rounded off with a tasting of Croatian wines held at the Croatian stand in cooperation between the Croatian National Tourist Board and the Croatian Chamber of Economy. At the trade show, Croatia presents itself within its exhibition stand featuring a recognizable visual identity, with panels and video walls decorated with multimedia content linked to the new promotional video "Croatia – I hear it's beautiful" starring John Malkovich.
