Croatia has reported a 2% rise in visitors from the United Kingdom in 2026, recording more than 840,000 UK arrivals to date, according to the Croatian National Tourist Board director Kristjan Staničić.
Jet2 will launch two new flight routes in 2027, expanding direct connections between the UK and Croatia. Flights from Edinburgh to Pula will commence on May 2, followed by a new service from Luton to Dubrovnik starting May 7.
The Croatian tourism sector will also see new hotel openings in 2027, including the Marriott Opatija Resort and Spa and Hilton Lopud Beach Resort and Spa near Dubrovnik. Staničić
highlighted the expectation for higher quality hotel accommodation from both Croatian and international chains.
Promoting Year-Round Tourism
The Croatian National Tourist Board is advancing campaigns to promote Croatia beyond the summer peak. Its strategy seeks to lengthen the high season into shoulder months while targeting UK travelers with marketing initiatives scheduled for 2027.
Staničić noted growing UK interest in city breaks and gastronomy tourism, stating, “Interest in city breaks and gastronomy in Croatia is increasing. Our strategy is focused on extending the high season to shoulder season.”
Winter Tourism and Travel Agent Familiarization Trips
Winter tourism promotion includes Christmas markets in Zagreb, Osijek, and Varaždin. Visitors are encouraged to experience
Croatian mountains and national parks during the snowy season, offering distinct winter activities.
To support these efforts, the Croatian National Tourist Board plans to organize familiarization trips for UK travel agents in 2027 to showcase Croatian travel products directly. “We will be organising fam trips to Croatia, because we think this is the best way to get to know what we are offering,” Staničić said.
