The season is marked by last-minute bookings, discounts of up to 30 percent, and lower visitor numbers in some destinations, while Barbara Marković, president of the Croatian Association of Family Accommodation, warns that every guest must be fought for.
The first weeks of August, at the peak of the tourist season, usually see Croatia's tourism industry record its highest turnover of the year, but the situation on the ground is far from idyllic. Instead of carefree capacity filling, the sector is facing a wave of last-minute bookings, promotional offers with discounts of up to 30 percent, and noticeably lower visitor numbers in some destinations and restaurants.
The situation in the hotel sector is not uniform. Josipa Jutt Ferlan, president of the Hoteliers' Association at the Croatian Chamber of Commerce, points out that hotels are "doing well," but emphasizes that success is not universal. "Mid-sized hotels with up to 150 rooms are well occupied and at solid prices. The trend is ultra last-minute, which is normal because Croatia is more accessible as a destination, so trips don't need to be planned long in advance," Jutt Ferlan told N1. She adds that those offering comprehensive facilities and consistent quality have no booking problems.
On the other hand, Adriano Palman, director of the Croatian Camping Association, describes the season as challenging, with "gaps" in occupancy that are only filled at the last minute. Although he admits there have been individual price adjustments, he claims this is far from a mass phenomenon.
The most challenging situation is in the family accommodation segment. Barbara Marković, president of the Croatian Association of Family Accommodation, told 01Portal that everything happening was expected, but she is disappointed by unrealistic price increases and the lack of quality offerings. "The truth is that this year more than ever, accommodation is being filled with last-minute bookings. Guests don't just look at the price of accommodation; they calculate the total cost of their vacation-transport, restaurants, excursions, activities. Small differences often decide whether someone chooses Croatia or another Mediterranean destination," Marković warns.
Over the past month, she has toured Dalmatia and Istria and noticed in conversations with renters that some destinations have significantly fewer tourists. Additionally, she observed a change in the behavior of those who did come: "They spend more time at their accommodation and don't go out for dinner or sightseeing every evening, and it's normal that this will be felt by the hospitality sector and others who depend on tourist spending."
Marković believes the key problem is the lack of proper destination management at the local level. Her message is direct and unsparing: "This should be a serious warning that we can't expect tourists to come just for the beautiful sea and sun, because today they know very well what they can get for their money in Croatia versus Italy, Spain, or Montenegro."
She emphasizes that tourism must be managed strategically, not haphazardly. "It's not about organizing a few events, walking around trade fairs, printing brochures, and waiting for the season to take care of itself. We need to know what kind of guest we want, how to develop the offering, manage prices, and be competitive in the long term," Marković said, concluding: "I think it's time we stop living on the belief that we are a God-given destination. Tourism today is planned, managed, and every guest must be fought for. Those who realize this sooner will be more successful."
