March 25, 2026 – As the new season approaches, a new addition to the hotel scene on Croatia’s premier island, and one which reflects the changing nature of Hvar Town – Sirena Resort.
Hvar Town is changing.
In a good way.
One of the top destinations on the Adriatic and Croatia’s number one island hot spot, Hvar suffers from an embarrassment of riches: no island in the world has more UNESCO heritage, it is home to the oldest public theatre in Europe and is the birthplace of organised tourism in Europe; and it is famous for its beaches, lavender, nightlife, endless sun and healthy climate, excellent wines and adventure tourism. With such a rich and diverse offer, it has long attracted the whole spectrum of tourism in an egalitarian way, from the A-list celebrity on superyachts, to the humble backpacker on a budget. A destination which appealed to all and catered to all.
In recent years, the town had become more synonymous with partying, which changed the dynamic and profile of the visiting guest, but there has been a marked effort in the last couple of years to reorient Hvar Town towards its elite roots, with a focus on attracting higher-spending tourists, including couples and families.
And it is working. The top visitors last year were the coveted and high-spending American market, a market made even more accessible in 2026 with the first direct flights from New York to Split, meaning that the Big Apple to Paradise can now be reached in just 10 hours with a good speedboat transfer.
A key part of this transformation has come through the offer of Suncani Hvar Hotels, the leading hotel group on the island, whose 7 hotels dominate the town’s accommodation scene, offering a range of quality (and usually) waterfront rooms and services.
The opening of the luxury 5-star Palace Elisabeth hvar heritage hotel back in 2019 set the standard for the increased quality, the first 5-star hotel on the island. And while Palace Elisabeth offered the destination something new, it is not alone, as the fully renovated and reinvented Sirena Resort will open its doors for the first time, offering something that perhaps no hotel does at the moment, the Hvar Town vibe, but with the Hvar island chill – located close to the town and the elite waterfront and old town, but tucked away in an idyllic bay away from the crowds, enabling guests to enjoy the best of both worlds on offer on the island – the vibe of the elite destination and the serenity of the island’s nature.
Having been writing about the island – once my home for 13 years – for over 15 years now, the transformation of Sirena Resort from a 2-star cheap hotel to a resort which will be immediately attractive to couples, wellness and high-value guests, it seems to me that the new resort is almost a symbol of the change in direction of Hvar Town away from a predominantly party-focused destination to a more balance, experience driven vacation, while at the same time activating less exposed locations outside the town centre, which will help ease the pressure on the main tourist zones.
About Sirena Resort:
Located in a secluded cove just 2 km (1.24 miles) from Hvar town, with its exclusive beach, premium design and exceptional service, Hotel Sirena is an ideal choice for couples’ hideaway. The core positioning and secluded cove location provide shelter from the bustle while keeping the hotel just minutes away from Hvar’s cultural offerings and vibrant atmosphere.
Mediterranean elegance is expressed not only through the hotel’s surroundings but also through a design-driven atmosphere, inspired by natural earthy, beige-light tones, woven textures, stone and wood, local materials and handcrafted ceramics, echoing Croatia’s heritage and quiet luxury.
Sirena Resort has 154 rooms, including 18 suites, and its facilties include Concierge service, Private docking (transfers from Split/Dubrovnik), Complimentary shuttle to city centre, Exclusive dining service, Patisserie, Beach bar and restaurant (all day dining), Gym, Outdoor massage, Open-air yoga deck, Pool and sunbathing area, Pebble beach in front of the hotel, Complimentary sunbeds, and Pets allowed.
A great addition to Hvar tourism, and one which will add an extra dimension. Sirena Resort is due to open on July 1, 2026, and there are pre-booking savings of 15% available. You can find more information about the hotel here.
For more information about all the hotels in the Suncani Hvar portfolio, including the latest offers, visit the official website.
****
This article was produced in partnership with Suncani Hvar Hotels.
