American guests are strengthening the premium segment of Croatian tourism
The American market is becoming an increasingly important source of guests with greater purchasing power for Croatian tourism. The number of arrivals from the USA has been growing at rates of 8 to 10 percent per year in recent years, while the profile of demand is also changing in parallel.
The focus is no longer just on well-known destinations. American travelers are seeking tailor-made trips, boutique hotels, gastronomy, boating, wellness, active holidays, and experiences connected to the local way of life.
It is this kind of offer that the Stories – Experience Premium Croatia platform is presenting at the fair. ILTM North America, which takes place from September 28 to October 1 in the Baha Mar complex in Nassau, Bahamas.
52 business meetings arranged for Stories Croatia
The Croatian Chamber of Commerce gathered eight domestic tourism companies at the fair, and they were provided with a separate space under the brand Experience Premium Croatia. During the three days, 52 business meetings with partners from the North American market were arranged for Stories Croatia.
According to Lane Petrović Blajić from the Tourism Sector of the Croatian Chamber of Economy, the interest of agents follows the growth in demand for Croatia in the American market. The goal of the event is to convert existing interest into new bookings and longer-term business collaborations.
DMC and the travel organization segment represent Adriatic Allure, Perfecta Travel, Permansio and Super Tours. The hotel offer is represented by Valamar Riviera and Potestas, while Orgon represents luxury villas, and Croatia Yachting the Croatian charter offer.
The USA brought Croatia 2.39 million overnight stays
The tourism results also confirm the potential of the American market. During 2025, 849,331 guests from the USA visited Croatia, who made 2.39 million overnight stays. Arrivals increased by 9.4 percent, and overnight stays by 10.1 percent compared to 2024.
Growth continued in the first half of 2026 as well. 372,849 American guests and one million nights were recorded, representing 7.7 percent more arrivals and nights than a year earlier.
The premium offer matches the demand profile
It is particularly interesting for Croatian companies that the demand from the North American market closely matches the development of products with higher added value. Individual service, quality accommodation, islands, gastronomy, cultural heritage and boating are among the segments that attract these guests.
At ILTM, there was also a greater interest from agents from Mexico. Their clients often plan longer stays and multigenerational trips, with a strong interest in premium and nautical offerings.
For Croatian tourism, this opens up room for growth that is based not only on a larger number of guests, but also on the greater value of individual trips.
