Rovinj in The Times: “Underrated” Jewel of the Croatian Coast Captivates British Travelers

At the beginning of December 2025, the distinguished British daily The Times published a report in its travel supplement titled “The underrated Croatian city on a charm offensive,” in which Rovinj is presented as one of the most charming and authentic destinations on the Adriatic. In the text, the city is described as a kind of “pocket Venice,” but without the canals, with narrow alleys climbing towards the Church of St. Euphemia, stone houses in pastel colors, and a fishing port that still pulses with the everyday life of the local population.

Such exposure in one of the most influential British media outlets further confirms that Croatia, and especially Istria, is recognized on the United Kingdom market as a high-quality and diverse destination. For Rovinj, which has been among the most sought-after Adriatic cities for decades, this report represents yet another confirmation that it successfully combines authentic heritage, the Mediterranean way of life, and a modern tourism offer oriented towards quality, sustainability, and year-round travel.

British Media and the Growth of UK Interest in Croatia

The role of British media in shaping travel trends is key to understanding why this publication is important. Readers of The Times, mostly travelers of middle and higher spending power, often choose destinations precisely based on recommendations from such thematic supplements. When one of the leading British newspapers highlights a city like Rovinj, it sends a clear signal to the entire market: this is a place that offers more than the usual summer holiday of sun and sea.

Data from tourism institutions show that the British market is one of the most dynamic for Croatian tourism. In 2024, Croatia recorded, according to the eVisitor system and official statistics, more than 21 million arrivals and about 109 million overnight stays, with growth compared to the previous year. A significant part of that traffic is generated precisely by guests from the United Kingdom, who according to available data generate about four million overnight stays annually, while the latest analyses for 2025 indicate a further increase in that number.

At the same time, the Croatian National Tourist Board and partners have been using major fairs like the World Travel Market in London for years for stronger promotion of Croatian destinations on the British market. Within this framework, examples like Rovinj stand out as models of the “new” Croatia – a country that does not live exclusively from the summer months but builds a recognizable identity as a year-round destination with an offer focused on culture, gastronomy, active vacations, and authentic local stories.

Rovinj Between Venice and Istria: City on a Rock Above the Sea

Rovinj was closely tied to Venice for centuries, which is still clearly reflected today in urbanism, architecture, and language. The old town, which was once an island, is recognizable for its steep streets, stone steps leading to the baroque Church of St. Euphemia, and houses whose balconies almost touch the sea. This blend of Venetian heritage and Istrian identity strongly attracted the journalists of The Times, who emphasize in the text precisely the feeling that in Rovinj, in just a few streets, history, everyday life, and modern tourism intertwine.

The central city waterfront, from which alleys branch out towards the old town core, has remained a lively meeting place for locals and visitors. There, one can still see fishermen returning from the sea, children swimming almost under the windows of old houses, and visitors watching the sunset over the islands of the Rovinj archipelago. Precisely in this contrast of strong tourist demand and firmly rooted everyday life lies part of the attraction that British authors recognize and describe.

For those planning a visit, the practical aspect of arrival is also important. Rovinj is closest to the major airports in Pula and Trieste, and during most of the year, it is connected by numerous direct lines to European metropolises. That is precisely why many British travelers choose Rovinj for a shorter “city-break” during spring or autumn, and increasingly for longer stays outside the peak season, when it is easier to find accommodation close to the old town core or browse the wider accommodation offer in Rovinj for a quieter vacation.

Batana Ecomuseum and UNESCO: A Story of Living Heritage

One of the motifs often mentioned in foreign reports about Rovinj is the tradition of the wooden batana boat. This simple fishing boat, with a flat bottom and recognizable silhouette, was for centuries a symbol of the everyday life of the fishing city. In order to preserve that identity, the Batana Ecomuseum was founded in Rovinj – the first ecomuseum in Croatia, dedicated precisely to this type of vessel and the life of the community that formed around it.

The Batana Ecomuseum is today inscribed in the UNESCO Register of Good Safeguarding Practices for Intangible Cultural Heritage, which is yet another confirmation of how Rovinj manages to combine tourism with care for local identity. It offers visitors multimedia exhibits, stories about batana building, old fishing tools, songs in Istrian dialects, and customs related to fishing, but also the possibility of sailing in a wooden boat accompanied by traditional music and dinner in a typical tavern (spacio).

Such content is increasingly important for the modern traveler, especially those coming from mature markets like the British one. Instead of exclusively “sun and sea” vacations, guests seek experiences that introduce them to local culture, customs, and stories. Rovinj in this sense offers a complete mosaic: from a walk through the old town core, through a visit to the Batana Ecomuseum, to an evening ride in a batana with song and tasting of fresh seafood specialties.

Gastronomic Rise: From Street Food to MICHELIN Stars

In the article by The Times, significant space is dedicated to gastronomy. Rovinj is described as a destination where food has become a key part of identity – from top-quality gelato in small artisan pastry shops, through creative street food, to fine-dining restaurants with MICHELIN recommendations and stars. This development is not accidental; in recent years, Rovinj has been investing intensively in the gastronomic scene, relying on Istrian ingredients such as olive oil, white and black truffles, fresh seafood, local wines, and traditional pasta.

Today, several restaurants included in the MICHELIN guide operate in Rovinj, and the city has, thanks to a combination of top chefs and strong support from local hoteliers, become one of the most significant gastronomic points on the Croatian coast. Monte was the first restaurant in Croatia with a MICHELIN star, while Agli Amici Rovinj was the first in the country to carry even two stars. Cap Aureo, located within a luxury hotel overlooking the old core, recently joined this company with one star, which means that Rovinj today has as many as three restaurants with stars in the same city.

Along with stars, a whole range of restaurants and taverns are included in the guide's recommendations, but also other international gastronomic platforms. In them, classic Istrian dishes are interpreted with modern techniques: Kvarner scampi, octopus dishes, homemade fuži and pljukanci with truffles, boškarin beef, and desserts inspired by Mediterranean aromas. Many guests decide on a longer stay in the city precisely because of such experiences, so when planning a trip, they search early for accommodation for visitors to Rovinj to be as close as possible to the old town core and the most famous restaurants.

Numbers Confirm Rovinj’s Status as a Tourism Star

Statistics further confirm the image of Rovinj as one of the most successful Croatian destinations. Data from the Croatian Bureau of Statistics and the eVisitor system show that Rovinj is at the top of Croatian destinations by number of overnight stays, especially of foreign guests. In the summer months, for example in August 2024, foreign tourists in Rovinj generated about one million overnight stays, which ranks it among destinations with the highest number of overnight stays at the level of the entire country.

At the level of the whole year, Rovinj has for a long time hovered around four million overnight stays, with a dominant share of guests from Germany, Austria, Italy, and the Netherlands, but also an increasing share of British travelers. For many of them, Rovinj is a starting point for exploring Istria – wine roads, olive groves, and inland towns like Motovun and Grožnjan – but at the same time a destination where they gladly stay for a whole week or longer, especially outside July and August.

Precisely such a profile of guests, who stay longer, spend more, and seek content throughout the year, fits into the national tourism development strategy. Croatia, according to official documents, wants to position itself as a sustainable and year-round destination, and cities like Rovinj demonstrate how that goal can be turned into concrete practice – through investments in culture, gastronomy, public infrastructure, and accommodation quality.

Rovinj as an Example of a Year-Round Destination

Although it is still extremely popular during the summer months, Rovinj increasingly attracts visitors in the pre-season and post-season. The mild Istrian climate allows pleasant temperatures already in March and April, while autumn is often ideal for walks by the sea, visiting wineries and olive groves, and exploring events related to gastronomy and culture. Hotels, campsites, and private accommodation are largely adapting to such a demand profile, so accommodation in Rovinj outside the main season is increasingly offered for guests who want a quieter vacation.

Rovinj organizes a series of events throughout the year, from cultural festivals, concerts, and exhibitions, to sports events and gastronomic manifestations focused on wine, olive oil, and fish. Thereby, the city attracts both domestic and foreign guests outside the peak season, which is important in light of national policies aimed at a more even distribution of tourist traffic and reducing pressure on infrastructure during the peak of summer.

It is also important that in the development of Rovinj, increasing account is taken of sustainability – from traffic regulation in the old core and coastal protection, to encouraging local producers and short supply chains in gastronomy. Precisely such an approach is appreciated by the modern British traveler, who increasingly takes into account the ecological footprint of travel, the development of public transport, the possibility of walking and cycling, and the preservation of nature when choosing a destination.

What Attracts British Guests: Authenticity Over Mass Tourism

For British travelers, Rovinj is, according to perception in the media and tourism campaigns, primarily a city with a “soul” – a place where they can feel the local rhythm of life, and not just hotel complexes and beaches. The report in The Times highlights the fact that in the city one can still talk to fishermen, owners of small family hotels and taverns, guides, or museum employees who pass their stories down from generation to generation. Precisely such immediacy is increasingly sought after by guests who have already visited classic Mediterranean destinations.

Another strong motif is gastronomy. In British media, Rovinj is increasingly present as a destination for the “foodie” audience – travelers who plan their trip around restaurants, wine cellars, and local markets. In combination with Istrian wines, olive oils, and truffles, Rovinj positions itself as an ideal place for an extended weekend or a three-day escape from metropolises like London, Manchester, or Birmingham.

The third element is accommodation. The city offers a wide range of options – from historical stone houses in the old core, through smaller boutique hotels in renovated palaces, to luxury resorts along the coast and high-category campsites in the vicinity. Many visitors decide to look for accommodation near event venues if they are coming for a specific festival, concert, or gastronomic manifestation, while others choose quieter coves and green zones along promenades to combine a stay by the sea with excursions into the interior of Istria.

Rovinj as a Model Example of Future Croatian Tourism

The publication of the report in The Times symbolically rounds off what has been built in Rovinj for years: a destination that does not give up on authenticity even under the pressure of mass tourism. The city does not define itself only as a summer destination, but as a meeting place of different cultures, languages, and gastronomic influences, which offers content for different profiles of travelers throughout the year.

For Croatia as a whole, such international publicity has multiple value. On the one hand, it raises the country's recognition on the United Kingdom market, which is one of the most competitive in Europe. On the other hand, it confirms the correctness of the strategic orientation towards quality, sustainability, and diversification of the offer – from culture and gastronomy, through active vacations, to health and business tourism.

Rovinj shows by its example that success is not built only by increasing the number of overnight stays, but primarily by creating a recognizable story in which the local community, heritage, and modern tourism products are in balance. That is precisely why it is not surprising that British media increasingly describe the city as a “hidden gem” of the Croatian coast – a gem that, despite global visibility, still manages to preserve that feeling of intimacy and charm for which guests return year after year and repeatedly seek accommodation in Rovinj and its surroundings.

Sources:
- The Times – travel report “The underrated Croatian city on a charm offensive” about Rovinj as an “underrated” city on the Croatian coast (link)
- Portal / Turističke priče – articles in English and Croatian about The Times report and the positioning of Rovinj as a “hidden gem” of Istria (link, link)
- Croatian National Tourist Board / Ministry of Tourism and Sport – data on total tourist arrivals and overnight stays in Croatia in 2024 and 2025 (link)
- CBS – statistical displays of tourist arrivals and overnight stays, including data on overnight stays of foreign guests in Rovinj in 2024 (link, link)
- Rovinj Tourist Board – official publications on the number of overnight stays and guest structure and on the development of the gastronomic offer and MICHELIN restaurants in Rovinj (link, link)
- MICHELIN Guide – list and description of restaurants in Rovinj and Istria, including Monte, Agli Amici Rovinj, and Cap Aureo (link)
- LocalsRide / WTM London – analysis of the British market and data on overnight stays of guests from the United Kingdom in Croatia (link, link)
- Batana Ecomuseum / UNESCO – data on the inscription of the Batana Ecomuseum in the UNESCO Register of Good Safeguarding Practices for Intangible Cultural Heritage (link, link, link)
- Yachts Croatia / Condé Nast Traveler – articles on gastronomy and eno-tourism in Istria, with special emphasis on Rovinj as a gourmet destination (link, link)