An intimate but strategically designed promotional gathering titled “Pomalo” was held at the Croatian National Tourist Board Representative Office in London. The event connected British media and leading travel industry partners with Croatian destinations, producers, and the stories behind them. Around thirty selected journalists, editors, and professionals from the United Kingdom gathered, and the atmosphere – in line with the concept itself – was relaxed, warm, and focused on meaningful conversation, without excessive protocol. Instead of classic presentations, guests got to know Croatia through vivid impressions and conversations with hosts: through taste, smell, photography, and experience.

“The British market is extremely important for Croatian tourism, and through ‘Pomalo’ we want to show what makes us special – authenticity, relaxation, hospitality, and the richness of experiences that can be found in Croatia throughout all 12 months,” told the guests Bisera Fabrio, Director of the CNTB Representative Office in London. She emphasized that precisely such content-focused and less formal meetings strengthen Croatia’s reputation in one of the most competitive outbound markets in Europe, where the audience appreciates credibility, measurable benefits for the traveler, and clear ideas for year-round travel.

What “pomalo” means and why it is important right now

“Pomalo” is a word rooted in Dalmatian everyday life, and today it represents a summary of the Croatian approach to holidays: to experience more by slowing down, observing, and listening. In a tourism context, it does not mean slowness, but quality of time – morning coffee on the square without looking at the watch, going to the market and talking to producers, walking through alleyways and meeting heritage that is not just a backdrop, but living daily life. This approach, traveling less “checklist-style” and more experientially, is increasingly relevant to travelers seeking authenticity, and to an industry seeking sustainable growth patterns, it offers a framework that is socially and economically responsible.

The Croatian National Tourist Board has further reinforced this message in recent months through targeted digital campaigns and appearances at leading fairs – primarily in London – highlighting that Croatia is interesting 365 days a year. The idea is simple and convincing: in February one hikes and enjoys thermal waters, in April one cycles and tastes young olive oil, in September grapes and olives are harvested, and in December advents, theaters, and museum exhibitions are visited. “Pomalo” is the guiding thread that connects these experiences into a whole and encourages more responsible travel planning.

Intimate format with clear impact

The London gathering was conceived as a “live demonstration” of the Croatian way of life. Guests tasted olive oils, wines, and small bites from different regions, met small producers, and heard stories about family wineries, olive groves, fishing traditions, craft breweries, and modern bistronomy interpreting classics. The goal was to encourage conversation, open topics, and offer concrete ideas for reports: routes connecting the coast and the continent, lesser-known islands and the hinterland, seasonal motifs, and urban “city break” itineraries. Instead of numbers and slides, the culture of living was in the foreground – exactly what makes the difference between a location and a destination.

Along with gastronomic impressions, parameters important to British travelers were discussed: air connectivity, transfers, seasonality of content, and the type of accommodation sought outside of July and August. British guests are increasingly looking for a combination of culture, nature, and mild climate in spring and autumn, and value the possibility of a short “city break” over the weekend. Croatia has a real advantage here: short distances, quality motorways, increasingly better rail and air connectivity, and a palette of itineraries that combine city, sea, and nature in two to three days.

Why the British market is key

The role of the British market has been continuously strengthening in recent years. Statistics confirm stable growth, and 2024 and 2025 brought record or near-record numbers in arrivals and overnight stays, as well as growth in spending. For Croatian destinations, this means they no longer rely exclusively on the peak season: British guests come in the pre-season and post-season, follow cultural programs, festivals, and sports events, and increasingly choose smaller, authentic accommodations. This trend fits into the strategic goal – building destination value based on quality, not quantity.

The World Travel Market in London, held from November 4 to 6, 2025, further confirmed the importance of the United Kingdom for Croatia. At the fair, emphasis was placed on product quality, sustainability, and partner projects with key tour operators and airlines. British and European media highlighted the Croatian “Mediterranean spirit”, warmth, and credibility, and industry actors confirmed that demand is diversifying: a portion of travelers still chooses Dubrovnik and Split, but interest in Istria and Kvarner is growing, as well as for urban break-destinations off-peak.

Flights and accessibility: a crucial link

A reliable, early-published, and diverse flight schedule is crucial for British travelers. During 2025, a stable portfolio of routes to key airports – Split, Dubrovnik, and Pula – was maintained, along with seasonal reinforcements and partnership agreements that additionally ensure Croatia’s visibility on British sales channels. Strong campaigns and expanded or new connections to Istria and Dalmatian centers contribute to Croatia entering the “shortlist” when planning a holiday, city break, or thematic trip such as wine and gastro routes, hiking weekends, or sailing tours.

It is important for British guests to be able to travel from multiple departure airports and choose flexible departure days. Precisely for this reason, partner collaborations of the Croatian tourism sector with carriers and tour operators make a difference: they enable the extension of the season in spring and autumn, structured programs with guaranteed departures, and the integration of promotion and sales on the same platforms. Thereby “Pomalo” also gains an operational dimension – a traveler who can easily arrive will more easily decide to slow down, stay a day longer, and spend on experiences that create lasting memories.

Gastronomy and culture of living as a magnet

The British audience loves a good story, and editors look for concrete motifs and authentic interlocutors. That is why the London program emphasized products with designations of origin and protected geographical indications, indigenous wine varieties, small producers, and the new wave of bistronomy. Croatian gastronomy is visibly progressing: bistros and wine shops are opening that thoughtfully combine local ingredients and contemporary techniques, and small producers of oil, cheese, salt, and prosciutto are increasingly present on the international scene. “Pomalo” thereby offers a natural narrative: setting aside time for a lunch that lasts, a glass of wine with conversation, and the story of the origin of ingredients.

In conversations with editors, the topic of cultural tourism was also opened: from classical values – Roman amphitheatres, medieval walls, and palaces – to contemporary galleries, museums, and open-air festivals. Activities that “do not require infrastructure” were especially highlighted: walking, hiking, cycling, swimming and sailing, bird watching, visiting nature parks and national parks. Such an approach combines active vacationing and respect for resources, and this is exactly what the audience appreciates more and more.

Year-round Croatia: experience suggestions

• January–March: winter “city break” in Zagreb, Rijeka, or Split with museums, theaters, and gastro tours; thermal wellness and castles in the north of the country as a quiet alternative to a weekend getaway.


• April–June: cycling and trekking in Istria and Kvarner, active vacation on the rivers of the Dalmatian hinterland, discovering smaller archipelagos outside the peak season.


• July–August: classic “sea & sun”, with a recommendation to avoid crowds by choosing smaller places and earlier or later swimming times; diving, sailing, and island “hopping” for those who want dynamics.


• September–October: grape and olive harvests, warm days and emptier beaches; ideal for “foodie” itineraries, wine roads, and photography.


• November–December: advent programs, art exhibitions, craft brewing and distilleries, winter trails by the sea, and seasonal cuisine in restaurants open all year round.

Sustainability as the backbone

“Pomalo” is not just a communication message but also a tool for sustainable visitor management. When a guest slows down, they reduce pressure on resources and increase contribution to the local community: they have time to spend where money stays in the place, and at the same time better understand the nature and culture they are visiting. At the London gathering, it was discussed how Croatian destinations can further develop “green” practices – from encouraging off-peak arrivals and travel by public transport to valorizing short supply chain products and interpreting natural heritage through local guides.

Croatia already has a series of examples of good balancing between popularity and resource protection: national parks with clearly defined visitation regulations, tourist boards that direct traffic in historic centers during peak times, systems for guiding visitors through natural attractions, and interpretation centers and educational programs on biodiversity. “Pomalo” in this context remains a reminder that the goal is not to “see everything”, but to “experience well what we see”.

What British journalists and editors were looking for

The guests’ interests ranged from very practical questions – flight schedules, transport between cities, opening hours of museums and galleries outside of summer – to the search for less-told stories. They were especially interested in islands off the main corridors, wine and olive oil routes, gastro-events outside of July and August, winter hiking tours with sea views, and thematic tours combining history, literature, and film. As always on the British market, well-prepared information and clear, visually attractive recommendations are appreciated.

“Pomalo” offers a clear answer to such expectations. If a quieter Mediterranean is sought, places where socializing is more important than rushing and where the emphasis is on quality, Croatia is a logical choice. In planning travel, details are crucial – early published flights, transparent accommodation offers, simple excursion options, and good digital content with verified information – and “pomalo” gives that extra layer that cannot be bought: a sense of belonging to a place.

From London towards new strides

Closing the evening, the hosts highlighted that the London event is not a one-off stride, but part of a consistent series of activities on the British market. The focus remains on year-round appeal, sustainability, and product quality, and on partnerships that ensure better accessibility, more diverse itineraries, and a stronger presence of Croatia in the media and on social networks. In practice, this means continuing cooperation with carriers, strengthening topics that the audience seeks, and constantly supplying newsrooms with relevant, well-told stories from all Croatian regions.

“Pomalo” is, therefore, much more than a slogan. It is a way of planning and experiencing travel and a framework for product development at the destination. When editors, journalists, and tourism professionals meet in a format that emphasizes conversation and experience, it is easy to recognize how the audience reacts to content that is honest and meaningful. London confirmed this – and opened the door for the next steps on one of the most important Croatian source markets.