Revenue from foreign tourists in the first half of the year amounts to 4.4 billion euros

According to data from the Croatian National Bank (HNB), in the second quarter of 2025, revenue from foreign tourists amounted to three billion and 509 million euros, as reported by the Ministry of Tourism and Sports. This represents a growth of 5.7 percent compared to the same period last year, with an increase of 190.2 million euros.

Overall, in the first half of 2025, revenue from foreign tourists amounted to 4 billion and 375 million euros, which represents a growth of 5.9 percent, or an increase of 244 million euros.

– We are satisfied with the results achieved, both in terms of tourist traffic and financial indicators. We are strategically moving away from seasonality and developing tourism throughout the year. We are achieving growth in the pre and off-season, which supports all the activities we are undertaking as a government, and with these results, we are also pleased with the current course of the off-season, where we are achieving 5 percent higher tourist traffic compared to the same period last year – emphasized the Minister of Tourism and Sports Tonči Glavina.

He added that price competitiveness remains a key priority for the remainder of this year, as well as for the upcoming new tourist year.

– In September, compared to last year’s record September, tourist traffic increased by six percent, and data for the entire year is tracking around two percent more arrivals and one percent more overnight stays, while also calling for prudent pricing in the next year – said Glavina while participating in the 9th International Conference Tourism 365.

He highlighted that for several years there has been talk of necessary changes to realize year-round tourism and that this year we are witnessing such a transformation because, although we have record tourist results, for the first time this growth and results were not generated in the two summer months. He believes this indicates a reduction in seasonality and strong growth in the pre-season and off-season.

This confirms that Croatia is changing and that we are creating conditions for year-round tourism in line with the strategic framework and legal changes, he said.

Emphasizing that tourist traffic is not the only measure of success, but is one of the parameters, he assessed that we can be satisfied with September, with a growth of six percent in arrivals and overnight stays.

According to forecasts, we believe that the off-season will show that Croatia offers a year-round tourist product, he added.

In response to a question about tourist traffic for the nine months, he stated that the data for the entire year is tracking what was presented at the beginning of September, around two percent more arrivals and one percent more overnight stays, and that we have a steady growth and confirmation that Croatia is becoming a sustainable tourist destination.

He called on the tourism sector for “very prudent” pricing for the next year, stating that success and results in the next year will be measured by this.

Results would be better with greater price competitiveness

When asked if the season could have been better if prices had been different, Glavina assessed that we could have achieved better results at the annual level if we had had somewhat greater price competitiveness. According to research across Europe, this is a specific year, for the first time, guests’ main motivation for choosing a destination is precisely price, the price-quality ratio, he emphasized.

He added that it is expected that the motivation for choosing a destination next year may be even more price-driven and that the Croatian tourism sector must respond clearly to this.

When asked about continental destinations, he said that maximum focus is placed on the continent and that investments are “unprecedented.” He continued that investments of around 350 million euros are being realized on the continent and that infrastructure is being developed that enables year-round health or sports tourism. He added that the growth in this area is the largest to date and that the continent is developing a tourist experience that creates motives for visits outside the summer months.

Member of the European Parliament and member of the Transport and Tourism Committee, Nikolina Brnjac, said that the development of a European strategy for sustainable tourism is forthcoming, with the aim of seeing how climate challenges affect tourism, how tourism affects local communities and the environment, and the challenges of short-term rentals. She stated that when comparing data for 2023 and 2024, short-term rentals at the European level have increased by 18 percent and that this will be regulated by new legislation. She added that Croatia is a very good example, through the Tourism Act, of how much capacity there is and what is needed for the local population to be satisfied and to ensure affordable housing for young people.

Brnjac emphasized that a group of European tourism students is participating in the conference, who will present their ideas and visions for the future and sustainability of tourism. Those who offer the best solutions will receive an internship in the EU Parliament and participate with her in the preparation of a report, which will serve as a basis for a new strategy for the European development of sustainable tourism.

Maja Bakran Marcich from the European Commission said that the first European strategy for sustainable tourism is expected in the spring. The challenges are sustainable growth, new technologies, artificial intelligence, better education, and labor force import. Europe remains the world’s leading global destination, and according to current data, it will reach around three billion overnight stays, possibly one percent more, while tourism contributes about 5 percent of GDP, in some countries up to 20 percent, she said.

Conference organizer Ivana Kolar stated that this year, in addition to the themes of sustainable, year-round tourism, discussions will also focus on global tourism growth. It is predicted that in the next 10 years, tourism will double its share in the global economy and that one in eight jobs will be in tourism.

There will also be discussions about the quality of life in destinations, about youth in tourism, and about artificial intelligence, considering that in one year, about 30 percent of tourists have started using artificial intelligence for travel planning.