Record prices "diminish" Croatian tourism - Costs for visitors have increased by 50% since 2020
Croatia's 2025 summer season has deepened concerns about the country's position in the Mediterranean market, as July and August saw a sharp drop in visitors and revenue. Thanks to record prices, the country is seen as one of the most expensive destinations in the region, ranking just behind France and pushing many tourists towards more affordable alternatives.
During the two peak months, Croatia recorded around 745,000 fewer overnight stays than in 2024, losses that translate into around 140 million euros in lost revenue. Since 2020, tourism prices have increased by 50%, much faster than other competing destinations in Europe.
Hotels and campsites recorded slight increases in turnover, by 2.4% and 2.2% respectively. However, operating costs, including wages, which have increased by over 50% in five years, are exerting considerable pressure on profitability.
Other challenges relate to the market structure: out of around two million tourist beds, 1.5 million are in private short-term rentals, which makes quality control and revenue formalization difficult. On the contrary, hotels and campsites continue to invest and extend the season.
However, not every indicator is negative. Tourist arrivals increased by 2%, overnight stays by 1%, and Germany remains the main contributor. Istria leads with over 25 million overnight stays, followed by Split-Dalmatia and Kvarner. According to experts, high prices in restaurants, cafes and transport often worsen the visitor experience.
The government plans a 40% increase in the promotional budget for 2026, aiming to extend the season and strengthen competitiveness. Decisions in the coming months will be key to avoiding a further decline in tourism.
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