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ZAGREB, 5 June 2026 (Hina) – Croatia has recorded positive tourism results so far in 2026, with indicators pointing to continued stability and strong demand ahead of the peak summer season, according to Croatian National Tourist Board (HTZ) Director Kristjan Staničić.
Speaking to Hina following the start of his new four-year mandate, Staničić said current tourism trends are in line with Croatia’s long-term strategy of strengthening pre-season and post-season travel while positioning the country as a high-quality, safe and year-round destination that offers value for money.
Croatia ended May with growth in both tourist arrivals and overnight stays, while expectations remain positive for June and the summer months.
Staničić noted that several international studies support this outlook, including research by the European Travel Commission, which suggests that Europe and Mediterranean destinations are expected to demonstrate a high level of resilience despite ongoing geopolitical tensions in the Middle East.
According to HTZ data, growth in overnight stays this year has been recorded from several of Croatia’s most important source markets, including domestic travellers, Germany, Slovenia, Italy and Hungary.
The United States has also seen strong growth, supported by expanded air connectivity. This year, United Airlines introduced a direct New York–Split route, complementing its existing New York–Dubrovnik service.
Staničić described the US as Croatia’s most important long-haul market.
Results from several other markets remain broadly in line with last year, with the busiest part of the tourism season still ahead.
HTZ has carried out a series of international marketing campaigns in recent months.
Between March and May, promotional activities encouraging pre-season travel were conducted across seven markets, while a separate nautical tourism campaign was launched in six markets.
The organisation’s main branding campaign has been active in 13 foreign markets from February through to the end of June.
A key focus of current promotional efforts is highlighting Croatia as an easily accessible, safe and competitively priced destination.
HTZ has also launched a dedicated safety information section on its Croatia.hr portal, reflecting research that identifies safety and value for money as two of the most important factors influencing travellers’ destination choices.
The organisation is simultaneously promoting its Local Host initiative, which aims to increase recognition of authentic tourism experiences, sustainability and local identity among visitors.
Recognising growing price sensitivity among travellers, HTZ plans to launch a further online campaign during June and July aimed at positioning Croatia as a destination offering strong value for money. The campaign will target around ten international markets, with a particular focus on social media channels.
Staničić also confirmed that HTZ will continue hosting international journalists and influencers to help strengthen Croatia’s global visibility and long-term online presence.
As interest from the United States continues to grow, HTZ is preparing a series of promotional activities linked to the upcoming FIFA World Cup.
In cooperation with the Ministry of Tourism and Sport and the Croatian Football Federation, HTZ will host a promotional event on 13 June at the AKA Hotel in Alexandria, near Washington, where Croatia’s national football team will be based during the tournament.
The event will bring together tourism industry partners, media representatives, business leaders from the Croatian-American community, as well as figures from the entertainment industry.
A new Croatian tourism promotional video featuring actor John Malkovich will also be premiered during the event.
Additional promotional activities are planned in Dallas, where Croatia will play its opening World Cup match, including an outdoor gathering and performances by Croatian musicians.
Reflecting on his leadership since 2017, Staničić said Croatian tourism has undergone one of the most dynamic periods in its history.
The sector has faced major challenges, including the COVID-19 pandemic, the energy crisis, inflation and broader geopolitical instability. Despite these pressures, he said Croatia has strengthened the quality of its tourism offer and expanded sectors such as nautical tourism, camping, gastronomy, active tourism and health tourism.
Croatia’s entry into the Schengen Area and the eurozone has also improved accessibility and competitiveness, helping shift the focus away from tourism growth alone towards sustainable development.
Looking ahead, Staničić said Croatia aims to further strengthen its position as a year-round destination, increase the visibility of continental regions and continue investing in digitalisation, sustainability and higher-value tourism products.
“The goal is not to attract as many visitors as possible at any cost, but to build a quality, sustainable and competitive tourism sector that benefits local communities, the economy and visitors alike,” he said.
