TOMAS 2025/2026 Research: Tourists in Croatia spend more, stay for shorter periods, and satisfaction in the Adriatic declines
The latest research by the Institute of Tourism reveals changes in guest habits: daily spending is growing, American tourists spend almost twice as much as the average, and digital channels are increasingly important in choosing a destination.
Croatian tourism attracts guests with higher purchasing power, but the growth in their daily spending does not necessarily mean a higher total value of each tourist stay. Tourists stay for shorter periods, change their travel patterns, and increasingly come without children. At the same time, their satisfaction in the Adriatic is somewhat lower than three years ago.
These are some of the most interesting results of the research TOMAS Croatia 2025/2026., The study, presented by the Institute for Tourism on October 26, 2026, included 14,770 tourists in 153 locations across Croatia. Data was collected from April 2025 to March 2026 at more than 4,200 accommodation facilities.
Daily consumption is increasing, but tourists are shortening their stay
On the Adriatic, the average daily consumption increased from 141 to 162 euros, while in continental Croatia it increased from 136 to 164 euros. This represents a nominal increase of 15 and 21 percent compared to the previous survey.
| Indicator | 2022. | 2025. | Change |
|---|---|---|---|
| Average daily consumption – Jadran | 141 € | 162 € | +15 % |
| Average daily consumption – continent | 136 € | 164 € | +21 % |
| Share of other destination services in consumption on the Adriatic | 31 % | 34 % | +3 percentage points |
On the Adriatic, a portion of spending is redirected towards purchases, excursions, sports, culture, and entertainment. The share of these additional services has increased from 31 to 34 percent of total consumption. This opens up opportunities for a wider range of service providers beyond the accommodation sector itself.
At the same time, the length of stay is being shortened. In the summer part of the survey in the Adriatic, the average stay has been reduced from 8.4 to 6.9 nights, while on the continent it has decreased from 3.4 to 2.8 nights. Therefore, a higher daily consumption does not necessarily mean higher spending throughout the entire trip. It is also not possible to isolate the effect of inflation from the nominal figures.
Americans spend 280 euros per day, hotel guests 211 euros
The differences between the broadcasting markets are very pronounced. Tourists from the USA achieve an average daily spending of 280 euros. Next come guests from the United Kingdom with 248 euros, and Spain and the Scandinavian countries with 240 euros per day each.
Daily consumption of tourists in the markets
| Sad | 280 € | |
| United Kingdom | 248 € | |
| Spain | 240 € | |
| Scandinavian countries | 240 € | |
| Asian countries | 227 € | |
| Switzerland | 221 € | |
| France | 192 € | |
| Serbia | 184 € | |
| Ukraine | 180 € | |
| Slovakia | 176 € |
Source: Institute for Tourism, TOMAS Hrvatska 2025./2026., p. 25.
Guests from the USA spend about 73 percent more than the average of Adriatic Croatia. The differences are also visible according to the type of accommodation: the average daily consumption of hotel guests is 211 euros, of family accommodation 158 euros, of hostels 125 euros and of campsites 113 euros.
These expenditures encompass total tourist spending, not just the revenue of the accommodation facility. The data can help hoteliers, agencies, and destinations when choosing target markets and formulating their offerings.
Couples are building families
On the Adriatic, the share of tourists who come in the summer with family members fell from 49 percent in 2022 to 41 percent in 2025. In the same period, the share of those traveling alone increased from 36 to 41 percent. Couples thus reached family-friendly guests in terms of representation.
The share of tourists under 30 has increased from 14 to 17 percent, and the average age of tourist guests in the Adriatic Croatia is 41 years. Short breaks for couples, active programs, and city facilities are therefore relevant segments for the further development of the offer.
The Internet is the main source of information, and AI tools are also emerging.
The Internet is used as a source of information by 65 percent of tourists in the Adriatic, compared to 56 percent in 2019. In continental Croatia, this share is 56 percent. Among the sources used are social networks, online travel agencies, metatracers, and websites of accommodation facilities.
The research also mentions artificial intelligence tools for the first time among the sources, but without a separate percentage of usage in the published presentation. Therefore, their actual impact on reservations cannot yet be assessed.
Satisfaction in the Adriatic lower than in 2022.
In the summer part of the survey on the Adriatic, the proportion of tourists who rated their overall stay with a score of 6 or 7 on a scale from 1 to 7 decreased from 92 percent in 2022 to 87 percent in 2025. Despite the decline, overall satisfaction remains high.
Satisfaction of tourists on the Adriatic
The share of tourists who rated their overall stay with 6 or 7 (out of 7)
| 2022. | 92 % | |
| 2025. | 87 % |
Source: Institute for Tourism, TOMAS Hrvatska 2025./2026., p. 22.
Croatia receives high ratings for its nature, safety, atmosphere, hospitality, and accommodation. Nevertheless, guests most often rate prices in restaurants and then in shops as above-average. Almost 69 percent of tourists on the continent and 58 percent of tourists on the Adriatic would definitely recommend the destination.
More new guests with a strong base of regular visitors
The share of foreign tourists who come to Croatia on the Adriatic for the first time increased from 14 to 22 percent between 2022 and 2025. At the same time, 60 percent of foreign guests visited Croatia at least three times. Among the most loyal visitors are those from neighboring markets, and in campsites the share of repeat visits reaches 75 percent.
The results of TOMAS indicate a changing market: guests spend more per day, but stay for a shorter period of time, coming with different expectations and more carefully evaluating the value for money. For Croatian destinations, the challenge is not only to increase consumption, but to ensure a quality experience that will make the guest want to return.
Source: Institute of Tourism, TOMAS Hrvatska 2025./2026., presentation from October 26, 2026.
