How travellers search, where interest is rising, and what global tourism trends mean for Croatia’s position were the focus of a presentation by Skyscanner commercial managers Chelsea Tessendorf and Lisa Brown at the Days of Croatian Tourism event in Dubrovnik.
According to Skyscanner’s latest analysis, Croatia continues to perform strongly across major European markets, with the country’s brand now seen as authentic, reliable, and increasingly recognisable.
New Markets Driving Growth
Over the past 12 months, Croatia has recorded the highest percentage increase in interest from:
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Poland
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Finland
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Belgium
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Greece
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Czechia
These rapidly growing markets, Tessendorf and Brown noted, offer promising potential and deserve greater strategic focus in the coming years.
Traditional markets remain dominant, however. The United Kingdom led with 13.4 million searches on Skyscanner, followed by Germany with 12.4 million. Poland, Italy, and Spain rounded out the top five.
Globally, the most-searched Croatian destinations were Split, Dubrovnik, Zagreb, Zadar, and Pula, with especially strong growth reported in Rijeka and Pula, signalling rising interest in alternative destinations beyond the usual hotspots.
Croatia’s Competitive Edge
Comparing Croatia with competitors such as Turkey, Portugal, Greece, Spain, and Italy, the Skyscanner team stressed that Croatia is well positioned to strengthen its image as a premium Mediterranean destination known for its unique local experiences — a key asset in attracting future travellers.
Travel Trends for 2026
Tessendorf and Brown highlighted several emerging global travel trends that will significantly shape tourism in 2026:
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Beauty tourism boom: Travellers increasingly seek exclusive skincare and cosmetic products abroad — even waiting in queues at foreign pharmacies — making beauty shopping a key part of travel itineraries.
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Multigenerational travel: Holidays that include parents, children, and grandparents together are becoming noticeably more common.
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Rising interest in mountains:
71% of travellers are considering or planning mountain getaways for summer or autumn 2026. -
Literature-inspired trips:
From visiting destinations featured in novels to exploring historic libraries, literary travel is on the rise. -
Social connection as a motive:
Travel is increasingly viewed as a platform for meaningful personal interaction rather than simply an escape. -
Design-led accommodation choices:
Younger travellers prioritise aesthetics, atmosphere, and “Instagrammable” design over location — with TikTok playing a major role in decision-making. -
Supermarket tourism:
Travellers now treat grocery stores as cultural experiences, exploring local snacks and products rather than dining exclusively in restaurants. -
Search for authenticity:
Many travellers are turning away from overcrowded hotspots in favour of lesser-known, authentic destinations such as Rijeka, Bilbao, Kochi, and Salerno.
Finally, Skyscanner’s data shows that travellers in 2026 are planning journeys more intentionally — shaped by personal interests, value for money, and the question of whether an experience truly “feels worth it.”
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