November the 26th, 2025 – As the Brits and Germans search Croatia many millions of times, we can confidently say that Croatian tourism and the brand of authenticity and safety is a trusted one.
As Poslovni Dnevnik/Radmila Kovacevic/VL writes, regardless of the semi-constant complaints about prices in the past two or three years, the position of Croatian tourism has not been shaken. It’s clear that the country continues to rank exceptionally well among European travellers, particularly with the Brits and the Germans. According to research carried out by the wildly popular Skyscanner, in key markets across Europe, the Croatian tourism brand has become very easily recognisable, authentic, and reliable.
Over the last 12 months, interest in Croatia has grown the most from Poland, Finland, Belgium, Greece, and the Czech Republic. When it comes to those European travellers at the very top, the Brits and the Germans search for Croatia and its offers the most through this platform. They did so an enormous 13.4 and 12.4 million times, respectively.
In terms of the number of searches made through Skyscanner, the Poles, Italians, and Spaniards follow the Brits and the Germans closely. Globally speaking, Skyscanner representatives revealed that the most searched cities were Split, Dubrovnik, Zagreb, Zadar, and Pula.
The analysis also showed that growth was particularly strong for Rijeka and Pula, which leads to the conclusion that interest in so-called alternative, traditionally rather less popular Croatian destinations is also growing. Skyscanner representatives, commercial manager Chelsea Tessendorf and senior commercial manager Lise Brown, conclude that Croatia (in comparison to Turkey, Portugal, Greece, Spain and neighbouring Italy) has the opportunity to position itself as a premium Mediterranean destination with unique local experiences.
This angle is precisely what will be key to attracting travellers from not only elsewhere in Europe but the world in the coming years. Next year will be marked by so-called “beauty travel”, and Skyscanner has claimed that 2026 is likely to bring more and more people heading abroad for special face and body treatments, as well as those on the hunt for care and beauty products that they can’t find in their own country. For many, shopping in a local cosmetics store will be on a par with visiting local landmarks or a museum. Family trips, which have always been present in large numbers in Croatia, will also gain a new, multi-generational dimension in 2026. Skyscanner has been noticing frequent requests for trips where parents, children and grandparents all go together.
In addition to all of the above, more and more travellers are interested in taking to the mountains in the summer and autumn months. As many as 71 percent of them have been actively considering it, with visits to destinations inspired by literary works, special libraries or even reading retreats, or holidays with like-minded people who enjoy reading, also firmly on the rise.
Generally speaking, travel is increasingly becoming a kind of platform for connecting people with similar interests. The search for lesser-known destinations in Croatia will more than likely continue next year, as will the so-called “supermarket tourism”, or visits to local stores not only to purchase necessities, but also to get to know the local culture and food scene.
Restaurants are no longer the only place reserved for encountering local dishes and wine. As much as travel will serve to fulfil specific personal desires and preferences, Skyscanner noted, an important aspect will be the price, or whether the hosts have satisfactorily answered the simple question – is the offer worth the money. This is something Croatia has been grappling with for a long time now, and it remains to be seen whether or not those in the bustling tourism sector will listen to messages being uttered by not only the Prime Minister but the Tourism Minister for months now regarding dropping the prices that have had Croatia tarred with the “too expensive” brush for many globally.
