They don't look at prices, they order fish and wine: Here's how much tourists spend on the Adriatic
Despite concerns over high prices potentially reducing tourism in Croatia this summer, Split has seen continued visitor numbers, though slightly lower than last year. Tourists are spending more per day, averaging around 80 euros, with some spending up to 200 euros including meals, souvenirs, and excursions. The composition of visitors has shifted, with increases in tourists from Spain, Germany, and the US, while visitors from the Netherlands and the UK have decreased. Hospitality providers note that guests are less price-sensitive and willing to spend on higher-quality food, seafood, and wine. While tourist spending has increased, small family rental operators warn of reduced profits due to rising operational costs, which have outpaced inflation. The overall impact of these trends on the tourism sector remains uncertain until the end of the season.
Split has defied early concerns over high prices potentially deterring tourists this summer, with data showing continued visitor numbers and increased spending despite inflationary pressures. According to reports from local media, the number of tourists arriving in Split during July reached approximately 202,000, with around 677,000 overnight stays recorded. This represents a slight decline compared to the previous year, yet the structure of visitors has shifted notably. Spanish tourists accounted for a 15 percent increase, Germans rose by 12 percent, and American visitors saw a four percent rise. Conversely, Dutch and British tourists decreased by 19 and five percent respectively. Tourists who have visited Split continue to spend more, even as they avoid looking at price tags. One guest from England noted that prices in Croatia are comparable to those in his home country, describing them as “quite high.” Despite these costs, he stated he spends about 80 euros per day, with some guests reporting higher expenditures. “On average, considering breakfast, lunch, and dinner, I would say I spend between 100 and 150 euros. With souvenirs and excursions, perhaps even up to 200 euros,” another tourist explained. Ante Bakotić, manager of the Fife accommodation facility, observed that the quality of food and wine has improved, leading to better spending habits among tourists. “Fewer people come, but they spend more. They don’t look at prices at all. There’s better quality food, fish, and bottles of wine here,” he remarked. The Split Tourism Association also noted an increase in consumer spending, attributing part of this trend to global inflation affecting pricing across sectors. However, the increased spending does not necessarily translate into greater profits for all stakeholders in tourism. Small family-run rental properties face rising operational costs, which could reduce their earnings. Hana Matić, representing the association Spasimo male obiteljske iznajmljivače, warned that while income might decrease, prices remain unchanged, and expenses have risen significantly. “Revenues will be lower, prices stayed the same, but costs have gone up. So what the landlords end up earning will definitely be much less than last year,” she said. The initial fears that high prices would deter tourists have not materialized in Split, though the situation remains complex. Fewer tourists are coming, but those who arrive are willing to spend more. Whether this translates into a successful season for hospitality providers and rental operators remains uncertain. As the season progresses, further insights will emerge, particularly after the full tourist season concludes. For now, the data suggests a nuanced picture, tourists are fewer, but their spending power appears stronger.
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