Croatian citizens increasingly appreciate the value of travel as a key element of their lives, with an average of 4.6 trips per year per person. According to the latest MasterIndex research, conducted in November 2024 by the agency Improve for Mastercard, domestic tourism remains the dominant choice, attracting 55% of all travelers. At the same time, the cost of traveling abroad has reached an average value of 1,443 euros per trip, representing a significant increase compared to 2019, when the amount was 684 euros. This cost increase has more than doubled, reflecting rising prices in transportation, accommodation, and other travel-related services.

Stability of the Number of Trips

The research shows that the average number of trips on an annual basis has remained relatively stable compared to the previous year. Citizens of Croatia plan an average of about 4.6 trips per year, the majority of which are aimed at vacations. This stable trend indicates the consistent importance of travel in the lives of Croatians, despite economic challenges and changes in the global tourism environment.

Dominance of Domestic Tourism

Central Croatia and Gorski Kotar occupy leading positions among domestic destinations, with 35% and 32% shares, respectively. These regions offer a wide range of activities, from hiking and cycling to relaxing on beautiful beaches and exploring cultural landmarks. The increased popularity of domestic travel is also driven by the growing interest in sustainable tourism, where travelers prefer destinations that promote ecological sustainability and support local communities.

Decline in Business Travel

In contrast to leisure-oriented tourism, business travel is experiencing a slight decline. The average number of business trips has decreased to 2.6 annually in 2024, compared to 3.1 trips in 2023. This trend may be the result of changes in work methods, with more companies adopting hybrid or fully remote work models, reducing the need for frequent travel.

Increase in Travel Costs

The costs of traveling abroad have experienced a significant increase, with an average expenditure of 1,443 euros per trip. This represents an increase of 243 euros compared to the previous year, and more than double what it was in 2019. This rise in costs can be attributed to various factors, including increased fuel prices, a reduction in the number of available flights, and the general rise in accommodation prices and other tourist services.

Increased Spending on Travel

According to the research, 30% of respondents spend more than 1,000 euros on their international trips. This trend indicates a growing willingness among citizens to invest more in higher-quality travel and unique experiences. Gea Kariž, Director of Mastercard in Croatia, emphasizes that 94% of respondents use payment cards when traveling abroad, and card payments account for 62% of all transactions, a significant increase from 41% in 2019.

Skiing and Winter Holidays

During this winter season, 45% of respondents plan tourist trips abroad, matching the level of the previous year. Among them, 23% plan to go skiing, making this activity one of the most popular winter destinations. Istrians (56%) and residents of Zagreb (51%) are the most active in planning winter trips, reflecting their preference for active vacations and proximity to ski centers.

Advent Travel and European Destinations

Advent travel to European cities remains the most popular choice, with 54% of those planning trips abroad choosing this option. Travel within Europe for various occasions accounts for 24%, while 23% of respondents are focused on skiing. New Year's trips also show significant interest, with 17% of respondents planning to celebrate the New Year in European destinations, while 5% will celebrate the holiday outside Europe.

Duration of Trips

The average duration of Advent trips is up to three days, while ski trips usually last up to seven days. Compared to the previous year, there is a reduction in the average number of planned days for New Year trips outside Europe, from 11 days in 2023 to seven days in 2024. This change may be the result of economic factors, where travelers prefer shorter and more financially viable trips.

Financial Barriers to Travel

Despite the increase in costs, 55% of citizens choose to travel within Croatia to reduce expenses. The main reason why many do not travel in winter is financial unfeasibility, cited by 43% of respondents. In addition to financial barriers, 17% of respondents cite business obligations as a reason for not traveling, while 7% hesitate to travel due to uncertainties related to geopolitical events.

Domestic Destinations: Central Croatia and Gorski Kotar

Central Croatia and Gorski Kotar, along with Lika, represent the most popular domestic destinations, attracting the most tourists. These regions offer diverse vacation opportunities, including hiking, cycling, visits to national parks, and enjoying natural beauties and cultural landmarks. Istria and Kvarner are also among the most sought-after destinations, thanks to their rich cultural heritage, historic cities, and beautiful Adriatic coastlines.

Impact of Tourism on Croatia's Economy

Tourism is one of the most important sectors of the Croatian economy, contributing significantly to the GDP and providing numerous job opportunities. Increased spending on travel, especially abroad, can have a dual effect: on one hand, it increases the revenues of tourism companies and provides better services, while on the other hand, it reduces expenditures on domestically provided services, which can impact the local economy. However, the growth of domestic tourism can encourage local communities to develop and improve their tourism offerings, creating additional economic benefits.

Technological Advancements and Changes in Payment Methods

The digitization of payments has greatly influenced the way Croatians finance their travels. With 94% of travelers using payment cards during trips and 62% of all transactions being card-based, the trend towards contactless payments continues to spread rapidly. This change not only increases security and convenience but also facilitates the tracking of expenditures and financial management during travel.

Experiences as a Traveler's Priority

According to a global Mastercard survey from March 2024, 73% of Croatian citizens believe that investing in experiences is worthwhile, and 40% feel that experiences bring the best life memories. More than half of the respondents are willing to travel to another country or even another continent to gain new experiences that passionately interest them. This trend reflects a growing awareness of the value of travel not only as a means of vacation but also as a tool for personal development and enriching life.

Sustainable Tourism and Local Community

The growing interest in sustainable tourism among Croatian travelers encourages the development of tourism offerings that are environmentally friendly and support local communities. Sustainable tourism focuses on reducing negative impacts on the environment, preserving cultural heritage, and providing benefits to local residents. This approach allows tourists to enjoy authentic experiences while simultaneously contributing to the sustainable development of the destinations they visit.

Future Predictions for Tourism in Croatia

Considering current trends, it can be expected that Croatian tourism will continue to grow, adapting to the needs and desires of modern travelers. Increased interest in digitization, sustainability, and unique experiences will shape future tourism offerings. With continuous investment in infrastructure, promotion of local destinations, and innovative services, Croatia is well-positioned to remain one of the most desirable tourist destinations in Europe.

With an increasing number of trips within the country, tourism is becoming a key factor in Croatia's economic development. Local businesses, from accommodation facilities to hospitality services, are increasingly adapting their offerings to meet the demands of modern travelers. Additionally, the promotion of lesser-known destinations contributes to a more even distribution of tourist flows, thereby reducing pressure on popular locations and promoting the discovery of Croatia's hidden gems.