Croatia is establishing itself as one of the most desirable global tourist destinations, and the latest data confirm the exceptional growth in its popularity in one of the most important long-haul markets – that of the United States of America. American guests, known for their desire for authentic experiences and cultural richness, are increasingly discovering the charms of the Croatian coast, islands, and continental gems. The results achieved in the part of 2025 so far exceed all expectations and testify to the strategic success of promotion in this potent market.

According to official data from the eVisitor system, in the period from the beginning of the year to mid-June, more than 260 thousand arrivals and almost 690 thousand overnight stays by tourists from the USA were recorded. These impressive numbers represent a significant increase of 16 percent in arrivals and as much as 17 percent in overnight stays compared to the same period last year. Such double-digit growth has positioned Americans in the high fifth place of the most numerous guests in Croatia, which is an outstanding success considering the geographical distance.

What attracts American visitors?

An analysis of the preferences of American tourists reveals that they are attracted to Croatia not only by the sun and sea, but by a complete experience that combines unique cultural and historical heritage, spectacular natural beauty, a pleasant Mediterranean climate, and a superb wine and food offer. The destinations that lead in the number of overnight stays are those that offer a perfect blend of these elements. The undisputed leader is Dubrovnik, whose world-famous city center and impressive walls are a magnet for visitors eager for history. It is followed by Split with its magnificent Diocletian's Palace, vibrant life, and ideal position for exploring Dalmatia. The capital city, Zagreb, is increasingly popular as a year-round city-break destination offering rich cultural content, while Hvar attracts with its status as a fashionable island with glamorous nightlife and hidden coves. Among the top five destinations is also the Istrian jewel, Rovinj, which captivates with its romantic streets and Venetian architecture. It is precisely this diversity of offerings that allows American guests, who often visit multiple locations during one trip, to create a tailor-made journey.

Strategic strengthening of the position in the American market

Such results are not a coincidence, but the fruit of continuous and targeted activities of the Croatian National Tourist Board (CNTB) on the American continent. Recognizing the importance of this market, not only for the summer months but also for extending the season, the CNTB is conducting strong promotional campaigns and strengthening cooperation with key stakeholders in the tourism industry. Kristjan Staničić, the director of the CNTB, emphasizes the importance of maintaining the interest of American travelers. He points out that in the future, there are plans to further strengthen transport connectivity, with a special emphasis on direct air routes, which are key to facilitating the arrival of guests from long-haul markets. For example, it has been announced that the American airline United Airlines will have a daily route between New York and Dubrovnik in its 2025 summer flight schedule, which is a significant improvement compared to previous seasons. The continuous implementation of promotional activities and strategic partnerships are key to further positioning Croatia as a quality, safe, sustainable, and year-round destination.

Recent B2B activities in the USA further confirm this strategic direction. The CNTB had a notable appearance at the annual conference Travel Leaders Network – EDGE (Educate, Discover, Gather, Evolve), held at the legendary Caesars Palace in Las Vegas. This event, which brings together the world's largest consortium of travel agents, was an opportunity to meet with more than 2,000 top professionals from the world of tourism. As part of the conference, a Luxury Forum was also held, a high-profile meeting where the director of the CNTB Representation in New York, Leila Krešić-Jurić, presented Croatia's luxury tourism offer to almost 300 of the most successful luxury travel advisors. On that occasion, it was announced that Croatia, specifically Opatija, will once again host the International Luxury Forum in October of this year, further establishing itself as a prestigious destination. To bring a touch of the Mediterranean closer to agents and partners, the CNTB also organized a formal reception in Las Vegas, providing them with a unique experience of Croatian hospitality.

Presence from coast to coast

Promotional activities were not limited to Nevada. The Croatian offer was also presented in Los Angeles as part of the B2B event Signature’s 2025 Travel Exchange. Signature Travel Network, a consortium of leading travel agencies, is an extremely valuable partner for promotion and sales. At this event, Croatia had its "Destination experience room," a specially designed space visited by more than 120 agents, allowing them to virtually immerse themselves in the country's beauties. Presentations and meetings with key agents further strengthened Croatia's position in their catalogs. Interest in Croatia was also confirmed in Phoenix, where Internova's consortium specializing in luxury travel, Global Travel Collection, organized a B2B event. The reactions of the agents there were also extremely positive, confirming that the demand for Croatia is growing in all segments, with a special emphasis on the premium offer.

Leila Krešić-Jurić points out that American guests recognize Croatia as a destination that offers authenticity, something that is increasingly difficult to find in today's globalized world. The excellent tourist results are a direct confirmation of the success of promotional activities and excellent cooperation with partners, from tour operators to airlines. The American market is important not only because of the numbers, but also because American guests travel throughout the year and seek a higher level of quality, which is in line with the main priority of Croatian tourism – the development of sustainable, high-quality, and year-round business. It is guests from long-haul markets like the American one who play a key role in achieving this vision.

Source: Croatian National Tourist Board