August the 18th, 2026 – A German tourist has commented on Croatian tourism and addressed the issue of prices, stating that “ćevapi don’t become a luxury dish just because they cost 25 euros”.
A German who has been coming to the central Dalmatian island of Brač for 18 years, bought a house and fully integrated into the local community, has sent an open letter about the changes in Croatian tourism. The website Kroatien-nachrichten.de published a letter from “a long-time German visitor that every restaurateur and mayor should read.” Poslovni reports that Christoph, the aforementioned German entrepreneur from Frankfurt, sent an emotional and insightful open letter in which he warns about worrying trends in Croatian tourism.
His words aren’t the reaction of a dissatisfied tourist who is just passing through, but the deep reflection of a man who considers the island his second home. Consequently, he witnesses first-hand how the pursuit of profit and commercialisation is gradually undermining the very foundations of the Dalmatian way of life. Reflecting on the change in the local mentality and everyday life, Christoph recalls the time when the tourist season was only a part of life, not the sole reason for existence.
“things cost as much as they do in frankfurt”
“We got to know Croatia as a warm, open and hospitable country. Even in the middle of the season, our friends here had time for coffee, conversation, a shared dinner or spontaneous gatherings… People had to earn a living then, just as they do now. But the season was part of their lives; it was not their whole life,” the author emphasises, adding that the logic of business and pricing in hospitality has fundamentally changed since then.
Comparing the costs with those in his hometown, he notes that “simple ćevapčići or a pljeskavica cost 20 or 25 euros, while a steak costs 35 euros,” highlighting the absurdity of the situation:
“I come from Frankfurt. We are also familiar with high prices there… But when a simple meal on Brač costs as much as a meal in the centre of Frankfurt, it is hard for me – as an entrepreneur – to justify it economically.” What is particularly worrying is that the focus has shifted from a fair price for the service to how much more can be extracted from the guest. The author explains that the reluctance of long-time guests to spend is not the result of a lack of funds, but a loss of perspective regarding true value. “Sometimes it seems as if the question is: How much more can the guest pay? How high can I raise the price before they say: ‘Enough!’? … The problem is not that we cannot afford it. We could. But we are less and less willing to pay, because we no longer feel that the price corresponds to what we get in return.”
“everything has a price”
This relentless commercialisation is visible even in the smallest details of the environment – such as showers in public spaces.
“For years there was a simple shower in our public cove that the municipality had installed. You would come out of the sea, rinse off the salt and go home. No one thought about it. Today there is a coin-operated shower. Of course, no one will go bankrupt paying one euro for a shower. It’s not about the euro itself; it’s about whether everything has to have a price,” says Christoph.
In addition to the financial pressure, what personally affects the author the most is the administrative distancing and the loss of the local connection with the vessel – despite decades of investment and participation in the local community. Consequently, a sense of alienation reappears. Regarding his reaction to the news that he is no longer considered a resident, he writes: “The message we receive is: You don’t really belong here. And that hurts… Through friendships, neighbourhood, trust and returning year after year… After so many years we no longer felt like tourists. And yet, today we increasingly feel that we are only guests – guests from whom a lot of money is expected to be spent.” In conclusion, the author appeals to local business owners and decision-makers not to sacrifice authenticity and long-term relationships for short-term profit. He reminds them that Croatia has no need to imitate other mass markets or exclusive tourist destinations, because its charm lies in its simplicity and its people.
“Croatia was never the Côte d’Azur for us, and that’s a compliment”
“For us, Croatia was never the Côte d’Azur. And I mean that as a compliment to Croatia. We weren’t looking for Saint-Tropez. We were looking for Brač… Ćevapčići do not become a luxury dish just because they cost 25 euros. A konoba does not become a luxury restaurant just because dinner costs 100 euros per person,” Christoph concludes with a final message about the value of hard-earned trust: “Prices can be changed again. Houses can be renovated. Roads can be repaired. But trust, the feeling of welcome and the sense of belonging are much harder to regain once they are lost. Hold on to that. It is worth more than earning another euro.”
