The 2nd session of the CNTB Tourist Council was held at the Ministry of Tourism and Sports, at which the proposal for the CNTB’s Annual Work Program for 2026 was adopted. The CNTB plans a total revenue of slightly more than 57 million euros next year. Compared to the Annual Work Program for 2025, this represents an increase in the CNTB’s revenue of 3.1%. When implementing promotional activities next year, special emphasis will be placed on advertising and project collaborations in foreign markets, implementing marketing collaborations with strategic partners, online advertising, and study trips for foreign journalists and influencers.
“According to all indicators, the next year will be very challenging, and that is why, following current tourism trends, we have made strides in the 2026 Work Programme in those activities with which we can most successfully respond to the challenges that await us. This mainly applies to three segments for which we have significantly increased funding, namely marketing campaigns in source markets, joint advertising with airlines and tour operators, and digital marketing, i.e. activities on social networks,” said Minister of Tourism and Sports Tonči Glavina.
The members of the Tourist Council also adopted the Decision on the selection of PR agencies for the creation and implementation of a PR strategy and the implementation of PR activities on foreign markets in 2026 and 2027, with the possibility of extension to 2028. Thus, the Grayling agency was selected for the markets of Austria, Italy, Poland, the UK, France and Slovakia, the Glenaki agency for the Dutch, Belgian and Swedish markets, the 404 agency for the German and Slovenian markets, the Aviareps agency for the Czech market, KPRN for Switzerland and MGM Media Optima for the Hungarian market.
“This year has shown that guests are looking for quality, experience and, most importantly, value for money. Individuals are increasingly taking their trips multiple times during the year, and the motives for choosing destinations are increasingly diverse. Consequently, we must continuously improve and adapt our tourist offer to market demands, while taking care of the diversity of tourist products and providing appropriate value for money. The Croatian Tourist Board will continue to invest even more heavily in digital campaigns in key source markets, the production of new creative content and stronger targeting of certain segments that are important to us, such as outdoor, nautical, wine and gastronomy, culture, etc. Also, next year we will direct even more funds into air transport and better air connectivity of our destinations, as well as into cooperation with global carriers, leading tour operators and travel platforms, which further increase the accessibility and visibility of Croatia throughout the year,” concluded Kristjan Staničić, Director of the Croatian Tourist Board.
