HGK: Croatia is building its position on the European longevity destination map

In recent months, Croatia has been positioning itself as a rising force in a new and evolving sector of tourism known as longevity tourism. This form of travel focuses on more than just accommodation—it emphasizes quality of life, health, and long-term well-being. The concept of longevity, which integrates preventive healthcare, healthy living, and personalized experiences, is gaining traction globally and is now being explored as a strategic direction for Croatia's tourism industry. A conference titled *Longevity Stories*, organized by the Croatian Chamber of Economy (HGK) and consulting firm IMEA in Zagreb, highlighted this shift and outlined how Croatia could leverage its natural resources, medical traditions, and geographical advantages to become a leading European center for longevity-related activities.

The conference brought together experts from various fields, including business leaders, scientists, and policymakers, who discussed the growing importance of longevity economics. According to data from the Global Wellness Institute, the global wellness economy is valued at $6.8 trillion annually, with longevity being one of the fastest-growing segments within it. Attendees emphasized that longevity is no longer solely associated with wellness but has evolved into an interdisciplinary field that connects healthcare, lifestyle choices, and economic strategies aimed at enhancing human vitality and lifespan.

Andreja Vukojević, Deputy Chairperson of the Croatian Chamber of Economy, noted that longevity tourism represents one of the most significant developmental trends in modern tourism. She explained that this type of tourism does not merely sell accommodation but offers a comprehensive premium experience that combines medical services, use of natural resources, wellness content, and personalized attention to guests. “Guests willing to invest more require top-quality service, peace, and time dedicated to their well-being,” she said during the conference.

Participants also pointed out that the principles of longevity economics are increasingly influencing the business sector. Companies investing in employee health—through preventive programs, tracking biological age, and flexible work models—are gaining competitive advantage by reducing illness rates, increasing productivity, and retaining skilled workers. Kata Leutar Prosoli, an expert in leadership development and organizational culture, stressed that organizational culture directly impacts business outcomes. “Longevity is not just a medical topic but also a business category. It’s time to transform care for people from a declarative value into a concrete business strategy,” she stated.

Croatia faces demographic challenges similar to many European countries, including aging populations, depopulation, and declining numbers of working-age individuals. Nikolina Brnjac, Croatia’s representative in the European Parliament, warned that the EU will see a decrease in its workforce by nearly two million people per year by 2040. She argued that extending the retirement age alone is insufficient; instead, creating conditions for healthier, more qualified, and productive lives throughout all stages of life is essential. Brnjac added that the European Commission has accepted her initiative for funding sustainable tourism in the upcoming EU budget, opening new opportunities for developing Croatia’s health tourism sector.

Experts such as scientist and entrepreneur Goran Lauc have emphasized that the global aging population presents a significant opportunity for investment in technologies and services focused on maintaining health. Lauc, whose company GlycanAge developed a biological age test that enables personalized approaches to health preservation, noted that his firm collaborates with over 2,000 clinics worldwide. He believes that Croatia is well-positioned to capitalize on these trends due to its strong medical tradition and natural resources.

The organizers of the conference highlighted that Croatia has the potential to become the first European longevity hub. They emphasized that developing longevity destinations requires a long-term strategy that integrates tourism, healthcare, science, and the economy. Rather than simply creating another tourist product, the focus should be on building a national model of longevity economics that aligns with broader societal and economic goals.

As the global demand for health-focused travel continues to rise, Croatia is exploring ways to position itself as a leader in this emerging market. With support from both public and private sectors, the country aims to develop infrastructure, services, and policies that cater to tourists seeking not just relaxation, but holistic improvements in their health and quality of life. This approach reflects a broader shift in the tourism industry toward sustainability, innovation, and long-term value creation.