The figures point to modest overall growth but significant differences between domestic and international markets.
Domestic tourism was indeed the main growth engine. Croatian travelers generated 2.01 million arrivals, up 7.4%, and 7.62 million overnight stays, an increase of 4.6%.
International arrivals, by comparison, were almost flat at 10.37 million, down 0.1%. Foreign visitors generated 51.51 million overnight stays, also down 0.1%.
Germany remained Croatia’s largest international market, producing 1.55 million arrivals and 10.29 million overnight stays. However arrivals declined 1.4%.
Slovenia delivered stronger growth, with 1.15 million arrivals, up 3.8%, and 6.66 million overnight stays, up 2.1%. Croatia third largest inbound market, Austria, weakened. Austrian travelers generated 883,000 arrivals and 4.29 million nights, down 4% and 4.6%, respectively.
Poland was broadly stable at 696,000 arrivals and 3.92 million overnight stays, while the Czech Republic posted gains of 6.2% in arrivals and 5.7% in nights.
The UK also edged higher, with 471,000 arrivals, up 1.2%, and 2.2 million overnight stays, up 1%.
The US was one of Croatia’s strongest major long-haul markets. American arrivals reached 510,000, up 6.2%, while overnight stays rose 5.8% to 1.44 million.
Other fast-growing markets included Ukraine, Brazil, Greece, Portugal, Hungary, Spain and Japan. However, several markets weakened sharply. France recorded 257,000 arrivals, down 9.7%, and 886,000 overnight stays, down 7.2%. Australia fell 13.6% in arrivals, China dropped 23.4% and South Korea declined 25.4%.
The Gulf also recorded steep declines, with arrivals from Kuwait down 57.5% and Qatar down 59.1%.
Hollywood actor John Malkovich at the center of Croatia latest tourism campaign
Against this backdrop, Croatia is increasing its international marketing activity. Its new worldwide campaign, “Croatia – I Hear It’s Beautiful,” features actor John Malkovich and promotes the destination beyond its traditional beach-and-sun image, with a humorous twist.
The global campaign is designed to present Croatia as an authentic, internationally recognizable destination. Malkovich, who has Croatian ancestry and was recently granted Croatian citizenship, takes viewers beyond the country’s familiar beaches to its cities, landscapes, culture, gastronomy and lifestyle.
The campaign received its US premiere during the 2026 FIFA World Cup, giving Croatia additional exposure in one of its key long-haul markets. “Croatia – I Hear It’s Beautiful,” indeed generates a strong desire for viewers to know more about a country balancing between Mediterranean and Alpine influences.
Tags: Croatia tourism
