The first joint campaign by the Croatian National Tourist Board and Booking.com dedicated to hosts with the Local Host label achieved eight million impressions and 500 bookings, with a six percent increase in occupancy confirming that guests seek authentic experiences.
The Croatian National Tourist Board (HTZ) and Booking.com have announced the first results of their largest joint promotional campaign to date, focused exclusively on family accommodation. The campaign, titled "Experience real Croatia," ran during June and July 2026 across five key European markets, resulting in over eight million impressions and nearly 500 bookings, leading to a six percent increase in accommodation occupancy.
Data reveals that Istria is the county with the highest number of properties carrying the prestigious Local Host label, also known as "Your Host." It is followed by Kvarner and Split-Dalmatia County. When it comes to individual destinations, the highest number of such properties is found in Crikvenica, Dubrovnik, Pula, Rovinj, and Medulin. So far, over 3,570 properties with more than 21,170 beds have joined the project.
Minister of Tourism and Sports Tonči Glavina emphasized that all activities are aimed at protecting the authentic family accommodation that has been building Croatian tourism for generations. He noted that this year, for the first time, a special support measure for label holders was introduced through the Tourism Economy Competitiveness Program.
"All our activities are focused on protecting the authentic family accommodation that has been building Croatian tourism for generations and adds special value to our tourism offer. It is precisely such hosts who are the backbone of Croatian tourism, and that is why their protection will remain our focus. This year, for the first time, we introduced a special support measure for holders of the Your Host / Local Host label through the Tourism Economy Competitiveness Program. We also conducted, for the first time, a national promotional campaign dedicated exclusively to family accommodation, and the first results are already visible through a 6% increase in occupancy, confirming that the market recognizes the value of authentic hosting."
The Minister added that hosts at their place of residence are tax-relieved as they do not pay property tax, while the new Catering Activity Act further regulates the system of providing services in households to ensure its credibility and long-term sustainability. He called on all accommodation providers in households who meet the criteria to apply for this label, describing it as a mark of quality and an opportunity to become part of a system that further promotes the best of Croatian hospitality.
Kristjan Staničić, Director of the Croatian National Tourist Board, expressed great satisfaction with the results of the first campaign on the Booking.com platform, as well as with the overall impact of promotional activities so far. He reminded that, in addition to the earlier Local Host campaign conducted in the domestic market and eight international markets, this was the first HTZ campaign entirely dedicated to Croatian family accommodation.
"The achieved visibility and guest interest further highlight the importance of the Local Host project in promoting the quality of Croatian family accommodation on a global level. With these activities, we want to further position our hosts and family renters in the market and increase their visibility. That is precisely why we will not stop with promotional activities. In the remainder of this tourist year, we expect a second wave of promotion, this time in the domestic market, from mid-August to the end of October."
The "Experience real Croatia" campaign was conducted in Germany, Austria, Poland, the Czech Republic, and Hungary, with the aim of further highlighting the value of authentic family accommodation, tradition, personal approach, and experiences provided by local hosts. The new wave of promotion in the domestic market is expected to begin in mid-August and last until the end of October 2026.
