June the 21st, 2026 – Croatian tourism prices must be adjusted, according to the tourism minister, who added that visitors have less money to throw around than they did before.
Croatian Minister of Tourism and Sport Tonči Glavina has warned that prices in the tourism sector need to be adjusted downward. He stated that tourists are now arriving with less spending power and that Croatia must remain competitive compared to other Mediterranean destinations.
According to Glavina, global economic pressures and reduced disposable income among travellers are changing tourism demand, meaning that destinations can no longer rely on continuous price increases. Index reports that he emphasised that the situation in the current season requires flexibility from the entire tourism value chain, including accommodation providers, restaurants, and other service operators.
The minister noted that recent market trends show that visitors are becoming more price-sensitive, and that destinations which fail to adapt risk losing part of their tourist demand to competing countries. He therefore called for “corrections” in pricing policy, suggesting that the sector should reconsider current price levels in line with weakened consumer purchasing power.
Glavina’s message comes amid broader debates in Croatia’s tourism sector about rising prices in recent years and concerns that the country is becoming less affordable compared to competing Mediterranean destinations.
