The country’s latest figures show a 9% year-on-year increase in UK arrivals during the first 10 months of the year to 820,000, with an extension of flight schedules from April to November helping flatten the peak.
"Our strategy was to broaden the season – we’re seeing more visitors in spring and autumn, and they are staying for longer too,” said Bisera Fabrio, speaking to TTG at WTM London.
Dubrovnik’s struggles with overtourism have been well documented, and while the city’s challenges remain, the publicity has inspired some post-Covid travellers to alter their schedules, and take advantage of fewer crowds and more attractive pricing, she explained.
Dispersing tourists will continue to be a priority in 2025, with a particular focus on the east of Croatia and the rural Slavonia region around the city of Osijek. “This feels more Central European than Mediterranean,” said Fabrio.
“It’s another Croatia. There are beautiful yellow grain fields, manors and castles, cycling, fishing, horse riding and wine tourism. The motorway network spreads throughout Croatia so it’s easy to reach and the infrastructure is there – people just need to discover it.”
Marketing budget will be spent on educating the trade about Osijek and Slavonia “to open the path to clients”, she confirmed.
Another area of focus for extending the season is sports tourists, while promotion will be ramped up for Croatia’s Christmas markets.
“Zagreb has been voted the best Christmas market in Europe,” Fabrio said. “It transforms the city into a fairytale, it’s cosy, it’s photogenic – there are ice rinks, concerts and cultural events.
"Zagreb is one of those rare cities, a capital, with a ski hill nearby, so you can ski and enjoy the Christmassy atmosphere. And it’s only a two-hour flight away."
