May 25, 2026 – Croatia’s premier island is changing its focus, making it an even better time for Americans to visit Hvar.
Hvar Town is changing once again. This chameleon of an elite destination, whose embarrassment of riches includes the oldest public theatre in Europe, Croatia’s sunniest island, the birthplace of organised tourism in Europe, and no island has more UNESCO heritage than anywhere else, is ready and open for what promises to be an excellent season.
And it is also expected that the biggest number of guests will once more come from the United States, the most coveted market for Croatian tourism. After flirting with party tourism for several years, Hvar has made a major pivot towards culture, adventure and gourmet tourism in recent years, focusing on offering higher quality rather than mass tourism.
Leading the way has been the island’s main employer, Suncani Hvar Hotels, by far the biggest accommodation provider on the island. There has been a significant upgrade in the quality of accommodation in the last 7-8 years, starting with the opening of Hvar’s first 5-star hotel, Palace Elisabeth hvar heritage hotel back in 2019, superbly located overlooking Europe’s oldest theatre and exclusive waterfront and harbour.
As previously stated, the largest hotel in the portfolio, Amfora, has recently undergone an extensive interior refurb for this season, but the main addition to this season is the much-anticipated opening of Sirena Resort, scheduled for July. Previously, the 2-star Hotel Sirena in a gorgeous bay north of the town, Sirena Resort will be an oasis of calm within touching distance of the vibe of the town itself – the best of both worlds.
The change in focus has resonated with Americans, who were both the number 1 visitors in 2025, as well as providing the most overnight stays. Their higher spending power also helped to contribute to record revenues for Suncani Hvar Hotels last year, the profits of which are being reinvested in upgrading the hotel portfolio, whic will lead to more 4 and 5-star hotel accommodation.
Americans have a long tradition to visit Hvar, and its visibility has never been higher. Often part of the ‘golden triangle’ of Split, Hvar and Dubrovnik, the island has been kept in American minds through effective marketing and its annual inclusion in the Conde Nast Readers Traveler Awards, where Hvar has also been named as the Best Island in Europe on multiple occasions.
And Hvar has never been closer. Last month, the inaugural flights from New York to Split were launched, meaning that with an efficient speedboat transfer, the Big Apple to Paradise can now be done in just 10 hours.
The town’s more chilled vibe is appealing to younger and older Americans alike, attracted by its beaches, beauty, culture, lifestyle, wine, activities and excellent gastronomy. And with a continuing focus on quality and the relaxed vibe for which Hvar has always been known, it would not surprise me to learn of more flights from New York for 2027.
You can check out the Suncani Hvar Hotels portfolio and current offers here.
This article was produced in collaboration with Suncani Hvar Hotels.
