The Croatian National Tourist Board (HTZ) has started the new tourist year by participating in the Vakantiebeurs fair in Utrecht, one of the most important tourism events in the Netherlands, held from January 8 to 12, 2025. This prestigious fair brings together hundreds of exhibitors and tens of thousands of visitors every year, providing a platform for promoting destinations, exchanging ideas, and establishing business contacts. Croatia has stood out this year with its rich and diverse tourism offer, with a focus on sustainability and authenticity.

Vakantiebeurs – platform for the development of sustainable tourism

The Vakantiebeurs in Utrecht has been known for decades as an unmissable meeting place for tourism professionals and enthusiasts. The fair gathers around 900 exhibitors from around the world, and is visited by more than 65,000 people. This year, the focus was placed on sustainability and ecological awareness, which perfectly fit into HTZ's strategy for promoting Croatia as a destination that fosters responsible tourism. With the increasing awareness of travelers about the ecological footprint, the Croatian tourism offer has been further enriched with innovative content such as cycling paths, eco-accommodation, and outdoor activities.

Croatia in the Dutch market

In recent years, Croatia has become an increasingly popular destination for Dutch tourists. According to research, more than three-quarters of the Dutch plan to take a vacation in 2025, despite economic challenges such as rising prices and inflation. As many as 40% of respondents have already booked their holidays, with the spring months, particularly April, being among the most sought-after. The Dutch recognize Croatia as a destination offering beautiful natural landscapes, diverse activities, and hospitality, which was further confirmed by this year's presentation at the fair.

Croatian stand – fair attraction

The Croatian stand at the Vakantiebeurs this year attracted a lot of attention from visitors and the media. During the first day, which was reserved for B2B meetings, meetings were held with key partners, including representatives of leading tourist agencies and media. Among them were ANWB, TUI, KLM, and many others. Additionally, many bloggers and influencers expressed interest in the Croatian offer, ensuring additional media visibility.

Diverse offer of co-exhibitors

At the Croatian stand, many co-exhibitors presented their offers, including the Tourist Boards of Zagreb, Dubrovnik-Neretva County, Zadar, Šibenik-Knin, and Crikvenica. Their diverse offers included everything from cultural events to adventurous and gastro content, creating a complete impression of Croatia as a tourist destination.

Sustainable tourism – the key to the future

One of the key trends at this year's fair was the emphasis on sustainable tourism. Croatia highlighted projects such as the introduction of solar energy in tourist facilities, promotion of eco-certified accommodation, and the promotion of local products. Special programs that involve interaction with the local population and authentic experiences of life in smaller communities were particularly highlighted.

The future of Croatian tourism in the global market

Participation in fairs like the Vakantiebeurs is a crucial part of HTZ's strategy to attract international guests. The Dutch market, which continues to show increasing interest in Croatia, is one of the priority markets for Croatian tourism. Through cooperation with leading global partners and the implementation of innovative ideas, Croatia successfully positions itself as a modern and sustainable destination for all generations.