Tourism in Croatia is recording impressive results thanks to the increasing interest from distant markets, especially South Korea. According to data from the Croatian Tourist Board (HTZ), in 2024, there were 160,000 arrivals and 210,000 overnight stays by Korean tourists, representing a significant increase compared to the previous year. This trend is the result of strategic marketing campaigns, direct flight connections, and Croatia's recognition as a safe and attractive destination with a rich cultural heritage and natural beauty. Given the significance of these guests for year-round tourism, HTZ continues to develop specific promotional programs aimed precisely at the pre and post-season, making Croatia increasingly appealing to Asian travelers.

The direct flight line between Seoul and Zagreb, established in collaboration with T'Way Air, plays a key role in connecting Croatia and South Korea. This line, reestablished after a five-year hiatus, has proven to be a great success, with high occupancy and exceptionally positive feedback from travelers. A representative of T'Way Air, Park Jong-seung, confirmed that the route will remain active in the coming years, with plans for further expansions. Korean tourists primarily visit Zagreb, Dubrovnik, Split, and Zadar, and their average daily expenditure amounts to around 155 euros, making them among the most generous consumers.

The Croatian Tourist Board has organized a series of promotional activities for representatives of Korean media and travel agencies, including special presentations of Croatian tourist offerings. During these presentations, led by Nikica Dorešić, HTZ's associate for the South Korean market, plans for expanding cooperation with Korean airlines and travel agencies were introduced, with a special emphasis on 2025. Participants showed exceptional interest in Croatia, further confirming that this distant market is important for maintaining stable tourist traffic throughout the year.

Korean tourists have specific preferences when it comes to travel, often choosing organized tours that include visits to multiple destinations within the region. The most important motivations for their travels are sightseeing cultural and historical landmarks, which is evidenced by the fact that as much as 73 percent of Korean tourists come to Croatia precisely for these attractions. Their visits most often include short stays in various hotels, often changing locations. In 2024, the highest number of overnight stays by Korean guests was recorded in hotels across Dalmatia, with the greatest interest shown in the historical and natural beauties of southern Croatia.

Besides South Korea, Croatia is also achieving significant results in the Chinese tourism market, which is developing in a similar direction. Chinese tourists, known for their travels during the pre and post-season, increasingly recognize Croatia as a destination for short, organized trips. HTZ has established cooperation in Shanghai with leading Chinese travel agencies such as C-Trip and Little Red Book, opening up new opportunities for growth in the number of Chinese arrivals in the coming years. These tourists prefer to travel in spring and autumn, and their motivations also include sightseeing cultural and natural beauties. Given that over 66 percent of Chinese tourists stay in hotels, a further increase in visitors from this market is expected.

The Ministry of Tourism and HTZ have already introduced a series of strategic measures to ensure sustainable growth of tourist traffic from distant markets. One of the key initiatives is the improvement of infrastructure capacities and a focus on evenly distributing visitors throughout the year. This approach allows for the reduction of pressure during the summer months while simultaneously ensuring high-quality services for guests. Given the increasing interest of Asian tourists in Croatia, special attention is being paid to the development of new flight routes and promotional campaigns aimed at distant markets, ensuring long-term stability and growth of tourist traffic in Croatia.

Croatia plans to continue promoting its tourist attractions across Asia, with a special focus on distant markets such as South Korea and China. It is expected that these guests, considering their preferences and spending habits, will become key to further growth in tourism during the pre and post-season, thereby reducing the seasonality of tourist demand. Direct flight lines, together with strong marketing campaigns, will continue to play a crucial role in attracting guests from these regions, ensuring stable growth in the tourism sector in the coming years.