Research: American Tourists Generous, Spending 160 Euros Daily

Tourists in Croatia spent an average of 79 euros per day last year, which is 19 percent or about 13 euros more than three years ago, and their overall satisfaction with all elements of the offerings in destinations has also increased, according to the basic results of the TOMAS Summer 2017 research conducted by the Institute for Tourism.

The results of this research, which the Institute has conducted for the tenth time, were presented on Tuesday at the Ministry of Tourism, which, along with the Croatian Tourist Board and county tourist boards, assisted in its realization, unlike the last such research in 2014, which the Institute conducted independently.

The research was conducted from July to October last year on a sample of nearly 6,000 domestic and foreign tourists from a total of 18 markets, specifically along the Adriatic in 67 locations.

Who spent the most?

Presenting the research results, scientist from the Institute for Tourism Zrinka Marušić stated that hotel guests spent the most daily, 122 euros, while tourists from the USA spent nearly 160 euros, followed by guests from the United Kingdom with 140 euros, then Spaniards with 126 euros, Russians with 121 euros, and Scandinavian tourists with almost 120 euros in daily spending.

Interestingly, the most numerous Croatian guests – Germans – spent an average of 75 euros per day, placing them in 11th place, followed by Hungarians and Czechs, as well as domestic tourists with about 69 euros in daily spending.

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By types of accommodation, the daily spending of tourists in camps was analyzed, where it averaged 58 euros last year, and in private accommodation, 74 euros.

Of the total average daily spending per person of 79 euros, tourists spent the most, about 40 euros, on accommodation, and 13 euros on food and drinks outside of accommodation, 12 euros for shopping, etc.

The majority of respondents, 64 percent, rated their expenses last year in Croatia as in line with expectations, while 25 percent said they were higher than expected.

Besides the sea and sun, other motives for tourists’ arrivals

The research also showed that Croatia managed to attract a larger number of tourists for their first visit last year – 32.5 percent, compared to 18 percent in 2014, but we still have, says Marušić, very loyal guests as 27 percent came for six or more visits to Croatia.

– One of the important indications from this research is the noticeable increase in other motives for arrivals besides sun and sea. Although a seaside vacation or passive relaxation motivates 55 percent of tourist arrivals, the percentage of those coming for new experiences and adventures has risen to 31 percent, and for gastronomy to 29 percent. This is what we strive for and shows that other motives are becoming increasingly important, along with the mentioned ones, such as sports, recreation, and active holidays, which can also be done in the pre and post-season, thus bringing Croatia closer to the goal of year-round tourism, emphasized Minister of Tourism Gari Cappelli.

In 2018, research will be conducted throughout Croatia

He announced that next year, the TOMAS Croatia research should be conducted for the first time throughout Croatia, not just along the Adriatic, as tourism is increasingly developing on the continent and yielding better results.

– We will arrange this with the Institute for Tourism to be conducted next year, as this way we would have results ready by 2020 when our current Tourism Development Strategy expires, and this would then serve as a contribution to creating a new strategy for the next period, he said.

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He assessed that the TOMAS Summer 2017 research confirmed the progress of Croatian tourism but also its popularity in foreign markets. Tourists rated many elements of the Croatian offer as better than Mediterranean competitors, while what they are dissatisfied with has significantly decreased compared to 2014, such as traffic congestion, activities during bad weather, and food quality in destinations. This could improve as early as this year, which will see investments of around one billion euros in new facilities, quality, and content, estimates Cappelli.

The director of the HTZ Main Office, Kristjan Staničić, considers the research results useful for promotional activities and for creating new tourist products in Croatia, and the profile of tourists coming to us and the ways they arrive is also important.

– Due to the increase in the arrival of air guests – from 11 to 14 percent last year, we see that we are on the right track, which is why we decided this year to invest more in cooperation with airlines, especially in the pre and post-season, he said.

Despite the increase in tourists arriving by plane, the majority, 64 percent, still arrive by car, while arrivals by bus are declining (to 4 percent).

The research also showed that 78 percent stay in one accommodation facility, which is less than the 85 percent in 2014, and this, explains Marušić, means they are visiting other destinations more than before.

Most popular tourist activities

Among the most popular activities, tourists still prefer swimming and bathing, which is logical as this is a summer survey, but they increasingly enjoy going to restaurants, cafes, local festivities, national parks, and boat excursions, which last year attracted more than 40 percent of those who came to Croatia, said Marušić.

From other findings of the research, she highlighted the dominance of the internet as a source of information for 44 percent of tourists, then social networks for 67 percent, and online travel agencies through which as much as 70 percent of tourists pre-booked accommodation in Croatia. There is also a significant increase to 25 percent of those who inform themselves about Croatia through various media.

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– One of the major changes compared to the 2014 results is that the number of tourists with a monthly household budget above 3,000 euros has increased by 14 percent, to as much as 40 percent, as last year, for the first time, more came with a partner and fewer with family, 48 versus 38 percent. This is good because couples spend more in the destination, but it should be noted that the number of family arrivals is decreasing – in 2014 it was 48 percent, and now it is 38 percent, warned Marušić.

According to the research, the average age of tourists last year in Croatia was 41 years, with 54 percent being between 30 and 49 years old, and an increasing number of tourists have a higher level of education.