Revenue from foreign tourists in Croatia continued to grow in the first half of 2025, as confirmed by the latest monetary indicators and operational statistics. Total revenues from foreign guests in the first six months reached 4 billion and 375 million euros, and 3 billion and 509 million euros were generated in the period from April to June alone. Such dynamics on the revenue side underscore the resilience of tourist demand and the effects of a gradual shift away from classic seasonality towards a more sustainable model with a more even distribution of traffic throughout the year. At the same time, it confirms the importance of investing in quality and content, product diversification, and smart management of prices and value for the guest.

What is behind the growth in the second quarter

At the level of the second quarter of 2025, revenue growth of 5.7 percent was recorded compared to the same period last year. In nominal terms, this represents an additional 190.2 million euros. The growth is based on several recognizable drivers: an earlier start of bookings in key source markets, better air connectivity with Central and Northern Europe, increased demand for short breaks outside the peak season, and the stabilization of consumer confidence despite persistent inflationary pressures in the eurozone. This picture also shows a greater contribution from content that motivates arrivals in the spring months – from events and sports gatherings to wine and gastronomy programs and outdoor offers – which further boosted spending per visitor.

First six months: 4.375 billion euros and positive trends in structure

In the first half of the year, revenues increased by 5.9 percent compared to the same period in 2024, corresponding to an increase of 244 million euros. Such a growth rate in the early part of the year is statistically more significant than in the main season, as it indicates an extension of the season and a spread of traffic across the calendar. Operationally, the advantages of investing in content outside the summer months are coming to the fore: outdoor and active programs, wine and gastronomy events, cultural and sports events, and city-break offers in larger urban centers on the coast and in the continental region. At the same time, the share of reservations with flexible tariffs is growing, along with a greater willingness to pay a higher price when the offer is clearly communicated and experientially complete.

Pre-season and post-season: confirmation of a strategic move away from seasonality

Traffic in the months before and after August shows continued growth, and operators from coastal counties are recording double-digit increase rates in some segments of weekend arrivals and overnight stays with an average stay of three to five nights. It is precisely in the pre-season and post-season that multiplier effects are achieved in local economies: greater demand for guided tours, revenues in gastronomy, cultural institutions, itineraries strongly linked to natural and cultural heritage, and specialized events. For private renters and hotels, a more stable distribution of demand means better capacity utilization, less pressure on operational costs during the summer peak, and a greater ability to plan staffing and procurement.

Demand structure: source markets and regional patterns

In the traffic during the first half of the year, traditionally important markets such as Germany, Austria, and Slovenia stand out, and growth is also recorded from Scandinavian countries and the United Kingdom. At the county level, Istria and Split-Dalmatia County maintain leading positions in overnight stays, while Adriatic cities with a strong city-break offer are expanding their shares in the pre-season. At the same time, the trend of growing demand in the camping and nautical segments continues, along with a gradual recovery of passenger flows from overseas markets thanks to a wider range of flights and better connections through European hubs. Structurally speaking, guests are increasingly looking for a combination of natural ambiance and urban content – from active holidays to cultural experiences – which destinations are turning into an advantage through themed routes, establishments with authentic offers, and curated micro-experiences.

Comparison with the previous year and long-term levels

Revenues from 2024, which almost approached the level of 15 billion euros, represent a reference point for assessing the dynamics in the current year. The continued growth in the first half of 2025 confirms that the base effect has not been exhausted, but that so-called quality growth – more revenue with a controlled increase in volume – is becoming the dominant pattern. This is evident in the data on higher average revenue per guest in the months outside the peak season, as well as in the structure of spending: more is spent on gastronomy, experiences, and organized activities, and less exclusively on accommodation. Destinations that systematically build recognition and refine their "signature" products are thereby achieving greater resilience to price shocks and changes in flight schedules.

Price competitiveness and perception of value

Price competitiveness remains a fundamental guiding principle of destination management. In 2025, the emphasis is on maintaining a balance between the price level and the perceived value of the service. Guests expect transparency and consistency: from clearly communicated cancellation policies and flexible tariffs to the inclusion of additional benefits that justify a higher price (parking, breakfast, access to wellness facilities, a voucher for local attractions). In segments where competitive pressure is highest – family apartments and mid-category establishments – differentiation through content and service becomes crucial. At higher price levels, the experience in the destination is decisive: personalized tours, local stories, premium locations and design, as well as consistency of standards in contact with the guest at every touchpoint with the brand.

Air connectivity and transport arteries

In the second quarter, increased frequencies are noted on airline routes with destinations in Germany, Austria, the United Kingdom, the Netherlands, and Scandinavia. Regional airports have further invested in infrastructure to handle seasonal waves, and the niche of direct flights to continental centers is stimulating the growth of the city-break segment. On the roads, completed and announced modernization projects are relieving bottlenecks on summer weekends and enabling faster distribution of guests to smaller destinations, which ultimately reduces the burden on the most popular zones and raises the level of satisfaction for visitors and residents.

Nautical and outdoor on an upward trajectory

Nautical charter and cruising with smaller ships show stable interest and respectable occupancy rates outside the peak of summer. In parallel, the outdoor segment – cycling, hiking, trail running, and organized sports camps – is increasingly attracting higher-spending guests who seek a stay in nature with a high level of service and safety standards. In this context, destinations that develop sustainable trails, signage, service points, and digital maps are creating a competitive advantage and extending visitors' stays. Demand is also growing for themed "green" packages that combine stays in low-carbon-footprint accommodations, local gastronomy, and experiential tours led by certified guides.

Continental tourism and city destinations

Continental cities and counties continue to strengthen their shares thanks to events, congresses, urban festivals, and cultural programs that take place from January to December. Hotels in cities are recording a good mix of business and leisure guests, which is reflected in a better distribution of occupancy throughout the week and a higher average daily revenue per available room. Reliance on the domestic market in the winter months, along with the increasingly visible return of international events, creates a foundation for stable employment and continuous maintenance of service standards. In addition, Advent programs and winter events are becoming an increasingly strong motive for arrivals in late autumn and early winter.

Digital distribution, loyalty, and reputation

Managing reputation and visibility on digital distribution channels is key to a stable flow of reservations and revenue optimization. Practice shows that establishments that actively work with their own sales channels – an optimized website, direct booking, and CRM for repeat arrivals – record a higher share of direct revenue and less dependence on commissions, especially in periods outside the main season. Guest loyalty is fostered through personalized offers, benefit programs, and carefully curated content before, during, and after the stay. In this ecosystem, high-quality thematic blogs and guides in the languages of the source markets are also relevant, as well as collaborations with local partners that upgrade the basic accommodation service.

Labor force, quality of service, and standards

The labor market remains challenging, but positive shifts are visible in the extension of contracts beyond the peak season and programs for retaining qualified staff. Standardized training programs are increasingly common in higher-category establishments, while small service providers are more frequently using mentoring support and seasonal "hospitality academies." Quality is reflected in the details: consistent communication in multiple languages, quick responses to inquiries, and clear information about services, rules, and prices. The introduction of digital tools for managing reviews and complaints in real-time helps to turn negative experiences around and raise guest satisfaction without delay.

Sustainability and carrying capacity management

A more even spatial and temporal distribution of guests reduces the pressure on the coast in July and August and contributes to preserving the quality of life for local communities. Destinations that manage carrying capacity through smart direction of visitor flows, public transport, parking regimes, and digital tools for real-time information, achieve better satisfaction for guests and residents. Revenue growth in the pre-season and post-season is compatible with sustainability goals as it minimizes "peak impacts" on infrastructure and the environment, while simultaneously increasing total spending per guest through longer stays and greater interest in local products and services.

Perspectives until the end of the calendar year

As of October 19, 2025, some large destinations are reporting solid occupancy for November and December, especially in the segments of Advent travel, city-breaks, and themed gastronomic events. Concurrently, continental destinations with thermal and wellness offers are recording increased interest in "weekend getaways," and business events announced for the end of the year are further stimulating demand in cities. Many accommodation facilities are applying flexible pricing strategies with early bird discounts and value packages, alongside efforts to keep prices and quality at levels that are competitive with comparable Mediterranean markets.

What "qualitative growth" means for small and medium-sized renters

Small hotels, campsites, and private renters in this environment profit from clear positioning and investment in experiences: breakfasts with local ingredients, collaborations with wineries and family farms (OPGs), guided tours of natural and cultural sights, and offering activities for digital nomads. Such content increases additional spending per guest and motivates them to extend their stay. At the same time, clear communication of house rules, sustainable standards, and transparent billing contribute to higher satisfaction and guest return. When such practices are combined with modern tools for revenue management and digital marketing, the result is a more resilient business model with fewer fluctuations and healthier cash flow.

The role of national promotion and data

Market development relies more and more on a combination of monetary indicators and operational statistics, which together provide a comprehensive insight into demand, consumption, and travel patterns. In practice, analytics of reservations, price movements, capacity availability, and guest sentiment are used to quickly adapt the offer. Investments in visitor satisfaction and spending research, as well as the regular publication of aggregated traffic indicators, enable service providers to make data-driven decisions. For up-to-date trends and technical data, publicly available portals and official publications are useful, for example, monetary statistics and bulletins and monthly tourism traffic overviews on the business pages of the tourism system.

Macroeconomic context and risks

Inflationary expectations in the eurozone are gradually calming during 2025, but the price level still affects households' disposable income and travel decisions. In such conditions, competitiveness is measured not only by nominal prices but by the overall experience and quality. Potential risks include changes in flight schedules, weather extremes, and geopolitical uncertainties, but the diversification of markets and content mitigates possible fluctuations. For the domestic tourism industry, the key will be agile planning and continuous monitoring of demand, with a readiness for rapid adjustments to products and prices – all while maintaining a standard of service at a level that justifies the expectations of today's traveler.

The presented data and trends confirm that Croatian tourism in 2025 is continuing on the path towards a higher-quality, more balanced, and more competitive structure, with an emphasis on extending the season, growing spending outside the peak, and strengthening the connection between tourism and the local economy and community.