The first weeks of August brought last-minute bookings, promotional offers with discounts of up to 30 percent, and lower visitor numbers in certain destinations. Industry representatives warn of unrealistic prices and a lack of strategic destination management.
The first weeks of August in Croatian tourism, despite traditionally being the peak season, reveal concerning trends. Last-minute bookings have become the norm, and promotional offers with discounts of up to 30 percent in certain destinations and periods signal that the market is saturated with unrealistic prices. Alongside rising costs and climate challenges, there has also been an increase in last-minute cancellations.
The president of the Hoteliers Association of the Croatian Chamber of Commerce, Josipa Jutt Ferlan, points out that hotels are "doing well" and that those with medium capacity, up to 150 rooms, are seeing good occupancy 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," comments Jutt Ferlan. She also emphasizes that hotels offering comprehensive facilities and maintaining consistent quality have no issues with bookings.
Adriano Palman, director of the Croatian Camping Association, describes the season as "challenging," marked by gaps in bookings and market reshuffling. When asked about prices, Palman confirms that there have been individual adjustments, but far from a widespread phenomenon.
Barbara Marković, president of the Croatian Association of Family Accommodation, is not surprised by the developments but is disappointed by the unrealistic price increases and the lack of quality offerings. "The truth is that this year, more than ever, accommodation is being filled through last-minute bookings. Guests don't just look at the accommodation price; they calculate the total cost of their vacation, including transport, restaurants, excursions, and amenities," Marković stated for Lider.
She adds that small differences in total cost often determine whether a tourist chooses Croatia or another Mediterranean destination like Italy, Spain, or Montenegro. While touring Dalmatia and Istria, Marković noticed a shortage of tourists in certain places, and those who did come are behaving differently-spending more time in their accommodation, which is felt in the hospitality sector and among other stakeholders dependent on tourist spending.
Marković warns that the current situation is a serious signal for the entire sector. "This should be a serious warning that we cannot 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 emphasized.
The key problem, according to Marković, lies in the absence of proper destination management at the local level. "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 offer, manage prices, and be competitive in the long term. I think it's time to 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," Marković concluded.
