Tourism trends and their impact on Croatia

Croatia has to react to three main trends to successfully position itself in the global tourism market. These trends include an increasing willingness to pay more for added value, more frequent holidays and a focus on older customers with more spending power.

The current number of overnight stays in Croatia has reached only 77% of the 1989 level. This is due to an insufficient focus on target groups, extreme seasonality (no off-season offerings) and hotel shortages, especially in the 4 and 5 star segment. Croatia needs to develop an integrated tourism strategy, clearly position its regions according to service levels and guest segments and also prepare a development plan by region.

Croatia has the potential to position itself as a global full-year premium destination.