Branko has been selling boat trips on the Trogir waterfront for 20 years

While Emily and Taylor from Australia are smilingly booking a day trip to Vis and Hvar on the Trogir waterfront, Branko Mihovilović, who has been selling tours at the same spot for 20 years, does not share their enthusiasm. "Don't ask... I've been here the longest, and I can tell you it's never been worse," Mihovilović told Slobodna Dalmacija, as reported by Jutarnji list.

His experience stands in stark contrast to the data from the Trogir Tourist Board. According to official figures, from the beginning of the year to July 28, 2026, there were 542,626 overnight stays, which is 10.2 percent more than in the same period last year when 492,380 overnight stays were recorded. Marin Piveta, the director of the Tourist Board, confirms that June was worse than last year but adds that they are satisfied with the overall results.

Nautical tourists fill marinas, stalls stand empty

The growth in overnight stays is mostly driven by nautical tourism. Marinas recorded 240,764 overnight stays, a whopping 32.7 percent increase compared to last year. At the same time, commercial accommodation recorded 301,000 overnight stays, which is only 97 percent of last year's result for the same period.

Mihovilović, however, sees no benefit from these numbers. "In June, we earned practically nothing; business only started a few days ago. I think the reason is the general rise in prices, and we are the last in that chain. Once a guest pays for accommodation, restaurants, and everything else, once they've been 'skinned' by everyone, there's nothing left for us," he explains his theory.

Poles replace Western guests, the internet replaces stalls

Besides prices, Mihovilović also points to a change in the guest structure. "Over the years, the number of guests has decreased, but their structure has also changed. The Western market hardly visits us anymore, and the largest number of guests now comes from Poland," he says. Tourist Board data confirms that, along with Poles, the most numerous guests are Germans, Brits, French, and domestic tourists, while the number of overnight stays by guests from the USA increased by 7.3 percent.

An additional blow to his business is digitalization. "Our stall business is slowly dying out because online sales are taking over. Everything is on the internet these days," says Mihovilović. He is also skeptical about the new New York-Split flight route: "They say it will help, but as far as I know, about 900 flights have been canceled. There are also fewer guests arriving by car. In other words, it will destroy even the little business we have left."

Restaurateurs do not share his pessimism

While Mihovilović describes the season as the worst ever, restaurateurs in Trogir have a diametrically opposite experience. In a brief interview with Slobodna Dalmacija, they said they have no reason for concern, that they are doing excellent business, and that their terraces are full. They described the season as "never better."

The different perspectives on the ground are also reflected in tourists' motivations. Lars from the Netherlands does not hide that history is not his priority: "To be honest, we're not really into history," he says with a laugh. "Our plan is to hit the nightclubs, one after another, until dawn." On the other hand, Katy from Austria came specifically for the fortress. When asked about prices in Croatia, she says: "In Austria, I often hear that Croatia is expensive, but I've already had lunch and a coffee, and honestly, it didn't seem that expensive to me."

The Tourist Board points out that the largest part of tourist traffic traditionally occurs during July and August and optimistically expects the summer to continue with good results in August. While some are counting record revenues, Branko Mihovilović is still waiting for customers on the waterfront, convinced that this is the worst season for his business in two decades.