Croatia, the land of a thousand islands, crystal clear sea and rich historical heritage, is once again positioning itself as an unmissable destination on the European tourist map, this time with an emphasis on one of the fastest growing trends in the world of travel – road trip adventures. In a strategic partnership that has lasted for years, the Croatian National Tourist Board (HTZ) and the largest German and European automobile club, ADAC, have joined forces to present Croatia in a completely new light to German guests, as well as all other enthusiasts of four-wheeled travel. The goal of this extensive campaign is clear: to strengthen Croatia's position as a favorite foreign destination for German travelers and at the same time to reveal its other, lesser-known, but equally fascinating face.

The central theme of this year's collaboration, simply called "Roadtrip through Croatia", was designed as a response to the modern needs of travelers who are increasingly striving for individual, flexible, and authentic experiences. Gone are the days when a vacation meant exclusively staying in one place. Today's travelers want freedom of movement, the possibility of spontaneously discovering hidden coves, forgotten villages, and spectacular viewpoints, which is exactly what the road trip concept offers. Croatia, with its incredible geographical and cultural diversity in a relatively small area, is an ideal canvas for sketching out such journeys.

More than sun and sea: Discovering Croatia's hidden gems

The key message that HTZ and ADAC want to send to the German market is that Croatia is much more than the popular summer postcard of sun and sea. Although the coast is world-famous for a reason, the country's interior hides a real treasure waiting to be discovered. Nera Miličić, director of the HTZ Representative Office in Munich, points out that continuous work on presenting this diversity is of crucial importance. "With these activities, we strive to present the diversity of Croatia's landscapes over very short distances to the Germans, because this is something that always surprises and delights them anew," emphasizes Miličić. It is precisely this possibility of moving from a Mediterranean environment to mountainous regions or the gentle lowlands of Slavonia in just a few hours of driving that is one of the strongest assets of Croatia's tourist offer.

Special emphasis has been placed on the selection of the most beautiful panoramic roads, those that lead away from busy motorways and delve deep into the heart of the landscape. Driving along the old Adriatic Highway, the winding roads through the heart of Istria, or the mountain passes of Gorski Kotar becomes an experience in itself, not just a way to get from point A to point B. The goal is to encourage guests to explore lesser-known parts of the country, meet the local population, taste authentic gastronomy, and create memories that go beyond a classic beach holiday.

Six signposts for an unforgettable adventure

To make planning easier for travelers, six inspirational route suggestions have been designed covering all regions of Croatia. These routes are not strictly defined but serve as a foundation that can be adapted, combined, and upgraded, allowing each traveler to create their own, perfectly personalized road trip. The content is carefully tailored to different guest profiles – from families with children looking for fun and a safe environment, to adventurers and active holiday enthusiasts eager for adrenaline, all the way to guests from the premium segment seeking a touch of luxury and exclusivity.

1. Magical Istria: A journey through the land of truffles and olives
This route leads through the green heart of Croatia, the Istrian peninsula. Starting from coastal towns like Rovinj and Poreč, the journey continues inland, revealing medieval hilltop towns like Motovun and Grožnjan. Travelers can enjoy truffle hunting, tastings of world-award-winning olive oils and wines, and explore a rich history that dates back to Roman times. It is easy to find the ideal accommodation here to serve as a base for exploration.

2. Kvarner islands and riviera: A blend of aristocracy and wilderness
Combining the elegance of the Opatija Riviera with the wild beauty of the islands of Krk, Cres, and Lošinj, this route offers incredible diversity. From walks along the Lungomare in Opatija, to exploring the historic town of Krk, to observing griffon vultures on Cres and enjoying the scents of medicinal herbs on Lošinj, the "island of vitality". Ferry travel between the islands is an additional adventure that offers spectacular views.

3. Along the Adriatic Highway to the heart of Dalmatia
This is probably the most famous and most spectacular panoramic road in Croatia. The route follows the coast from Kvarner southwards, passing by pearl-cities like Zadar, Šibenik, Split, and Dubrovnik, which are under UNESCO protection. Every bend in the road reveals a new turquoise cove, steep cliffs, and a view of hundreds of islands. Exploring the Krka or Paklenica National Parks are just some of the possibilities offered along the way. Finding the perfect vacation in Dalmatia with this route becomes a simple task.

4. The green heart of Croatia: Lika and Gorski kotar
For those looking for an escape from the summer crowds, this route through mountainous Croatia is the perfect choice. It is home to two national parks, Plitvice Lakes and Northern Velebit, and offers countless opportunities for hiking, cycling, kayaking, and simply enjoying the peace and quiet of untouched nature. Fresh air, dense forests, and clear rivers provide a completely different experience of Croatia.

5. Slavonia and Baranja: The undiscovered plain of golden wheat
A continental route that takes travelers to the east of the country, to a region known for its hospitality, rich gastronomy, and cultural heritage. From the baroque city of Varaždin, through Kopački Rit, one of the largest wetlands in Europe, to the wine roads in Baranja, this tour reveals an authentic Croatia. A visit to Đakovo and its Lipizzaner stud farm or to Vukovar, the hero city, is a deep and emotional experience.

6. Premium holiday on wheels: Luxury and exclusivity
This route is intended for the most demanding guests and combines driving with stays in the best boutique hotels, dining in Michelin-starred restaurants, private boat trips, and unique experiences such as private wine tastings or the charter of luxury yachts to explore hidden islands.

Digital and print support for travelers

To make all this information easily accessible, ADAC has prepared comprehensive support. The highlight of the print campaign is the ADAC Tourset, a detailed brochure with maps and descriptions of all six routes, along with a wealth of practical information for planning an individual trip. This printed guide is highly valued among ADAC members for its reliability and quality. The promotional campaign is also conducted through all of ADAC's online channels, which have a huge reach. This includes specialized websites and applications such as Reise und Freizeit, Maps, Drive App, Trips App, and the Skipper Portal for boaters. On these platforms, Croatia is presented through thematic articles, attractive landing pages, and accompanying teasers, ensuring maximum visibility.

The power of partnership as a guarantee of success

The success of this long-standing collaboration is also confirmed by ADAC representatives themselves, emphasizing the importance of the partnership with the HTZ. Carsten Cossmann, director of the tourism sector at ADAC, emphasized that the cooperation began four years ago and has achieved outstanding promotional results in that period, to mutual satisfaction. On the other hand, Elisa Viviani, manager for destination marketing at ADAC, said that the joint marketing activities greatly contribute to strengthening the visibility and positive image of Croatia as an attractive and, most importantly, reliable holiday destination in the demanding German market.

Given that ADAC has more than 22 million members and represents an authority whose recommendations are followed without question, this campaign has enormous potential. Organized through 18 regional clubs, with a network of over 170 offices and 250 travel agencies, ADAC has a capillary presence and a direct influence on the travel decisions of millions of Germans. Presenting Croatia as an ideal road trip destination through such a powerful channel ensures that the roads throughout our beautiful country will continue to be filled with satisfied travelers in search of new adventures in the future.