Disappointed long-term tourist in Brač: I don't want to pay 25 euros for shoes

A German tourist who has spent years visiting the Croatian island of Brač has expressed deep disappointment over rising prices and a perceived loss of hospitality, calling the situation “disappointing” and warning against the commercialization of local traditions. In an emotional open letter published by Radiosarajevo, Christoph, a long-time visitor to Brač, criticized the increasing cost of meals and the erosion of the warm, welcoming atmosphere he once associated with the island. Christoph, who considers Brač his second home, described how the desire for profit and growing commercialization have gradually altered the Dalmatian way of life. He recalled that in the past, visitors were welcomed with time for coffee, conversation, shared dinners, or spontaneous gatherings even during peak season. People had to earn their living, but the season was part of their lives, not their entire existence. Now, however, he says, the logic behind running a guesthouse and setting prices has changed significantly. He noted that the price differences between Brač and his hometown, Frankfurt, are striking. A simple grilled sausage or pita costs around 20 to 25 euros, while a slice of bread can reach 35 euros. Although high prices are known in Frankfurt, Christoph finds it difficult to understand the economic reasoning behind such pricing on Brač. He argues that the cost of a meal there is comparable to that in one of Germany’s most expensive cities, which seems unreasonable given the simplicity of the food offered. Christoph believes the issue goes beyond whether a particular price is justified, it is about how much guests feel they are being charged. He emphasized that long-term visitors are not refusing to spend money because they lack funds, but rather because they feel exploited. He questioned how much a guest can still pay before saying, “That’s enough!” He pointed out that the problem isn’t just about affordability, but about the sense of value, whether the price reflects what the guest receives. In his letter, Christoph urged local business owners and decision-makers to avoid sacrificing warmth and long-term relationships for short-term profits. He argued that Croatia does not need to replicate mass-market or exclusive tourist destinations. Its true value lies in its simplicity, its people, and the atmosphere that has long welcomed tourists. He stressed that this unique character should not be lost in pursuit of higher revenues. The letter has sparked discussions among locals and travelers alike, with some agreeing with Christoph’s concerns and others defending the right of businesses to set their own prices. Some argue that rising operational costs and inflation have forced many establishments to increase prices, while others believe that the island’s charm could be preserved through better regulation and awareness of the impact of tourism on local culture. As the debate continues, the future of Brač’s hospitality industry remains uncertain, with the balance between profitability and tradition hanging in the air.