The first weeks of August continued the trend of ultra-last-minute bookings and discounts of up to 30 percent. While hotels and campsites report solid occupancy, private accommodation providers warn of fewer guests and changed behavior.
The peak of Croatia's tourist season this year is not accompanied by the usual euphoria. The first weeks of August, alongside the expected highest traffic, are marked by last-minute bookings, promotional offers with discounts, and increasingly frequent cancellations at the last moment. Key stakeholders in the sector agree that the ultra-last-minute booking trend has become the new normal, but they assess the current situation on the ground differently.
The president of the Hoteliers' Association at the Croatian Chamber of Commerce, Josipa Jutt Ferlan, is satisfied with the current state of affairs. She pointed out that hotels are "doing well" and that those with medium capacities, up to 150 rooms, are particularly 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," commented Jutt Ferlan. She added that hotels offering comprehensive facilities and consistent quality have no booking problems.
Similar optimism is shared by the director of the Croatian Camping Association, Adriano Palman, who describes the season as very interesting and challenging. From "booking gaps" to ultra-last-minute reservations and slight market reshuffling, the situation is dynamic. Regarding prices, Palman admits there have been corrections but emphasizes they are isolated cases, far from a widespread phenomenon.
However, the most critical tone comes from the private accommodation segment. The president of the Croatian Association of Family Accommodation, Barbara Marković, states that the situation is 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 at the last minute. Guests don't just look at the price of accommodation; they calculate the total cost of the holiday, transport, restaurants, excursions, and amenities. Small differences often decide whether someone chooses Croatia or another Mediterranean destination," said Marković.
Over the past month, she toured a large part of Dalmatia and Istria and noticed on the ground that some destinations have fewer tourists. Additionally, she observed a change in guest behavior. "Those who have come are behaving differently than before; they spend more time in their accommodation and don't go out for dinner or sightseeing every evening, and it's normal that the hospitality sector and others who depend on tourist spending will feel this," Marković believes.
Her message is sharp and she considers it a warning for the entire sector. "This should be a serious warning that we cannot expect tourists to come just because of 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. She also highlighted a key issue, the lack 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 run. I think it's time we stopped 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.
In addition to financial calculations, other factors influence tourist behavior. Along with rising costs and more favorable offers, climate impacts such as extreme heat, droughts, fires, and storms are playing an increasing role, further prompting last-minute cancellations. A review of booking systems shows that the discount trend from the pre-season has continued into August, with accommodation in some destinations and periods being offered at up to 30 percent lower prices.
