A quarter are still undecided, but the majority are already planning a holiday in the country: 74 percent of citizens choose a summer vacation in Croatia, and the average cost rises to 1,404 euros
A summer vacation in Croatia remains the first choice this year as well for the vast majority of domestic citizens, despite pressure on household budgets, rising prices, and general economic uncertainty. The latest MasterIndex survey shows that 74 percent of respondents plan to spend their summer holiday within the country, which is at the level of last year's result and confirms that the domestic coast, islands, and continental destinations retain a strong appeal in the 2026 season as well. At the same time, planned spending is also increasing: the average amount citizens intend to set aside for their summer vacation has reached 1,404 euros, or 158 euros more than a year earlier. This is a figure that points to two parallel phenomena: on the one hand, holiday costs continue to rise, and on the other hand, citizens obviously do not want to give up their annual break completely, but are ready to adjust their priorities in order to secure a higher-quality stay for themselves.
The data are based on research conducted for Mastercard in March 2026 by the agency Improve on a sample of 1,009 banking service users in Croatia aged 18 to 55. In a broader context, the results come at a time when inflation remains an important factor in citizens' everyday decisions. The Croatian Bureau of Statistics announced that consumer prices in Croatia in March 2026, according to the first estimate, were higher than a year earlier, while Eurostat recorded an acceleration of inflation in the euro area in the same period. This is precisely why the fact that citizens are still planning a summer vacation in Croatia carries additional weight: holidays have not disappeared from the list of priorities, but it is becoming increasingly clear that the duration, type of accommodation, and daily spending are being weighed more carefully.
A longer holiday, but also a noticeably larger budget
One of the most noticeable findings of the survey is the increase in the average duration of holidays. This year's summer holiday lasts 10.5 days on average, which is almost a day more than last year. Although shorter trips still prevail, because 53 percent of citizens are planning a stay of up to seven days, it is evident that a significant share of respondents is nevertheless trying to secure a longer break. About a third are planning a holiday of eight to 14 days, which confirms that a summer vacation is still perceived as the main annual holiday, and not merely as a short trip or a weekend escape.
The increase in total planned spending is accompanied by an increase in average daily spending as well. This year, citizens expect to spend an average of 117 euros per person per day, which is 12 euros more than last year. At the same time, almost two thirds of respondents plan to spend more than 50 euros per day, and more than a third above 100 euros. Such indicators suggest that the cost of a holiday no longer relates only to basic accommodation and transport, but increasingly includes the entire travel experience: food, excursions, additional facilities, activities at the destination, and a higher level of comfort. In practice, this means that some citizens, instead of a frugal and strictly limited holiday, would rather set aside more for a richer stay, especially if they assess that in doing so they gain quality and a feeling of a real break from everyday life.
The largest daily budget is planned by those traveling with a partner, 152 euros on average, and those vacationing with friends, 143 euros per day. In family trips, spending is lower, which is logical considering the larger number of members and the need for a more rational allocation of costs. Still, even family holidays are not exempt from the general trend of rising prices. In such trips, particular attention is paid to the ratio of price and quality, proximity to the beach, availability of facilities for children, and the possibility of keeping some of the costs under control. This is precisely why many citizens will again this year compare in detail
accommodation offers on the Adriatic, seeking a balance between an acceptable price and the conditions of stay.
Private accommodation remains the first choice, but interest in hotels and a higher category is growing
The structure of accommodation choices shows that private accommodation remains the dominant form of summer vacation. Almost half of respondents, 49 percent of them, are planning a stay in apartments, rooms, or houses in a private arrangement. An additional 35 percent rely on their own property or a stay with relatives and friends, which still represents an important pattern of domestic tourism. Such a choice is usually associated with longer stays and lower total spending, because part of the key costs is reduced or completely avoided.
At the same time, a fifth of citizens are planning a summer vacation in a hotel, and it is precisely guests in hotel accommodation who have the highest planned total spending, which on average reaches 1,911 euros. This is not surprising because a hotel stay most often includes more expensive accommodation, additional services, and a greater likelihood of spending on restaurants, wellness, excursions, and other facilities. An even more important figure is that 37 percent of citizens choose higher-category accommodation, which is a noticeable increase compared with the previous two years. Compared with last year, this is an increase of six percentage points, and compared with 2024 the increase amounts to eight points.
Such a shift shows that part of domestic guests, when they do travel, want a higher standard and a better overall experience. This does not mean that luxury has become the rule, because most respondents still choose mid-range accommodation, but it is clear that quality is increasingly influencing the final decision. In practice, this may mean a better-kept apartment, a better location, more privacy, additional facilities, or a higher level of service. For renters and the tourism sector, this is an important signal that the domestic guest, despite sensitivity to price, is accepting less and less an offer that does not meet expectations in terms of comfort, cleanliness, equipment, and overall impression. That is why this summer as well many will carefully review
accommodation for visitors on the coast, especially when it comes to properties of a better standard and a more favorable location.
Financial pressure has not disappeared, but it is somewhat weaker than last year
Although most respondents plan to travel, the survey shows that money still remains the main obstacle for those who give up summer holidays. Among citizens who are not planning an annual holiday, 38 percent cite financial reasons, either because of uncertainty or because of the inability to cover the costs. An almost equal share, 36 percent, points out that they already live by the sea, so a classic summer vacation is not necessary for them in the same way as for residents of the continental part.
The fact that only 46 percent of citizens are completely certain that they will realize their summer vacation further shows that the decision on a holiday has not been fully concluded. On the other hand, 15 percent are completely certain that they will not travel. This space of indecision indicates that some citizens will make the final decision later, probably after assessing the cost of living, the available budget, accommodation prices, and the overall market conditions. In such circumstances, it is not difficult to expect that some bookings will again this year be made relatively late, when it is clearly determined how much money the household can set aside without a more serious blow to other obligations.
Inflation still remains the greatest concern related to travel and is cited by 42 percent of respondents, but concern is nevertheless lower than last year, by 11 percentage points. This suggests that citizens have partly adapted to higher prices or at least developed a clearer picture of how much a holiday realistically costs. At the same time, concern about the geopolitical situation is growing, highlighted by 25 percent of respondents, as many as 13 percentage points more than last year. This shows that the decision to travel is no longer determined only by a personal budget, but also by a broader feeling of safety and stability. At a time when global movements affect energy products, prices, transport, and the general mood of consumers, a summer vacation becomes both a financial and a psychological decision.
What citizens look for in a destination
When choosing where they will spend their summer vacation, citizens above all seek rest in the original sense of the word. The possibility of relaxation and a break is important for 61 percent of respondents, almost equally as much as a good price-quality ratio, which matters to 60 percent of them. The price of accommodation separately is important for 58 percent of respondents, which confirms that the decision to travel is made carefully and with precise weighing of costs.
Still, a summer vacation is no longer reduced only to the sea and a bed. A significant share of citizens seeks content, activities, and experience. Younger respondents and those who choose higher-quality accommodation value more the possibility of an active holiday, including sports, recreation, and adventure facilities. Older respondents, on the other hand, emphasize peace, smaller crowds, and a more rational cost framework. A good gastronomic offer is important to a quarter of respondents, and nightlife to 13 percent of them. This means that destinations that manage to combine peace, quality accommodation, good food, and additional facilities have a greater chance of attracting guests who want more than a mere stay by the coast.
For domestic tourism, this is an important message. For years, Croatia has not relied only on natural advantages, but also on the ability to offer an organized, diverse, and convincing product. A good apartment or hotel is no longer enough in itself if there are no facilities, transport accessibility, gastronomy, and the feeling that the guest is getting a complete experience for their money. This is precisely why the search for
accommodation offers in Croatia is increasingly including questions about location, proximity to facilities, quality of service, and the overall impression of the destination.
Travel remains one of the priorities in 2026
Perhaps the most important conclusion of the survey is that travel, despite everything, remains high on citizens' list of priorities. As many as 93 percent of respondents are planning at least one trip during 2026. Croatia is still chosen most often, cited by 76 percent of respondents for some kind of travel, while 28 percent plan to travel within Europe, and 26 percent to neighboring countries. This confirms that citizens are not giving up mobility, rest, and a change of environment, but are trying to fit them into realistic financial possibilities.
In that sense, a summer vacation in Croatia is still a special case. For a large number of citizens, it is not only a tourist decision, but also part of the rhythm of life, family tradition, and the way summer is marked. Despite rising prices, domestic destinations have the advantage of proximity, a familiar language, simpler organization, and a greater feeling of safety. This becomes especially pronounced in a period when global uncertainty is spilling over into consumer habits as well.
Gea Kariž, Mastercard's director in Croatia, stated alongside the survey results that citizens, despite financial pressures, are not giving up travel, but are increasingly choosing quality and a complete experience, from accommodation to facilities at the destination. In that context, she also recalled programs aimed at developing the tourism offer, including Uplift and the initiative Uplift – friend of Croatian cuisine, whose goal is the long-term linking of education, identity, and tourism. This message fits into the broader trend shown by other publicly available data as well: the domestic guest is no longer just a guest looking for the lowest price, but increasingly expects an organized and authentic offer for the money they set aside.
For the tourism sector, this is important news ahead of the main part of the season. Stable interest in a summer vacation in Croatia means that the domestic market remains a strong support, but growing expectations regarding quality warn that competitiveness will increasingly depend on the level of service, the clarity of the offer, and the ability to justify the price. For citizens, meanwhile, this year's results show that the summer holiday remains an important goal, even when it requires more serious planning and a higher cost than just a year ago.
Sources:- Mastercard, press release and archive of MasterIndex announcements – context of earlier findings on summer vacations in Croatia and the movement of domestic citizens' spending (link)- Croatian Bureau of Statistics – official statistical portal and publications on consumer prices and general economic indicators in Croatia (link)- Eurostat – official release on the estimate of inflation in the euro area for March 2026, used for the broader European context of price movements (link)- Uplift – friend of Croatian cuisine, official initiative website – project description and confirmation of institutional support from the Ministry of Tourism and Sports and the Croatian Chamber of Economy (link)- Uplift, official project description – additional information on the goals of the initiative related to the development of the tourism and gastronomic offer (link)
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Creation time: 16 April, 2026