Croatian companies from the high-end tourism segment participated again this year in Cannes at the International Luxury Travel Market (ILTM), one of the world's most significant fairs for premium and luxury travel. The participation was jointly organized under the auspices of the Croatian Chamber of Economy through the brand Stories – Experience Premium Croatia and the Croatian National Tourist Board, with a clear goal: to further consolidate Croatia's position as a year-round destination of high added value. The official program involves 16 companies and a total of 40 representatives of the tourism sector, focusing on precisely targeted B2B meetings with agents and advisors who work exclusively with clients of the highest purchasing power.

Strategic importance of ILTM: where reputation turns into contracts

ILTM Cannes gathers global players in luxury tourism every year: hotel owners and directors, representatives of exclusive resorts, boutique villas and yachting, specialized DMCs, luxury tour operators, and the best travel advisors from more than eighty countries. For Croatian exhibitors, this is the most concentrated market access possible – in three to four days, dozens of pre-arranged meetings are conducted, new products are tested, and itineraries including Croatia in pre- and post-season portfolios are agreed upon. Such a format allows the strategic goals of national tourism – longer stays, higher average spending, and more even distribution of traffic throughout the year – to be translated into measurable commercial results.

Parallel to business meetings, educational forums and thematic presentations are held, following the main trends in the premium segment: growing demand for well-being and privacy, emphasis on authentic experiences, strengthening sustainability criteria, and expanding interest in destinations offering safety, accessibility, and a recognizable identity. Croatia, with its compact geographical framework, diversity of landscapes, and growing high gastronomy scene, positions itself naturally and convincingly within these frameworks.

How “speed networking” works and why it is crucial

The foundation of ILTM is a system of pre-matched B2B meetings in 15 to 20-minute intervals. In this short and intense format, Croatian teams present what interests luxury advisors the most: possibilities for complete “buy-out” of smaller properties, privacy and discretion, top-notch logistics (transfers, skippers, private guides), impeccably designed gastro and cultural programs, and flexible booking policies. Speed and precision of response are key to trust, and experience shows that the highest quality inquiries, which later turn into confirmed bookings and long-term partnerships, are initiated precisely at ILTM.

Representatives of Croatian DMCs experientially confirm the value of this format: in a series of concise conversations with agents, they learn what truly motivates their clients – authentic contact with local people and skills, the possibility of personalization at every stop of the journey, discreet but top-notch service, and of course safety and reliability of execution. When a partner recognizes this authenticity and sees that concrete people stand behind the itineraries – skippers, guides, winemakers, chefs, craftsmen – the path to multi-year cooperation becomes significantly shorter.

The role of HGK Stories and CNTB: joint performance that multiplies the effect

The brand Stories – Experience Premium Croatia under the umbrella of the Croatian Chamber of Economy was founded to gather the best Croatian products and services in the premium segment and present them as a coherent, curated portfolio. In cooperation with the Croatian National Tourist Board, joint appearances at international fairs like ILTM create a “one-stop-shop” impression of Croatia's premium offer – from accommodation and gastronomy to yachting, culture, and wellness. This significantly increases the visibility of the entire sector, and even smaller brands gain access to editors, buyers, and intermediaries they would otherwise find difficult to reach.

For national promotion, this is also an important communication framework: alongside B2B meetings, meetings are organized with editors and journalists of leading luxury travel media, creating additional reputational signals and natural SEO capital through quality publications and backlinks. In these conversations, Croatia consistently builds the narrative of a country offering experiences “with meaning” – personalized, focused on local stories, and sustainable according to the standards of the most demanding audience.

Croatian portfolio: from island resorts to urban hotels and boutique villas

The delegation presents a wide spectrum of offers: island resorts with private bays and personalized spa rituals, luxury city hotels with strong MICE capacities and “bleisure” concepts, exclusive villas and yachts for a complete private vacation, but also author tours through the interior – wine regions, castles, thermal springs, and art residencies. The “Mix & match” approach allows for the assembly of modular itineraries combining, for example, a few days in a heritage hotel with private museum and gallery tours, a week on a yacht with eno-gastro stops, or planned “wellbeing” programs designed with leading therapists and trainers.

This product relies on a dense network of local experts and producers: sommeliers and winemakers, olive growers, fishermen, diving and outdoor guides, curators and artists, confectioners and distillers. Micro-stories – about olive harvesting, hand-built dry stone walls, old grape varieties, or biodiversity conservation in marine parks – give the itinerary a “sense of place” that premium guests instinctively seek. In such an approach, luxury is not just visual splendor, but attention to detail and a sense of belonging to a place.

Sales channel in luxury travel: what the best advisors look for

The buying journey in the premium segment is rarely linear. It most often begins with a recommendation from a personal advisor who knows the client's preferences well. After a short “discovery call,” iterations of proposals and refinement of expectations follow, and whether Croatia enters the final selection often depends on the speed of reaction and quality of materials. Successful exhibitors therefore come to Cannes with crystal clear “rate sheets,” detailed content descriptions, privacy and safety protocols, and pre-prepared variations for different budgets and travel styles.

Three attributes are most sought after: proof of quality (awards, relevant reviews, and references), level of customization (buy-out of smaller hotels and villas, private chef, closed facilities, personalized transfers), and sustainability (transparent plastic reduction, energy management, inclusion of local suppliers). The Croatian portfolio, especially in the boutique and “owner-driven” property segment, is increasingly competitive here.

Sustainability and authenticity: decisive criteria

Premium guests want luxury with a smaller ecological footprint and clear social contribution. In practice, this means priority for local ingredients and short supply chains, revitalization of historic buildings and cultural heritage, cooperation with local crafts, and respect for regional gastronomic and enological traditions. Croatia is increasingly recognizable for this: the fine dining scene follows local seasonality, wine bars and taverns work with author menus and wine lists revealing small labels, and wellness programs increasingly include botany and rituals rooted in the local landscape.

Authenticity is the other half of the equation. The market is saturated with generic luxury – those who know how to tell a convincing story win. Therefore, the Croatian stand offers not just a brochure; visitors are given a “trial sample” of identity: tastings of liqueurs and brandies, candied orange peels (arancini) and sugared almonds, scents of rosemary, olive, and lavender. Such micro-activations are not decor, but a ticket to conversations about longer and more substantial programs and returning outside the peak season.

Media, editors, and opinion leaders: reputation that aids sales

Alongside working with buyers, working with editors and journalists of global media specialized for luxury travel is equally important. The goal is to network the Croatian premium offer with editorial calendars and thematic sections – restored palaces and heritage hotels, designer restaurants, island gastro routes, urban-art scenes, wellness retreats. When editorial publications follow B2B agreements, reputation multiplies the effect: it facilitates sales to advisors, increases client trust, and brings quality “earned” links that strengthen organic visibility in the long term.

Seasonality as an opportunity, not a problem

One of the key challenges of Croatian tourism is seasonality. The luxury segment offers a solution here: guests with higher purchasing power travel off-peak, wanting peace, space, and content. Therefore, Croatian exhibitors in Cannes emphasize year-round itineraries – autumn harvests and wine festivals, winter and spring wellness programs, cultural events, gastronomic residencies, and outdoor offers. Such a portfolio relieves overburdened points at the height of summer and strengthens smaller and continental destinations offering top value precisely off-peak.

What Croatian companies emphasized in conversations with partners

Exhibitors highlight several common messages: flexibility and rapid personalization, top-notch “door-to-door” logistics, high privacy and discretion, and integration of local experiences without improvisation. In city hotels, the emphasis is on “city break + nature” models and congress capacities alongside top gastronomy; on the coast and islands, added value includes private bays, programs for families with teen guests, discreet VIP protocols, and “tailor-made” yachting. Boutique villas emphasize longer stays, private chefs, and curator-led visits to museums and galleries.

Year 2025: dates, context, and expectations

This year's edition of ILTM Cannes takes place from December 1st to 4th, 2025, at the Palais des Festivals et des Congrès. Following the records of the previous year – with the largest number of participants and an exceptional volume of pre-scheduled meetings – a continuation of the trend of strong interest from buyers from the USA and the UK, as well as stable growth from the DACH market, is expected in 2025. The Croatian appearance retains the model of joint presentation through HGK and CNTB, and individual exhibitors arrive with improved portfolios for 2026 and 2027, especially in segments of higher accommodation categories, wellness, boutique cruising, and culinary residencies.

For Croatian exhibitors, the key goal is to convert a large number of quality meetings into deeper, multi-year collaborations with clearly defined KPIs: longer stays off-peak, higher average spending, stronger inclusion of local producers and crafts, and development of sustainable standards that understand luxury as attention to detail, silence, space, and time.

Examples of offer positioning in Cannes

Island resorts highlight private beaches and wellbeing rituals, personalized programs for families, and discreet VIP protocols. City hotels build stories about “city break + culture” and “city break + nature” combinations (e.g., Zagreb + Zagorje, Split + Central Dalmatian islands, Rijeka + Gorski kotar), alongside strong MICE capabilities. Boutique villas communicate longer stays, private chefs, sommelier service, and small gastro workshops, while the yachting segment offers modular cruises with thematic stops – from wine tastings to visits to archaeological sites and contemporary art galleries.

The common denominator in all examples is precise narration and “sense of place.” Whether it is the interpretation of dry stone walls, ceramics and design workshops, private tastings in vineyards, or exploring marine parks, the message is the same: luxury in Croatia means content, personal care, and a culture of living that leaves a mark in the guest's memory, not in the environment.

Gastronomy as an identity marker

Gastronomy is one of the strongest links to Croatian identity, so the delegation systematically promotes domestic flavors again this year: selections of liqueurs and brandies, arancini and sugared almonds, along with stories about the origin of ingredients, microclimate, and artisanal techniques. Such “signature” details serve as an introduction to more complex gastro routes – from Kvarner and Istrian wines and olives, through Dalmatian taverns and fine dining, to continental traditional recipes interpreted in a contemporary key. The premium audience wants to know who stands behind the product, how tradition is transmitted, and how the destination cooperates with small producers; Croatia has something to show here.

What follows after the fair: from “follow-up” to FAM trips

ILTM is the beginning of the annual cycle. After returning, personalized meeting summaries, delivery of visuals and technical sheets, trial bookings, planning of FAM trips, and joint campaigns in target markets follow. Success is not measured only by immediate signatures, but also by the quality of the sales funnel: how many inquiries turned into options, how many into confirmations, what share of partners is included in long-term activities. Croatian teams increasingly use data tools and CRMs to track returns at that level and continuously improve the portfolio.

Voices from the field: feedback shaping decisions

“For Croatian companies, ILTM is a valuable format for business networking. In just a few days, contacts are reached that are otherwise almost impossible to reach, and meetings provide clear insight into what partners are looking for and where we still need to strengthen the offer. These are concrete data that help make informed decisions.”

Representatives of hotel groups from island and urban destinations confirm that conversations in Cannes were extremely productive – the result should be greater visibility in priority markets and new collaborations with buyers shaping trends in luxury travel. On the other hand, specialized DMCs often describe ILTM as a series of “speed dating” meetings where in 15 to 20 minutes they learn what truly motivates clients: unique stories, touch with the local community, top logistics, and discretion. When a partner recognizes such authenticity, guests come with the right expectations and are open to the best that Croatia has to offer.

Final message: year-round, sustainable, and authentic Croatia

The Croatian appearance at ILTM Cannes 2025 consistently builds the image of a country offering year-round, personalized, and sustainable experiences for the most demanding guests. The joint appearance of HGK and CNTB, along with the Stories brand, multiplies the reach and creates a platform where hotel companies, boutique villas, yachting, and specialized agencies perform as a unique, curated whole. In exchange with global buyers and editors, this narrative is translated into concrete itineraries and measurable results – longer stays off-peak, higher added value, and a stronger local component in every element of the journey.