Croatia reported a 2% increase in visitors from the United Kingdom in 2026 compared to the previous year, with more than 840,000 arrivals recorded so far. The UK remains among Croatia’s top 10 source markets for tourism, according to Kristjan Staničić, director of the Croatian National Tourist Board.
Jet2 will add two new flight routes between the UK and Croatia in 2027. Flights from Edinburgh to Pula will commence on May 2, 2027, followed by a service from Luton to Dubrovnik starting May 7, 2027. These routes aim to improve connectivity to Croatian destinations for British travelers.
New high-quality hotel
accommodations are set to open in 2027 near Dubrovnik, including the Marriott Opatija Resort and Spa and the Hilton Lopud Beach Resort and Spa. Staničić noted these developments reflect an increase in upscale hotel offerings from Croatian and some international chains.
Tourism Expansion Beyond Summer
The Croatian National Tourist Board is promoting year-round tourism growth by targeting travel outside the traditional peak summer season. Marketing campaigns planned for 2027 will emphasize shoulder season opportunities and winter experiences such as Christmas markets in Zagreb, Osijek, and Varaždin, as well as snow-covered mountains and national parks.
Staničić highlighted growing interest in city breaks and gastronomy, stating
the strategy focuses on extending the high tourism season into the shoulder months. Winter visitors can explore natural parks and mountain regions, which offer unique experiences with snow during the colder months.
UK Travel Agent Familiarization Trips Planned
The Croatian National Tourist Board will organize familiarization trips in 2027 for UK travel agents to provide firsthand knowledge of Croatia’s tourism offerings. Staničić said these fam trips are considered an effective way for agents to better promote Croatian destinations to their clients.
“There are some new routes, and this will boost British tourism in 2027,” Staničić said. He also commented on hotel quality improvements: “We are expecting
more high-level quality of our hotel accommodation. Mostly these are Croatian hotel chains, but also some international ones.” He emphasized that clients can experience Croatia’s mountains and parks in winter, describing it as a special experience.
