CNTB Tourist Board adopted the 2026 work program: larger budget, stronger focus on digital marketing and air connectivity
In 2026, the Croatian National Tourist Board will have more than 57 million euros at its disposal, which is an increase in revenue of 3.1 percent compared to this year. The proposal for the Annual Work Program of the Croatian National Tourist Board (CNTB) for 2026 was adopted at the second session of the Tourist Board held at the Ministry of Tourism and Sport, confirming the direction of further strengthening the international promotion of Croatian tourism. The central emphases of the new program relate to more intensive marketing campaigns in sourcing markets, greater investments in air transport and joint advertising with carriers and tour operators, and the further expansion of activities in the field of digital marketing.
More than 57 million euros for the promotion of Croatia in 2026
According to the adopted proposal, the total planned revenues of the CNTB in 2026 amount to slightly more than 57 million euros. These are funds primarily generated from para-fiscal revenues of tourist boards, such as the tourist tax and membership fees, with the support of the state budget and other sources. These revenues enable the implementation of a whole range of promotional, developmental, and communication activities that position Croatian tourism in key foreign markets.
The budget increase of 3.1 percent compared to 2025 comes after a series of tourist seasons in which Croatia recorded record results. According to the latest data from the Croatian National Bank and tourism satellite accounts, tourism revenues in 2023 reached more than 14.5 billion euros, with tourism accounting for an extremely significant part of the Croatian gross domestic product. In such circumstances, the goal of the new CNTB work program is not only to maintain existing positions but also to further strengthen Croatia's competitiveness as a year-round and sustainable destination.
The 2026 Work Program is aligned with national strategic documents in tourism and with the implementation program of the Ministry of Tourism and Sport, which defines the direction of the sector's development until 2028. Special emphasis is placed on a more even spatial and temporal distribution of tourist traffic, greater inclusion of continental Croatia, promotion of sustainable destination management, and raising the quality of service.
Why 2026 is assessed as a challenging year for Croatian tourism
At the session of the Tourist Board, it was pointed out that 2026, according to available projections, will be extremely demanding for European and global tourism. The reasons are multiple: ongoing geopolitical uncertainty, high travel and living costs, changes in consumer habits, and intense competition from other Mediterranean countries that are investing heavily in the promotion and modernization of their tourist offers.
Croatia enters the new season as one of the most tourism-dependent members of the European Union. National and European statistics show that tourism in Croatia generates a double-digit share of the gross domestic product, with the sector's direct contribution to GDP among the highest in the EU. Tourist spending and revenues are important not only for the Adriatic coast but also for a number of supporting activities in the country's interior – from agriculture and the food industry to transport, construction, and the cultural sector.
In such circumstances, the Croatian National Tourist Board and the Ministry of Tourism and Sport emphasize the need to respond to challenges with even stronger and more precisely targeted promotional activities. The goal is to attract guests with higher purchasing power, extend the season, reduce pressure on the most burdened destinations in the heart of summer, and develop an offer that encourages more even development of the entire country.
Three pillars of promotion: campaigns, air connectivity, and digital marketing
Minister of Tourism and Sport Tonči Glavina pointed out at the session that the CNTB Work Program for 2026 specifically strengthened three key areas of action: classic and integrated marketing campaigns in sourcing markets, joint advertising with airlines and tour operators, and digital marketing, especially activities on social media.
In marketing campaigns, the emphasis will be on sourcing markets that traditionally bring the largest number of arrivals and overnight stays to Croatia, such as Germany, Austria, Slovenia, Italy, Poland, the Czech Republic, Hungary, the United Kingdom, the Netherlands, and Scandinavian countries. The goal is to simultaneously retain existing guests and open space for new segments, especially younger travelers and visitors who prefer individual and themed trips over classic package deals.
Joint advertising with airlines and tour operators is the second key pillar of the program. The model of joint campaign financing, which combines CNTB funds and the marketing budgets of carriers and tour operators, has already proven effective in securing new routes, increasing the frequency of existing flights, and strengthening Croatia's visibility in key markets. In 2026, it is planned to further increase funds for such collaborations, with a special emphasis on air accessibility from major European metropolises and secondary airports, where the city break and weekend travel segments are growing.
The third pillar is digital marketing, i.e., the presence of the Croatian National Tourist Board on global online platforms, social media, and specialized travel portals. In practice, this means more targeted advertisements, collaborations with digital platforms for booking accommodation and transport, as well as stronger use of video content, interactive formats, and personalized campaigns. Digital channels today allow for the precise reaching of specific niches – from lovers of outdoor activities and active holidays, through boaters, to travelers who choose destinations according to the eno-gastronomic and cultural offer.
Specialized PR agencies for each key market
In addition to the Annual Work Program, the CNTB Tourist Board adopted a decision on the selection of PR agencies for the creation and implementation of the PR strategy and the conduct of communication activities in foreign markets in the period 2026–2027, with the possibility of extending the cooperation to 2028. Thus, the CNTB continues the practice of cooperation with specialized communication partners who know the local markets, media scenes, and specific consumer habits well.
For the markets of Austria, Italy, Poland, the United Kingdom, France, and Slovakia, the agency Grayling was selected, which has a strong presence in several European markets and experience in managing integrated communication campaigns in tourism. The markets of the Netherlands, Belgium, and Sweden will be covered by the agency Glenaki, while for Germany and Slovenia, the agency 404 was chosen, which has been active in the region for years and knows the specifics of the Croatian and neighboring markets.
For the Czech market, the agency Aviareps was selected, which specializes in the promotion of destinations and carriers in the Central European market. The Swiss market will be covered by the agency KPRN, and for Hungary, the agency MGM Media Optima was chosen. This model of division by markets allows for the adjustment of messages, communication tones, and topics to the interests of each individual sourcing area, while maintaining the unique brand of Croatian tourism.
The key task of the selected PR agencies will be continuous connection with local media, organization of events and presentations, coordination of study trips for journalists and influencers to Croatia, and timely reaction to topics that may affect the perception of Croatia as a safe, attractive, and high-quality destination. In an era when information spreads extremely quickly, professional reputation management of a destination becomes as important as traditional advertising.
Focus on quality, experience, and “value for money”
The Director of the Croatian National Tourist Board, Kristjan Staničić, emphasized during the discussion that the experiences of the current season confirm that guests are increasingly looking for a combination of quality, authentic experience, and a clear sense that they are getting appropriate value for money. This is a trend present across Europe, but it is especially important for destinations that have experienced a strong increase in prices and demand after the pandemic.
According to CNTB estimates, an increasing number of travelers travel several times a year, for shorter periods and with different motives – from summer coastal vacations, through city break trips and cultural events, to sports, gastro, and outdoor content. Because of this, it is necessary to continuously adapt the tourist offer, enrich it with new experiences and products, and ensure that the price follows the level of quality.
Additional funds for digital campaigns in key sourcing markets, as well as for the production of new creative content – video stories, reports, interactive guides, and specialized thematic campaigns – have been built into the 2026 work program. Segments such as outdoor tourism (hiking, cycling, trail paths), nautical tourism, eno-gastronomy, cultural tourism, and cultural routes, but also urban audiences looking for events, festivals, and contemporary cultural and creative offers, will be specifically targeted.
This continues the trend of a gradual shift away from exclusively “sun and sea” towards a more diverse and content-rich tourist offer. Croatia is increasingly striving to present itself as a country that offers experiences throughout the year – from winter events and Advent programs, through spring gastro festivals and cultural events, to autumn eno-tours and stays in nature.
Strengthening air connectivity and cooperation with global partners
One of the strongest emphases in the CNTB Annual Work Program for 2026 relates to the air accessibility of Croatian destinations. The plan envisages that additional funds be directed towards encouraging the introduction of new routes, increasing the frequency of existing lines, and preserving strategically important connections with key European airports.
In practice, this will mean the continuation and strengthening of cooperation with global and regional carriers, including traditional airlines, low-cost carriers, and seasonal charter operations. Joint advertising with carriers and tour operators allows campaigns to be conducted on channels that directly reach potential travelers – from websites and booking apps to newsletters and the social media of the carriers themselves.
In addition to Europe, continued activities are also expected in more distant markets, especially those from which Croatian destinations are already recording an increase in arrivals thanks to seasonal and so-called “stopover” routes. The role of the CNTB in this segment is to coordinate activities with domestic airports, county tourist boards, and local stakeholders to align marketing efforts with real capacities and the development strategy of the destinations.
Digital transformation and the role of national tourist platforms
The planned growth of investment in digital marketing fits into the broader digital transformation of Croatian tourism, coordinated by the Ministry of Tourism and Sport and the Croatian National Tourist Board. In recent years, the web platform croatia.hr has been modernized, functioning as a central place for informing tourists about destinations, accommodation possibilities, events, and themed experiences. In addition, special digital services are being developed for tourism professionals, tourist boards, and local government units.
In 2026, CNTB digital campaigns will use data on user behavior, search trends, and traveler preferences even more strongly. The goal is for the messages to be as relevant as possible, for the content to be adapted to the language, interests, and stage of travel planning the guest is in – from inspiration and research, through a concrete decision and reservation, to loyalty and return.
Along with global platforms, cooperation with domestic innovative solutions, tourism startups, and technology companies developing tools for destination management, online promotion, and analytics will also play an important role. In this way, investments in digital marketing simultaneously contribute to greater visibility for Croatia and the strengthening of the domestic ecosystem in the tourism and IT sectors.
The role of the CNTB and the Ministry in the long-term development of tourism
The Croatian National Tourist Board, as the national tourist organization, is responsible for creating and promoting the identity of Croatian tourism, drafting and implementing promotional strategies, and coordinating the activities of the tourist system at the national, regional, and local levels. The CNTB Tourist Board is one of the key bodies that directs the work of the Board, approves work programs, and supervises the implementation of planned activities.
The Ministry of Tourism and Sport, on the other hand, defines the regulatory framework, national strategies, and implementation programs for tourism development, including sustainability goals, quality improvement, strengthening human resources, and investments. The adoption of the CNTB Annual Work Program for 2026 is, in this sense, another link in the chain of strategic planning aimed at ensuring that Croatia remains a recognizable tourist destination, but also that opportunities are used to further improve the living standards of the local population.
The 2026 Work Program, with emphasized investments in sourcing markets, air connectivity, digital marketing, and specialized PR activities, shows that the Croatian National Tourist Board and the relevant ministry are striving to proactively respond to the trends and risks shaping global tourism. The results of these decisions will be measured not only by the numbers of arrivals and overnight stays but also by the growth of tourist revenues, the increase in the share of higher accommodation categories, greater regional balance, and the preservation of natural and cultural resources.
If the planned measures are consistently implemented, 2026 could confirm that Croatia, despite challenging circumstances, manages to strengthen its recognition and reputation as a destination of quality, authentic experiences, and responsible, sustainable tourist practices.
Sources:
- Croatian National Tourist Board – general information about the role and activities of the CNTB ( https://www.htz.hr/en-GB )
- Ministry of Tourism and Sport of the Republic of Croatia – information on the scope of the Ministry and the implementation program for the period 2024–2028 ( https://mint.gov.hr )
- Croatian National Bank – data on tourism revenues and their share in GDP ( https://www.hnb.hr )
- Croatian Bureau of Statistics – Tourism Satellite Account for the Republic of Croatia in 2022 ( https://podaci.dzs.hr )
- National and specialized portals on the economy and tourism – analysis of the share of tourism in GDP and demand trends ( https://www.vecernji.hr , https://novac.jutarnji.hr )
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