The summer season is in full swing, and for numerous Slovenian citizens, only one destination is marked on the map for an ideal vacation – Croatia. The unwavering popularity of the Croatian coast and inland has been confirmed by the latest research, which indicates that the traditional bond between Slovenian guests and Croatian tourism continues with undiminished intensity. This deeply rooted habit, passed down from generation to generation, is based on decades of trust, a feeling of welcome, and an offer that is constantly adapting to the wishes and needs of its loyal neighbors.

According to a recent online survey conducted by the reputable Institute for Market and Media Research, Mediana, the enthusiasm for summer holidays among Slovenians is extremely high. As many as 71 percent of respondents confirmed their plans to go on vacation, signaling a strong desire for travel and relaxation. It is interesting that almost a fifth of those planning a trip have already financially secured their vacation by paying for packages and accommodation. This testifies to a proactive approach and a desire to secure the best spots and deals. On the other hand, just over a quarter of respondents, although they have already chosen their destination, are still waiting to make a payment, while the remaining quarter are still weighing their options, looking for the perfect place for their summer escape. This statistic shows a dynamic market where decisions are made at different stages, from early bookings to last-minute ones.

Croatia as the undisputed summer leader

When looking at where the sights of Slovenian tourists are set, the picture is crystal clear. Croatia continues to sovereignly hold the position of the absolute favorite. More than half of all respondents planning a summer vacation have decided to spend it on the Croatian coast or inland. This dominance is not a coincidence, but the result of a series of factors that make Croatia an ideal choice. In second place in terms of popularity, with a significantly smaller share, is Slovenia itself, where one in ten respondents will spend their summer. Although domestic tourism is important, it is obvious that the need for a change of scenery draws the majority across the border. Among other foreign destinations, Greece and Italy are traditionally popular, but their popularity is nowhere near that enjoyed by Croatia. Also interesting is the fact that more than a tenth of respondents opted for the "somewhere else" option, indicating a growing segment of travelers seeking new, perhaps more exotic adventures, but they still represent a minority compared to those who stick to tried and loved destinations.

Bruno Bonifačić, director of the Croatian National Tourist Board representation in Slovenia, points out that these results confirm long-standing affection and loyalty. "We are extremely grateful for the trust that Slovenian guests show us year after year. Our advantage lies in the combination of key elements: geographical proximity and excellent transport connections that allow for quick and easy arrivals, but also in a well-known and extremely diverse offer. Slovenians know what to expect – a high level of safety, authentic experiences, and hospitality that makes them feel at home," emphasizes Bonifačić. He adds that Slovenia is one of the most important outbound markets and that Croatia will continue to actively strive to adapt its offer to their specific interests, from family and camping tourism to growing niches like active holidays and eno-gastronomy.

What attracts Slovenians most to the Adriatic?

An analysis of the preferences of Slovenian guests reveals several key areas that particularly attract them. Traditionally, Istra and Kvarner are absolute magnets. Proximity, cultural similarity, top-notch gastronomy, and a rich accommodation offer make these regions the first choice for many. Destinations like Rovinj, Poreč, the islands of Krk and Lošinj have recorded decades of loyal attendance. However, an increasing number of Slovenians are also exploring Dalmatia, attracted by the beauty of national parks, islands, and historic cities like Zadar and Split.

One of the strongest assets of the Croatian offer for Slovenians is camping. As a nation that highly values being in nature, Slovenian tourists are among the most numerous guests in Croatian camps. The modernization of campsites, the introduction of luxury mobile homes, and glamping facilities have further enhanced the appeal of this type of holiday. In addition, active holidays are becoming an increasingly important motive for arrival. Numerous cycling and hiking trails, opportunities for mountaineering, sailing, and diving perfectly match the lifestyle of many Slovenian families. Eno-gastronomy has also become an indispensable part of the experience. Wine tastings on the wine roads of Istra, tasting olive oil and truffle specialties, as well as fresh seafood from Kvarner, are a strong lure for gourmets.

Accommodation preferences and length of stay

When it comes to the choice of accommodation, the research data provided by Mediana shows clear preferences. The largest portion of respondents, as many as 38 percent, choose accommodation in apartments, private rooms, or holiday homes. This choice offers flexibility, privacy, and often a more favorable price-to-quality ratio, which is ideal for families and groups of friends. In second place, with a 24 percent share, are hotels and motels, preferred by guests who want complete comfort and additional services. Campsites, as already mentioned, hold a high third place with 15 percent, confirming their lasting popularity.

As for the planned duration of the vacation, it varies. The largest group, a third of the respondents, plans a vacation lasting 4 to 7 nights, which is ideal for a quick escape from everyday life and recharging batteries. A fifth of the respondents opt for a slightly longer stay, up to 10 nights, while a significant quarter plans a real, long vacation lasting more than 10 nights, allowing for complete relaxation and exploration of the destination.

A year-round destination and continuous growth

It is important to note that the connection between Croatia and Slovenian tourists is not limited to the summer months. The eVisitor system data confirms this. In the year 2025 so far, Slovenian guests have made more than 877 thousand arrivals and 4.3 million overnight stays in Croatia. These figures represent a noticeable growth of 2 percent in arrivals and 3 percent in overnight stays compared to the same period last year, indicating a healthy and stable growth trend. This success gains additional weight when considering that for Slovenians, Croatia represents a year-round travel destination. Holidays, long weekends, and spontaneous trips, especially to Istra, Kvarner, and the capital city Zagreb, make Slovenian guests some of the most present and most important partners in Croatian tourism, building a bridge of friendship and cooperation that grows stronger year after year.