Croatia at The New York Travel & Adventure Show: promotion on the American market and a new air connection to Split
The Croatian National Tourist Board (HTZ) presented the Croatian tourism offer at
The New York Travel & Adventure Show, held on January 24 and 25, 2026, at the Jacob K. Javits Convention Center in New York. The fair is known in the USA as a major consumer-business platform where travelers planning vacations, travel advisors, and the tourism industry meet simultaneously. The Croatian appearance came at a time when itineraries for the spring and summer are being shaped for the American market, and decisions are often made based on a combination of inspiration, flight availability, and the reliability of partners on the ground. In this sense, Croatia's presence at the fair has a dual role: addressing end travelers directly and strengthening business contacts with agents and tour operators.
Additional weight is given to this year's presentation by the announcement of a direct air connection from the New York area to Split, which is expected to start at the end of April 2026. For long-haul markets, air connectivity is precisely the crucial variable: fewer layovers usually mean less risk of delays and lost luggage, as well as shorter total travel time. In tourism terms, direct flights can change the geography of arrivals – Split and Dalmatia become a more logical start of the journey, and the rest of Croatia is more easily included as a continuation of the route. Given that American travelers generally plan ahead and often travel for longer periods, such connectivity can also influence the extension of the season, especially in the spring months.
Fair at the Javits: a mix of travel event and business platform
The New York Travel & Adventure Show is presented by the organizers as the only major travel fair in New York, with an exhibition part and a rich program of lectures on multiple stages. According to official information from the organizers, a large number of exhibitors from destinations and the travel industry gather at the fair, along with seminars and meetings with well-known travel names and editors. Such a combination is important because it encourages visitors to plan trips not only through price, but also through themes like safety, sustainability, travel trends, and specialized interests. For destinations, it is an opportunity to create visibility in a short time that would otherwise require weeks or months of campaigns. In addition, the event serves as a place where travel advisors "hunt" for concrete programs that they can quickly turn into offers for clients.
In this environment, Croatia sought to stand out with a message of diversity: from the coast and islands to the cities and the continent. The emphasis was not only on "postcard" photos, but also on content that makes the decision easier for the American traveler – clear excursion suggestions, cruise options, gourmet offers, and programs adapted to different budgets and travel styles. At the same time, the Croatian pavilion was also a business point: conversations with agents were often focused on questions of operational execution, accommodation standards, safety, and logistics at the destination. It is precisely this "practical" layer, along with the emotional experience of the journey, that often tips the scales when a destination competes with others in the Mediterranean.
The Croatian pavilion as an interactive hub: quizzes, prizes, and „pomalo“
According to the HTZ press release, the Croatian pavilion during the weekend was a dynamic hub for destination promotion and direct interaction with visitors. Croatia was presented through several educational quizzes, and visitors with the most knowledge about the destination had the opportunity to win prizes related to Croatian enogastronomy. As part of the presentation, products from Croatian partners were also highlighted, including top Croatian wines and Badel's Antique Pelinkovac, which was specially presented to visitors and agents visiting the booths of Croatian exhibitors. Such an approach has clear logic: at a fair with great competition, interactive content more easily "holds" the audience and opens space for conversation. Quizzes were also a tool for "soft" learning about the destination – through questions about heritage, attractions, and lifestyle.
In communication, the "pomalo" lifestyle was particularly emphasized, through which Croatia presents itself as a destination where one travels slower and more meaningfully. This framework links to the *slow travel* trend, where guests choose a longer stay in one location, more walking, and more time for local gastronomy and culture instead of a quick tour of multiple cities. For Croatian destinations, this is an important message also from a sustainability perspective: a longer stay often means less transport within the trip, more even spending, and a better chance for the guest to be directed to content outside the most crowded zones. Through gifts and vouchers from domestic partners, participants could also learn about concrete excursion possibilities, gourmet experiences, and cruises, which is particularly interesting to a market that values a "package" of services and a verified organizer. In practice, precisely such small, tangible pieces of information are often the trigger for a traveler to return home with a clear idea of where and how to travel.
Broad representation of destinations: from Zagreb and Kvarner to Lika and Dalmatia
Alongside HTZ as the main exhibitor, the tourist boards of Kvarner, Split-Dalmatia, and Lika-Senj counties, the cities of Zagreb and Split, as well as several private partners, presented themselves at the fair. Such a composition shows the intention to portray Croatia as a mosaic of regions, rather than a single monolithic "Adriatic" image. Kvarner can position itself on the American market as a combination of islands, coast, and Gorski Kotar, which opens space for programs outside the summer months. Split-Dalmatia County and the city of Split carry strong international recognition, especially as an entry point to the islands, but also as a destination for urban heritage and events. Lika-Senj County gains additional importance in this context because it represents content that can relieve the coast and encourage travel to the interior, especially in spring and autumn.
Zagreb is important because of its role as an urban "anchor" that can balance the coastal part of the trip. American guests often want to combine urban content with the coast, and the city offers museums, cultural events, a restaurant scene, and excursions to the surrounding areas, which extends the stay and reduces pressure on the most visited points on the coast. Split, along with its cultural component, has strong transport and logistical significance; its accessibility often determines how a traveler will allocate their days, which islands or cities to include, and whether the trip will end in Croatia or continue to neighboring countries. This is precisely why presenting Split on the American market is also linked to the message about the new air connection – because accessibility "unlocks" demand that already exists but has so far often depended on layovers.
The role of the private sector: agencies and hoteliers as destination „translators“
Alongside destination organizations, travel agencies and hoteliers also participated in the fair, which is practically as important for long-haul markets as institutional promotion. American travelers often expect clearly structured programs, precisely explained logistics, and a standard of service comparable to what they are used to. Agencies act as destination "translators" in this process: from excursions and transfers to themed routes involving wine regions, gastronomy, history, or islands. Hoteliers and other accommodation providers, especially in the higher category segment, influence whether a guest perceives the destination as comfortable and predictable – which is extremely important in long-distance travel. For HTZ, it is therefore important not just to tell a "story" of beauty at the fair, but also about the destination's capacity to deliver quality.
Such conversations are particularly important due to the role of travel advisors in the American market. Although some travelers travel independently, a large segment – especially for the first trip to Europe or for more complex itineraries – still uses advisors, who often decide which destination will make the shortlist. Therefore, the presence of Croatian partners at the fair is simultaneously a marketing and a sales activity: the goal is for Croatia not to be perceived only as "beautiful," but also as easy to plan. When several regions and several types of service are presented at the same time, a travel advisor can more quickly assemble a program that suits different client profiles – from couples and families to more demanding travelers seeking boutique accommodation and personalized tours. This is especially important in competition with destinations that have had a strong "sales apparatus" on the American market for decades.
The American market in numbers: 2025 as a year of growth
HTZ emphasizes in its press release that the American market is the most significant long-haul market for Croatia. According to data published by HTZ, about 850 thousand arrivals of American guests and 2.4 million overnight stays were realized in 2025. Compared to 2024, this represents a growth of 9% in arrivals and 10% in overnight stays, which HTZ interprets as confirmation of the continuous interest of American travelers in authentic experiences. Such results are important because long-haul markets generally bring higher spending per guest, and travelers more often decide on a combination of several regions and a longer stay. In practice, this can have a positive effect on the wider value chain – from accommodation and catering to transport, guides, and local producers.
That is precisely why quality and sustainability are mentioned more frequently in Croatian messages to the market. Popularity brings pressure to the most visited points, especially in July and August, when crowds are at their peak. Because of this, HTZ emphasized at the fair the extension of the season and balanced regional development, in order to distribute traffic outside the peak and beyond a few of the most famous locations. This direction is in line with national strategic documents, which emphasize year-round tourism and sustainability as the fundamental goal of tourism development. For the American traveler, this is also a signal of seriousness: the destination shows that it understands the challenges of growth and wants to maintain the quality of the experience, not just "increase the numbers." In an industry where reputation grows quickly but can be damaged just as fast, this message is increasingly significant.
Direct flights from the New York area to Split from April 30, 2026
One of the most important transport news items accompanying the Croatian appearance was the announcement of direct flights to Split. United Airlines stated in its summer 2026 flight schedule announcement that it is launching the only direct line between Split and the United States, starting April 30, 2026. According to the same press release, flights are expected to operate three times a week, and the line will be operated by a Boeing 767-300ER aircraft. United also states in the press release that it is already the only carrier offering direct flights to Croatia through the seasonal Newark/New York – Dubrovnik line, so Split is given the status of an additional Croatian point on the direct connectivity map. For travelers, this means a simpler arrival, and for destinations, a clearer framework for planning capacity and offers in the pre-season.
In tourism terms, a direct connection can also change the structure of itineraries. Travelers coming to Split often want to combine urban heritage with the islands, and then continue towards Dubrovnik, national parks, or Zagreb. Split relies on a strong cultural identity; the historical complex of the city with Diocletian's Palace is on the UNESCO World Heritage list, which is often an important "trigger" for travelers planning a cultural trip. When such content is combined with easier accessibility, the likelihood increases that a traveler will decide on a longer stay and more detailed exploration of the region. This can be especially important for the shift towards a higher-quality tourism model, where it is not just the number of arrivals that counts, but the value the guest leaves behind through a longer stay and broader consumption.
Season extension and growth management: between opportunity and responsibility
New air lines generally influence not only the number of arrivals but also the distribution of demand. If the announced line to Split proves stable, 2026 could bring stronger growth in American arrivals in the pre-season, especially in May and June, when the climate is more favorable for sightseeing, active vacations, and gastronomy than in the peak of summer. This could encourage the development of content "designed" for spring and autumn: cultural tours, themed events, cycling and hiking programs, and offers for smaller groups. For destinations, this also means different resource management – from labor to transport capacity and field offers. In the long run, such a shift can reduce seasonal fluctuations and increase the predictability of business in tourism.
In this context, the strategic framework that Croatia emphasizes in international communication is important. The Strategy for the Development of Sustainable Tourism until 2030, published as an official document, sets goals including year-round and regionally more balanced tourism and the strengthening of the quality of the tourism product. In the press release about the appearance in New York, HTZ stated precisely along these lines that the long-term strategy in the American market is aimed at quality growth, season extension, balanced regional development, and partnerships that support sustainable tourism. This is also an answer to questions increasingly asked by both travelers and the media: how the destination manages crowds, how it preserves authenticity, and how it ensures that tourism does not displace local life. For the American market, where there is growing interest in "responsible" travel, such a message can be the key difference compared to the competition.
What the Croatian appearance in New York means for 2026 and beyond
Fairs like the Travel & Adventure Show come at a time when visibility can be built in a short time that would otherwise take months of campaigns. Croatia used the appearance to simultaneously present experiences and "remove" logistical doubts: how to get there, what can be combined, and how to make the trip meaningful. Through interactive quizzes and the promotion of the "pomalo" approach, the idea was emphasized that Croatia is not just a destination for a short visit, but a place where one can come with a plan to stay longer and get to know the local culture. Highlighting multiple regions and multiple types of offer sends the message that the destination has breadth, which is important to a market seeking diversity and flexibility. Additionally, the presence of agencies and hoteliers increases the likelihood that the interest of visitors and advisors will turn into concrete reservations.
If the promotion and accessibility in 2026 indeed coincide, Croatia could further strengthen its position in the American market, but also direct growth towards a higher-quality, year-round model. The key will be ensuring that the growth in arrivals does not boil down to increasing crowds in a few of the most famous points, but that content and consumption are distributed across more regions and throughout a longer part of the year. This is exactly the message that HTZ built in New York: Croatia as a destination of authentic experiences, a slower pace, and diverse regions, with a concrete transport shift that makes travel simpler. In this framework, the announced direct flights to Split are not just logistical news, but a potential tool for changing the way Croatia is perceived and visited in one of the most important long-haul markets.
Sources:- Croatian National Tourist Board – press release on the appearance at The New York Travel & Adventure Show January 24–25, 2026 (link)- The Travel & Adventure Show (TravelShows.com) – official information on the date and location of the fair in New York (Jacob K. Javits Convention Center, January 24–25, 2026) (link)- TravelShows.com – document with a list of Croatian exhibitors and B2B partners within the Croatia Pavilion (2026 NY TAS Croatian Exhibitors) (link)- United Airlines (PR Newswire) – announcement of the summer 2026 flight schedule and the new Newark/New York – Split line (starting April 30, 2026, three times a week, Boeing 767-300ER) (link)- Ministry of Tourism and Sport of the Republic of Croatia – Strategy for the Development of Sustainable Tourism until 2030 (strategic framework) (link)- Narodne novine – Strategy for the Development of Sustainable Tourism until 2030 (official text) (link)- UNESCO World Heritage Centre – Historical Complex of Split with the Palace of Diocletian (UNESCO World Heritage list) (link)
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