ZAGREB, 30 Sept (Hina) – Croatia’s tourism sector grew 6% in September compared with last year’s record month, with year-to-date arrivals up 2% and overnight stays up 1%, Tourism and Sports Minister Tonči Glavina said in Opatija on Tuesday, urging “very prudent” price-setting for 2026.
Speaking at the Tourism 365 international conference, Glavina said this year’s record results mark a shift towards year-round tourism, as growth was not driven solely by July and August. He cited reduced seasonality and strong increases in pre- and post-season travel.
Glavina said continental destinations are a key focus, with €350 million in investments under way to build infrastructure for health and sports tourism. He noted continental regions are seeing their strongest growth yet.
On pricing, Glavina acknowledged this summer’s results could have been stronger had Croatia been more competitive, stressing that for the first time across Europe, value for money was the main factor in travellers’ choices. He warned prices will likely play an even bigger role next year.
Nikolina Brnjac, Croatian MEP and member of the European Parliament’s Transport and Tourism Committee, said work is starting on an EU sustainable tourism strategy. She pointed to an 18% annual rise in short-term rentals across Europe in 2023-24, set to be addressed by new regulation, and praised Croatia’s tourism law as a model for balancing capacity, affordable housing and community needs.
Maja Bakran Marcich of the European Commission said the first EU-wide sustainable tourism strategy is due in spring, highlighting challenges including green growth, AI, workforce imports and education. Tourism generates around 5% of EU GDP, and up to 20% in some member states, with about 3 billion overnight stays expected this year.
Conference organiser Ivana Kolar said tourism’s global economic share is forecast to double over the next decade, with one in eight jobs tied to the sector. This year’s forum will also discuss sustainability, quality of life in destinations, youth involvement, and AI in tourism, which already guides the travel planning of 30% of visitors.
