Novasol in August with a 12 Percent Growth, Breaking Records in Europe

The Awaze Group announced that August 2025 is one of the most successful periods in the company’s history, with over one million guests in properties across 20 European countries. In this balance, Croatia, through its brand Novasol, achieved a somewhat conservative growth, but the results still show stable demand.

According to official data, Novasol recorded over 220 thousand guests in Croatia in August, which is an increase of 12 percent compared to the same month last year. The number of overnight stays exceeded 1.3 million, and the average occupancy in coastal regions reached 91 percent. The largest growth was recorded in Istria and Kvarner, while Dalmatia and the islands maintained their status as the main assets of domestic tourism.

Data from the Croatian Bureau of Statistics show that in June this year, there were 3.2 million arrivals and 14.3 million overnight stays by tourists in commercial accommodation, which is a growth of 12.6 percent in arrivals and 14.5 percent in overnight stays compared to June 2024. In July, Croatia was visited by nearly 4.2 million foreign guests, who achieved close to 26 million overnight stays. This framework shows stable demand, although a slight decline was recorded compared to last year.

For Novasol, August confirmed good results, but also challenges in the market. As stated by the company, the current season is demanding due to the perception of Croatia as an expensive and overvalued destination.

– To counteract such an impression, it was necessary to establish a sales policy and pricing policy with rental partners during the preparatory phases of the season. A large portion of those who heeded the suggestions achieved sales results that stand out from the overall sales achievements of the entire tourism sector – the statement reads.

Among the emitting markets, Germany stood out as a key market for Croatian tourism, with a growth of over 15 percent compared to last August. Austria and Slovenia also showed double-digit growth rates of 11 and nine percent, respectively. The Danish market achieved record results, with an 18 percent increase in overnight stays, while the Netherlands and the Czech Republic continued a stable upward trend with about seven percent growth.

– Croatia is proving to be a stable and attractive destination to a certain extent despite the challenges faced by our tourism. Our offer, supported by strong domestic operational capacity through NOVASOL, has ensured high guest expectations. This month, our brand, established in Croatia, has become the core of global operations. Special credit for the achieved results should be attributed to the quality of service and investments in digital technologies and the education of local teams.

This has resulted in a guest satisfaction increase of over 30 percent and record cleanliness ratings of the properties. Thanks to partnerships with domestic renters, above-average occupancy and competitive revenues have been achieved, demonstrating that quality cooperation yields results even in challenging market conditions – stated Josip Stulić, one of the leaders of Awaze.

Awaze adds that they are already recording an increased influx of early bookings for the 2026 season, with Croatia again standing out as one of the more sought-after destinations. The group has over 105 thousand accommodation units in more than 20 countries in its portfolio, and this summer, according to their data, over one million guests stayed in their properties. Croatia was one of the more important factors in this balance, although, globally, the season had some weaker segments.