How Much Do Tourists Spend in Croatia? Data Reveals Changing Habits

October the 30th, 2026 – How much do tourists from abroad actually spend when they come to Croatia? The latest data on precisely this reveals just how much habits have altered. The results of the national survey entitled “Attitudes and Expenditure of Tourists in Croatia – TOMAS Croatia 2025/2026” were presented at the Croatian National Tourist Board recently. Morski reports that this took place with the participation of the Minister of Tourism and Sport Tonči Glavina, the director of the Croatian National Tourist Board Kristjan Staničić, the director of the Institute for Tourism Damir Krešić, members of the Tourist Council of the CNTB and various representatives of professional associations in tourism. guests spend 15% more than they did in 2022 The research, conducted by the Institute for Tourism, covered 14,770 tourists across the whole of Croatia, and the results provide insight into the characteristics of tourist demand, expenditure, motives for arrival and guest satisfaction. One of the most important results is the growth in the average daily expenditure of tourists. On the Adriatic it reached €162 per person, which is 15 percent more than back in 2022, while in continental Croatia it amounts to €164, with a growth of 21 percent. At the same time, on the Adriatic an increase was also recorded in the share of expenditure on additional destination services, such as sports, cultural and entertainment content as well as excursions and local transport, which confirms the importance of a diverse offer in creating additional value of the tourist stay. “Such research is important for understanding the profile of our guests, their expectations, expenditure and satisfaction with the tourist offer. Comparison with the previous research shows how tourists’ habits are changing and where we have the opportunity to further strengthen the competitiveness of Croatian tourism. This year’s results confirm to us that Croatia attracts guests who on average spend more, but also that their habits are changing. Our task is not only to increase tourist traffic, but to create greater value from every tourist arrival. That means strengthening the quality of the offer, encouraging longer stays, developing year-round tourism and better connecting accommodation with gastronomy, culture, sport and other content,” Glavina stated. guests with deeper pockets are growing on the coast A positive trend has also been recorded in the structure of Croatia’s guests. On the Adriatic the share of guests with higher purchasing power is growing, with 74 percent of tourists stating monthly household income higher than €4,000. At the same time, the share of foreign guests visiting Croatia for the first time increased from 14 percent in 2022 to 22 percent in 2025, while 60 percent of foreign guests have visited Croatia at least three times, which confirms a combination of the destination’s attractiveness to new guests and the loyalty of existing visitors. “The results of the TOMAS research are an important basis for the further improvement of Croatian tourism and the quality direction of our promotional activities. In order to build competitive and sustainable tourism, it is important to understand who our guests are, what motivates them to come and what kind of experiences they are looking for. Exactly such research enables us to base our activities on concrete indicators and the real experiences of visitors. Our goal is to continue positioning Croatia as a safe, authentic and year-round destination that builds its competitiveness on the diversity of the offer, natural and cultural riches, hospitality and the quality of the overall experience,” Staničić said. croatia still stands out The results further show how Croatia stands out with the quality of the experience and an offer that attracts different profiles of guests. Among the elements with very high satisfaction ratings on the Adriatic, the beauty of the place and nature, personal safety, atmosphere and ambience stand out, while guests of continental Croatia particularly highly rate personal safety, the hospitality of the local population, the overall stay and the cultural and artistic offer. As many as 69 percent of guests of continental Croatia would almost certainly recommend the destination they visited, and on the Adriatic that share amounts to 58 percent. The post How Much Do Tourists Spend in Croatia? Data Reveals Changing Habits appeared first on Total Croatia .