CNTB Assembly adopts 2026 work program: more investment in premium tourism, digital marketing, and sustainability

At the 2nd session of the Assembly of the Croatian National Tourist Board, held on December 23, 2025, in Zagreb, the Assembly members adopted and confirmed the Annual Work Program for 2026. This rounded off the key planning document of the national tourist organization for the coming year, in which continued growth in tourist traffic is expected with a stronger focus on offer quality, premium segments, and sustainable destination development.

According to the adopted document, the total revenues of the CNTB for 2026 are planned in an amount slightly exceeding 57 million euros, which is an increase of 3.1 percent compared to the current Annual Work Program for 2025. The budget increase will enable stronger investment in promoting Croatia in foreign markets, more intensive digital marketing, and a greater number of projects aimed at extending the season and achieving a more even territorial distribution of tourist traffic.

The session was chaired by the State Secretary at the Ministry of Tourism and Sport, Monika Udovičić, while the CNTB Director Kristjan Staničić also participated in the work, together with representatives of the tourism and public sectors. The adopted work program represents the operational response of the tourist board system to the strategic goals of Croatian tourism until 2030, primarily in terms of sustainability, increasing added value, and strengthening competitiveness in the global market.

Tourism as an engine of the economy: 2024 results and 2025 trends

The decision to increase the CNTB budget for 2026 is made at a time when Croatian tourism has already confirmed recovery and growth compared to pre-pandemic years. During 2024, Croatia was visited by more than 21 million tourists, who generated about 109 million overnight stays, with growth in physical indicators compared to 2023 and a simultaneous increase in tourism revenues. These data confirm that tourism is one of the key generators of GDP, employment, and service exports in Croatia.

Positive trends continued in 2025 as well. According to the first data from the eVisitor system, in the first six months of 2025, about 7.5 million arrivals and more than 29 million overnight stays were realized, which is approximately 4 percent more than in the same period of the previous year. The peak season in July also brought very high numbers, with about 4.6 million arrivals and more than 29 million overnight stays, almost at the level of the record-breaking year 2024.

Although quantitative indicators are strong, Croatian tourism policy in recent years has been increasingly directed from a mere increase in arrival numbers towards the growth of offer quality, spending per guest, and year-round employment. It is precisely in this context that the new CNTB Annual Work Program should be viewed, which places emphasis on premium segments, better spatial and temporal distribution of traffic, and reducing pressure on the most burdened coastal destinations during the peak season.

At the same time, tourism remains an important source of revenue for both the state budget and local communities. Revenues from tourist tax, tourist board membership fees, fiscalized invoices in hospitality and tourism and related activities, according to available data, are continuously growing, thereby confirming the role of tourism as one of the most important export branches of the Croatian economy.

Financial framework: budget growth and redirection to stronger promotion

The adopted work program for 2026 foresees that the total revenues and expenditures of the CNTB will amount to slightly more than 57 million euros. Most of these funds come from legally defined sources of financing for tourist boards – tourist tax, membership fees, budget funds, and other revenues, in accordance with the Act on Tourist Boards and the Promotion of Croatian Tourism. The planned growth of 3.1 percent compared to 2025 is the result of a combination of favorable trends in tourist traffic and strengthening revenues from the mentioned sources.

Through the Work Program, it is clearly indicated that a significant part of the additional funds will be directed precisely towards promotional activities in foreign markets. Compared to 2025, for advertising and project collaborations in foreign markets, a budget increase of about 2 million euros is foreseen, representing a growth of almost 34 percent. With this, the CNTB wants to further consolidate Croatia's position in key source markets, but also to break through more strongly into promising distant markets.

Simultaneously, the amount for marketing collaborations with strategic partners – airlines, tour operators, online platforms, and other important participants in the tourism value chain – is also increasing. Approximately one million euros more than the year before will be allocated for these collaborations in 2026, which is a growth of slightly more than 30 percent. The goal is to ensure greater visibility for Croatia through joint campaigns, combined advertising, and special promotional actions, and to encourage a larger number of direct and charter flights, as well as organized arrivals in the pre- and post-season.

Special attention is paid to digital channels. Online advertising will gain an even more prominent role, as the Work Program provides for a budget increase for this purpose of about 709 thousand euros, or almost 31 percent compared to 2025. This involves investments in targeted digital campaigns, production of multimedia content, optimization of presence on social networks, search engines, and specialized tourism portals, and the use of data and analytics for more precise audience targeting.

Within promotional activities, a special place is occupied by study trips for foreign journalists, bloggers, and influencers. Additional funds in the amount of 115 thousand euros are foreseen for these trips, representing an increase of more than 60 percent compared to 2025. Through organized visits, familiarization with destinations, local communities, and thematic tourism products, the CNTB wants to ensure additional media visibility and credible recommendations in key markets.

Premium segments and offer differentiation

One of the central determinants of the adopted program is a stronger shift towards premium tourism segments. Planned revenues and expenditures are structured to enable the development and promotion of high-quality tourism experiences, with an emphasis on guests with higher purchasing power who seek authentic experiences, a higher level of service, and a personalized offer.

This applies to a range of thematic products that have already been recognized as Croatia's comparative advantages: eno-gastronomy, nautical tourism, outdoor activities, cultural and urban tourism, health and wellness tourism, and specialized forms of travel such as luxury circular trips, boutique accommodation, or experiential tours in small groups. The adopted program foresees additional efforts in branding such products, connecting them into attractive itineraries, and stronger placement in markets that seek precisely this type of offer.

Special emphasis is on the further development of eno-gastro tourism, where Croatia has recorded growth in recognition in recent years thanks to wine, olive oil, local ingredients, and modern interpretation of traditional cuisine. Premium restaurants, wineries, oil mills, and small producers are increasingly included in joint promotional campaigns, and the new Work Program foresees the continuation and strengthening of these collaborations.

Outdoor and active tourism – including hiking, cycling, trail running, sports, and adventure tourism – is also recognized as a field with great potential outside the peak season. Investments in promoting such products have a double effect: they attract guests who are willing to travel in the pre- and post-season and contribute to the more even development of continental and less developed areas, which can offer authentic natural and rural experiences.

In the segment of cultural tourism, the focus is on authentic city centers, UNESCO-protected heritage sites, festivals, events, and museum institutions, but also the contemporary creative scene. Through the work program, the CNTB continues to support projects that combine cultural and tourism components, especially those that can attract visitors throughout the year and contribute to creating a recognizable identity for Croatian destinations.

More even distribution of tourism and strengthening the pre- and post-season

It is clearly emphasized in the Work Program for 2026 that the goal is to more evenly distribute tourist traffic and mitigate seasonality. This means less reliance on the short peak period in July and August, and more on developing the offer and promoting travel in the spring and autumn months, as well as during winter holidays and special events.

In this sense, the CNTB continues to cooperate intensively with regional and local tourist boards, professional associations, and the private sector on creating thematic campaigns aimed at the pre- and post-season. Examples of such campaigns include projects dedicated to gastronomy, outdoor activities, cultural events, Advent programs, business and congress tourism, and various specialized niches.

More even distribution of tourism also implies further strengthening of continental destinations. Slavonia, the Danube region, Central Croatia, and Gorski Kotar stand out as areas with great development potential, especially in the segments of eno-gastro experiences, active, rural, and health tourism. The CNTB work program foresees promotional activities that will bring these regions even closer to foreign and domestic guests, in synergy with projects implemented by county and local tourist boards.

Such an approach is in line with the goals of the Sustainable Tourism Development Strategy until 2030, which clearly points to the need to reduce excessive pressure on certain coastal destinations, increase the resilience of tourism to external shocks, and strengthen the tourism offer in the interior of the country. The CNTB Annual Work Program for 2026 represents an operational step in the implementation of these strategic guidelines.

Sustainable growth and alignment with strategic documents until 2030

The CNTB Work Program for 2026 cannot be viewed in isolation, but as part of a broader strategic framework for Croatian tourism. This framework primarily consists of the Sustainable Tourism Development Strategy until 2030, the National Plan for the Development of Sustainable Tourism until 2027, as well as the Strategic Marketing and Operational Plan of Croatian Tourism for the period 2023 – 2027.

The mentioned documents define key goals: transition from mass to sustainable tourism, raising the quality of life for residents in destinations, protection of the environment and space, increasing the resilience of the tourism sector, and strengthening innovation and digital transformation. The adopted CNTB Annual Work Program for 2026 elaborates these goals through concrete activities, target markets, and financial frameworks.

Sustainability in the context of the CNTB program refers not only to environmental protection but also to the economic and social dimension. This means encouraging projects that contribute to the local economy, creating quality jobs, including local producers, cultural and creative actors, and smaller, family businesses in the tourism value chain. At the same time, the emphasis is on preserving the authenticity of the space and the identity of destinations.

The Work Program also recognizes the role of European and national funds, including the National Recovery and Resilience Plan, as a source of additional funds for the development of green and digital tourism infrastructure. Although the financial allocation of such projects itself is led through other documents and institutions, the CNTB contributes through its promotional and coordination activities to greater visibility of sustainable tourism projects and their positioning in the domestic and international market.

The role of CNTB representative offices and cooperation with partners

The Annual Work Program details the tasks and financial resources provided for the network of CNTB foreign representative offices. These offices, located in the most important source markets, play a key role in implementing promotional campaigns, collaborating with tour operators, airlines, and the media, and in gathering information on trends and preferences of potential guests.

Representative offices are responsible for localizing global campaigns, creating specific messages for individual markets, organizing business workshops, presentations, and events, as well as coordinating study trips for journalists and influencers. In accordance with the adopted Work Program for 2026, part of the additional budget is directed precisely towards the activities of these offices, in order to ensure maximum efficiency of investment in promotion.

Along with the network of representative offices, strategic partners play a key role – foreign and domestic carriers, tour operators, global online platforms, hotel groups, and other tourism companies. Marketing collaborations with them enable combined advertising and joint campaigns in which Croatia is positioned as a main destination, with simultaneous promotion of specific products and arrangements.

Through the work program, the CNTB foresees the continuation and strengthening of such partnerships, especially in the segment of digital advertising, co-branding campaigns, and projects aimed at extending the season. Collaborations are also planned with international organizations and initiatives that promote sustainable tourism, innovation, and responsible travel.

Legal framework and the importance of the Annual Work Program

The work of the Croatian National Tourist Board and local tourist boards is defined by the Act on Tourist Boards and the Promotion of Croatian Tourism, which establishes the organization, competencies, and basic principles of financing tourist boards. Annual work programs are fundamental documents that operationally elaborate the tasks of the tourist board system, plan revenues and expenditures, and define the method of using public funds.

The adoption of the CNTB Annual Work Program at the Assembly represents a key step in ensuring transparency and accountability in managing funds collected through tourist tax, membership fees, and other sources. The Work Program clearly states goals, performance indicators, and indicative deadlines, thereby enabling monitoring of implementation and subsequent evaluation of results.

In addition to the financial aspect, the Work Program also has an important signaling role for the tourism sector. Through it, the CNTB communicates its priorities for the coming year – from target markets and key products to planned campaigns, fairs, education, and grants. Entrepreneurs, local communities, and other stakeholders can more easily align their own investment, promotion, and offer development plans based on this information.

Expectations and challenges in 2026

Croatian tourism enters 2026 with a relatively favorable starting point: stable demand in European markets, growth in the number of air routes, a strong image as a safe Mediterranean destination, and continuous investments in accommodation and accompanying capacities. At the same time, the sector faces a series of challenges, including pressures on space and infrastructure in certain destinations, labor shortages, rising operating costs, and increasingly pronounced international competition.

The CNTB Annual Work Program for 2026 attempts to respond to these challenges with a combination of targeted promotion, strengthening of premium segments, digital transformation, and cooperation with destinations that want to develop more sustainable tourism models. Expectations are that a slight growth in physical indicators will continue, but with an emphasis on higher spending per guest and a higher quality experience, rather than a mere increase in the number of overnight stays.

Special attention will be paid to adapting to global trends, such as the growth in demand for sustainable and responsible travel, digitization of the user experience, the increasing importance of social networks and influencer recommendations, as well as the rise in interest for travel outside the peak season. Through the adopted Work Program, the CNTB strives to use these trends to further position Croatia as a destination of authentic, safe, and quality experiences.

According to available information, it is expected that the implementation of activities foreseen by the Program during 2026 will contribute to strengthening the competitiveness of Croatian tourism, further revenue growth, and a greater degree of even development across regions and throughout the year. Whether all goals will be fully achieved will also depend on general economic trends in Europe and the world, geopolitical circumstances, but also the readiness of all stakeholders in Croatian tourism to cooperate and adapt to new trends.

By adopting the Annual Work Program for 2026, the CNTB Assembly sent a clear message that the focus in the coming period is on quality, sustainability, and stronger positioning of Croatia on the global travel map. Increased investments in foreign promotion, digital channels, and premium tourism segments are key instruments with which Croatia wants to retain and strengthen its position as one of the leading tourist destinations in the Mediterranean.

Sources:
- Croatian National Tourist Board – press release "CNTB Assembly adopted Annual Work Program for 2026" (published 23.12.2025) (link)
- Croatian National Tourist Board – "Proposal of the CNTB Annual Work Program for 2026 adopted at the Tourism Council session" (published 16.12.2025) (link)
- Croatian National Tourist Board – "Annual Work Program for 2026" (official document) (link)
- HRT – "Croatian tourism in 2024 with increases in physical and financial traffic" (statistical data on tourist traffic 2024) (link)
- Ministry of Tourism and Sport / CNTB – monthly information on statistical indicators of tourist traffic 2025 (eVisitor reports) (link)
- Ministry of Tourism and Sport – "Sustainable Tourism Development Strategy until 2030" and National Plan for the Development of Sustainable Tourism until 2027 (link)
- Business HTZ – "Strategic and programming documents of Croatian tourism" (Croatian Tourism Development Strategy until 2030, Strategic Marketing and Operational Plan of Croatian Tourism 2023–2027) (link)
- Ministry of Tourism and Sport / Central Portal for Tourism Development – "Act on Tourist Boards and the Promotion of Croatian Tourism" (unofficial consolidated text) (link)
- Hrturizam.hr, Poslovni dnevnik, 24sata – articles on CNTB's planned revenue of 57 million euros in 2026 and Work Program highlights (premium segments, digital campaigns, study trips) (link, link, link)