The director of HTZ has identified two crucial factors for tourists.

The Croatian Tourism Board’s head, Kristjan Staničić, has revealed which destinations are currently experiencing the highest tourist traffic, offering insight into the performance of the country's tourism sector during July. Preliminary data, though still incomplete due to ongoing processing through the eVisitor system, suggest a notable improvement compared to the weaker start of the summer season. According to Staničić, who spoke from Rab, the number of daily visitors in Croatia reached one million and 80 thousand, marking a slight increase over the previous year. While exact figures remain under review, he expressed confidence in the overall positive trend, especially considering the challenges faced earlier in June. July has helped to improve the image of the tourism season, although final assessments will depend on the complete analysis of all data. Staničić acknowledged that while the period has shown improvement, the extent to which it has fully recovered from the slower June remains uncertain. He emphasized that the current results reflect a better-than-expected summer period, particularly when combined with increased consumer spending reported by the Tax Administration. “We can be satisfied,” he stated, noting that July demonstrated that efforts have been effective in boosting tourist activity beyond previous years. Price remains a critical factor influencing tourists’ decisions. Discussions around high prices have characterized much of the season so far. Staničić confirmed that price, alongside quality, is a decisive element in choosing a destination. This was evident this year, especially given the pronounced last-minute booking trend. He noted that while some segments of the tourism offer have adjusted their pricing following months of public discussion, there is still room for improvement in certain areas. “We must ensure that price is matched by appropriate quality,” he added, highlighting that while Croatia is neither too cheap nor too expensive, some sectors require further attention to enhance competitiveness. Tourists continue to criticize prices in local shops, restaurants, and cafes, and Staničić acknowledged these concerns. He stressed that maintaining competitive pricing is essential, but it must be balanced with quality service. The director of the Croatian Tourist Board pointed out that the overall tourist product includes everything guests experience, from accommodation and hospitality to retail and transportation. “There are segments where we are more competitive and others where we need to work harder,” he said, indicating that while progress has been made, continuous improvements are necessary to meet evolving expectations. Among the most visited destinations in Croatia are the coastal towns of Rovinj, Poreč, Umag, and Medulin in Istria, alongside Dubrovnik, Split, and Zadar in Dalmacia. These locations, known for their large accommodation capacities and prime seaside locations, have attracted the majority of visitors so far. However, Staničić cautioned against declaring winners or losers in the season, emphasizing that the remainder of August and the peak season ahead still hold potential for growth. “These are the main attractions in our coastal regions, which have the largest capacity for accommodation,” he explained, adding that the competition remains fierce and the season is far from over. Looking ahead, the Tourism Board expects continued positive trends in tourist numbers throughout August. With school holidays beginning in key markets, such as Germany, the board anticipates a surge in visitors, particularly from German-speaking countries. Staničić highlighted the importance of maintaining the momentum achieved so far, noting that the upcoming months could determine the success of the entire tourism season. As the summer progresses, the focus remains on ensuring that Croatia continues to deliver value for money, balancing affordability with quality to sustain its appeal as a top European holiday destination.