According to the latest release by the Croatian Tourism Board, the number of total arrivals in Croatia during January 2024 amounted to 239.5k, representing an increase of 1% YoY, and 11% compared to the same period in 2019. Furthermore, the number of tourist nights amounted to 703.8k, decreasing by 1% YoY, and growing by 18% compared to 2019.
While January 2024 is far from the most important month for Croatian tourism, trends, and developments in the industry should be observed during the entire year. This is especially true in the context of the Croatian Tourism development strategy, which emphasizes diversification of the industry both in terms of a longer time period focus (outside the main tourism season) and geographically, increasing the prevalence of the Continental and other parts of Croatia usually not focused on.
In the latest report by the Croatian Tourism Board, we can see slight changes in this regard and some positive developments. In terms of the total number of tourist arrivals, they amounted to 239.5k, growing by 1% YoY. Of this, foreign arrivals amounted to 122.9k, growing by 3% YoY, while domestic arrivals amounted to 116.6k, declining by 1% YoY. On the other hand, total tourist nights amounted to 703.8k, decreasing by 1% YoY, mainly on the back of lower foreign tourist numbers (-1% YoY), while domestic tourist nights remained roughly the same.
However, if compared to 2019, we do see an improvement, with the total arrivals growing by 11%, supported primarily by a 28% increase in domestic arrivals, while foreign arrivals declined by 1%. On the other hand, total nights grew by 18% compared to 2019, with both foreign and domestic tourist nights increasing, by 20% and 16%, respectively.
Total tourist arrivals and tourist nights in Croatia (January 2019 – January 2024)
Source: HTZ, InterCapital Research
This would mean that the average stay per person amounted to 2.94 nights, decreasing by 2.2% YoY, but growing by 6% compared to January 2019. Moving on, 92% of the tourist nights were recorded in commercial, while 8% was recorded in non-commercial accommodation. Inside the commercial accommodation category, 59% was made in hotels, 26% in private accommodation, and 3% in camps, while the remaining 12% was made in other types of accommodation.
In terms of tourist nights by their country of origin, 39% were domestic tourists, 8% came from Bosnia and Herzegovina, 7% from Slovenia, and 5% from Germany, Austria and Italy, respectively. The best-performing counties meanwhile, were Istra at 141.3k tourist nights, followed by Grad Zagreb at 135.7k, Kvarner at 123.4k, Splitsko-dalmatinska at 71.4k, Dubrovačko-neretvanska at 41.6k, and Zadarska at 36.3k.
As we can see from the data, there have been some positive developments recorded, but the number is still minuscule compared to the scale of the Croatian summer season. While some of the larger tourism companies have started diversifying in the last couple of years towards winter (skiing) tourism, this was predominantly focused on foreign European markets such as Austria. As such, Croatia isn’t seen as an attractive destination during this period, which is also evident from the largest emissive markets during this period, that being domestic, and neighboring countries.
