Croatia recorded a six percent increase in tourist arrivals and overnight stays this September compared to last year’s record-breaking month, Minister of Tourism and Sport Tonči Glavina announced on Tuesday. Speaking at the 9th international Tourism 365 conference, Glavina said that results for the year so far also show growth of around two percent in arrivals and one percent in overnights.
Glavina stressed that 2024 marked a turning point, as growth was not driven solely by the two peak summer months but by strong performance in both the preseason and postseason. “This confirms that Croatia is changing and that, through strategic frameworks and legal reforms, we are creating conditions for year-round tourism,” he said.
He urged the tourism sector to set prices “very wisely” for 2026, noting that this year’s results could have been even stronger with greater price competitiveness. “For the first time, European surveys show that price is the main motivator for travelers when choosing a destination,” he explained, warning that the trend is likely to intensify next year.
Glavina also highlighted significant growth in continental tourism, where unprecedented investments of around €350 million are being directed toward infrastructure for health and sports tourism, helping to attract visitors outside the summer months.
The conference also featured European Parliament member Nikolina Brnjac, who announced work on a new EU strategy for sustainable tourism, expected to address issues such as climate change, local community impact, and short-term rentals. “Croatia is already a good example through its new Tourism Law, which balances capacity with affordable housing for locals,” Brnjac said.
Maja Bakran Marcich of the European Commission confirmed that the EU’s first sustainable tourism strategy should be unveiled in spring 2026, tackling challenges including sustainable growth, artificial intelligence, workforce shortages, and education.
Conference organizer Ivana Kolar added that tourism’s share in the global economy is expected to double over the next decade, with one in eight jobs worldwide projected to be in the sector. AI is already reshaping travel habits, with around 30% of tourists now using it to plan their journeys.
This isn’t a dream. ???? It’s Croatia. It’s #findyourpomalo. ???? Taste the moment. Feel the light. ☀️ Stay a little longer.