Croatian tourist offer presented to the Swiss public at the FESPO trade fair in Zurich
The Croatian National Tourist Board (HTZ) is presenting the overall Croatian tourist offer at the FESPO & Golfmesse in Zurich, which is held from January 29 to February 1, 2026, at the Messe Zurich exhibition space. It is the largest tourism fair in Switzerland, bringing together travelers planning their vacations, travel agencies and tour operators, carriers, hoteliers, and destinations wishing to strengthen their position in a market of high purchasing power. The organizers state that the 2026 edition brings together about 500 exhibitors from all over the world and features approximately 600 presentations and expert lectures, with an estimate that the fair will be visited by about 45 thousand visitors. For Croatia, this is a significant communication channel because it allows answering questions from an audience seeking concrete information and wanting to compare different destinations in one place. Along with visibility, the goal is also to strengthen the perception of Croatia as a country of experiences, and not just a summer vacation destination.
The fair is organized through five thematic exhibition halls covering different regions of the world and types of travel, from active vacations and nature to far-off destinations, round tours, and cruises. Simultaneously, Golfmesse is held, an event that has established itself in Switzerland as a key gathering for the domestic golf industry, so part of the audience at Messe Zurich comes specifically for this specialized segment. According to the organizers, the ticket is valid for both events, which further increases the flow of visitors and the diversity of interests. Such a fair structure strongly influences the way of presentation: exhibitors must offer both inspiration and logistical answers, from route ideas to travel planning guidelines. Within this framework, Croatia positions itself through a combination of authentic experience, quality of service, and diversity over short distances.
The Swiss market: high expectations and interest in experiences
For years, Switzerland has been observed in Croatian tourism as a source market with pronounced purchasing power and high expectations regarding the quality of service. Such a guest profile means a greater inclination towards higher-category accommodation, but also a readiness for higher spending outside of accommodation: restaurants, wineries, small producers, cultural programs, guided tours, and specialized content. Swiss travelers usually plan ahead, compare options, and seek reliable recommendations, which increases the importance of clear and credible communication at trade fairs. For HTZ and regional tourist boards, this means the emphasis is on experience, but also on details that decide the choice: accessibility, standards, infrastructure reliability, and the possibility of personalizing the trip. In such an environment, Croatia presents itself as a destination that can satisfy both "classic" vacation motives and an ever-expanding range of specialized interests.
In the profile of the Swiss source market published by HTZ, an increase in interest for sustainable and more environmentally friendly travel is also emphasized. The trend is manifested through a greater inclination towards train travel, choosing destinations closer to home, and seeking offers that reduce the environmental footprint, for example, through locally produced food, nature-based content, and accommodation that relies on sustainable practices. Such priorities are increasingly shaping guest expectations: it is not enough to offer a "beautiful location"; instead, questions are more frequently asked about how the destination manages traffic, crowds, resources, and space preservation. In this segment, Croatia strives to strengthen the message about experiential tourism that includes nature, culture, and the local community, and not just the high season on the coast. The fair in Zurich is a place where such topics can be explained through concrete examples, route recommendations, and travel suggestions outside the busiest periods.
Figures further confirm the stable interest of Swiss guests in Croatia. According to data from the eVisitor system published by HTZ in the market profile, Swiss tourists realized a total of 293,966 arrivals and 1,328,276 overnight stays in Croatia in 2024 across all capacities. By regional clusters, Istria is the strongest with 80,655 arrivals and 463,915 overnight stays, followed by Kvarner with 48,725 arrivals and 207,423 overnight stays, and the Dalmatia–Split cluster with 50,406 arrivals and 207,930 overnight stays. The data also show that Swiss guests do not stay exclusively in one region: interest is visible for cities as well as for combining multiple destinations within one trip. Among the most visited destinations by overnight stays, Rovinj, Split, Poreč, and Umag stand out, and the list also includes Dubrovnik and Zagreb, indicating a wider range of travel motives. This is precisely why the appearance at FESPO gains additional weight as a platform where combinations of experiences and clear itinerary ideas can be offered.
Roadtrip through Croatia: a response to the demand for flexible travel
At the center of the Croatian presentation in Zurich, the trend of traveling by car and individual route planning is particularly emphasized. This is a pattern that has been strengthening in Europe in recent years: travelers want to choose their own pace, combine multiple regions, and stay where they like the content most, without strictly set itineraries. In this sense, Croatia has a clear comparative advantage because it offers diverse landscapes and experiences in a relatively small area, from the coast and islands to mountain areas and the continent. Additionally, road accessibility from Central Europe, as well as the possibility of connecting several "thematic" days (sea, nature, culture, gastronomy) within one trip, fits the habits of guests who do not want to travel to just one location. The fair in Zurich provides a context in which the roadtrip approach can be presented through concrete route suggestions, but also through recommendations for traveling outside the peak season.
"The Swiss market continuously shows strong interest in high-quality and authentic travel experiences. The demand for individual and flexible forms of travel, which allow guests to explore the destination at their own pace, is particularly highlighted. That is why the roadtrip concept through Croatia, created in cooperation between HTZ and ADAC, is causing great interest among visitors at the fair. At the same time, Croatia clearly positions itself through a premium offer that includes top gastronomy and the wine scene, a high level of accommodation, and unique experiences that connect nature, culture, and active vacation," said Nera Miličić, Director of the HTZ Representative Office in Munich, also responsible for the Swiss market.
The "Roadtrip through Croatia" concept was designed in cooperation between HTZ and ADAC, and the official materials list six inspiring routes that can be combined with each other. Such an approach offers travelers a framework, but not a rigid plan: the routes serve as inspiration and are then adapted to interests, the age of travelers, and the expected level of comfort. The concept emphasizes that the content is adapted for families with children, adventurers, and lovers of active vacations, as well as guests in the premium segment, which fits the messages HTZ communicates in Zurich. For Croatian destinations, this also has a strategic dimension because roadtrip itineraries naturally encourage the spread of demand beyond the most famous points and can direct guests toward less crowded areas. At the same time, such a way of traveling often means a longer stay and higher spending distributed across multiple locations, which is important for a more balanced development of tourism. At the fair, according to available information, audience interest is particularly linked to planning flexible vacations and individual experiences, which makes the roadtrip concept a logical focus of the Croatian presentation.
Premium offer: gastronomy, wine, and higher-category accommodation
At FESPO, HTZ presents Croatia as a destination whose experience is built through a combination of gastronomy, wine, culture, and nature. Premium communication includes the top eno-gastro scene, higher-category accommodation, boutique hotels, modern campsites, and villas, as well as experiences like guided tastings, visits to wineries, thematic routes, and cultural events. The Swiss audience often seeks exactly this type of "added value": an experience tied to a local story, and not just to accommodation or location. In its communication, Croatia also uses its diversity: within short distances, it is possible to combine the coastal atmosphere with continental content, historical cities with natural attractions, and active vacations with gastronomy. Such combinatorics is especially attractive to guests who travel individually and want to "assemble" a trip according to their own interests.
Premium positioning requires precise communication of standards and realistic expectations. Swiss travelers are generally not prone to impulsive decisions: they compare options, read recommendations, and seek clear information on traffic accessibility, distances, and organization. Fairs like FESPO allow such questions to be resolved directly, through conversation with representatives of the destination or region, which often builds trust faster than digital campaigns. Additionally, direct communication allows emphasizing what is experiential and what is logistical: where the top gastronomic addresses are, what the wine stories look like, what the possibilities for an active vacation are, and in which parts of the year the conditions are best. In the premium offer segment, details that are not obvious at first are often important: the possibility of private tours, personalized itineraries, concierge services, or accommodation offering a higher level of privacy. This is precisely why the Croatian presentation in Zurich emphasizes both quality and authenticity, with the message that Croatia can be experienced even outside the usual seasonal patterns.
Istria in focus: additional appearance by the Tourist Board of Istria County
Alongside HTZ, the Tourist Board of Istria County is also presenting at the fair, further promoting Istria as one of the leading Croatian tourist regions on the Swiss market. The emphasis of the presentation is placed on the eno and gastro offer, sustainable tourism, premium accommodation, and authentic experiences that connect the coast and the interior of the peninsula. Data on the traffic of Swiss guests confirm that Istria already has a strong starting position in this segment: in 2024, according to the HTZ presentation of eVisitor data, Istria achieved the highest number of overnight stays by Swiss guests among all clusters in Croatia. For exhibitors, this means they can build on existing recognition at the fair, but also expand the story beyond the most famous places toward the interior and year-round content. Istria is often perceived in Switzerland through gastronomy, wines, and quality accommodation, so it is logical that these elements are at the center of the appearance.
The Istrian appearance is also an opportunity to discuss trends that are increasingly important to the Swiss audience. Sustainable elements of the offer, the involvement of local producers, short supply chains, and developed infrastructure for active tourism are often topics that turn into concrete inquiries at such fairs. Itineraries outside the peak season are particularly interesting, when the climate is more suitable for activities and the experience is less burdened by crowds. In this sense, Istria and other regions are trying to simultaneously offer quality and authenticity, but also clear logistics: where to stay, how to move, and what to see over several days, without the feeling of a trip that is "too fast." For the Swiss guest, who often wants to travel at their own pace, such a structure of the offer represents added value. This is precisely why the fair presentation is not just a promotion, but also a place where expectations and real possibilities are specified in conversation.
International competition and niche segments: what FESPO 2026 brings
The fair context in Zurich is also important because of the international competition of destinations addressing the same audience. The organizers of FESPO for 2026 particularly highlight Costa Rica and Moldova as focus destinations, which further emphasizes the diversity of the offer and the competition in the "stories" that destinations bring. In such an environment, the Croatian appearance must clearly articulate its own advantages: the safety of the destination, accessibility by car from Central Europe, the diversity of experiences over short distances, and the possibility of connecting the sea, nature, culture, and gastronomy in one trip. Differentiation through quality is also important, especially in the premium segment, as the Swiss audience often prefers "less, but better" when it comes to choosing services and content. The fair is a place where competition is felt not only through promotional messages but also through direct comparison of booths, brochures, itinerary suggestions, and concrete prices or packages. Therefore, Croatian communication in Zurich emphasizes experience and authenticity, while avoiding generic messages.
The simultaneous holding of Golfmesse also opens up space for talking about niche products. Golf tourism is not a mass segment in Croatia, but in premium markets, it can be interesting as part of a wider package: higher-category accommodation, gastronomy, wellness, and travel outside the main season. For destinations that want to extend the season, such motives can be important because they target guests with higher spending and a different travel pattern. The appearance within FESPO therefore gives Croatia the opportunity to present itself as a destination that can develop specialized travel motives, and not just a classic vacation at the peak of summer. At the same time, niche segments often serve as an "entry" into the wider offer: a guest who comes because of one specific interest often discovers other content and returns with a different motive. In the context of the Swiss market, which seeks quality and good organization, such an approach can be particularly effective.
Broader framework: 2025 results and expectations for the 2026 season
The Croatian presentation in Zurich takes place after tourism in Croatia achieved record results in 2025. According to an HTZ announcement based on eVisitor system data, Croatia recorded more than 21.8 million arrivals and 110.1 million overnight stays in 2025, with growth compared to 2024. Such results strengthen expectations that the trends of extending the season, strengthening quality, and developing the higher-category offer will continue in 2026, along with increasingly emphasized management of tourist pressures. For source markets like Switzerland, this means that communication is increasingly directed toward experience, safety, quality, and year-round accessibility, along with clear information on travel and stay possibilities outside the peak season. In this context, the roadtrip concept and premium content become practical tools for shaping demand toward desired goals. Croatia strives to position itself as a destination where a high level of service can be obtained, but also an authentic contact with a local story.
The FESPO & Golfmesse fair is therefore more than a promotion of "one season" for Croatian tourist institutions and partners. It is a space where it is tested what interests the audience, which topics open up conversation, and how Croatia can be further differentiated in the competition. The roadtrip concept, premium gastronomy, and regional stories like that of Istria are, in this sense, part of a broader strategy: to attract guests seeking quality, authenticity, and a well-planned trip, and at the same time encourage a more balanced development of tourism throughout the year and across multiple regions. The Swiss audience, which often seeks a combination of comfort and content, gets the opportunity at the fair to compare the offer and get answers to questions "firsthand," while Croatian exhibitors get feedback on how the market reacts to new concepts and messages. Ultimately, visibility at such events translates into a longer-term effect only when the story about the destination is linked with clear planning and quality execution, and that is precisely the direction in which the Croatian promotion in Zurich seeks to go.
- Key facts about the appearance: HTZ and partners are presenting the Croatian offer at FESPO & Golfmesse in Messe Zurich from January 29 to February 1, 2026, within a fair that, according to organizers, brings together about 500 exhibitors and features about 600 presentations.
- Swiss traffic: in 2024, Swiss tourists realized 293,966 arrivals and 1,328,276 overnight stays in Croatia, with the strongest results in Istria (463,915 overnight stays).
- Trends: emphasized demand for individual, flexible, and more sustainable travel, with interest in premium content such as gastronomy, wine, and active vacations.
Sources:- FESPO & Golfmesse Zurich – official page with 2026 edition dates and program information (link)
- FESPO / BERNEXPO – exhibition profile with key figures (estimate 45,000 visitors, five halls, one ticket for both fairs) (link)
- FESPO & Golfmesse – press release about the 2026 edition (data on exhibitors and presentations; focus destinations) (link)
- Croatian National Tourist Board – Switzerland Source Market Profile (2025 edition), including 2024 eVisitor results for Swiss guests (arrivals/overnights, clusters, and top destinations) (link)
- Croatian National Tourist Board – press release on cooperation with ADAC and the "Roadtrip through Croatia" concept (six routes, possibility of combining) (link)
- ADAC – content developed in cooperation with HTZ about routes and inspirations for a roadtrip through Croatia (link)
- Croatian National Tourist Board – announcement on total tourism results in 2025 (21.8 million arrivals and 110.1 million overnight stays) (link)
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