Dubrovnik
Croatia’s tourism sector is entering what could be one of its most unpredictable seasons since the pandemic, with industry leaders warning that global conflicts and rising travel costs are pushing travellers to delay booking their holidays.
Tourism professionals say that while early indicators remain stable, a clear trend is emerging – more visitors are waiting until the last minute to decide where to travel.
The shift is largely linked to geopolitical tensions and conflicts around the world, which are influencing travel confidence and forcing both tourists and tourism operators to remain cautious.
Luxury hotels remain optimistic – but cautious
Across Croatia’s high-end tourism segment, business continues year-round. The reception bells at 17 luxury hotels operating under the Impresia brand are ringing throughout the year, welcoming guests primarily from the United States, the United Kingdom, Germany and Austria.
Despite the uncertain environment, bookings so far have not shown major disruptions.
Antonia Urlić, executive director of the Impresia Luxury Hotels Association, says the situation is being closely monitored.
“At the moment, according to booking dynamics, we cannot say that anything significant is being felt,” Urlić told HRT. “However, we are extremely cautious and closely following geopolitical developments.”
She added that the season is still in its early stages and expects a strong wave of last-minute bookings.
“It is only March, so we anticipate many last-minute reservations because of the current global situation. For now, the indicators remain positive.”
Travellers increasingly waiting until the last minute
Industry experts say travellers are becoming more hesitant when planning holidays, often waiting until the final weeks before committing to a destination.
Boris Žgomba, president of the management board of travel agency group Uniline, says the trend is already visible.
“Easter bookings are solid because the majority of guests at that time are European,” he explained.
“At the moment we do not see major disturbances, but the situation is essentially one of waiting and watching.”
Rising costs adding further pressure
Tourism operators are also facing growing financial pressures as global energy prices increase.
Higher oil prices have already led to changes in the aviation sector, with airlines adjusting routes and ticket prices.
Zoran Šašić, president of the management board of e-Tours Travel, says airlines have already begun redirecting passengers and adjusting capacity.
“In some cases flights are being reduced, so we are redirecting travellers to other airlines that are still operating,” he said.
“This means ticket prices are rising significantly due to higher occupancy on available aircraft, which becomes an additional challenge.”
At the same time, Croatia is facing intense competition from other Mediterranean destinations eager to attract visitors.
Tourism and Sport Minister Tonči Glavina says the battle for tourists is already underway.
“There is an extremely fierce market competition with packages, discounts and promotional offers,” he said.
“Many of our competitors are trying to capture a larger share of the European tourism market to offset potential losses caused by the crisis in the Middle East.”
Can Croatia repeat last year’s success?
Despite the uncertainty, officials believe Croatia can still achieve a successful tourism year if the sector remains competitive.
“If our tourism sector responds with competitive offers, promotions and strong sales campaigns across distribution channels, I am confident we can have a quality and successful season,” Glavina added.
However, he warned that global economic conditions remain a key risk.
“If significant global inflation occurs, it could reduce travel demand as tourists spend less on holidays.”
One of the most uncertain seasons since the pandemic
As the summer season approaches, the outlook remains difficult to predict.
After the disruption caused by COVID-19 in previous years, tourism professionals say 2026 could become one of the most uncertain tourism seasons yet.
With travellers increasingly waiting until the last minute to book, the success of Croatia’s tourism industry may ultimately depend on flexibility, competitive pricing and the country’s continued reputation as one of the Mediterranean’s most attractive destinations.
