16 May Croatian travel agencies are noting structural changes in 2025.
New Data from the Croatian Bureau of Statistics for 2025 reveal stable business 1,476 Travel agency their branches in Croatia, but a deeper analysis of the numbers points to a clear transformation in traveller habits. While domestic tourists are increasingly boldly choosing long-haul organised routes and air travel, the inbound segment is recording a strong recovery in the transatlantic market, led by guests from the United States.
A break from hotels and a leap into air travel abroad
Although more than half of the agencies' domestic clients (53.31%) travelled within Croatia's borders, the outgoing segment achieved significantly faster growth. Foreign destinations attracted 351,000 domestic travellers, a 4.51% increase compared with the previous year, but the key indicator is actually the jump in overnight stays abroad of as much as 9.11%.
In logistical terms, the coach remains the primary choice for European tours, accounting for 58.61%, but there is a noticeable surge in air packages, which have grown by 20.51%. This trend coincides with an exceptional interest in far-flung and exotic destinations. For example, overnight stays by Croatian travellers in mainland China have practically doubled (a 92.4% increase), while Australia and Japan also record double-digit growth. On European soil Malta and Cyprus are becoming absolute hits, while Italy holds a firm leading position as the most sought-after foreign destination, accounting for a quarter of the total share. The overseas cruise category in particular benefited, with the number of domestic passengers rising by 281% and overnight stays by over 301%.
On the other hand, domestic guests staying in Croatia are changing their accommodation preferences. Hotels, although still holding the top position in total overnight stays, have recorded a drop of 4.61%. That slice of the pie has been taken by family holiday homes, apartments and studio apartments, with a huge increase of 20.61%.
Inbound tourism influenced by the recovery of the US market
In the receptive business, domestic agencies brought in and serviced 2.3 million foreign tourists during 2025, who generated 12.5 million overnight stays. The German market remains the undisputed pillar of stability with a 27% share, but within the top three source markets (Germany, the United Kingdom and Poland) there was a slight decline in the total number of nights in agency-arranged stays.
Balance and growth were delivered by the US market. American tourists generated 31.71 per cent more overnight stays compared with the previous year, positioning themselves as a key driver of high-spending growth. This surge is particularly evident in the organised tour segment within Croatia, where Americans, with 198,000 nights stayed (a 35.1% increase), have surged to the top spot, overtaking the traditionally strong Germans and Britons.
When it comes to accommodation, foreign tourists organised through travel agencies predominantly choose private accommodation – as many as 54.91% of all overnight stays were in rooms, apartments and holiday homes, with a further annual growth of 3.9%.
The stability of day trips and regional favourites
In the one-day excursion segment, agencies maintained stable volumes with 445,000 domestic visitors. Two-thirds of excursionists stayed within Croatia, while the remaining third travelled abroad (an increase of 7.31%).
Geographical proximity continues to dictate the choice of destinations for day trips. Austria holds the top position (29.61%), closely followed by Slovenia (25.41%). Both countries, along with third-placed Hungary, are recording an increase in visitor numbers, confirming that micro-travel and short regional breaks remain an important and stable source of revenue for domestic tour operators and agencies, particularly outside the main summer season.
Viewed through the prism of the workforce, the industry employed 5,772 staff at the end of August 2025, the vast majority of whom (over 70%) were in permanent employment. A stable employment structure will be key to managing the operational challenges that the future brings, as increased productivity will be expected from the same workforce, providing a strong support in digitalisation of business travel agency.
Read the detailed report in the report DZD
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