Croatia’s Efforts To Become a More Sustainable Destination Focus on Year-Round Travel

Image: Aerial view of Omis, Croatia. (Photo Credit: Freesurf/Adobe Stock)

by Mia Taylor
Last updated: 1:30 PM ET, Wed October 30, 2024

While Japan’s record tourism growth has been one of the big stories of 2024, Croatia has also been experiencing its own share of impressive travel industry expansion.

In fact, by the end of September, 19.3 million visitors to Croatia had generated 102.5 million overnight stays, according to the country’s tourism officials.

That figure amounts to a 3% increase in arrivals and a 0.5% rise in stays compared to one year earlier.

Also notable, U.S. travelers made up a significant portion of the travel industry uptick, representing 700,000 arrivals and 1.9 million overnight stays. That's an increase of 8% and 7% respectively compared to last year.

Local officials attribute all of the growth in visitation to “Croatia’s commitment to sustainability. “By promoting off-peak travel and highlighting lesser-known destinations, the country is mitigating over-tourism while still stimulating economic development in local communities,” according to a statement issued by the Croatian National Tourist Board.

Year-Round Signature Events

While perhaps best-known for its picturesque Adriatic coastline and Mediterranean landscapes, the country has also been working to promote what it calls “signature events.”

This includes everything from the culinary experiences of Dubrovnik’s Good Food Festival, to the Rijeka Carnival, and Zagreb’s Advent celebrations.

The seasonal events are key components of Croatia’s evolving strategy, which is focused on attracting travelers throughout the year, according to the country’s tourism officials.

Diverse outdoor activities for all seasons

There are also a variety of activities to explore throughout the year in Croatia, making the destination an option from January through December.

Summer offers water sports along the Adriatic, while spring, with its blooming wildflowers, is a popular time for hiking and exploring national parks like Plitvice Lakes and Krka.

Fall in Croatia brings wine harvest festivals, truffle hunting, and olive picking in Istria, which was recently named the world’s Best Olive Oil Region by Flos Olei for the eight consecutive year.

Winter transforms cities throughout Croatia with festive Christmas markets and skiing opportunities in the Dinaric Alps.
New Hotel Developments in Untapped Regions.

To meet growing demand, Croatia is expanding its hospitality offerings in lesser-known areas, according to the tourist board.

Recently launched, the Impresia Hotels collection features 17 boutique properties stretching from Pula to Zagreb, and Zadar to Dubrovnik.

Thee hotels are designed to showcase Croatia’s cultural heritage, offering a unique way to explore the country’s hidden gems, while also leading initiatives aimed at uplifting local communities.

Enhanced Travel Connectivity

Finally, Croatia has continued its focus on improving infrastructure to support the growing tourism industry.

Croatia Airlines, for instance, has increased seasonal services, and Rail Europe now includes Croatia in its network, making travel more accessible.

Additionally, United Airlines recently announced more direct flights between Newark/New York and Dubrovnik, enhancing access for U.S. travelers.

“Croatia’s forward-thinking approach to tourism development, with an emphasis on …year-round offerings, ensures a promising future,” the tourist board said in a statement. “By extending the tourist season and broadening its appeal to diverse travelers, Croatia is poised to remain a favorite destination for adventurers and culture seekers alike.”