Although official statistics show only a slight decline in arrivals and overnight stays in July, restaurateurs and shopkeepers in Supetar report drastically weaker spending by increasingly budget-conscious guests.
The tourist season on Brač and in Supetar this year presents a paradoxical picture: the number of guests is only slightly lower than last year, but their spending, according to local restaurateurs and shopkeepers, has fallen by 20 to 30 percent. While official data from the eVisitor system records a decline of 1.7 percent in arrivals and 0.9 percent in overnight stays across the island, the real situation on the ground, as reported by sources speaking to Slobodna Dalmacija, is reflected in half-empty terraces and thinner wallets.
According to data from the eVisitor system, Brač recorded 74,459 arrivals and 497,920 overnight stays in July 2026. For comparison, in the same month last year, there were 75,769 arrivals and 502,417 overnight stays. Supetar, meanwhile, saw 20,523 arrivals and 145,214 overnight stays in July, a decline of about two percent in arrivals and nearly three percent in overnight stays compared to July 2025.
Cumulative data for the first seven months of 2026 is even more discouraging for Supetar, which recorded about four percent fewer arrivals and overnight stays compared to the same period last year. The Supetar Tourist Board notes that the largest decline occurred in April, which significantly impacted the overall figures, and that the real tourism momentum only picked up in mid-July.
However, the eVisitor numbers don't reveal what local workers are feeling firsthand. "It seems to me there are about as many people as last year, but they're not spending as much. They walk around more than they sit down in a restaurant or buy ice cream. I think a lot of money goes to accommodation, the ferry, and fuel, so they save on everything else," one Supetar ice cream vendor told Slobodna Dalmacija.
His colleague estimates his revenue is a full 35 percent lower than last year, even though he hasn't raised prices. "I haven't increased prices in the last three years; a scoop is still two euros, but this year is much weaker. It's a bit better now, but July underperformed, and I'm afraid the season will be short," he said.
A clothing store owner also reports a drop in earnings of about 20 percent compared to last year. "The season started off poorly, then there were a few better days, then it got weaker again. It fluctuates a lot, but I'm definitely making about 20 percent less than last year," she said. She adds that guests often tell her things are expensive, but she believes the problem isn't just about prices. "I think the problem isn't just prices but also that for years, Croatia was seen as a more affordable destination, and that was one of the reasons people came."
In addition to lower spending, workers are also noticing a shift in the season's timing. A car rental employee notes: "The season started later, and it seems to me it will also end earlier. There's slightly less work than last year; our parking lot stays fuller than in previous years." A souvenir stand worker adds that the change in guest behavior is obvious: "A few years ago, it was almost impossible to find a free spot on the waterfront, and now there's always one. People walk around more than they sit down for a drink or dinner."
Still, not everyone is losing out. Tour organizers are reporting a better season than last year, with growing interest in active activities like fishing and diving. A fast-food owner says that since mid-July, business has matched last year's levels. A positive trend is also coming from the domestic market, which saw growth of one percent in arrivals and five percent in overnight stays in Supetar.
The Supetar Tourist Board also warns that official statistics do not include guests staying in unregistered accommodation, which is why they estimate the actual number of tourists in the destination is higher than what the eVisitor system shows. They add that a final assessment of the season can only be made after the end of August and the post-season.
