July the 19th, 2026 – Is the Croatian tourist season slowing down somewhat? Locals across the Zadar area claim that the slowdown is visible, regardless of announcements about record figures.
As debate continues over the strength of Croatia’s peak tourist season, Poslovni brings reports from the Zadar area suggesting that visitor numbers have eased compared to last year. Locals have been saying that the tourist slowdown is noticeable even among unregistered tourists and so-called illegal campers.
While Croatia as a whole, particularly the coastline, continues to report solid nationwide tourism figures, some destinations are experiencing a quieter July than expected. That has prompted a multitude of questions over whether higher prices and changing travel habits are beginning to genuinely affect demand.
a quieter summer in zadar? it depends who you ask…
Residents and tourism workers across the wider Zadar area have claimed that this year’s season has lacked the usual mid-summer crowds. Local apartment owner Rudolf Milenković, who rents out three holiday apartments, said occupancy was noticeably weaker in June than in previous years. Municipal wardens have also reported a surprising trend: even illegal campers and unregistered visitors, often referred to locally as guests staying “off the books”, appear to be fewer this summer.
“Compared to previous years, the current tourism situation is weaker,” one Zadar municipal officer told Croatian public broadcaster HRT.
what the statistics say
Official data from the Zadar Tourist Board supports those somewhat concerning observations. According to the city’s tourism officials, tourist arrivals during the month of June were down by around 4.5% compared to the same month last year, while overnight stays slipped by approximately 0.5%. Although overnight stays have remained relatively stable, the decline in arrivals suggests visitors may be travelling differently or booking at different times.
is pricing to blame? locals believe so
Many locals believe rising prices are playing a role. Delivery driver Roko said mornings in the city feel unusually quiet, suggesting higher costs may be discouraging some visitors. Croatian expatriate Igor Dunatov, who has lived in Australia for more than five decades, expressed surprise that some everyday products and fresh fish now cost more in Croatia than in Australia. Not all tourists share that view, however. Some German visitors interviewed in Zadar said prices felt broadly comparable to those back home, highlighting how perceptions can vary depending on visitors’ country of origin.
the national tourism picture is still stable
Despite concerns from some coastal destinations, Tourism Minister Tonči Glavina said Croatia’s overall tourism performance during the first half of 2026 remains broadly in line with last year, adding that bookings for the remainder of the season are also encouraging.
The minister stressed that success should not be measured solely by arrival numbers, but also by Croatia’s ability to maintain quality, competitiveness and its reputation as one of Europe’s leading tourism destinations. Whether the quieter atmosphere across the wider Zadar area proves to be an isolated local trend or an indication of broader changes in Croatian tourism is likely to become clearer once the peak summer months come to an end.
