Published on
January 10, 2026
Croatia’s tourism sector experienced varied results in 2025, with coastal regions continuing to thrive while some inland counties faced declines. The overall picture, however, remains positive, with the country’s tourism industry showing resilience and growth despite regional disparities.
Croatia’s Tourism Growth in 2025: A Positive Outlook
In 2025, Croatia saw 21.8 million visitors, marking a 2.2% increase from 2024. The country also recorded 110.1 million overnight stays, representing a 1.2% increase compared to the previous year. These results reflect the nation’s sustained popularity as a tourist destination, with a consistent upward trend in visitor numbers.
The majority of this growth was concentrated in Croatia’s Adriatic counties, which have long been the country’s tourism stronghold. 19.3 million tourists visited the coastal and island regions, and these areas also accounted for 104.6 million overnight stays. The Adriatic’s enduring appeal as a prime destination for sun, sea, and culture continued to drive the country’s tourism growth in 2025.
Zagreb and Continental Croatia: Modest but Steady Growth
While the Adriatic region led the way, Zagreb performed admirably in 2025. The capital city welcomed 1.44 million tourists, a 1.1% increase compared to 2024, and achieved a 3% rise in overnight stays. Zagreb’s rich cultural heritage, vibrant urban scene, and growing reputation as a European city break destination continue to attract international travelers.
Continental Croatia also saw growth, with Karlovac County remaining the most popular inland region. It recorded 335,600 tourist arrivals, though this marked a slight decline from the previous year. Krapina-Zagorje County was a standout performer, with 5.7% more visitors and a 9.3% increase in overnight stays, signaling growing interest in the region’s natural beauty and historical sites.
Struggles for Some Continental Regions
Not all inland areas fared as well, however. Regions like Bilogora, Sisak-Moslavina, and Požega-Slavonia saw declines in visitor numbers. Sisak-Moslavina, for example, recorded a 14% drop in tourist arrivals, while Požega-Slavonia experienced a significant 10.1% fall in overnight stays. This suggests that while some inland counties continue to struggle, others may need more targeted tourism strategies to boost their appeal.
Bjelovar-Bilogora County faced an even steeper decline, with a 14.5% drop in tourist arrivals and a 16.5% decrease in overnight stays. These areas still face considerable challenges in attracting international visitors compared to their coastal counterparts.
Slavonia’s Emerging Tourism Potential
One of the most positive developments in 2025 was the rise of Slavonia as a tourism hotspot. Osijek-Baranja County saw the most significant growth in both tourist arrivals and overnight stays, with an impressive 12.4% increase in arrivals and a 15.6% rise in overnight stays. This reflects the region’s growing reputation as an authentic, off-the-beaten-path destination, offering travelers a chance to experience Croatia’s cultural heartland.
In addition, counties like Vukovar-Srijem and Međimurje posted solid growth, further boosting the inland regions’ overall performance. These areas are becoming increasingly attractive to travelers looking for a more rural, traditional experience, showcasing Croatia’s diverse tourism potential beyond the Adriatic.
Coastal Croatia Maintains Dominance
Despite some inland growth, the Adriatic coast continued to dominate Croatia’s tourism scene in 2025. Istria was the top performer, welcoming 5.1 million visitors and achieving 30.3 million overnight stays, up by 1.3% from 2024. The region’s combination of stunning coastlines, charming medieval towns, and rich culinary culture makes it a perennial favorite.
Other Adriatic counties, such as Split-Dalmatia and Primorje-Gorski Kotar, also showed steady growth, with increases in overnight stays of 1.2% and 1.3%, respectively. Zadar and Dubrovnik, known for their historical landmarks and UNESCO World Heritage sites, continued to attract large numbers of visitors, with growth rates ranging from 0.6% to 1.7%.
Looking Forward: A Balanced Approach to Tourism Development
As Croatia looks to 2026, it faces the challenge of ensuring sustainable tourism growth across both coastal and inland regions. While the Adriatic remains the primary driver of the sector, the rise of Slavonia and the steady performance of Zagreb show that there is untapped potential in inland Croatia.
To ensure that the benefits of tourism are felt more evenly across the country, it will be important to continue promoting lesser-known regions and develop infrastructure that can support tourism outside of the well-trodden Adriatic areas. A more diversified tourism strategy could help maintain the country’s appeal while spreading the economic benefits more broadly.
Overall, Croatia’s tourism sector remains in a strong position, with solid growth prospects in both coastal and inland regions. With the right focus and investment, the country is poised to continue thriving as a leading destination in Europe.
Tags: Croatia tourism, Tourism news
