Glavina and Staničić: Croatian tourism and sport enter 2026 with an emphasis on year-round growth and investments

Glavina and Staničić: Croatian tourism and sport enter 2026 with record investments and an emphasis on price competitiveness

Minister of Tourism and Sport Tonči Glavina and Director of the Croatian National Tourist Board (HTZ) Kristjan Staničić held a press conference on December 23, 2025, where they summarized the tourism and sports results in 2025 and presented the main development guidelines for 2026. The emphasis was placed on further strengthening year-round tourism, implementing the initiated reforms in the field of accommodation and spatial planning, as well as on record investments and a new package of tax reliefs in sports.

Glavina pointed out that in 2025, Croatian tourism confirmed its resilience and maturity, but also showed that the shift toward a year-round and regionally balanced destination can no longer be viewed as just a desired goal, but as an increasingly visible reality. Simultaneously, he assessed, a historical turnaround is taking place in sports – from exclusive dependence on budget funds toward a model in which the private sector, encouraged by tax reliefs, assumes an important role.

Growth in arrivals and overnight stays with even stronger tourist spending

According to eVisitor system data, Croatia was visited by about 17.2 million tourists in the first eight months of 2025, who realized approximately 89.8 million overnight stays, representing a growth of about 2 percent in arrivals and 0.5 percent in overnight stays compared to the same period of the previous year. Along with slight physical growth, the growth in revenue is even more pronounced: Tax Administration data shows that in the first eight months in six key tourist counties, the total value of fiscalized receipts reached about 4.35 billion euros, which is almost 10 percent more than the year before.

In the first half of the year, about 7.5 million arrivals and 29.3 million overnight stays were recorded, with approximately 4 percent growth compared to 2024, while revenues from foreign tourists in the same period amounted to about 4.375 billion euros, with a growth of more than 5 percent. These data confirm that the structure of tourist spending is changing – guests spend more per arrival, and those parts of the country that were traditionally not considered the "peak" of the tourist season are also seeing profits.

“Behind us is an extremely successful tourist year that once again confirmed that Croatian tourism is developing ever more strongly in the direction of a year-round and regionally balanced destination. We are particularly pleased with the growth of traffic in the pre-season and post-season, as well as the very good results in December thanks to Advent programs in major cities,” said Glavina, emphasizing that Croatia is clearly moving out of the framework of an exclusively summer destination.

Advent and city tourism give additional momentum to pre-season and post-season

Advent events in larger cities, primarily Zagreb and Split, play a special role in strengthening winter tourism. Advent Zagreb 2025, which lasts from November 29, 2025, to January 7, 2026, has once again attracted the attention of the international public and media, and the city is positioning itself this year as one of the most recognizable Advent destinations in Europe. The program is held at about twenty locations, from the city center to the Upper Town, with more than 90 free concerts and a rich gastronomic offer.

A similar step forward is noted in Split, where the Advent in Split 2025 event takes place at several locations – from Riva and Pjaca, across Prokurative and Đardin to neighborhood points in Mertojak and Zvončac. The city is increasingly positioning itself as a winter destination, with an emphasis on local tradition, humanitarian content, and a program adapted to families. Advent events, according to the Ministry and HTZ, do not only mean an attraction for domestic and foreign guests, but also a stable source of income for caterers, traders, cultural institutions, and creative industries.

HTZ Director Kristjan Staničić recalled that in the past year, promotional campaigns aimed at strengthening traffic in the pre-season and post-season were intensively carried out through targeted digital campaigns in key emitting markets, cooperation with airlines, and a stronger breakthrough in the city-break and cultural tourism segment. “Our focus remains on high-quality, sustainable growth, expanding the offer outside the summer months, and encouraging arrivals of guests with higher purchasing power,” said Staničić.

Accommodation reforms: less pressure on family accommodation, more long-term rentals

One of the key topics of the conference was accommodation policy. Glavina emphasized that results are measured not only by the number of arrivals and overnight stays but also by the quality of the accommodation structure and the impact of tourism on local communities. “With reforms in the triangle of tourism, tax, and spatial policy, we have started to solve one of the biggest challenges of Croatian tourism – sustainable accommodation infrastructure,” the minister pointed out.

According to Ministry data, for the first time at the peak of the season, a decrease in the number of beds in household accommodation was recorded, while simultaneously the number of apartments returning from short-term tourist rentals to the long-term rental market is growing. The government evaluates this trend as confirmation of the correctness of the direction taken by the new accommodation management policy, which should lead to the relief of certain tourist-saturated zones and improve housing availability for the local population.

Price competitiveness and service quality as the key to 2026

In the continuation of the presentation, Glavina emphasized that Croatia enters 2026 with a clear message – price competitiveness must be a priority for the entire sector. After years of strong price growth, driven by high labor, energy, and investment costs, but also global trends in the tourism industry, the ministry warns that guests are increasingly carefully comparing the price-quality ratio.

“Croatia has exceptional natural and cultural advantages, but they must be accompanied by realistically formed prices and high service quality. Our goal is not short-term profit, but long-term sustainable and competitive tourism, desirable for both guests and the local population,” highlighted Glavina. In this context, the Ministry and HTZ announced that in 2026 they will pay special attention to the education of service providers, support for investments in raising quality, and the development of sustainable products – from active tourism and eno-gastro offers to cultural routes and events outside the peak season.

Staničić announced the continuation of the diversification of promotional campaigns, with an emphasis on markets showing stable growth and the segment of guests ready to pay more for an authentic experience, personal service, and high quality of accommodation. In addition, he highlighted the importance of further expanding the air connectivity of Croatian destinations throughout the year, so that cities on the coast and the continent could better utilize the potential of city-break tourism.

Record investments in sport and a historical package of tax reliefs

The conference was also largely dedicated to results in sports. Glavina recalled that in the past year, record allocations for sports from the state budget continued, but also that key decisions were made that change the way sports are financed in Croatia. This primarily refers to the package of tax reliefs that allows for a significantly larger scope of donations and sponsorships directed toward sports.

Based on changes to tax regulations, the upper limit of the amount that can be recognized as a tax-deductible expense for donations in sports has been significantly increased – from the previous 2 percent of the income realized in the previous or current tax period to 10 percent. This opens space for entrepreneurs for stronger involvement in financing sports clubs, federations, and other organizations in the sports system, without additional tax burden.

“Along with government allocations for sports, which are record-breaking year after year, with the package of tax reliefs we are giving a strong incentive to entrepreneurs to invest in sports. With these changes, Croatia ranks among the few countries with such a strong package of incentives for sports and fulfills an important goal of the National Sports Program 2019–2026 related to tax reliefs,” the minister pointed out, emphasizing that the effects of this model will be seen in full scope already during 2026.

Parallel to the tax reliefs, the Ministry of Tourism and Sport made a decision on projects, activities, and eligible recipients of donations for sports purposes in 2026, further directing funds toward local environments, the development of sports infrastructure, and the strengthening of smaller but important sports collectives. Emphasis is placed on projects that contribute to the inclusion of children and youth in regular sports activities, programs for people with disabilities, and the modernization of existing halls, playgrounds, and sports centers.

Infrastructure, clubs and mass participation: sport as a public good

The minister recalled that in the past year, a record number of infrastructure projects in sports were co-financed – from the renovation of school halls and the construction of new outdoor playgrounds, to investments in national sports centers and facilities that are candidates for hosting international competitions. Special attention was given to clubs that have a strong base of children and youth and clubs that have an important social role in their environments, often with minimal resources.

“Our goal is to ensure the availability of sports to all citizens, from the youngest to top athletes, and to create a stable and sustainable system that will bring long-term sports success and positive social effects,” said Glavina. He added that the continuous growth in the number of registered athletes, clubs, and sports associations confirms that investments are going in the right direction and that society recognizes the value of sport as an important public good.

In practice, this means greater support for school sports programs, higher quality cooperation between clubs and local communities and educational institutions, and strengthening recreational sports for all age groups. Programs intended for girls and women, people with disabilities, and older persons are specifically encouraged, so that sport is truly available to everyone, and not just those involved in top-level competitive sport.

Synergy of tourism and sport: international competitions and sports tourism

The Ministry of Tourism and Sport and the Croatian National Tourist Board are increasingly connecting sports projects and tourism promotion. The organization of international sports competitions, the preparations of foreign national teams and clubs in Croatian destinations, and the development of sports events that attract participants and audiences from abroad are recognized as an important part of the tourist offer outside the summer months.

Sports tourism, including running, cycling, and triathlon events, regattas, team sports tournaments, but also the preparations of professional and amateur teams, brings double benefits: it fills accommodation capacities in periods of lower occupancy and simultaneously strengthens local sports communities. The Ministry announces that through a combination of grants, tax reliefs, and promotion in HTZ campaigns, projects that combine tourism and sport and have growth potential in the years to come will be further encouraged.

At the destination level, more and more local communities recognize the possibility for sports events to become a trademark of the city or region – whether it is races, tournaments, marathons, sailing regattas, or specialized cycling events. Such projects, with quality organization and stable financing, can create a strong brand and further extend the tourist season.

Challenges that remain: labor market, prices and sustainability

Despite positive indicators, Glavina warned that a series of challenges remain for Croatian tourism and sport. One of the key ones is the labor market – the shortage of qualified workers in tourism continues to be compensated by importing labor, and the question of service quality remains closely related to the ability to attract and retain professional staff. The Government therefore plans to continue with measures aimed at raising wages in tourism, encouraging educational programs and dual education, and better connecting vocational schools with employers.

The second important challenge is prices. After several years of distinct growth, especially on the coast, a part of the guests has started to compare Croatia with competing Mediterranean destinations that offer a similar level of service at lower prices. That is exactly why the Ministry in 2026 puts a strong emphasis on price competitiveness, with the message that revenue growth should be built on higher spending per guest and added value, and not exclusively on price increases for accommodation and services.

The third challenge is sustainability – from waste management and water resources in tourist destinations, across traffic jams and pressure on coastal space, to preserving the identity of local communities. In this sense, the announced changes to spatial and hospitality legislation and measures aimed at more rational management of accommodation capacities are interpreted as a step toward long-term sustainable development, in which it is clearly defined "how much tourism" an individual destination can endure without disrupting the quality of life of the local population.

Partnership of the state, sector and local communities

At the end of the conference, Minister Glavina thanked the representatives of the tourism and sports sector, as well as the media, for their cooperation throughout 2025. He emphasized that the achieved results would not have been possible without the cooperation of the state, the private sector, and local communities, and that precisely such a partnership approach will be key to achieving the goals in 2026.

The message from the end of the year is clear: Croatian tourism is increasingly relying on year-round business, regional balance, and service quality, while sport gets a more stable and predictable financing framework, with historically high levels of investment and strong engagement of the private sector. In this combination of tourism and sport, the Government sees one of the important development levers – both for the economy and for the quality of life of citizens.

Sources:
- Dnevnik.hr – results of Croatian tourism in the first eight months of 2025 (visits, overnight stays, tourist spending) – link
- Monitor.hr – analysis of the 2025 tourist season, growth of traffic and prices in the main tourist counties – link
- PLACE2GO – tourism results of Croatia in the first six months of 2025 (growth of arrivals and overnight stays) – link
- Karlobag.eu – revenues from foreign tourists in the first half of 2025 and growth of spending – link
- Dalmatinski portal – statements of Minister Glavina and HTZ director on tourism results and focusing on the pre-season and post-season – link
- HRT / Prigorski / IstraIN / Dubrovački vjesnik – announcements and explanations of amendments to the Catering Industry Act and the Physical Planning Act (mobile homes, definition of "host") – link, link, link, link
- Glas Slavonije / eMedjimurje – decision on tax reliefs for donations in sport (increasing the limit from 2% to 10% of income) – link, link
- HRT Sport – statement of Minister Glavina on Croatia as one of the few countries with such a strong package of tax reliefs for sport – link
- Advent Zagreb (TZGZ), Advent in Split (TZ Splita) and specialized portals – Advent 2025 programs in Zagreb and Split, emphasis on city tourism and winter events – link, link, link