What is the decline in tourist traffic in Zadar County in July?

In July 2026, a decline of one percent in arrivals and overnight stays was recorded compared to July 2025.

What is causing weaker results at the peak of the season?

Tourist Board director Vanja Čvrljak cites the increased number of apartments and stronger competition in private accommodation, as well as changing guest habits with more last-minute bookings.

What measures is the Tourist Board taking?

Additional funds have been invested in advertising and marketing on key emitting markets to improve results in August, September, and October.

How did the city of Zadar fare compared to the county?

The city of Zadar recorded a two percent drop in guests in July compared to last year's July, which is slightly worse than the county average.

Local

Zadar County Sees 1% Fewer Tourists in July

B.L. · Prije 23h | 2 min

Director of the Zadar County Tourist Board Vanja Čvrljak Warns of Peak Season Challenges and Announces Adjustments to Pricing and Offer Strategy.

Summary

Zadar County in July 2026 records 58,673 arrivals and 371,482 overnight stays, which is 1% less than last year.
The city of Zadar has a 2% drop in guests; the Tourist Board director warns that July and August will require thorough changes in pricing strategy.
Private accommodation feels pressure due to a larger number of apartments, and the trend of last-minute bookings is also growing.
The Tourist Board is investing additional funds in marketing to achieve better results in August, September, and October.

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Tourist traffic in Zadar County during July recorded a slight decline of one percent compared to the same period last year. According to data presented by the director of the Zadar County Tourist Board, Vanja Čvrljak, a total of 58,673 arrivals and 371,482 overnight stays were realized.

Although the difference is not dramatic, the trend is clear and concerns local tourism workers. The city of Zadar itself recorded a slightly more pronounced decline, with two percent fewer guests in July than last year.

Excellent Pre-Season, Stagnation at Peak

Čvrljak, who was appointed head of the County Tourist Board on April 30, 2026, emphasizes that the year started promisingly. "The tourist year began with an excellent early pre-season, especially in April and May, only to see a slight stagnation in June and July," Čvrljak said for Antena Zadar.

His analysis points to a structural shift in tourist flows. "Looking at trends, the pre-season and post-season could become increasingly popular, while July and August will likely become more challenging months, requiring thorough changes and adjustments to the pricing strategy and tourist offer of all stakeholders in Croatian tourism," the director warns.

Pressure on Private Accommodation and New Guest Habits

One of the key challenges is the overcapacity of private accommodation. Čvrljak explains that certain areas are feeling pressure due to the increased number of apartments and stronger competition. "Many have lower occupancy rates even though overall tourist traffic has not dramatically fallen; in fact, when we look quantitatively, the number of fiscalized receipts is higher than ever," he pointed out.

An additional factor complicating planning is the increasingly pronounced trend of last-minute bookings. Such guest behavior creates uncertainty, especially for larger tourism systems that rely on long-term forecasts.

Marketing Offensive to Save the Season

To mitigate negative trends, the Zadar County Tourist Board has responded with increased investment in promotion. "To alleviate these phenomena, the Zadar County Tourist Board has invested additional financial resources in advertising and marketing on key emitting markets so that August, September, and October yield results that will contribute to a positive tourist year," Čvrljak concluded.

It remains to be seen whether these measures will bring a turnaround by the end of the summer and during the post-season, for which the director also announces a series of novelties.