Which Croatian Cities Are Leaders in Business Tourism?

Croatia is a top tourist destination, this is already clear to everyone. The sea, sun, beaches, good food, quality wines… some would say – what more could one wish for?

However, few people know that Croatia has significantly developed in a specific segment of the tourism offer in recent years, which is not dependent on the sun and beaches. This is business tourism, or business gatherings and travel.

This is a tourism sector with great potential that allows profitable business outside the season, so it is no surprise that many have already recognized its profitability. It should be noted that the average spending of a business guest is 150–200 percent higher than that of other guests. The most prominent cities in this segment of the tourism offer are Dubrovnik, Zagreb, and Opatija.

According to data from the Institute for Tourism, over 8,000 business events were held in Croatia last year, of which about 22 percent were international. Here are a few more interesting figures:

– 16,546 days of business events
– 551,055 participants
– 669 congresses and other business events monthly
– Average duration of 1.9 days
– On average 69 participants

But, it’s not all about the numbers. Business tourism also represents an excellent way to promote the destination. How? If participants of a business event or trip are satisfied with the service and ambiance, in 40 percent of cases they return in a private arrangement with family or friends.

According to statistical data from the Croatian Tourist Board, there are a total of 166 business centers in Croatia, and the largest of them are mostly located within large hotels. Is there room for further expansion of this market? Of course, but certain prerequisites must be met, such as better transport connectivity, a greater number of direct international flights, and clear and recognizable branding of Croatia as a business destination in the international market.

Thus, in recent years, Dubrovnik has positioned itself as the most attractive business destination in Croatia, with the congress halls of Dubrovnik hotels having a total capacity of around 10,000 participants, and all of this is significantly due to Importanne Resort.

In conclusion, investments in business tourism are not a matter of choice, but of sustainability. You must impose yourself with your quality, be competitive in the market, know what guests expect, and respond to those expectations.