New research conducted at the European level, with a special emphasis on Croatia, indicates three key changes in the behavior of tourists in 2025. These changes provide reasons for optimism for the domestic tourism sector, despite challenges and fluctuations in the number of arrivals and overnight stays.
Looking for authentic and local experiences
An increasing number of tourists (77%) are looking for authentic experiences that represent the local culture and identity of the destination. Tourists are more inclined to choose destinations and activities that enable them to have a deeper connection with the local community, gastronomy, customs, and natural beauty, instead of mass and “ready-made” tourism. Croatia, with its diversity of natural resources, cultural heritage, and gastronomy, has a strong potential for the development of such tourist products.
Sustainability and ecological consciousness
Sustainability has become a key factor when choosing a destination: 84% of tourists globally, and more than half of Croatian travelers, are aware of tourism’s impact on the environment and local communities. Tourists increasingly choose environmentally friendly accommodation and transportation options and strive to reduce their impact on destinations (eg, travel outside the main season, visit lesser-known places, reduce energy consumption and waste). This trend encourages the development of sustainable tourism and the long-term protection of resources, which is also recognized in the national strategies for the development of tourism.
Digitization and personalization of travel
More than 66% of travel bookings are now made online, and further growth in digital bookings and the use of artificial intelligence in tourism is expected. Tourists are looking for personalized offers, quick access to information, and digital services that facilitate planning and staying. The Croatian tourism industry is increasingly investing in digitization and innovation, which contributes to competitiveness and attracting new segments of guests.
Reasons for optimism in Croatian tourism
Croatia has a rich offer of authentic, sustainable, and digitally accessible tourist products, which is in line with the new expectations of guests. Successful destinations and renters quickly adjust prices, quality,y and additional facilities, thereby increasing occupancy and guest satisfaction.
Domestic guests are recording an increase in arrivals and overnight stays, which contributes to the stability of the sector, especially outside the main season. The growing interest in continental tourism and travel outside the peak season opens up opportunities for more even development and reduces pressure on the coast.
These changes, along with strategic development and investments, enable Croatia to remain a competitive and attractive destination in the future.
About the Author
