How will we travel in 2026 and what does that mean for Croatia? Skyscanner presented data at the Croatian Tourism Days in Dubrovnik that precisely describe where traveler habits are heading, in which markets Croatia's visibility is rapidly increasing, and how destination selection criteria will change further next year. At the center is a simple but powerful question that travelers will increasingly ask: "is it worth it?" Is the time, money, and effort we invest in the trip worth it – and does the experience match our personal sensibility.

The lecture was held by Chelsea Tessendorf and Lisa Brown from Skyscanner as part of the gathering held from November 19 to 21, 2025, in Dubrovnik. Their message: Croatia stands well in the largest European markets, is building a recognizable and authentic brand, and in the coming period, the key will be translating that recognizability into year-round, value-clear, and thematically precise journeys.

Croatia in flight search engines: results are strong, and focus is expanding

Skyscanner's indicators confirm that Croatia retains a strong position in traditionally important markets, while simultaneously recording a rapid rise in a number of northern and central European markets. In the last 12 months, according to their data, the highest percentage growth in interest for searches related to Croatia comes from Poland, Finland, Belgium, Greece, and the Czech Republic. These are audiences that are increasingly actively planning and booking trips and looking for specific value – experiences that are authentic, accessible, and "worth" the invested funds.

At the same time, the core of demand remains the United Kingdom and Germany. From the United Kingdom alone, about 13.4 million searches for Croatia were recorded in the last year, and from Germany approximately 12.4 million. They are followed by Poland, Italy, and Spain. This picture suggests a dual task: on "old" markets, frequency and availability must be maintained, while on new ones, presence needs to be strategically deepened, with a crucial combination of timely air connectivity, regional diversification, and precise digital advertising.

Cities and "alternative" destinations: how to distribute attention

In Skyscanner's global search, Split, Dubrovnik, Zagreb, Zadar, and Pula remain the most sought-after Croatian cities. However, Rijeka and Pula stand out as destinations recording rapid growth in visibility. This is a signal that travelers are looking for a break from overloaded epicenters and want cities with authentic neighborhoods, new museum and cultural content, less crowding, and good accessibility by highway and air.

Such demand speaks in favor of the "second line" of Croatian destinations – Rijeka as a port, industrial, and creative hub with excellent gastronomy, and Pula as a reinforcement of Istria with a strong festival and cultural program. For DMOs and cities, this specifically means a focus on a series of micro-experiences: public street art tours, visits to libraries and archives, workshops by local beauty brands, night tours of supermarkets "for snacks" and craft assortment, that is, everything that 2026 trends call "shelf discovery" and "bookbound" travel moments.

"Is it worth it?" as a new planning filter

According to Skyscanner, 2026 will be a year in which trips are put together less as an escape, and more as an expression of personal identity. Travelers select destinations and itineraries based on the criterion of personal resonance: thematic walks through literary maps, natural cosmetics brands that are a "must-try", mountain escapes for mental reset and physical fitness, hotels where the concept of the stay itself is an experience (design, spa, or culinary laboratories). In doing so, the "price : value" ratio is under the magnifying glass – not only due to general living costs but because platforms are more transparent and allow comparison of features in real-time.

In the European context, Croatia has competitors with a very strong "value" narrative (Turkey, Portugal, Greece, Spain, Italy), but precisely because of this, premium positioning through local, limited, and original experiences can be crucial. This means: specialized tours of libraries and antique shops, natural cosmetics workshops with local ingredients, "behind the scenes" tours of hotels that are architecturally significant, and mountain routes and wellness concepts that combine activity, silence, and gastronomy.

Trends in 2026: beauty, store shelves, mountains, books, family, feelings, and hotels as destinations

Skyscanner in its report for 2026 lists seven trends that are already visible in demand. The first is the "beauty" wave – travelers specifically go in search of cosmetics, dermocosmetics, and treatments they cannot get at home. The image of crowds in front of Parisian pharmacies is becoming a tourist phenomenon, and a visit to a local "beauty" shop enters the itinerary just like a cathedral or fortress. The second trend is "shelf discovery" – supermarket safaris in which the culture of the destination is discovered through shelves of snacks and local products.

The third trend is "altitude shift": escape to the mountains, especially in summer and autumn. According to Skyscanner's data, 71% of travelers are thinking about a mountain vacation or planning it precisely in the warm months. This is a chance for the Croatian Gorski kotar, Lika, Učka, Biokovo, and the Dinaric Alps to position themselves more clearly as summer sanctuaries of freshness with trail routes, quick access to the sea, and local food.

The fourth trend is "bookbound": journeys inspired by literature – from visits to libraries and archives to reading retreats and reading festivals. The fifth trend, "family miles", marks the explosion of multigenerational travel – parents, children, and grandparents are increasingly traveling together, sharing accommodation costs, and targeting destinations that offer "something for everyone" within an hour's drive. The sixth trend, "catching flights & feelings", emphasizes the emotional dimension – travel as a way of connecting with friends and oneself, often through shorter but more intense vacations. The seventh trend, "destination check-in", sees hotels as destinations – you choose accommodation because it is in itself an experience of design, gastronomy, or wellness, and not just a base for excursions.

TikTok is the new accommodation showcase, design ahead of location

In the perception of accommodation, a shift is happening: younger travelers, but also some middle-aged travelers, prioritize design, atmosphere, and the "wow" factor. Location remains important, but it is not crucial – especially if the content in the facility offers a complete experience. In this selection, a large role is played by TikTok, which has become the primary channel for inspiration and demonstration of experiences. This is a call to hotels, camps, family accommodations, and hostels to produce experiences: short workshops, "chef table", mini spa rituals, pop-up shops of local brands, and "snack tasting" shelves in cooperation with producers from the region.

For coastal cities, this also means a new level of cooperation with family farms and small producers: guests want to feel the difference between industrial and artisanal – and at the same time, they want it told through a good shot. For example, "supermarket tours" can turn into thematic tours of neighborhood shops and markets with guides explaining regional specificities (oils, cheeses, cured meat products, craft drinks).

What this means for Croatian airports and carriers

Data on demand from the United Kingdom and Germany point to the need for the summer wave of flights to be stable, but also for the shoulder seasons to be filled more firmly. Here, frequencies to secondary airports and flexibility of weekend departures are most important. On markets on the rise (Poland, Finland, Belgium, Greece, Czech Republic), a "test & learn" approach is recommended: seasonal routes to Rijeka, Pula, and Zadar with smart advertising that uses Skyscanner audiences and targeted remarketing capabilities, including Travel Insight and connecting with destination management actions.

There is a special opportunity in mountain and continental air points: Osijek as an entry for Slavonia and Baranja, Rijeka as a gateway for Gorski kotar and Učka, Zadar as a starting point for Velebit and Lika. As the "altitude shift" strengthens, the logic of combining a flight and a quick transfer to a mountain destination becomes a competitive advantage.

Marketing messages: from "the most beautiful sunset" to "the chip shelf you must see"

Trends in 2026 open space for different storytelling frameworks. Instead of generic claims, communication is worth translating into thematic packages that combine accommodation, attraction, and a small "ritual" (e.g., a two-hour library tour + craft chocolate tasting; a "beauty hour" with a local brand + evening swim; a mountain trail at dawn + lunch at a farm). Such formats are easily communicated through Reels and short TikTok videos and sit well on Skyscanner interfaces that encourage value comparison.

In the family segment, the emphasis is on multigenerational comfort: apartments with separate zones, hotels with intergenerational animations, restaurants with children's menus, and "silent hours" for grandparents. In urban environments, this also includes "quiet rooms" in libraries, children's workshops in museums, and playgrounds in the shade that can be reached on foot or by public transport.

Rijeka and Pula as case studies of "move away from the epicenter"

Rijeka can profile itineraries that combine industrial heritage, theater, and experimental cuisine, with trips towards Gorski kotar (the mountain part of the trend). Pula, on the other hand, can upgrade the ancient story with contemporary designer hotels, wine tours, and shelf discovery formats in local delicatessens. Both cities can use "hotel as a destination": spa rituals with Istrian herbs, chef guest appearances, and thematic "check-in" packages.

On the coast, Zadar and Šibenik have a distinct opportunity in the pre-season and post-season: city libraries, digital festivals, music programs, and micro-destinations in the hinterland (NP Krka, Vransko Lake, Ravni kotari) fit into "bookbound" and "feelings" travel matrices. On the continent, Zagreb can consolidate the "city break" status based on literary maps, pop-up beauty events, and hotels that stage the stay as a curated experience.

Value for money: transparent, comparable, and measurable

Although "is it worth it?" is subjective, value can be clearly demonstrated: structured packages with included transport, tickets, and small gifts; flexibility guarantees; comparative tables of accommodation features; transparent prices of food and drink in pre-known formats (e.g., "family menu"). Digitally, the audience wants quick configurators (selection of trip theme, budget, duration) and the option of sharing itineraries within the family.

For the Croatian tourism offer, this means less emphasis on an "endless sea of possibilities", and more on precisely curated, time and budget-efficient experiences. If a traveler can "check" the hotel as a destination, go through a library, a local beauty shop, and a "snack safari" in 48 hours, the perception of "worth it" grows – as does the likelihood of return.

What is important to monitor in 2026: data and agility

Skyscanner as a metasearch engine offers deep insight into travel intent – searches, comparisons, clicks, and prices. For Croatian stakeholders, this means continuous monitoring of search share, price elasticity, and seasonality by markets, and rapid testing of messages and products. Trend insight tools allow the selection of priority routes and campaigns, and cooperation with carriers and airports accelerates reactions to demand signals.

In 2026, Croatia has room for a shift towards a year-round premium experience: summer at the sea, autumn in the mountains, winter in cities, spring in wine regions. In each of these stages, one should ask: what is our "is it worth it?", which experiences are authentic, and who delivers them – a hotel, a craft, a museum, a library, a family farm, or the community. The answers to these questions are simultaneously content for communication and a starting point for product development.

Implications for destination management holders

DMOs: standardize "mini-rituals" (shelf discovery tours, literary tours, beauty pop-ups), include them in event calendars, and clearly map them in English and languages of key markets. Hoteliers and small renters: develop thematic check-in packages and "night itineraries" within the facility. Carriers: coordinate flights and local transfers to mountain zones. Cultural institutions: open reading and silence programs for families and digital nomads. Retail chains and delicatessens: curate "traveler shelves" with local hits.

This approach raises visibility and value, and shifts Croatia from the "summer only" pattern into a matrix where Rijeka and Pula, and Gorski kotar and Baranja, and libraries and pharmacies, are part of the same tourist story – one that is chosen with the heart, but confirmed with data.