September the 13th, 2025 – Croatia is rapidly transforming into a year-round destination, but price challenges still pose a threat to success.
As Sinisa Malus/Poslovni Dnevnik writes, the decline in tourist overnight stays during the month of August would have been seen as catastrophic in the not so distant past. This year, however, there’s been absolutely no reason for that. The statistics for August 2025 actually confirm the fulfilment of the plans set by multiple tourism strategists. The maximum relief for the months of July and August goes hand in hand with the growth of tourism throughout the rest of the year. In total, 4.46 million foreign tourist arrivals were recorded during August (the same as last year) alongside 500,000 domestic tourist arrivals (representing an increase of four percent).
a drop in august = croatia as a year-round destination?
The number of foreign tourist overnight stays realised in August amounted to 27.25 million, which is two percent less than the same time in 2024, while the number of domestic overnight stays remained the same. In total, there were two percent fewer overnight stays than last year. The statistics from the very beginning of the year look significantly better – from January to August, Croatia saw one percent more foreign tourist arrivals and eight percent more domestic guests, with the same number of foreign overnight stays as last year and a plus of three percent when it comes to domestic guests. In total, Croatia recorded two percent more arrivals than last year, with one percent more overnight stays. In reality, and compared to last year, these figures showcase the stagnation of tourist traffic across Croatia.
No significant growth was recorded during the very heart of the summer tourist season in July and August in the counties themselves. It’s noticeable however that Croatia is transforming into a true year-round destination, with more traffic spread out for most of the year. As such, the Kvarner region, or Primorje-Gorski Kotar County, recorded an increase in revenue of over 19 percent during both January and April. Revenue in Šibenik-Knin County increased by as much as 29.35 percent in April this year compared to 2024. The Split region also recorded encouraging and constant growth of 14 to 17 percent throughout the pre-season.
Tourism Minister Tonči Glavina assessed that these results could have been better if prices had been more stable, adding that the tourist year is still ongoing and that the post-season will be good according to all announcements. He noted that it’s important that for the first time this year, tourism growth was felt the most in the pre-season, and less during the very height summer, which is the goal of all strategic documents on sustainable and year-round tourism development for Croatia.
can croatia make its mark as a year-round destination despite price woes?
“Croatian tourism has been recording record results both in terms of tourist traffic and consumption. We’re satisfied with what has been achieved, although we still have room for improvement, especially in the context of further price stabilisation. That alone is set to remain a crucial factor for the rest of the year, as well as in regard to preparations for next year. We manage tourism according to the principles of sustainability, as defined by the strategic and legislative framework. With the package of laws in the triangle of tax, spatial and tourism policy, which entered into force this year, we’re creating a sustainable structure of accommodation capacities,” said Tonči Glavina.
When we segment Croatia’s tourism results by counties, during the first eight months of 2025, the highest number of overnight stays was recorded in Istria (25.2 million overnight stays, which is +0.3 percent), Split-Dalmatia County (16.9 million overnight stays, which is +0.6 percent) and Kvarner (15.2 million overnight stays, which is +0.1). They are followed by Zadar County (13.2 million overnight stays, which is +0.2 percent), Dubrovnik-Neretva County (7.2 million overnight stays, which is +1.5 percent), Šibenik-Knin County (5.5 million overnight stays, which is at the same level as last year) and Lika-Senj County (3 million overnight stays, which is +1.4 percent). Looking at the destinations themselves, during the first eight months of the year, the most overnight stays were recorded in Rovinj, Dubrovnik, Poreč, Umag and Split.
Croatia is gradually becoming a year-round destination because growth occurred back during the pre-season, while in the height of summer in July and August, the number of tourists and overnight stays was actually lower than last year.
potential from across the pond
The growth in the number of American tourists visiting Croatia has been particularly interesting. In this context, it’s important to point out that the Croatian Tourist Board will target America through its promotional activities, from where good announcements are coming for next year. It would be important to secure some more flights from the USA to Croatia, not only to Dubrovnik but also to Split.
