The Croatian metropolis continues to solidify its position as a key point of urban tourism in the region, which is confirmed by the latest statistical data. During July 2025, Zagreb recorded an impressive growth in tourist traffic. There were 151,884 arrivals registered, representing an increase of 2 percent compared to the same month of the previous year. Even more significant is the increase in the number of overnight stays, which reached 281,972, or 8 percent more than in July 2024. These data undoubtedly indicate the growing attractiveness of the city on the international tourist scene. Market analysis shows that, in addition to the traditionally numerous domestic guests, in July the most arrivals were made by visitors from Germany, the United States of America, and Spain. When it comes to overnight stays, guests from the USA are in the lead, followed by those from Germany and Spain, confirming the global recognition of Zagreb as a desirable destination.

Strategic growth and year-round attractiveness

Positive trends are not limited to the summer months. The cumulative results for the first seven months of 2025 further strengthen the image of a successful tourist year. In that period, more than 767 thousand arrivals and almost one and a half million overnight stays were recorded, which represents an increase of 2 percent in arrivals and 3 percent in overnight stays compared to the same period last year. According to Martina Bienenfeld, director of the Zagreb Tourist Board (TZGZ), such success is not accidental. It is the result of a carefully designed strategic approach that focuses on developing quality content, improving the guest experience, and targeted promotion in key source markets. Such an approach successfully positions Zagreb as a sustainable and year-round destination. The capital of Croatia thus proves that its attractiveness does not wane with the end of the summer season, but offers a wealth of content throughout the year, making it the leader in the number of tourist arrivals in Croatia and confirming its position as the leading city break destination in the country. The largest number of arrivals and overnight stays in the first seven months were made by tourists from the USA, Germany, and Italy, which testifies to the diversity of the markets from which guests arrive.

The cultural heart and business center of the region

The two fundamental pillars on which Zagreb's tourist offer rests are cultural and business tourism. The city's cultural heritage, visible at every turn, is one of the main magnets for visitors. A walk through the Upper Town, with its picturesque St. Mark's Church, recognizable by its unique roof, the baroque church of St. Catherine, and the Stone Gate, provides a journey through a rich and turbulent history. Zagreb can also boast an extremely rich museum scene. From national institutions such as the Museum of Contemporary Art, the Archaeological Museum, and the Museum of Arts and Crafts, to world-renowned innovative exhibitions such as the Museum of Broken Relationships or the Museum of Illusions, the city offers something for everyone. At the same time, the city is profiling itself as a strong center for business tourism. Top-notch congress infrastructure, led by hotels such as the Westin, Esplanade, Sheraton, and Hilton, as well as congress centers like the Zagreb Fair, enables the organization of the most demanding international meetings, conferences, and business events. This combination of rich history and modern business infrastructure makes Zagreb an ideal blend of work and leisure, attracting business people who often extend their stay to explore everything the city has to offer.

A city that lives: Events and green oases

The liveliness of the city is manifested through a rich calendar of events that extends throughout the year, ensuring that it is never boring in Zagreb. The summer months are filled with open-air events. The Tuškanac Summer Stage offers film screenings under the stars, while popular dance evenings that revive the spirit of past times are held at Zrinjevac. The Zagreb Histrionic Summer at Opatovina traditionally brings top-quality theater performances to the unique ambience of the Upper Town. The art installations of the "Okolo // around" project turn the city streets into an open-air gallery, surprising passers-by at every turn. Autumn brings new festivals, such as the Festival of World Literature and the Zagreb Opera Festival, and numerous concerts that attract audiences from all over the region. Visitors also appreciate the city's green oases. Maksimir Park, with its centuries-old forests and lakes, offers an escape from the city bustle, while Jarun and Bundek lakes are favorite destinations for recreation and relaxation. It is precisely this diverse offer, which combines cultural and entertainment events with the possibility of relaxing in nature, that is a key factor in attracting an increasing number of guests and encouraging them to return. It is expected that, provided the geopolitical circumstances are stable, the positive tourism trends will continue in the rest of the year, further strengthening Zagreb's position on the tourist map of Europe. Tourists who come to Zagreb for these events often look for accommodation near the center so that all amenities are within easy reach.