The OECD Tourism Trends dashboard enables the comparison of regional tourism markets
A new interactive platform brings together tourism indicators for more than 50 countries. Among the regional markets covered by the current OECD tourism data are Croatia, Slovenia, Serbia and Montenegro.
The OECD has launched Tourism Trends, interactive dashboard which in one place enables the comparison of key tourism indicators among more than 50 countries. The platform tracks economic contribution of tourism, travel receipts and expenditure, tourist flows, employment, enterprises and consumption This shows how individual indicators have changed over time.
Of particular interest to the tourism industry in the Adriatic region is the fact that among the countries represented in the current OECD Tourism Trends data are Croatia, Slovenia, Serbia and Montenegro. The Time dashboard gains practical value for comparing neighbouring markets that have different tourism structures, levels of international demand, and reliance on travel receipts.
Figures show just how much markets differ
Croatia stands out among the four countries for its high direct contribution of tourism to the economy. According to the OECD, in 2022 tourism directly accounted for 12.2% of Croatia's GDP, whereas in Slovenia in 2023 its direct share was 5.2%. In Serbia, the OECD recorded a share of 21% for 2023.
Montenegro exhibits a different kind of tourism dependence. Revenue from travel accounted for 54.61% of total service exports in 2024, while the country recorded 2.5 million international tourists in commercial accommodation in the same year.
Benchmarking is becoming simpler
The value of the new tool is not just in the availability of individual figures. Destination management organisations, hoteliers, investors and tourism companies can now more easily compare markets using identical or comparable indicators and track changes over a longer period.
This is particularly useful in a region where destinations compete simultaneously for guests, investments and labour, but face different challenges – from seasonality and growth management in Croatia and Montenegro to increasing the value of the tourism offering in Slovenia and the further development of international demand in Serbia.
Meanwhile, the OECD is increasingly linking these data to the formulation of tourism policies. In the report Tourism Trends and Policies 2026, which covers 53 OECD and partner economies, cites investment in data, digitalisation and better destination management among the important directions for tourism development.
