Source: Slobodna Dalmacija
“Why Croatia surpasses every European destination in 2026 – the ultimate paradise”
for tourists and thrill seekers”
With this question and answer in the title, an article appeared on the global multilingual tourism platform Travel and Tour World (TTW), which listed the reasons for Croatia’s tourism success.
– The diversity of Croatia’s tourism sector is evident in the different types of its visitors. Whether they are attracted by charming cities, UNESCO sites or culinary and cultural experiences that have become a recognizable part of Croatia’s offer. With strong transport links and ongoing infrastructure projects, including the expansion of international flights and the construction of new hotels, Croatia is well positioned to offer a seamless experience to tourists in 2026 – writes TTW, predicting that Croatia will certainly remain one of Europe’s leading tourist destinations.
– Croatia is not only aiming for a record tourist season in 2026, but is also positioning itself as a leader in sustainable tourism. With a focus on environmentally friendly development, quality visitor experiences and infrastructure improvements, the Croatian tourism sector will thrive in the years to come. As more travelers seek responsible, enriching travel experiences, Croatia’s commitment to preserving its natural beauty while providing world-class services will undoubtedly increase its appeal on the global stage – adds TTW.
Growth in arrivals
In Europe, international tourist arrivals are expected to increase by over 6 percent this year compared to last year. Despite higher prices, travelers do not want to give up traveling. Trends indicate that their interests will focus on organizing their own travel arrangements, visiting quieter destinations, and staying in smaller heritage and premium hotels. Experiences related to local culture and gastronomy are also important. Consequently, Croatia, with so much to offer, should maintain its good results.
At the same time, demand for package holidays – which typically include flights and accommodation – will also grow, according to official travel data. Travel companies predict that total bookings for package holidays will increase by around 5 percent in 2026 compared to the previous 12 months. This reflects continued confidence in travel despite economic and geopolitical uncertainties.
After years of recovery from the disruption caused by the pandemic, industry analysts are noting that travelers are once again willing to commit to organized itineraries that bundle key components such as flights, hotels, transfers and optional excursions. The growth trend is supported by stronger early booking figures in major markets such as the United Kingdom, where demand for package holidays in January 2026 easily surpassed last year’s levels.
Authenticity and adventure
Current UK travel data, for example, identifies Crete as one of the fastest-growing travel destinations in 2026, with an 18 percent increase in website searches compared to the previous year. UK travelers looking for a Mediterranean vacation are giving it a preference over many traditional options.
Travel trends indicate an increased desire among guests for authentic and experiential vacations. Namely, culture, historical sites, natural landscapes, as well as outdoor adventure and wellness elements are just as important as beaches and relaxation. Croatia has it all! But for local tourism to maintain the excellent results from 2025 despite increasing competition and thus remain among the top most visited EU countries, value for money and strengthening the offer in the pre- and post-season will play a crucial role.
Exceed the year
According to assessments and expectations from the sector, Croatian tourism in 2026 can reach and even exceed 2025 only if prices stabilize. Also, if traffic spreads to the pre- and post-season, which were the main drivers of growth last year. In the peak months – July and August, after many years, physical tourist traffic fell.
According to Eurostat data, tourist bookings in Europe via popular online accommodation rental platforms (Airbnb, Booking and Expedia) grew in the summer of 2025. Guests booked 398.1 million short-term accommodation nights between July and September. The total number of nights in the third quarter of 2025 increased by 8.7 percent compared to the same quarter of 2024 and by 28.2 percent compared to the third quarter of 2023.
The largest monthly increase was recorded in July, with a 10 percent increase compared to the previous year. August and September saw a growth rate of 8.0 percent. Last July, 148.5 million guest nights were recorded, in August 164.3 million nights, and September continued the upward trend, with 85.3 million nights.
U sedam najposjećenijih zemalja EU-a: Francuskoj, Španjolskoj, Italiji, Grčkoj, Hrvatskoj, Njemačkoj i Portugalu, broj noćenja porastao je u trećem tromjesečju 2025. Među njima su samo Grčka (+12,3 posto) i Njemačka (+12,0 posto) evidentirale dvoznamenkasti rast. Preostalih pet zemalja, predvođenih Portugalom (+9,6 posto) i Italijom (+5,5 posto) zabilježilo je jednoznamenkast rast.
Croatia in second place
Croatia ranked a high second on the list of the most popular regions for short-term accommodation booked via online platforms in the second quarter of 2025. First came Andalusia in Spain with 13.3 million overnight stays, while the Croatian Adriatic recorded 9.6 million overnight stays. The French capital region, Île-de-France, was third with 9.0 million overnight stays.
All 20 of the most popular tourist regions were located in just five EU countries. Six were in Spain (Andalucía, Cataluña, Comunitat Valenciana, Canarias, Illes Balears and Comunidad de Madrid) and six in France (Île-de-France, Provence-Alpes-Côte d’Azur, Rhône-Alpes, Languedoc-Roussillon, Bretagne and Aquitaine). Then five in Italy (Lazio, Lombardy, Tuscany, Sicily and Veneto), two in Portugal (Algarve and Grande Lisboa), and one in Croatia (Adriatic Croatia).
Competition is growing faster
In the third quarter of last year, Croatia’s competition in the Mediterranean – Malta, Cyprus and Greece – showed faster year-on-year growth. While the EU as a whole recorded a slower year-on-year growth of 8.7 percent in guest nights in the third quarter of 2025, the pace, according to Eurostat data, differed from country to country.
Malta recorded growth again (+24.0 percent), followed by Cyprus (+19.4 percent), Sweden (+13.1 percent) and Greece +12.3 percent. Double-digit growth was also recorded in Latvia (+12.3 percent), Germany (+12.0 percent), Denmark (+11.6 percent), Slovenia (+11.3 percent), Ireland (+10.7 percent), Finland (+10.4 percent) and the Czech Republic (+10.2 percent). Croatia achieved growth of 7.6 percent.
