The Croatian National Tourist Board (HTZ) has opened a call for organizers of domestic events to apply for market-oriented, umbrella marketing cooperation during 2026. This is a program intended for events that, through their reputation and level of visibility, can raise the national promotion of Croatian tourism as a whole, and generate arrivals, overnight stays, and spending throughout the year. Applications are accepted exclusively electronically until December 15, 2025.

Why HTZ invests in "TOP events"

Large festivals, sports competitions, cultural and musical events have long profiled themselves as points of strong interest for travelers. At HTZ, they are strategically recognized as content that attracts international attention, multiplies arrivals, and extends the season beyond the peak of summer. The cooperation program with organizers of TOP events is part of the implementation of the Strategic Marketing and Operational Plan of Croatian Tourism 2023–2027, and it focuses on events that, with their "reach" and PR effect, affirm Croatia as a vibrant, diverse, and year-round destination.

Who can apply

Potential partners are event organizers in Croatia who meet clearly prescribed prerequisites. Only organizations whose projects meet the following can apply:

• fall among the most significant domestic events which are an independent motive for visitor arrivals,


• significantly contribute to the "Croatia" brand through their investments in promotion in foreign markets,


• positively influence the development of the destination, local spending, and overall tourism results,


• through an accompanying program, qualitatively present the tourist offer of the place and encourage additional spending,


• have a total budget of at least 200,000 euros,


• and allocate at least 10% of the total budget to promotion.

Applications cannot be submitted by regional tourist boards with a tourism development index for 2024 lower than 20 nor local tourist boards with an index lower than 25, according to the methodology of the Institute for Tourism. Pilgrimages, anniversaries and jubilees, professional competitions, fairs, exhibitions, business meetings, closed-type events, and exclusively online formats are excluded from consideration.

What is co-financed – eligible activities

Cooperation is based on the promotion of events throughout the entire life cycle of the project. Eligible activities include:

• online and offline advertising (outdoor advertising, print and electronic media, radio and TV),


• PR activities and location branding,


• activities in the channels of organizers and partners (web, social networks, newsletters),


• creation and distribution of promotional materials (catalogs, brochures, flyers),


• production and cession of photo and video content to HTZ for further use,


• appearances at fairs and targeted promotions, including streams and TV broadcasts.

Ineligible costs include artistic fees, equipment rental, souvenir production, hosts and animators, and other operational costs that are not directly communicational.

Co-financing model and upper limits

Planned HTZ funds are allocated exclusively for promotional activities, whereby the share of HTZ cannot be greater than the total cost of investment in promotion, nor can it exceed 20% of the total event costs. Payments are made retroactively, after the submission of a complete report and proof of actually implemented activities, no later than 30 days after their completion.

In the case of deviation from the planned budget or reduced investment in promotion, proportional reductions in the HTZ share are foreseen. If individual activities cannot be carried out, partners are obliged to propose replacements without delay; HTZ retains the right to accept, modify, or reject such proposals.

Evaluation and selection criteria

Applications are considered by a specially appointed committee, and the final decision is made by the Tourism Council of HTZ. The assessment evaluates the key characteristics of the event, the quality and reach of planned campaigns, and the overall effects on the brand and market performance. Priority is given to projects that:

• are held outside the main tourist season (June 1 – September 30),


• connect multiple regions or are held outside main tourist centers in attractive locations,


• last multiple days and have continuity (multi-year events),


• expect a larger number of participants, visitors, arrivals, and overnight stays,


• invest more strongly in promotion, especially in foreign markets,


• correspond with their identity and values to the tourism brand of Croatia.

How to apply – steps and documentation

The application consists of three mandatory components that must be submitted by the deadline, namely:

1. a filled-out online application form,


2. a certificate from the Tax Administration that the applicant has no debt to the state (not older than 30 days from submission),


3. a filled-out budget form provided by the call.

The form and budget are sent by e-mail to the address specified by HTZ in the instructions, and the overall application must be substantively complete and sufficiently argued to enable the evaluation of the proposed partnership and expected market effects.

Communication planning – what HTZ expects from partners

All selected partners are obliged to carry out promotional activities in accordance with HTZ's communication messages and clearly highlight that this is a marketing cooperation with the national national tourist organization (application of the Croatian tourism sign/logo). After the project, partners submit a report with a summary of results, a list and proofs of all realized activities, and photo/video materials which are ceded to HTZ for use.

For multi-day events, phased planning (teaser – launch – retention) is recommended with a combination of online and outdoor channels, PR, and collaborations with media and influencers in emissive markets. The focus is on measurability: reach, clicks, impressions, media value, tickets sold, and tourist traffic, especially in the off-season.

Where the program reflects strongest – examples of effects in destinations

Successful TOP events in practice encourage early bookings and improve accommodation occupancy. Thus, for example, winter and spring festivals in continental cities attract domestic and regional audiences, while summer open-air formats in Adriatic cities motivate arrivals from all over Europe, making destinations visible even outside the main season. For visitors planning a trip to Zagreb, additional ideas for a stay are often linked to cultural programs and gastronomic tours, and when planning a tour, it is useful to check accommodation in Zagreb in advance to avoid crowds during peak periods.

Similarly applies to Split, where large sports and music events fill hotels and private accommodation during the pre-season and post-season; therefore, it is wise to check accommodation in Split already when purchasing tickets. In Dubrovnik, the combination of cultural heritage and international festivals creates additional demand – especially if the program takes place outside August – so visitors often secure accommodation in Dubrovnik in advance.

At the regional level, events connecting multiple locations in Istria and the wider area of Dalmatia show how itineraries can be designed to distribute traffic more evenly. For longer routes, it is useful to look at accommodation in Istria and accommodation in Dalmatia earlier, especially on weekend dates.

Examples of good campaign planning practices

Multichannel approach: a combination of digital channels (paid search, video, social networks), outdoor advertising, and PR creates a critical mass of reach. Foreign markets: in accordance with the criteria, part of the budget is directed towards emissive countries from which the largest number of visitors comes. Cooperation with local stakeholders: caterers, museums, and tourist guides enhance the offer and average spending.

Content preparation: HTZ requires the production of photos and videos that can be used in future campaigns. Therefore, it is important to plan usage rights and production deadlines. Measurability: define KPIs (e.g., number of tickets sold in the off-season, increase in overnight stays, engagement on social networks, number of publications in international media) and foresee reporting methodology.

Deadlines and dynamics

Applications are submitted until December 15, 2025, and evaluation and selection follow after the review of complete documentation. After signing the contract, activities are carried out in agreement with HTZ, and the payment of the HTZ share is possible upon submission of a complete report and proofs of conducted promotional activities, as a rule up to 30 days after their completion.

What to prepare before sending the application

• Clear description of the event, target groups, and markets,


• media planning sketch with an emphasis on foreign channels,


• elaborated budget with clearly separated promotional items,


• production plan for photo/video content and their subsequent use,


• estimate of expected results (attendance, overnight stays, reach, and media value),


• HTZ visibility plan and compliance with the Croatian brand.

Risk management and changes in activities

In case of extraordinary circumstances that prevent the implementation of part of the campaign (weather conditions, bans, logistical obstacles), partners can propose alternative activities or budget reallocation. If an agreement cannot be reached, HTZ has the right to reduce or withhold its share in accordance with clearly prescribed rules. The principle is simple: HTZ funds follow actual realization and measurable effects.

Legal and ethical compliance

Applicants declare the accuracy of the submitted data and the fact that they have no unsettled obligations towards the tourist board system or other Croatian entities, as well as that no disputes are being conducted against them that would constitute an obstacle to cooperation. HTZ reserves the right to reject offers that are not in accordance with strategic goals, as well as to carry out promotional activities with third parties when justified.

Who this opportunity is really intended for

This call is primarily directed at projects that resonate beyond local reach: events of international resonance, hybrid programs combining sports, music, and culture, and festivals and manifestations that prove they motivate travel to a certain place – whether it concerns centers such as Zagreb and Split (with timely checking of accommodation in Zagreb and accommodation in Split), historical backdrops of Dubrovnik (and timely checking of accommodation in Dubrovnik) or branched itineraries along Dalmatia and Istria (with checking of accommodation in Dalmatia and accommodation in Istria).

Where to find complete instructions and forms

The complete text of the call, forms, and additional instructions are available on the official HTZ website. Organizers considering applying should first detailly read the eligibility and selection criteria, then align their plans with the Croatian brand, and prepare an argued communication and PR strategy that can justify the requested share of co-financing.

Note on terminology and communication

Throughout the entire process, HTZ emphasizes clear and consistent brand communication: the tone and visual identity, campaign signature, and necessary partnership attribution must be visible in all derivatives – from visuals for advertising campaigns to social media posts and video materials. This ensures that every euro invested in promotion benefits not only the individual event but also cumulatively strengthens the recognition of Croatia in main emissive markets.

Concluding on the importance for destinations

HTZ's call for TOP events in 2026 continues the policy of targeted support for projects with demonstrable market impact. Through clearly set criteria, limitations, and a results-monitoring model, the program rewards organizers who think in layers: from content and program to distribution mix and media strategy. Organizers applying by December 15, 2025, have enough time to elaborate projects in cooperation with partners in the destination – from tourist boards and cultural institutions to carriers and the hotel sector – and present a strong, measurable, and internationally relevant promotion plan within the application.