Riviera Travel Lists Croatian Islands Among Top 5 Must-See Destinations for British Travelers
Croatian islands have found themselves among the top five "bucket list" destinations for British travelers in the new edition of the annual "Discover" catalog by the British tour operator Riviera Travel. This recognition further confirms Croatia's strong position in the UK market, but also reinforces the country's image as a safe, attractive, and diverse Mediterranean destination as the tourism results of the record-breaking year 2025 are being finalized.
Croatian islands are included among destinations that, according to Riviera Travel, must be visited at least once in a lifetime – alongside destinations that British travelers traditionally perceive as journeys with strong emotional charge, authentic experience, and a high level of safety. It is a choice based on the experience of a tour operator specialized in organized travel for the British market, with an emphasis on culture, sightseeing, safety, and service quality.
British Recognition Coming in a Record Tourism Year
Riviera Travel is one of the leading British travel organizers, specialized in cruises, organized tours, and thematic trips for middle-aged and older travelers who seek a safe and well-organized destination, cultural experiences, and clear value for money. The inclusion of Croatian islands in the top 5 must-see destinations in the "Discover" catalog comes in a year in which Croatia has once again recorded record tourism results.
According to data from the Ministry of Tourism and Sport and the eVisitor system, Croatia was visited by more than 21.3 million tourists in 2024, with more than 108.7 million overnight stays, representing an increase compared to 2023. Tourist traffic continued to grow throughout 2025, and in August, more than 15.5 million arrivals and over 79 million overnight stays had already been recorded, along with strong growth in guest spending and tourism revenues, leading the relevant ministry to designate 2025 as another "record year" for Croatian tourism.
Tourism in Croatia has for years accounted for about one-fifth of the total GDP, and revenues from foreign tourists in 2023 reached about 14.6 billion euros, with the coastal area – especially the Dalmatian coast and islands – remaining the key engine of growth. In such a context, the additional visibility brought by a major British tour operator is not just a symbolic praise, but also a very concrete signal to business partners about the stability and attractiveness of the country.
Croatian Islands as a "Bucket List" Destination: A Blend of Nature, Culture, and Gastronomy
Riviera Travel highlighted Croatian islands in its catalog as a destination that combines natural beauties, authentic Mediterranean towns and villages, rich history, and a developed eno-gastronomic scene. The islands of Hvar, Korčula, Vis, Mljet, Brač, Rab, and Mali Lošinj stand out, having been among the favorites of British travelers for years, both in individual arrangements and through organized cruises and "island hopping" programs.
Hvar has thus established itself as an island with a unique combination of a historic core, nightlife, and exclusive amenities; Korčula is recognized for its medieval old town and wine roads; Vis is synonymous with peace, authenticity, and untouched nature; Mljet is protected by a national park and green landscape; Brač for the Zlatni Rat beach and traditional places; Rab for its old town and long tourism tradition; while Mali Lošinj builds a reputation as a destination of health, aromatherapy, and active vacation.
In the context of the British market, Croatian islands fit into the trend of searching for the "new Mediterranean" – destinations that offer sun and sea but do not give up their recognizable local identity. Numerous specialized portals and blogs dedicated to travel regularly list Croatian islands among the best European destinations for small ship cruises, family vacations, and active holidays, emphasizing crystal clear sea, opportunities for hiking and cycling, and a rich offer of local products and traditional cuisine.
Statement by the Croatian National Tourist Board: Recommendations That Shape Decisions of British Travelers
Director of the Croatian National Tourist Board Representation in the UK, Bisera Fabrio, points out that such recognition precisely from the British market is extremely important at the end of the calendar year, because recommendations from large tour operators directly influence the choice of destinations among an audience for whom trust in proven organizers remains a key factor when purchasing travel.
According to her earlier public statements, British guests perceive Croatia as a country where an authentic Mediterranean rhythm of life can still be felt, where guests often "feel like friends, not like tourists," and where safety, hospitality, and service quality go hand in hand. It is precisely the combination of these elements that makes Croatian islands, alongside Dubrovnik and other coastal centers, successfully compete with already established Mediterranean destinations.
Fabrio has also previously emphasized that safety, quality of infrastructure, and diversity of offer – from active vacation and cultural tourism to eno-gastro and nautical tourism – are the main components of Croatia's image on the British market. The inclusion of the islands in the "Discover" catalog fits into the broader trend of expanding programs of British partners for Croatia in the upcoming seasons, which was clearly seen at this year's World Travel Market in London, where numerous tour operators announced additional capacities and new itineraries.
Dubrovnik as the Safest European City: Safety as a Key Message to the UK Market
Additional weight is given to the recognition for Croatian islands by the fact that Riviera Travel, in its Safest Destinations Index for 2025, declared Dubrovnik the safest city in Europe. In an analysis that covered crime, trends in crime rates over the last five years, and perception of safety, Dubrovnik achieved the lowest composite index, ahead of other major European cities.
The methodology of the index relies on available statistics on crime and changes in crime rates, among others on data from the Numbeo platform, in order to compare destinations based on the same parameters. Dubrovnik, according to published data, received a total safety score of about 44, where a lower score is interpreted as greater safety. The result is a consequence of very low levels of recorded crime and relatively moderate growth in crime in the last few years compared to other European cities.
This news echoed in international media and specialized tourism publications, which highlighted that safety is increasingly becoming one of the key criteria when choosing a destination – especially among middle-aged and older travelers, such as those targeted by Riviera Travel. For Croatia, this is an additional asset in communication towards British guests, who in surveys regularly cite safety and stability as one of the main reasons for returning to the same country.
Strong Image of a Safe and Stable Destination Despite Global Uncertainties
Although Croatia, like other European countries, has occasionally been mentioned in recent years in the context of general security warnings related to terrorism or geopolitical tensions, representatives of Croatian tourism continuously emphasize that these recommendations have not significantly influenced the perception of the country on the UK market. Croatia is still perceived as a safe, hospitable, and stable destination, which is confirmed by data on the constant growth of arrivals from the UK after the pandemic.
At the same time, in recent years, a visible trend is that British guests – alongside traditional city breaks in Dubrovnik and Split – are increasingly choosing smaller, quieter destinations and islands, including Hvar, Vis, Korčula, Brač, Mljet, and Lošinj. It is precisely there that they recognize a combination of smaller crowds, authentic local atmosphere, and a safe environment, while domestic tourism stakeholders increasingly emphasize sustainability, environmental protection, and preservation of the local community as key values of the offer.
Island as a Starting Point for "Slow Travel": Tradition, Local Cuisine, and Experiential Tourism
One of the reasons why Croatian islands enter the "bucket list" of British travelers is also the fact that they fit perfectly into the global trend of slow travel, in which the emphasis is no longer on visiting as many destinations as possible in the shortest time, but on a deeper acquaintance with one place, its community, and way of life. The Croatian National Tourist Board increasingly highlights the concept of "pomalo" at international fairs – the Dalmatian philosophy of life that emphasizes slowing down, staying outdoors, time spent by the sea, local food, and socializing with hosts.
Islands like Vis, Mljet, or Lošinj are particularly attractive to travelers who want to avoid mass tourism, find quieter beaches and paths for walking or cycling, and taste local wines and olive oils in smaller family wineries and taverns. At the same time, Hvar, Brač, and Korčula offer more developed tourist infrastructure and diverse contents – from cultural events, jazz festivals, and fishermen's festivals to luxury accommodation facilities and exclusive beach bars – thanks to which they can simultaneously attract guests looking for a livelier atmosphere.
British travelers are increasingly looking for "thematic" trips as well, such as wine tours, trekking and bike programs, kayaking, or cruises on small ships that dock in smaller ports, away from the busiest routes of large cruise ships. In this segment, Croatian islands have a natural advantage: a large number of smaller ports and nautical tourism ports, an indented coast, short distances between islands, and a rich network of ferry and catamaran lines.
British Market Between Traditional Destinations and the "Destination Dupes" Trend
The British market has been undergoing significant changes in recent years: alongside the traditional appeal of Mediterranean classics like Spain, Italy, and Greece, less known destinations of Southeast Europe are increasingly affirming themselves, partly through the trend of so-called "destination dupes", in which popular destinations are compared with cheaper or less visited alternatives. In certain British media, formulations have appeared describing some countries in the region as the "new Croatia".
Despite this competition, Croatia retains a strong position on the British market thanks to a combination of natural beauties, safety, quality infrastructure, and good air connections, especially towards Adriatic airports. In this context, the inclusion of Croatian islands among the top 5 must-see destinations in the catalog of a renowned tour operator is important because it confirms that Croatia is not just a destination of a seasonal "boom", but also a stable, long-term recognized market for British partners.
At the same time, the domestic tourism sector is increasingly investing in extending the season, developing the offer outside the summer months, and strengthening continental destinations. Nevertheless, islands remain one of the strongest assets of Croatian tourism, especially on the British market, where images of stone towns by the sea, pine forests, and hidden coves have an almost cult status in tourism catalogs and campaigns.
Riviera Travel and Expansion of Offer for Croatia
Riviera Travel has been offering a series of itineraries in its programs for years that connect Dubrovnik, Split, and Dalmatian islands, especially through smaller ships and boutique cruises. The programs most often include guided walks through historic cores, visits to national parks like Mljet, tastings of local wines and oils, as well as shorter excursion cruises to smaller places.
The announcement that Croatian islands are among the top 5 must-see destinations in the "Discover" catalog suggests that such programs will be further developed in the 2026 season, in accordance with the general trend of growing demand for Croatian destinations on the British market. It is already visible that British partners plan to increase capacity in both the pre-season and post-season, which also corresponds to Croatia's strategic goal to become a year-round destination.
For local tourism stakeholders on the islands, this means an important incentive for further investments in higher category accommodation capacities, development of sustainable outdoor activities, cultural programs, and promotion of local gastronomy. At the same time, cooperation between national and local tourist boards, tour operators, carriers, and the private sector is being strengthened, with the aim of further improving the guest experience.
Croatian Islands as a Strategic Asset of Croatian Tourism on the British Market
The inclusion of Croatian islands among the top 5 must-see destinations for British travelers in Riviera Travel's "Discover" catalog, together with the declaration of Dubrovnik as the safest European city, once again confirms that Croatia enjoys a reputation on the British market as a safe, high-quality, and diverse destination with a recognizable premium offer. At a time when British travelers are increasingly turning to a combination of safety, authentic experiences, and responsible travel, Croatian islands – from Hvar and Korčula to Vis, Mljet, Brač, Rab, and Mali Lošinj – impose themselves as a natural choice.
If Croatia continues to develop its offer in the direction of sustainability, extending the season, and strengthening authentic local experiences, along with the additional visibility brought by recognitions like this one, it is very likely that Dalmatian and Kvarner islands will remain among the most desirable Mediterranean destinations for British travelers in the years to come.
Sources:
- Small Ship Cruises / transferred CNTB press release – Croatian islands among top 5 must-see destinations for British travelers in Riviera Travel "Discover" catalog (link)
- Riviera Travel – Safest Destinations Index 2025 and ranking of Dubrovnik as the safest city in Europe (link)
- The Dubrovnik Times – News about Dubrovnik being named Europe's safest city according to Riviera Travel index (link)
- Euronews Travel – Analysis on safest cities in Europe and Dubrovnik's role in the new ranking (link)
- Ministry of Tourism and Sport of the Republic of Croatia / HRT / Reuters – Statistical data on tourist traffic in Croatia in 2024 and 2025, including arrivals, overnight stays, and revenues (link, link, link)
- Euronews / Slow Travel News – Statements by Bisera Fabrio on authenticity and hospitality of Croatian destinations at World Travel Market in London (link)
- GB News – Statement by Bisera Fabrio on Croatia's safety for British guests and perception of the country as a safe and hospitable destination (link)
- Croatian National Tourist Board – Official portal "Croatia Full of Life" and promotional materials about Croatian islands (link)
- Inspired by Croatia and other specialized travel blogs – Reviews of best Croatian islands for travelers from British and global market (link)
- The Guardian – Analysis of British "destination dupes" trend and expansion of interest towards Southeast Europe destinations (link)
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