Croatian tourism recorded modest growth in tourist arrivals and overnight stays in 2025, while an increase in annual revenue from foreign visitors is also expected. However, rising prices and operating costs, which are reducing profitability and limiting investment, mean that strong growth is unlikely in 2026, with the sector instead expected to enter a phase of stabilisation.
According to assessments and expectations from within the tourism sector, Croatia could match or slightly exceed 2025 results in 2026 only if prices stabilise and do not continue to rise, and if tourist traffic continues to spread into the pre-season and post-season. These shoulder periods were the main drivers of growth in 2025, while the traditional peak months of July and August recorded a decline in physical tourist traffic for the first time in many years.
Some industry stakeholders view this development positively, noting that reduced numbers during the summer peak help ease pressure on destinations during the busiest months. However, others warn that a fall in demand at the height of the season is concerning, given that July and August generate the bulk of Croatia’s tourist traffic and revenue.
As a result, private renters and other accommodation providers were more likely than in previous years to offer discounts and last-minute deals in order to fill capacity during the peak summer period.
The strongest performance was recorded by hotels, campsites and high-category accommodation with premium facilities, which achieved the best levels of demand and occupancy. In these cases, higher prices were largely justified by improved quality and additional services.
By contrast, accommodation providers that increased prices without offering added value or higher quality, particularly in the family-run and private accommodation sector, faced lower demand and reduced occupancy rates.
The overall picture suggests that the future competitiveness of Croatian tourism will depend less on price increases and more on quality, value for money and further development of year-round tourism.
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