Croatia Market Report


Often called the ‘Pearl of the Adriatic’, Croatia’s tourism industry is big business and accounts for 20 per cent of Croatian GDP. Last year, 20.7 million tourists arrived in Croatia, spending 94.8 million tourist nights – this was a 2.2 per cent in- crease and 1.2 per cent increase, respectively, on 2024 figures. Of the arrivals, 3.1 million were domestic tourists and 17.6 million foreign tourists. Tis is a big recovery post-pandemic compared to 13.6 million tourists arriving in Croatia in 2023, of which 11.7 million were from overseas and 1.8 million domestic and 12.6 million total tourist arrivals in 2022. Te majority of visitors come from Germany (17.3 per cent), followed by tourists from Slovenia (9.4 per cent), Austria (8.8 per cent), Poland (8.2 per cent), and Czech (5.2 per cent). Te average number of nights spent in Croatia was five, and the average expenditure per trip was €344 whilst tourism revenue topped €15.3bn in 2025 from foreign tourism, up two per cent on 2024 figures. Te largest number of tourist nights in 2025 was spent in the Adriatic region, which accounted for just over 94 per cent of total tourist nights realised in Croatia. Te city with the highest number of tourist traffic is Zagreb (2.7 million nights). Te county of Istria is the most popular to visit in terms of tourist arrivals, with just under five million visitors (a quarter of all arrivals), followed by Split-Dalmatia (3.9 million arrivals). Around 40 per cent of tourist nights in Istria


were spent camping, followed by short-term private accommodation. Te most popular des- tinations in Istria are Rovigno and Dubrovnik Unlike many Mediterranean hotspots dominated


by hotel chains, Croatia instead relies heavily on short-term private accommodation rentals. Family- run accommodation forms about 70 per cent of the tourism model, especially in the smaller towns and island communities. Last year, there were a total of 11,500 accom-


modation establishments in Croatia offering 168,700 rooms and 1.2 million beds. Te biggest


210 Restoring the Lustre


Croatia’s gambling market is entering a period of significant change as higher licensing fees, tougher advertising restrictions, mandatory player identification and new location rules reshape a sector that generated €948m in revenue last year.


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