Croatia reported a 2% increase in visitors from the United Kingdom in 2026, reaching more than 840,000 arrivals by late in the year, according to the Croatian National Tourist Board. The UK continues to be one of Croatia’s top 10 source markets, said Kristjan Staničić, director of the board.
Jet2 launches new routes from UK airports to Croatia
Starting in May 2027, new flight routes from the UK to Croatia will begin operation to expand British tourism. Jet2 will fly from Edinburgh to Pula beginning May 2, 2027, and from Luton to Dubrovnik starting May 7, 2027. Staničić said the addition of these routes will support further growth in
UK arrivals next year.
New hotel openings to raise accommodation quality
Hotel infrastructure in Croatia will expand in 2027 with new properties set to open, including the Marriott Opatija Resort and Spa and the Hilton Lopud Beach Resort and Spa near Dubrovnik. Staničić said these openings will enhance the quality of available accommodations, involving both Croatian hotel chains and some international brands.
Strategy targets year-round tourism with city breaks and gastronomy
The Croatian National Tourist Board is promoting Croatia as a year-round destination, focusing on increasing interest in city breaks and gastronomy. The board’s strategy aims to extend the traditional high season into the shoulder seasons to attract visitors outside peak summer months.
Winter tourism is
also part of the promotion, with campaigns highlighting Christmas markets in Zagreb, Osijek, and Varaždin. Visitors are encouraged to explore Croatia’s mountains and national parks during the winter season, where snow offers unique experiences.
Staničić said, “Clients can also experience our mountains and national parks in the winter season, with the snow, which is a special experience.” The board plans to organize familiarization trips for UK travel agents in 2027, viewing these as the most effective way to showcase Croatia’s tourism offerings.
