In Croatia, a country known for its rich tourism offer, one company particularly stands out in caring for its employees and improving working conditions in the tourism sector. This is Valamar, a leader in Croatian tourism, which on February 20, 2025, announced significant news for the upcoming season. Namely, starting May 1, 2025, employees in the hotels, resorts, and camps of this group will be able to count on an increase in basic salaries ranging from 10 to 15 percent. This move is a continuation of a long-term strategy aimed at improving the living standards of workers and strengthening the position of the local workforce in the tourism sector.

Salary increases and benefits for employees

Valamar’s decision to increase salaries comes as a result of cooperation with union representatives, demonstrating a commitment to joint efforts in ensuring better conditions for workers. The increase will be implemented in two ways: by raising the basic salary by at least 10 percent and through additional increases in coefficients for certain positions. Skilled workers such as chefs, waiters, and receptionists can expect net earnings between 1500 and 2000 euros per month during the peak season. On the other hand, positions like maids, assistant chefs, and kitchen workers will bring in earnings from 1000 to 1400 euros net, which still represents a significant step forward compared to previous industry conditions.

In addition to salary increases, Valamar continues to provide a range of additional benefits. The "Live the Destination" program is designed to motivate workers to stay in the tourism hubs where the company operates. Local employees or those who permanently relocate to these destinations receive an additional 400 euros per month, while permanent workers can receive rental support of up to 500 euros through the "Roof Over Your Head" initiative. These measures not only encourage year-round work but also contribute to the stability of communities in tourism regions.

Big plans for employment in 2025

Alongside financial investments in workers, Valamar is announcing an ambitious employment plan for the upcoming season. In 2025, the company plans to hire as many as 8500 employees, confirming its status as one of the largest employers in Croatian tourism. Special attention is given to the opening of a new facility - Arba Resort on the island of Rab. This project brings 230 new jobs, 60 of which will be permanent, a rarity in the seasonally oriented tourism industry. Such an approach demonstrates a commitment to ensuring long-term stability for employees and the destinations where Valamar operates.

According to Ines Damjanić, Vice President of Human Resources at Valamar, the company’s success is impossible without the dedication of its workers. "Our employees are the heart of our business. Their satisfaction and sense of security are key to providing top-notch service to guests. That’s why we continuously work on improving working conditions and the living standards of our teams, and the recent recognition as the most desirable employer in tourism is proof that we’re on the right track," Damjanić emphasized.

Unions support the initiatives

The decision to increase salaries did not come without intensive negotiations with union representatives. Eduard Andrić, head of the Croatian Tourism and Services Union, expressed satisfaction with the agreement reached. "We advocated for an even salary increase for all workers through a base raise, which Valamar accepted. Additionally, the agreed tax-free allowances further improve the workers’ position. At a time when retaining skilled labor in tourism is a major challenge, such joint efforts are of crucial importance," Andrić stated.

A similar opinion is shared by Marina Cvitić from the Union of Istria, Kvarner, and Dalmatia. She highlighted that Valamar has been showing dedication to improving the material rights of its workers for years. "This year’s 10 percent salary increase, along with other benefits, is the result of successful negotiations. We hope that good business results will enable this trend to continue and that Valamar’s example will inspire other companies in the sector to follow this path," Cvitić added.

Benefits that make a difference

Valamar doesn’t stop at salary increases and hiring. The company is known for a wide range of benefits that attract and retain employees. In 2024, workers received a thirteenth salary and a Christmas bonus, reaching up to 1000 euros net, depending on the length of employment. Additionally, a reward system for recommending new colleagues was introduced, where employees can earn between 200 and 500 euros for each successful referral. This practice not only facilitates finding workers but also strengthens team unity.

Furthermore, employees enjoy a 30 percent discount in restaurants and bars within Valamar’s facilities, along with numerous perks from more than 300 partners – from banks and transport companies to clinics and shops. For those coming from other regions, quality accommodation and meals are provided during their work stay in the destination, removing one of the biggest obstacles for seasonal workers.

Valamar as a leader of change in tourism

Valamar’s strategy is not focused solely on financial gain but also on creating a sustainable business model that benefits both workers and local communities. The company has long been investing in projects that promote year-round tourism, reducing dependence on the summer season and ensuring employment stability. For example, as part of the plan for 2025 and 2026, Valamar continues to invest in premium facilities like Pical in Poreč and Rab Resort, which will bring new opportunities for work and destination development.

Moreover, the company is recognized as a pioneer in providing permanent jobs, a rare and bold move in tourism. This approach not only attracts domestic labor but also reduces the outflow of workers abroad, a problem Croatian tourism has faced for years. With over 80 percent of domestic employees in 2024, Valamar demonstrates that it’s possible to retain local labor with the right incentives and conditions.

Employee satisfaction as the key to success

It’s no coincidence that Valamar was recently named the most desirable employer in tourism and hospitality in Croatia for the eighth consecutive time. This recognition, based on research conducted at the beginning of 2025, confirms that workers appreciate the effort the company invests in their well-being. The high level of employee satisfaction is also reflected in the fact that many seasonal workers return year after year, while a significant number transition to permanent positions.

This philosophy is not just a business strategy but a reflection of the belief that people are the most important resource in tourism. The quality service for which Croatia is known is impossible without motivated and satisfied workers. Valamar understands this well, which is why it continues to raise the bar – both for itself and for other players in the industry.