Croatian tourism must transition from growth to development – MICE, investments and premium offer are key to competitiveness
According to data from the eVisitor system, which records tourist traffic generated in commercial and non-commercial accommodation facilities as well as nautical charter (eCrew system), 17.5 million arrivals and 90.5 million overnight stays were recorded in Croatia in the period from January to the end of August, representing a 1 per cent growth in both arrivals and overnight stays compared to the same period last year. Of this, 86.7 million overnight stays were recorded on the Adriatic coast, representing a growth of 0.5 per cent compared to last year, while on the mainland, including the city of Zagreb, 3.8 million overnight stays were recorded, which is 1 per cent more than last year.
Data from the eVisitor system also shows that more than 5 million arrivals and 31.4 million overnight stays were recorded in Croatia during August this year, representing a growth of 2 per cent in arrivals and 0.5 per cent in overnight stays compared to August last year. It is important to emphasise that this result marks the first time in history that 5 million tourist arrivals have been exceeded in August. In the eighth month, the highest number of overnight stays was recorded by guests from the markets of Germany, Croatia, Slovenia, Poland, Austria, Italy, Hungary, the Czech Republic and others. Looking by county, the highest number of overnight stays was generated in Istria, Split-Dalmatia County and Kvarner, while looking by destination, in Rovinj, Vir, Poreč, Medulin, Umag and Dubrovnik.
“Croatian tourism is competitive, and we can see this through all indicators, which is something we have put maximum effort into achieving. Behind us are a truly remarkable eight months and a summer season in which, despite numerous challenges, we achieved growth in key indicators. It is particularly important that we achieved this result under circumstances where the way people travel is changing. We have been saying all along that travel would be shorter and that guests would manage their budgets more rationally, and the difference between the growth in arrivals and the slightly milder growth in overnight stays confirms precisely these trends,” said Minister Tonči Glavina, adding: “Throughout the year, we monitored developments, reacted in a timely manner and directed activities where needed, and the tourism sector recognised this approach and made its full contribution through its engagement. That is why I want to thank the entire sector for its cooperation, commitment and readiness to respond to the challenges of this season, especially in terms of price competitiveness.”
When segmenting Croatia's tourism results by county, during the first eight months the highest number of overnight stays was recorded in Istria (25.4 million overnight stays), Split-Dalmatia County (over 17 million overnight stays) and Kvarner (15.2 million overnight stays), and looking by destination, in Rovinj, Dubrovnik, Poreč, Split, Umag and Medulin.
“The results achieved in the first eight months confirm that interest in Croatia remains very strong and that as a destination we have responded well to market challenges, as well as to changes in traveller behaviour, with people now making travel decisions much more carefully. I believe that, alongside the quality of Croatia’s tourism offering and the hard work of the entire tourism sector, the continuity of our promotional activities also contributed to this. During the year, we were very active in key source markets through integrated digital and marketing campaigns, stronger use of social media, PR activities and partnerships with airlines, tour operators and leading international platforms. An important part of the year is still ahead of us, and we are heavily focused on the post-season and the winter period. We want to maintain this positive momentum, but at the same time continue working on quality, competitiveness and greater value in Croatian tourism,” stated Kristjan Staničić, Director of the Croatian National Tourist Board.
Looking by markets, during the first eight months the highest number of overnight stays was generated by guests from Germany (16.9 million overnight stays), Croatia (11.7 million overnight stays), Slovenia (9.6 million overnight stays), Austria (6.3 million overnight stays), Poland (6.3 million overnight stays), the Czech Republic (4.5 million overnight stays), Hungary (3.7 million overnight stays), Italy (3.5 million overnight stays), the UK (3.2 million overnight stays) and others.
