Zadar on The Guardian's list of European discoveries: "Croatia without the crowds" enters focus for the 2026 season.

The British daily newspaper The Guardian published a large travel selection "Our 25 favourite European travel discoveries of 2025" in mid-December, in which its journalists and columnists singled out destinations that surprised them the most in the past year. Among them was Zadar, presented as an example of "Croatia without the crowds" and as an ideal destination for families seeking an authentic Mediterranean experience, but without the pressure of mass tourism.

In the text about Zadar, the author describes a four-day stay in the city with her four-year-old child and emphasizes that instead of the hyped and overloaded coast, she chose a city that offers a "Mediterranean holiday on a budget", but also the feeling that one is still traveling into a lively, local environment. Zadar is presented in this context as a historical city by the sea, with ramparts and alleys that can be discovered without pushing in queues, along with a large number of contents that families can use completely free of charge.

Such a description comes at a moment when both the domestic and European tourism industries are intensively dealing with the issue of sustainable development, a more even spatial and seasonal distribution of visitors, and a different type of travel – slower, more conscious, and less concentrated on a few globally advertised "hot spots". In this changed image of the Mediterranean, Zadar appears increasingly often as one of the main candidates for a new "discovery" of 2026.

"Croatia without the crowds": how The Guardian sees Zadar

In The Guardian's selection, Zadar appears under the title "Croatia without the crowds". The author describes how, after negative news about overcrowded Dubrovnik, she decided to look for a different experience of the Adriatic. The choice fell on Zadar – a "lovely walled city", compact enough to be covered on foot, but also large enough to offer contents even outside the immediate tourist center. It is highlighted that the city is "full of stuff for kids", with particular emphasis on the fact that many attractions do not require additional ticket costs.

Walking through the old core, climbing the ramparts, and wandering through stone streets is described as a way to get to know several layers of Zadar's history in a short time – from the Roman forum and medieval churches to traces of Venetian, Austrian, and contemporary Croatian presence. Unlike other coastal cities where the local population withdraws from the historic core in the peak season, Zadar's streets are, according to The Guardian, still a place where tourists and city residents meet, from schoolchildren and students to older citizens of Zadar who usually walk along Kalelarga.

The central place in the report is given to two contemporary installations – the Sea Organ and the Greeting to the Sun, works by architect Nikola Bašić that have become the trademark of the city in the last fifteen years. The Sea Organ is described as an experimental instrument hidden in the stone steps of the waterfront, which turns waves into an unobtrusive, but constantly changing musical background. The Greeting to the Sun, a large circle of glass plates with solar modules, functions in the same story as an "eco light show" that lights up every twilight thanks to energy collected during the day.

Precisely this combination of public space, contemporary art, and renewable energy sources is what The Guardian highlights as an example of a new Mediterranean attraction – a space that is not fenced off, is not charged for, and invites visitors, children, and the local population to use it simultaneously. Zadar is often mentioned in international texts as the city of the "most beautiful sunset on the Adriatic", so it is not accidental that the Greeting to the Sun is right on the very edge of the peninsula, where the evening sky becomes part of the installation.

Excursions that round off the story of Zadar

The Guardian's text does not remain only on the city waterfront. As part of the Zadar experience, short excursions in the immediate vicinity that are easily accessible even to travelers without cars are highlighted. First mentioned is the ferry ride to the island of Ugljan and a trip to the place Preko, a popular bathing spot with pebble beaches and a view of the Zadar waterfront. From there leads a path to the fortress of St. Michael, located on a hill above the place, from which on clear days one can see Zadar, a large part of the Zadar archipelago, but also the distant outlines of the Italian coast.

The fortress of St. Michael is today one of the most attractive viewpoints of northern Dalmatia. It is a fortification mentioned in historical sources as early as the 14th century, built on the foundations of an older Byzantine fortification system from the 6th century. With a modernized access road and marked hiking trails, this location is increasingly a starting point for visitors who wish to combine a light hiking trip, photographing the archipelago, or stargazing along with the sea.

Another excursion that The Guardian cites as part of the Zadar experience refers to the Nature Park Vransko Lake, the largest natural lake in Croatia and an important ornithological reserve. The park area is today known for more than 250 recorded bird species, of which many nest here or use the lake as a stopover during migration. Visitors can walk along wooden educational trails, observe birds from viewpoints, or rent a kayak and explore the more hidden parts of the lake. In The Guardian's text, the experience of kayaking among birds is described as a counterpoint to crowds on beaches – a calm, quiet image of the Mediterranean that many are looking for.

In this way, Zadar simultaneously offers an urban experience of a historical city and simple access to natural areas. For families planning a trip, such a combination means that it is possible to spend a few days walking through alleys, museums, and installations on the waterfront, and then very quickly go on a one-day trip to nature or to an island. Precisely this flexibility is an important reason why international texts increasingly mention interest in accommodation in Zadar and its surroundings throughout the year, and not only in July and August.

Wave of international recognitions: from The Guardian to global tourism analyses

The inclusion of Zadar on The Guardian's list comes at a moment when the city is already on the radar of numerous specialized tourism portals. The American portal Travel Off Path put Zadar in first place in October among the "top 5 trendiest destinations for 2026 according to experts". An analysis based on global searches shows that user interest in Zadar, viewed on an annual level, has grown by more than 70 percent, which places the city ahead of a series of larger and more famous destinations from Europe and the world.

At the same time, research by the platform Skyscanner on the most desirable destinations for 2026 shows that Zadar is among the cities recording strong growth in interest from American travelers. The report highlights that guests from the USA are increasingly looking for less hyped European cities with rich history, pronounced local gastronomy, and a relaxed Mediterranean atmosphere – criteria into which Zadar fits perfectly. Especially emphasized are the historic core, the installations of the Sea Organ and the Greeting to the Sun, and the development of the eno-gastro offer.

Such international recognition builds upon already recorded positive trends in Croatian statistics. According to data from the eVisitor system, Zadar was the destination with the largest increase in overnight stays in Croatia in 2024 – a growth of about 24 percent was recorded compared to the same period of the previous year, with more than 160 thousand arrivals and more than 400 thousand overnight stays. This result gains special weight when one takes into account that it is a destination that, unlike some other coastal cities, places emphasis on extending the season and attracting guests in spring and autumn.

Zadar is simultaneously increasingly visible in expert discussions about the future of tourism on the Adriatic. In them, it is often mentioned as an example of a city trying to balance between investing in new hotel infrastructure, such as the opening of the first Hyatt Regency Zadar hotel in the renovated building of the former Maraska factory, and preserving industrial heritage and the historic core. This project, along with programs for the revitalization of city ramparts and fortifications, additionally reinforces the image of Zadar as a destination where history is not only kept in museums but is actively included in contemporary urban development.

Family destination and city for active vacation

The Guardian's description of Zadar as a family destination is not accidental. In the city and its immediate vicinity, there is a series of contents that parents and children can use without major logistical preparations – from walking along the Riva promenade and running around on the Greeting to the Sun to watching ships in the port and playgrounds in the old core. Numerous city museums and attractions have introduced family tickets and shorter, thematic programs adapted to the youngest, while events like the festival of lights, children's programs within Advent, or summer street events are organized on public surfaces throughout the year.

For families coming to the city for a few days, the position of Zadar as a transport hub is also important. The airport connects the city with numerous European metropolises via low-cost and seasonal lines, and good road and ferry connectivity allows Zadar to be used as a base for exploring the wider region – from the National Park Paklenica and the canyon of the river Zrmanja to the Kornati archipelago. In this context, interest in accommodation in Zadar as a starting point for excursions logically grows with the increase in the number of flights and better international promotion.

Active guests increasingly combine a stay in the city with hiking, cycling, or climbing in the hinterland. Vransko Lake has become one of the central destinations for bird watching and recreational kayaking, while walking and cycling routes through Ravni Kotari are being developed in the hinterland. On the island of Ugljan, along with the ascent to St. Michael, promenades and viewpoints have been arranged in recent years, and the offer of boat trips from Zadar increasingly includes a combination of swimming, a culinary experience, and a tour of historical sites.

Challenges of growth: how to preserve a city tailored to residents

Although Zadar can still by no means be compared with the level of pressure on Dubrovnik or individual Adriatic islands, local authorities and tourist boards are aware that international successes also carry certain risks. In the city budget for 2026, emphasis is placed on projects for traffic relief – construction of public garages, expansion of cycling infrastructure, and arrangement of access roads – precisely with the aim that the growth in the number of visitors does not turn into daily congestions and crowds in the historic core.

At the same time, there is increasing talk about the need for precise management of the number of one-day visitors, especially cruise guests, and encouraging longer stays. In this sense, Zadar strives to position itself as a city where it makes more sense to spend a few days and lightly explore the region than to "do" a photo session at the Sea Organ and return to the ship in one day. Such a policy aims to bring guests who spend more in local restaurants, on cultural events, and on excursions, but at the same time do not create the pressure brought by mass one-day tourism.

The development of private accommodation is also observed with special caution. Although apartments and vacation houses make up an important part of Zadar's tourism image, experiences of other cities have shown that uncontrolled growth of short-term rentals can push the local population out of the center. In Zadar, therefore, there is increasingly frequent discussion about balancing between an offer that is attractive to guests and the needs of citizens to remain living in the historic core throughout the year. In this context, the focus is on higher quality forms of accommodation adapted to longer stays, but also on strengthening cultural, educational, and sports infrastructure in the very center of the city.

Another challenge relates to the preservation of the environment and public space. Installations like the Sea Organ and the Greeting to the Sun require regular maintenance, and an increased number of visitors intensifies pressure on the waterfront and coastal belt. The city and competent services respond by strengthening the system of communal order, introducing clear rules for the use of public surfaces, and encouraging low-emission transport – from city buses to encouraging walking and cycling.

What new recognition means for tourists and the local community

The Guardian's report, together with analyses of international travel platforms, confirms that Zadar has entered a phase where it is no longer a "hidden gem", but a city actively positioning itself on the world travel map. For potential guests, this means that already in the upcoming season they will more easily find information, organized programs, and flights, but also that the demand for accommodation in Zadar will likely be higher than in previous years, especially in the peak of summer.

For the local community, on the other hand, new international successes bring an opportunity for strengthening the economy, creating jobs, and further investing in cultural and communal infrastructure. At the same time, experiences of other Mediterranean cities show that it is crucial to invest already now in destination management models that include citizens in decision-making, protect the availability of public spaces and housing stock, and prevent a scenario in which the historic core would become exclusively a backdrop for tourism.

Precisely the way in which Zadar uses the current international attention will determine what kind of reputation it will have in five or ten years. If it manages to maintain a balance between authentic city life and a tourism offer based on respect for space and community, then the title "Croatia without the crowds" from The Guardian's text might become a permanent identity, and not just a momentary compliment ahead of the 2026 season.

Sources:
- The Guardian / The Observer – report "Our 25 favourite European travel discoveries of 2025", part about Zadar ("Croatia without the crowds") (link)
- Travel Off Path – analysis "Top 5 Trendiest Destinations For 2026 According To Experts", Zadar as the most sought-after destination with a search growth of 72 % (link)
- Turistickeprice.hr – article "Zadar among the world's most desirable destinations in 2026 with growing interest from American travelers", about Skyscanner's report "Best Places to Visit 2026 – Trending Destinations" (link)
- Turizam.media and Karlobag.eu – reports on the increase in tourist arrivals and overnight stays in Zadar in 2024 according to the eVisitor system (link, link)
- Zadar region tourist board, Zadar Travel and Parks of Croatia – official information about the Sea Organ, Greeting to the Sun, and Nature Park Vransko Lake and its ornithological value (link, link, link)