Organized by the Representative Office of the Croatian National Tourist Board (CNTB) in Munich, with the support of the tourist boards of the Istria, Split-Dalmatia, and Šibenik-Knin counties, two targeted study trips for key partners from the German and Swiss markets were conducted at the end of the post-season. The first group, composed of travel agents and product managers, stayed in Istria, while the second – editors and reporters of reputable media – toured Dalmatia with a focus on Split, Šibenik, Trogir, and Makarska. Both programs were designed to directly experience the main advantages of the Croatian coast outside the peak season: the diversity of natural experiences, strong cultural heritage, and the increasingly developed premium and gastronomic offer.

Why the post-season is strategically important

Germany has been the most significant source market for Croatian tourism for many years, while Switzerland records an above-average average cost per trip and a distinct propensity for higher-value experiences. Official data for 2024 show an increase in arrivals of four percent and overnight stays of one percent, with a particularly good performance in the pre-season and post-season, confirming the transition towards year-round operations. During 2025, the trend continued, and September further strengthened the position of the post-season thanks to very high volumes and a strong share of guests from the German market. In this context, the goal of the study trips was twofold: to offer partners at the source of demand direct insight into quality outside the summer months and, through media publications and new commercial packages, to open additional sales channels for autumn, winter, and early spring.

Istria for agents: a laboratory of higher-value tourism

The study trip in Istria gathered selected agents and product managers from Germany and Switzerland, among whom were representatives of renowned tour operators like Hotelplan, Dertour, ID Riva Tours, and Ikarus Reisen. The program was designed as a condensed cross-section between the coast and the hinterland. After getting to know Umag, Rovinj, and Pula – with an emphasis on walks through old centers, museum exhibitions, and an overview of congress and boutique accommodation infrastructure – the focus shifted to the interior of the peninsula. Grožnjan served as an example of the integration of the art scene and tourism, and special emphasis was placed on truffle hunting and educational visits to oil mills, which gave the agents a clear picture of the contents that can fit into shorter autumn itineraries.

The wine segment complemented the story of the premium experience. In the vineyards and cellars, indigenous varieties and micro-vinification trends were highlighted, and the operational part of the workshops was dedicated to the logistics that agents seek for commercial arrangements: realistic transfer times between points, availability of licensed guides in multiple languages, possibilities for late check-ins and early departures, and flexible cancellation rules in the post-season. A selection of hotels and villas with additional facilities relevant outside of summer – heated pools, wellness and spa, indoor spaces for tastings, and smaller incentive events – was also presented, which is particularly important for the sale of higher price range arrangements.

A special workshop was dedicated to creating modular programs. Using the example of a three-day weekend arrangement, it was demonstrated how half-day activities (truffle hunting, visit to an oil mill, walk through the historic center) can be combined with a shorter excursion to the hinterland or with a thematic gastronomic experience in the evening slot. Such an approach makes it easier for agents to target different audiences – couples, groups of friends, "foodie" travelers, or multi-generational families – and increases the possibility of quick adaptation depending on the weather, availability of local guides, and programs of cultural institutions.

Dalmatia for media: culture, marenda, and natural impressions

The journalist group from Germany and Switzerland included representatives of editorial offices such as Merkur/tz, Schwäbische Zeitung, Funke Medien, Touristbook, and Prestige Travel. The itinerary highlighted the dual identity of Dalmatia: urban heritage and easily accessible natural attractions. In Split, the emphasis was on the experience of Diocletian's Palace and the contemporary urban scene, from the market to small bistro addresses, while Šibenik was presented through the harmony of historical layers and current cultural programs and a quality gastronomic scene. Trogir served as a compact example of a Mediterranean town ideal for an autumn "city break", and Makarska as a starting point for mountain excursions and off-season outdoor activities.

The central place in the gastronomic narrative was taken by marenda – an original daily ritual that combines simplicity and serious culinary skill. Through this format, journalists learned the logic of seasonality: the dominance of fresh seafood, vegetables, and olive oil, but also a series of local variants of "comfort food" which are particularly attractive in autumn. For the needs of media production, "practical frameworks" were also prepared – short routes connecting the morning coffee house, market, main cultural point, and marenda restaurant – thereby offering the reader an immediately applicable template for a weekend vacation.

The natural part of the program provided a contrast to the city scenes. In the Krka National Park, journalists toured selected walking sections and viewpoints and got acquainted with the interpretation of the cultural landscape along the river – from the islet of Visovac to the tradition of watermills and archaeological sites. Boat rides, walking and cycling paths, and possibilities for educational tours were highlighted, which is particularly interesting for texts emphasizing sustainability and active vacations in the post-season. On Biokovo, the most attention was attracted by the Skywalk, a horseshoe-shaped glass viewpoint at 1,228 meters above sea level, which extends beyond the edge of the cliff and offers a panoramic frame of the central Dalmatian islands. At the same time, practical planning elements were emphasized: the traffic regime on the mountain road, mandatory online ticket purchase, and weather conditions that can affect the experience.

Premium and gastro offer as the backbone of the narrative

In both programs, locations combining premium content with local identity were carefully selected. In Istria, these are oil mills and wineries with guided tastings and the possibility of private workshops, as well as restaurants that interpret traditional recipes with modern techniques. In Dalmatia, the range goes from taverns (konobas) to author's cuisines, where marenda served as an accessible entry into the topic of seasonal ingredients and cuisine that relies on olive oil, vegetables, and fresh fish. Such a content matrix corresponds to the editorial plans of foreign media and simultaneously provides agents with enough building blocks to create arrangements of different durations and price ranges.

In the accommodation segment, the added value of staying outside the peak season was emphasized: a calmer ambiance, a greater choice of dates for private sightseeing, better interaction with hosts, and a more favorable price-quality ratio. Hotels and villas in the programs presented wellness and spa facilities, heated pools, the possibility of organized dinners with a "chef’s table" format, and small conference spaces for incentive groups, thereby logically combining leisure and business needs in months when capacities are more flexible.

Wider market background and traveler motivation

On the German market, a stable increase in travelers over 60 years of age is recorded, with a pronounced interest in active vacations and cultural content. Swiss guests, on the other hand, often seek personalized experiences – private tours, exclusive tastings, or designer accommodation – and generate a higher average cost. In both cases, good transport connectivity and planning flexibility are crucial: short drives between points, the possibility of going on excursions to the hinterland, and clear reservation and cancellation rules. Study trips are, in this sense, intended for aligning expectations, refining information, and creating "stories" that are easily communicated through newspaper articles, reports, and sales brochures.

Examples of experiences that build a story outside of summer

• Umag, Rovinj, and Pula: coastal cities that offer calmer sightseeing, workshops by local craftsmen, and excursions to the hinterland in the post-season. Fewer crowds allow for better photos and longer stays at main points, which is ideal for travelogue texts and "city break" recommendations.


• Grožnjan and the interior of Istria: art galleries, truffle hunting, and visits to oil mills with educational tastings. In the forests, the entire journey of the truffle is demonstrated – from the search to serving – which creates a story with a clear beginning, middle, and end.


• Split, Trogir, and Šibenik: a blend of ancient, medieval, and contemporary layers, along with a rich gastronomic scene and opportunities for urban walks. Short routes connect markets, main museums, and neighborhoods outside the main flows.


• Krka National Park: travertine waterfalls, walking and cycling paths, viewpoints, and boat rides, as well as the interpretation of cultural heritage along the river. The autumn and winter period brings more peace and a special atmosphere, which is attractive for author's photos and video formats.


• Biokovo Nature Park: a mountain experience within reach of the coast, with the Skywalk as a trademark. The tour is planned with mandatory online ticket purchase and adherence to the traffic regime on the mountain road.

Benefits for destinations and partners

Study trips generate multiple benefits. Journalists receive materials and "visual anchors" – shots of marenda, viewpoints, and walks through stone streets – which enter editorial calendars already during autumn and winter. Agents, on the other hand, based on direct experience, create more competitive and clearly structured products, with precise information on seasonality, attraction opening hours, guide availability, and optimal schedules. This reduces the risk of mismatched expectations and increases the satisfaction of guests who seek higher-value content and a calmer travel rhythm in the post-season.

For destination management, the dispersion effect is also important: the visit is distributed outside peak periods and to less burdened locations, which reduces pressure on infrastructure and heritage. Attention to detail – from leading small groups to pre-booked slots for visiting parks – helps preserve resources and creates a solid foundation for long-term visitor management. In this way, the quality of experience is simultaneously raised and the authenticity of the place is preserved.

Sustainability and visitation rules

In both programs, rules of movement and behavior in protected areas were emphasized. At Krka, the importance of moving on marked paths, respecting the instructions of nature guards, and using interpretation content was highlighted, while at Biokovo, online ticket purchase, vehicle number limits, and special traffic regimes on the mountain road were emphasized. Participants' attention was also drawn to seasonal variations in working hours and possible temporary adjustments due to weather conditions. Precisely such information is key in planning autumn and winter visits, when safety and logistics determine the quality of the experience.

In the wider context of sustainability, practices were presented that guests from the German and Swiss markets increasingly seek: cooperation with local family farms (OPGs) and suppliers, reduction of single-use plastic, encouragement of walking and cycling on shorter distances, and the development of smaller, specialized tours instead of mass sightseeing. This creates a positive feedback loop in which good practices become an integral part of the destination brand and a differentiation factor in the post-season.

Media and sales value: what follows after the trip

After returning from the field, editorial offices structure content for portals, weeklies, and magazine supplements, and agents in their own channels – newsletters and advertising campaigns – test weekend packages and short itineraries for autumn and winter. Thanks to precise field insights, the time from idea to sale is shortened, and stories from Croatian destinations receive more space because they offer a clear model of how to travel well outside the peak season. At the same time, the network of contacts within the profession is strengthened: participants exchange photos, contacts, and short impressions, so information circulates faster within editorial offices and sales teams.

Destination message

Croatia in the post-season combines nature and culture, proximity and safety, gastronomy and active vacation. Itineraries in Istria and Dalmatia demonstrate how to "slow down" in the right way: start the day with marenda, continue with a short walk or bike ride, stop for an oil or wine tasting, and spend the afternoon in a museum or at a viewpoint. A day or two fits enough strong experiences that motivate a return visit – whether in Advent, during spring holidays, or during late summer – whereby the season is naturally extended, and income is more evenly distributed throughout the year.