The Croatian Tourist Board (HTZ) and the Kvarner Tourist Board recently organized a significant presentation in Milan, targeting the Italian market, which has positioned itself as one of the key markets for Croatian tourism. This event served as a platform to highlight the latest trends, practices, and the comprehensive offer that Croatia provides, with special emphasis on the changing preferences of Italian guests. The presentation was led by Kristjan Staničić, Director of HTZ, with support from Viviana Vukelić, Director of the HTZ Representative Office in Italy. The importance of the event was also confirmed by the presence of Stjepan Ribić, Consul General of the Republic of Croatia in Milan.
Growing interest of Italian tourists in Croatia
Director Staničić expressed satisfaction with the continuous growth in Croatia's recognition as a year-round destination in the Italian market. Data for 2024 ranks Italy as the seventh most important foreign source market, testifying to a deep connection and interest. "Italian guests are increasingly showing interest in unique tourist experiences, moving away from the traditional summer holiday and seeking offers outside the main season," Staničić emphasized. This trend indicates a growing demand for authentic experiences, exploring lesser-known destinations, and escaping summer crowds. A particular increase in interest for the continental parts of Croatia was highlighted, which offer diversity and a wealth of content throughout the year. "We are pleased that, in addition to our traditional popularity during the summer months, we are also recording increasing interest from Italians in continental Croatia in all seasons," added Staničić. To meet this demand, during the 2025 summer flight schedule, five Croatian airports will be connected to nine Italian cities via regular routes operated by seven different airlines, ensuring excellent accessibility.
Enogastronomy as a key asset
A special focus of the presentation was placed on Croatia's extraordinary eno-gastronomic offer. It was highlighted that the country boasts top-quality, internationally awarded wines and olive oils. In addition, Croatia can pride itself on an increasing number of restaurants holding prestigious Michelin stars and those with a JRE (Jeunes Restaurateurs) certificate, all of which form an inseparable part of an authentic and premium tourist offer. This segment is further strengthened by the success of Kvarner, which has been declared the European Region of Gastronomy for 2026. This title confirms the richness and quality of Kvarner cuisine and further positions the region, as well as the whole of Croatia, as an unmissable destination for gourmets. Vlasta Mastrović, representative of the Kvarner Tourist Board and project manager for "Kvarner – European Region of Gastronomy 2026," presented the specifics of the region in more detail. Chefs Teai Stiven Vunić and sommeliers Žarko Stilin and Ines Matić Matešković used their skills to bring a part of the rich Kvarner gastro and eno offer to life for those present in Milan.
Sustainability and authenticity – new priorities
Viviana Vukelić, Director of the HTZ Representative Office in Italy, emphasized that new generations of Italian tourists increasingly value sustainability and authenticity. "New generations of Italians are creating new habits and needs focused on unique experiences and the preservation of the environment and climate. Croatia has excellent resources and great potential for this," stated Vukelić. According to research, as many as 77% of tourists actively seek authentic experiences that reflect local culture, and 73% want their tourist spending to directly benefit the local community. This shift towards more conscious travel is also reflected in the desire of 69% of tourists to leave the destination in a better state than they found it. Croatia is responding to these demands by developing sustainable tourism products, promoting local customs, ecologically certified producers, and environmentally friendly accommodation. Programs like "Eco Domus" in Istria, which value social and ecological responsibility, the use of natural materials, and sustainable resource management, are examples of such efforts. Croatia is increasingly recognized as a destination that offers unique experiences, such as sailing the Adriatic, cycling tours through Međimurje, horse riding on the Slavonian plains, or hiking on Velebit, allowing visitors to connect with nature and local culture on a deeper level.
Investments and strengthening the offer
The presentation also showcased newly opened and planned hotel capacities, both in the Adriatic part and in continental Croatia. Planned openings in 2025 include luxury facilities such as Riva's Hotels & Resorts in Ičići (part of the Marriott group), Mövenpick Hotel Kvarner Bay in Novi Vinodolski, Heritage & Resort Hotel Monumenti in Pula, and the renovated Hotel Marjan in Split. These investments signal Croatia's growth as a luxury tourism destination and an upgrade in the quality of its accommodation offer. In addition, the concept of introducing a recognition label for private accommodation called "Local Host" (Your Host) was presented. The aim of this initiative is to further highlight the authenticity of the offer and the traditional hospitality of Croatian hosts, encouraging quality private accommodation as a special tourist experience. The label will be free for renters and is part of a wider marketing package.
Continuous promotion in the Italian market
Director Vukelić also commented on the numerous promotional activities being carried out in the Italian market. "We have a large number of promotional activities behind us: from fairs, such as the specialized cycling tourism fair Fiera del Cicloturismo in Bologna, through business workshops like 'Sell Croatia' in Verona, to a study trip for agents in cooperation with the national association of travel agencies FIAVET," she stated. Study trips for Italian media throughout Croatia are also underway, and the main advertising campaign for the summer season will soon be launched. All these activities are aimed at strengthening Croatia's image as a quality, safe, and desirable tourist destination, with special emphasis on the lifestyle segment, sustainability, and rich cultural and natural heritage. Collaboration with Italian media houses, such as participation in the My Personal Trainer Days event in Milan, where Kvarner presented its offer of health tourism, active holidays, and gastronomy, further increases the visibility of Croatian destinations among the Italian audience interested in specific tourism niches.
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Creation time: 23 May, 2025