July the 23rd, 2026 – The Croatian tourism season is doing well as July this year is so far matching July 2025’s pace.
As Istrain.hr reports, the tourism industry remains on track for another strong year, with July performing at roughly the same level as last year’s record season, according to Croatian National Tourist Board (HTZ) Director Kristjan Staničić.
Speaking after a coordination meeting with tourist boards from Zadar County, Staničić revealed that the season has unfolded largely as expected. While June saw a slight dip compared to 2025, that followed a particularly strong May, leaving overall results for the first six months of the year virtually unchanged from last year. Early figures for July suggest that the trend is continuing. Staničić stressed that every single tourist season is influenced by different factors, including school holiday schedules, economic conditions in Croatia’s key source markets and major international events. Despite those variables, he believes Croatia has maintained a stable position in an increasingly competitive Mediterranean market.
“there’s no stagnation”
He also rejected suggestions that Croatian tourism has entered a period of stagnation, pointing instead to the country’s long-term strategy of growing outside the peak summer months. Rather than relying solely on July and August, Croatia is continuing to invest in pre-season and post-season tourism through health tourism, congress tourism, improved destination experiences and stronger air connectivity.
A key priority remains expanding flight connections. HTZ has increased funding for strategic partnerships with airlines and tour operators by around 30 percent this year, with the aim of improving access to Croatia, particularly during the shoulder seasons. Officials are also encouraging regional tourist boards to work more closely with airlines as they begin planning routes for next year.
new private accommodation rules cause a stir
Staničić also defended recent government measures affecting private accommodation landlords, arguing they should be viewed as part of a long-term strategy to improve quality and tackle the grey economy rather than as short-term restrictions.
He highlighted the “Your Host” quality label, which has helped participating properties achieve higher occupancy rates and greater visibility, while noting that future legislative changes will introduce stricter oversight of unregistered accommodation.
With visitor numbers broadly matching last year’s record-breaking performance despite a more challenging international environment, Croatia’s tourism authorities remain optimistic that the country is on course for another successful season.
