July the 14th, 2025 – The concept of slow travel is gaining traction in Croatia, with the majority of visitors preferring authentic experiences, traditions and the food scene.
As Sinisa Malus/Poslovni Dnevnik writes, the Awaze Group research has been conducting research since the beginning of the year. That research has been focused on a sample of more than 1,000 European travellers to Croatia from key source markets like Germany, Slovenia, Denmark, Poland, Austria, Italy and other countries. It has revealed that 66 percent of respondents prefer destinations that offer an authentic local experience, including gastronomy, tradition and direct contact with the local population. This means that slow travel in Croatia is growing, and there’s plenty of potential to tap into.
According to the same research, 62 percent say they like to avoid mass tourism and choose lesser-known locations and natural environments. 58 percent prefer “self-catering” accommodation with a greater degree of privacy and flexibility, while 47 percent plan to travel outside the high season where the crowds and the heat are often insufferable.
The analysis of preferences shows that German tourists are leading the search for sustainable and authentic experiences. Over 70 percent of them say they are willing to pay more for accommodation in regions that offer contact with the local community and products with a label of local origin. Infrastructure for spending time in nature, cycling trails and cultural attractions are particularly important to them. Austrian guests increasingly prefer a “combination of nature and comfort”, with an emphasis placed on accommodation in rural areas that allow for relaxation, outdoor activities and experiencing local cuisine. They often look for homestay accommodation options with additional amenities such as guided tours or workshops (e.g. cooking, making souvenirs).
The Danes, who are known for their high level of environmental awareness, prefer destinations with a strong sustainable policy. When making travel and accommodation reservations, they often look for properties that have environmental certificates. They typically like to experience “slow travel” by staying in quiet, less busy regions, with access to local activities such as hiking, rowing and nature observation.
The Poles seem to increasingly be showing interest in discovering less popular destinations. There is an increase in the number of travellers who purposefully avoid the height of the boiling summer season and book accommodation in the hinterland, especially in the interior of Istria and Dalmatia, where they can avoid crowds and experience local life.
“The percentages from this research clearly show that travellers are usually on the hunt for meaning in their travels. They want to enjoy a slower pace, have contact with the local community and come away having had a genuine experience of their chosen destination. When it comes to this and other aspects of slow travel, Croatia has a strong competitive advantage. It offers diversity, natural beauty and hospitality, and plenty of still undiscovered corners ideal for this type of holiday,” pointed out Josip Stulić, Director of Operations for Southern Europe at the Awaze Group.
The regions that stand out in particular for slow travel options in Croatia include the interior of Istria, Gorski Kotar, Lika, the Dalmatian hinterland and the Dalmatian islands, i.e. areas that offer rich local culture, natural attractions and a sustainable way of life.
“The potential for year-round tourism exists, and slow travel offers exactly what is needed to realise it in Croatia through a different rhythm, a deeper experience and stronger involvement of the local community. This is the path towards a more sustainable, more even and higher quality development of Croatian tourism,” concluded Stulić.
