In the very heart of Tokyo, on September 24 and 25, 2025, the Croatian and Slovenian tourist offer was presented to Japanese travel agents, representatives of tour operators, and experts from the international tourism industry at a business workshop and presentation under the common motto "Experience Croatia, Feel Slovenia". The event gathered key stakeholders who shape travel trends in distant markets, and its purpose was to create new business connections, strengthen existing partnerships, and encourage year-round travel to the destinations of Central Europe and the Adriatic. Conceived as a bridge between Asian expectations and European diversity, the presentation carefully combined strong destination narratives with practical insights into travel logistics, seasonality, and capacities.

Croatia was represented in Tokyo by the director of the Hrvatska turistička zajednica, Kristjan Staničić, while the Slovenian story was led by the head of the Digital Marketing Department of the Slovenska turistička organizacija, Ana Savšek. The messages from the stage were aligned and clear: Japanese guests are drawn to Croatia and Slovenia by authentic experiences, a strong sense of security, rich cultural and historical heritage, and gastronomy that combines Mediterranean influences with Alpine tradition. Special emphasis was placed on off-season travel – autumn, winter, and spring periods – in which city walks, museums, concerts, wellness, and natural attractions are just as appealing as the summer sea.

Why the focus on Japan and what it means for the region

The Japanese market is known for its high level of organization, loyalty, and a preference for thoroughly planned multi-country itineraries. That is precisely why the joint appearance of the two neighboring countries has a strong effect: travelers who want to combine several different experiences during one trip to Europe – urban areas, cultural routes, mountain views, and a Mediterranean atmosphere – can easily bridge the distances. A typical route includes arriving in Zagreb, sightseeing the historic core, visiting museums and galleries, and taking trips to national parks and UNESCO sites, followed by a descent towards the Adriatic cities. Excursions to Nacionalni park Krka and visits to old Dalmatian centers are a must, and the travel rhythm is restored by a turn towards Slovenia – accommodation in Ljubljana, a walk through the historic core and a cable car ride to the castle, followed by a shorter stay in Bled with trips to lakes and cave systems.

Such networking of destinations is particularly attractive to Japanese travelers who appreciate punctuality, clarity of information, and personalized details. That is why the Tokyo workshop was dedicated to "closing the circle" – from inspiration to a concrete booking. The business part enabled the precise arrangement of dates, capacities, and language support (Japanese-speaking guides, bilingual itineraries, cultural mediators), while the exhibition part provided direct insight into diverse content suitable for different age groups and travel habits.

Numbers and trends: a year-round travel rhythm

Europe returned to a strong tourism rhythm in 2024 and 2025, but it is particularly important that Croatia and Slovenia are recording growth in periods outside the peak season. During 2024, Croatia progressed in total arrivals and overnight stays, and in 2025 it continued with positive trends in traffic and consumption, which confirms the thesis that the destination is increasingly perceived as a year-round one. In Slovenia, the results further supported the narrative of a "green and sustainable destination" – mountain and lake resorts, as well as urban cultural programs, are gaining value in the spring and autumn periods, while the winter period utilizes infrastructure close to urban centers. Trends from the Japanese market coincide with such dynamics: shorter, content-dense routes, a suitable pace, and the inclusion of local rituals (markets, vineyards, fishing heritage) are increasingly sought-after motives for arrival.

Air connectivity: hubs that shorten the journey

The success of distant markets directly depends on the quality and frequency of air connections. The partner of this event was Turkish Airlines, whose Istanbul hub is one of the most important bridges between East Asia and Southeast Europe. In the summer months, availability to Croatia and Slovenia is further enhanced: increased frequencies on the Istanbul–Zagreb route mean more daily options for groups and individual travelers, and stable connections to Ljubljana create a comfortable time window for transfers. For Japanese agents and tour operators, this is a key tactical advantage – easier bookings, less stress about connections, and the ability to "lock in" itineraries in better price classes, especially for trips that combine Zagreb, Dalmatian destinations, and Ljubljana.

Who all represented Croatia in Tokyo

Alongside the Hrvatska turistička zajednica, the Croatian offer in Tokyo was presented by the following partners: Turistička zajednica grada Zagreba, Turistička zajednica grada Šibenika, Udruga hrvatskih putničkih agencija (UHPA), Javna ustanova Nacionalni park Krka, Tumlare Corporation Croatia, Travemo Club, Uniline, Fortuna Travel, and Hrvatska premium selekcija. Their tables and presentations covered a wide spectrum of needs – from group and incentive programs to boutique excursions and private tours, with a strong emphasis on authentic local stories, sustainability, and cooperation with small producers and cultural institutions.

…and who Slovenia brought

Slovenia was represented, alongside the Slovenska turistička organizacija, by: Ljubljana Tourism, Turizem Bled, Sava Hotels & Resorts, Ljubljanski grad, Palma Travel, Intours DMC, Ekorna Travel, Promet T&T, Happy Tours, and Knmtravel DMC. The portfolio covered everything – from accommodation on lakes and in the mountains to city experiences, castles, and cultural events. Products that combine an active stay in nature with visits to wine-growing areas, as well as programs suitable for families and mature travelers, a segment that is steadily growing in Japan, attracted special attention.

B2B pulse: the questions that decide a purchase

At the business meetings, three sets of questions stood out that often decide the closing of a deal: (1) seasonality and capacities – how much accommodation is available outside of summer and what are the cancellation policies; (2) language and cultural support – is there a Japanese-speaking guide and how is cultural content presented; (3) logistics – transfer durations, proven routes for groups, and options for upgrades with private experiences. The Croatian and Slovenian partners responded with agility: DMCs offered fast, clear, and transparent proposals, accommodation providers highlighted flexibility and additional services, and destination organizations took on the role of "curators" connecting museums, theaters, festivals, and natural attractions into harmonious wholes.

What Japanese guests want: motives that remain constant

The motives for the arrival of Japanese travelers to our region are largely stable: safety, tidiness, a culture of hospitality and tradition, gastronomy with recognizable local ingredients, and the availability of diverse experiences at short distances. The "daily contrast" is particularly appealing – city galleries and museums in the morning, a walk with sea views in the afternoon, and a concert or theater performance in the evening. In Croatia, this means a light itinerary branching from Zagreb towards the coast with excursions to Šibenik and Nacionalni park Krka, while in Slovenia, synergy is created by Ljubljana, Bled, and the Alpine valleys. For travelers accustomed to precise organization, it is also attractive that most key attractions can be combined without excessively long drives.

Itineraries that "work" in the Japanese market

Group travel (10–12 days): arrival in Zagreb and two to three nights with themed tours (architecture, modern art, artistic quarters), then a tour of Plitvice Lakes and continuation towards the Adriatic cities. The program includes dinners in a bistro with tradition-inspired dishes, olive oil or herb workshops, and light walks by the sea. The final part takes place in Slovenia: accommodation in Ljubljana, a trip to Bled, a ride in a traditional boat, and visits to castles and wine regions.

Individual travelers: for couples and mature travelers, "slow travel" programs of 7–9 days are suggested, with longer stays in less frequented locations. Boutique hotels and family-run accommodations in the old city cores of Zagreb and Šibenik are recommended, along with day trips to Nacionalni park Krka and stays near the lakes and mountain trails around Bled. For a higher level of comfort, private transfers, personalized museum tours, or evening concerts can be easily added.

Digital marketing: content that turns interest into a booking

The Japanese market reacts extremely well to short and clear descriptions in Japanese, precise suggestions for daily activities, and high-quality visuals. The most successful posts combine videos of movement (train rides to viewpoints, city tram routes, "from the hotel door to the museum"), depictions of local rituals (fishing tradition, grape harvesting, winter fairs), and cultural contexts (stories from curators, master craftsmen, chefs). When photos and videos are accompanied by concise itineraries and clear calls to action, the rate of inquiries and conversions measurably increases. In practice, this means that destinations and partners need to regularly update their media libraries, provide consent for the use of materials, and offer content "packages" that agents can immediately include in their brochures and websites.

Sustainable visitor management: quality over quantity

To preserve the quality of the experience, the focus is returning to the distribution of visitors throughout the day and week, as well as the introduction of tools that lead to less crowded times. This includes recommended time windows for attractions, the possibility of mandatory entry times for the most popular sites during peak visits, and clearly marked public transport routes. Japanese guests perceive such systems as a valuable service because they guarantee order, punctuality, and a more peaceful tour. "Second-tier plans" also play an important role – nearby galleries, minority museum collections, local theaters, or gastronomic districts that relieve the main streets and squares. Cities like Zagreb and Ljubljana, as well as coastal strongholds like Šibenik, are highlighting districts outside the main zones and creating 60 to 90-minute tour "circuits" that are easy to fit into a daily plan.

Cooperation with JNTO: coordination that brings results

During the official stay in Tokyo, a working meeting was held with representatives of the Japan National Tourism Organization (JNTO). They discussed joint campaigns, training for agents, and the exchange of data on the searches and preferences of Japanese travelers. Such coordination helps to quickly adapt messages – for example, highlighting the "city & nature" concept or promoting off-season festivals – and to timely inform partners about new routes, guide availability, and cultural programs. A special place is occupied by the exchange of experiences on approaching mature-age visitors, a segment that is recording a steady growth of interest in cultural themes and comfortable, yet content-rich tours.

The voice of the industry: what the domestic partners are saying

Representatives of Croatian and Slovenian companies emphasized that the Japanese market values consistency and quality. Successful arrangements return as recommendations, and recommendations become multi-year collaborations. Therefore, on the supply side, a crucial role is played by quick feedback, transparent conditions, the possibility of payment in installments, and the presence of a Japanese-speaking person. Accommodation providers in the cities of Zagreb, Šibenik, and Ljubljana reported a growth in demand for smaller properties and boutique hotels with a central location, while partners from Bled highlighted an increased interest in combinations of "lake + wine region" and "lake + caves".

The broader context: a reputation and results that build on each other

During 2024 and 2025, Croatia strengthened its international reputation as a strong and diverse destination, with a marked shift towards extending the season and increasing guest spending. At the same time, Slovenia confirmed that a consistent strategy of green and sustainable tourism is the right path – growth in key indicators is accompanied by an increase in visibility. The joint appearance in Tokyo, just before the autumn wave of travel, therefore came at the right moment. In practice, this means popularizing itineraries that combine urban institutions, nature parks, light outdoor activities, and eno-gastronomic content in a single route, with a pleasant pace of movement, good public transport infrastructure, and the security that is extremely important to Japanese travelers.

Recommendations for further placement: B2B, B2C, and destination management

• B2B: quarterly briefings with Japanese agents, updated photo and video libraries, timely communication of special events (festivals, concerts, sports events), and fast, standardized offers that clearly state the conditions, included content, and guide availability.


• B2C: bilingual campaigns with an emphasis on "city & nature", "slow travel", and themed routes, with clear calls to action and simple steps to booking. Highlight value for money and a quality choice of accommodation in Zagreb, Šibenik, Ljubljana, and Bled.


• Destinations: itineraries for off-season months that combine cultural sights, nature, and gastronomy; marked public transport routes; recommended time windows for visiting popular attractions; activation of the "second tier" – districts, galleries, and smaller collections.

The business part of the event in Tokyo was concluded with informal networking and a prize draw in which lucky participants won round-trip airline tickets from Japan to Croatia. Symbolically and concretely, the message was the same: Croatia and Slovenia together form a natural, logical, and inspiring itinerary – from the rhythm of big cities, across Alpine horizons, to the blue of the Adriatic – and they offer Japanese travelers reliability, diversity, and experiences to be remembered.