Croatia aims to become a leading year-round European destination by 2026, taking advantage of World Travel Expo 2025 to expand its UK market and promote authentic travel experiences.

Posted on November 4, 2025

At the World Travel Market 2025 (WTM) in London, Croatian tourism officials took the opportunity to highlight their strategy for growth in 2026 and beyond. The World Travel Market, held from November 4 to 6, is a major event for the global travel industry, attracting thousands of professionals to discuss emerging trends, future opportunities and partnerships. Croatia’s presence at this prestigious exhibition underlined its ambition to attract a wide range of international visitors, with a particular focus on the growing UK market and an emphasis on year-round tourism offers.

While Croatia has long been a popular summer destination for sun seekers, the focus of the WTM 2025 campaign was to position the country as an all-season destination. Croatia is striving to extend its tourist season and meet the needs of travelers seeking cultural, culinary and eco-tourism experiences outside of the peak months. With its rich history, stunning landscapes, and diverse offerings, Croatia proves that there is much to discover all year round.

UK Market: Strong and growing connectivity

The UK has long been one of Croatia’s most important international markets, and its role is expected to grow further in the coming years. Croatia’s proximity to the UK – just a short flight away – has always been a major selling point, and this was highlighted at the World Travel Market 2025. Croatian tourism officials underscored how the UK remains a key source market, with British travelers consistently ranking highest in terms of arrivals and overnight stays.

According to the latest research by the Association of British Travel Agents (ABTA), Croatia is among the top 15 destinations British tourists plan to visit in 2026. This growing interest reflects Croatia’s ability to offer high-quality experiences at affordable prices, coupled with accessibility. The Croatian tourism sector is expanding its offering to match the evolving preferences of British travellers, who are increasingly looking for authenticity, unique experiences and sustainable travel options.

Shift towards off-peak travel

The main trend emerging from the UK market is the increasing demand for off-peak travel. British tourists are looking for quieter, more relaxed travel experiences outside the traditional summer months, and Croatia is well equipped to meet this demand. Whether you’re visiting historic cities like Dubrovnik or exploring Croatia’s national parks in the spring, the country offers plenty of opportunities for travelers seeking to avoid the crowds and enjoy a more authentic experience.

Croatia’s tourism strategy aligns with this shift, with a focus on diversifying its off-season offering. From cultural festivals and local culinary experiences to spas and hikes in the country’s beautiful parks, Croatia has something for all types of travelers. With British tourists increasingly choosing experiences beyond the peak summer season, Croatia is looking to expand its appeal throughout the year.

In addition to this shift, economic factors have made travelers more conscious of their budgets. Croatia’s affordability – coupled with its rich cultural, historical and natural offerings – makes it an ideal destination for those looking for high-quality experiences without breaking the bank. This pricing strategy ensures that Croatia remains an attractive alternative to other European destinations, even as travelers become more conscious of their spending.

Jet2 Partnership: Strengthening connectivity between the UK and Croatia

Highlighting Croatia’s presence at WTM 2025 was the announcement of an enhanced partnership with Jet2 Group. The new cooperation agreement aims to enhance air connectivity between the United Kingdom and Croatia, making it easier for British tourists to reach Croatian destinations. With 16 direct routes already linking Croatia to major cities in the UK, the expanded partnership will continue to promote the destination as an accessible travel option all year round.

Jet2’s extensive network ensures that British tourists can travel to Croatia with ease, whether it’s for a summer holiday on the coast or a quieter winter retreat in one of the country’s charming inland towns. The increased cooperation with Jet2 reflects Croatia’s commitment to making travel to the country easier and less expensive, boosting tourism growth even during off-peak months.

Positive growth in the number of arrivals to the UK

Croatia’s efforts to engage the UK market are paying off. According to the eVisitor system, the UK welcomed 825,000 arrivals and more than 4 million overnight stays in Croatia in 2025, reflecting a 1% increase in arrivals and a 2% increase in overnight stays compared to the previous year. These figures show that Croatia’s appeal is not limited to the peak summer months but is expanding to include a wider audience.

British visitors gravitated towards Croatia’s coastal cities, such as Dubrovnik, Split and Zadar, as well as the Istria region with its charming towns and excellent cuisine. However, more and more British tourists are venturing off the beaten track, exploring lesser-known destinations and enjoying the quieter side of Croatia that many ignore during the busy summer season.

Sustainability is at the forefront

Sustainability remains a major focus of Croatian tourism. At the World Travel Expo 2025, Croatian tourism officials stressed the country’s commitment to promoting environmentally friendly travel options. As travelers become increasingly aware of their environmental impact, Croatia has positioned itself as a destination that values ​​environmental conservation and sustainability.

The country’s pristine natural environments, including national parks, island chains and protected areas, make it a natural choice for ecotourism. Croatia works to preserve its cultural heritage while ensuring that tourism benefits local communities and contributes to environmental protection. From green tourism initiatives to responsible travel practices, Croatia strives to offer travelers the opportunity to explore the country in an environmentally conscious way.

Culinary show at WTM Trend Fest

A notable feature of Croatia’s participation in WTM 2025 is its participation in WTM Trend Fest, a new cultural area dedicated to food, wellness and adventure. Croatia’s rich culinary traditions were showcased through live cooking demonstrations and tastings of local dishes, offering visitors a taste of the country’s delicious cuisine.

Croatian chefs highlighted the country’s fresh ingredients, including seafood, olive oil and wine, as well as regional specialties. The country’s ‘bomalo’ lifestyle philosophy – a slow, unhurried approach to life – is also on display, inviting visitors to embrace Croatia’s laid-back charm. This was further enhanced by the welcoming atmosphere that prevailed at the Croatia Pavilion, where visitors were able to experience the relaxed pace of life that characterizes much of the country.

Looking to 2026: Tourism goals in Croatia

As Croatia looks towards 2026, the tourism strategy will focus on strengthening its position in key markets such as the UK while continuing to build its appeal throughout the year. The country’s commitment to sustainable travel, coupled with its rich cultural heritage, natural beauty and affordability, ensures that it will remain a top destination for travelers seeking authenticity and value.

Croatia’s proactive approach to tourism – through strengthening partnerships, an expanded range of expertise and a focus on sustainability – ensures that the country will continue to attract a diverse range of visitors in the coming years. Whether it is through cultural tourism, culinary experiences, or ecotourism, Croatia is poised to remain one of Europe’s most attractive destinations.