Croatia is transitioning from an era of growth to an era of tourism management guided by the principles of sustainability. “To achieve this, we are implementing a comprehensive tourism reform based on the triangle of tax, spatial, and tourism policies,” says Tonči Glavina, Minister of Tourism and Sport, in an interview with Diplomacy& Commerce magazine. “I believe that in the coming period, Croatian tourism willbecome more balanced, higher in quality, and more resilient — with a distinctive identity, stronger local communities, and satisfied residents,” Minister Glavina adds. In the interview, he also announces several major sporting events planned for the coming year that will receive government support and highlights the importance of the symbiosis between sports and tourism.
1. As one of the significant sectors of the economy in the Republic of Croatia, which also drives many other activities, tourism is a major topic, especially during the summer. What are your impressions, how would you evaluate this tourist season, and what do the numbers show so far?
Since the beginning of this year, Croatia has recorded more than 20 million tourist arrivals and over 107 million overnight stays — an increase of 2 percent in arrivals and 1 percent in overnight stays compared to the same period last year. These results confirm that our tourism sector is no longer growing only in quantitative terms, but also in quality — through higher visitor spending, a longer tourist season, and more balanced regional development. Growth is also evident in financial indicators: revenues from foreign tourists in the first six months reached an all-time high of almost 4.4 billion euros. The strongest growth in tourist traffic was recorded during the preseason, with arrivals up by 4 percent and overnight stays up by 5 percent — which means more than 260,000 additional arrivals and over one million additional overnight stays. The post-season continues this positive trend: in September alone, we recorded 2.5 million arrivals and 13.8 million overnight stays, representing an increase of nearly 5 percent compared to last year. These figures clearly show that tourism growth is no longer limited to the summer months, which is one of our key strategic objectives — developing year-round, balanced, and sustainable tourism that enhances the quality of life in all parts of Croatia.
2. The goal being discussed is to have a tourism season throughout the entire year. How far have we come in achieving this goal, and what do we offer to our guests beyond natural beauty? What specific initiatives are being pursued in this direction (health tourism, congress tourism, sports tourism…)?
As I have already emphasized, we are increasingly confirming the direction towards year-round and sustainable tourism. Our tourism is no longer a seasonal phenomenon lasting only two months; it is becoming the foundation of the local economy and quality of life throughout the year. This year, we have recorded growth in tourist arrivals and overnight stays that was not achieved in the peak months but in the pre season and post-season. These indicators are the best proof that Croatia is moving from an era of growth to an era of tourism management based on the principles of sustainability. To achieve this, we are implementing a comprehensive reform of tourism based on the triangle of tax, spatial, and tourism policy. We have adopted the Sustainable Tourism Development Strategy until 2030, the National Plan for Sustainable Tourism Development, and the first Tourism Act, which for the first time enables local communities to independently plan development and manage tourist flows. This makes tourism a tool for more balanced regional development and better quality of life, rather than a pressure on space and infrastructure. At the same time, investments in specialized forms of tourism – such as health, sports, congress, and cultural tourism – are already yielding tangible results, since an increasing number of visitors are coming specifically for these specialized offerings. In health tourism, we are renovating and modernizing spas and developing wellness and spa facilities. Sports tourism has become one of the fastest-growing markets; in recent years, Croatia has hosted nearly 200 major international competitions. This year alone, €18 million has been allocated to co-finance these events, and we have hosted world championships in handball, wrestling, obstacle races, European rally and table tennis championships, which is just the tip of the pyramid of all events held in Croatia. Their added value lies in the fact that many of these events take place in the pre-season and post-season, generating a large number of visitors during the periods in which we aim to grow. Congress and business tourism are being strengthened through investments in conference facilities and high-category hotels, while cultural tourism relies on our rich heritage, events, and authentic experiences that extend stays and strengthen the identity of each destination. In addition, we have secured over €520 million through the National Recovery and Resilience Plan and the Multiannual Financial Framework for investments in green and digital transition, infrastructure, and tourism workforce development. These investments are aimed at raising quality and creating competitive destinations capable of operating 365 days a year. Our goal is clear – a tourism sector that benefits everyone, not just visitors, but also the people living in these destinations. This is tourism that creates new jobs, stimulates local production, preserves space and traditions, and becomes a driver of sustainable development in Croatia throughout the year.
3. One of the ideas for the development of Croatian tourism is Premium tourism. How much potential do we have in this area, and what do we offer in this segment? How is this project progressing?
The premium segment of Croatian tourism has enormous potential and is already showing strong growth. In recent years, Croatia has clearly positioned itself as a high-quality destination– from hotels and camps with the highest standards to top-notch gastronomic and wine offerings. Investments in four- and five-star hotels and camps are continuously increasing, and it is precisely in this segment that we are seeing the greatest improvements in quality, occupancy, and guest spending. Such projects create new jobs, raise the quality of the destination, and strengthen Croatia’s image as a Mediterranean country with top-notch service and infrastructure. Our major advantage is that premium guests want authenticity, reliability, and sustainability, and that is exactly what we offer them – a unique combination of natural beauty, cultural heritage, and modern amenities at the highest level. In this direction, we have also developed the “Local Host” label, which recognizes and rewards authentic hosts in private accommodation, encouraging quality, a personal approach, and responsible management. To date, there are already 3,000 registered properties. This creates a clear distinction between short-term rentals and authentic family-run accommodations, which provide a true experience of the destination and contribute to the overall quality of Croatian tourism.
4. Considering the number of tourists who visit our country relative to the population, Croatia is a tourism powerhouse. But where does Croatian tourism stand today compared to the competition, and whom do we benchmark against? What are the areas we still need to improve? And what kind of tourism do you envision in 5–10 years?
Today, Croatia is increasingly establishing itself as an example of a country building its own model of sustainable tourism. We do not compare ourselves with anyone, because we do not want to be a copy of others, and we are creating a Croatian model of sustainability – a model that combines growth, balance, and quality of life in destinations. Through the comprehensive reform we are implementing, we have enabled tourism development management according to sustainability principles and demonstrated that tourism can grow while remaining sustainable, balanced, and resilient. All our activities – from the new strategic and legislative framework, transformation of accommodation structures, record investments, to record results, which are now generated not just in the two summer months but throughout the year – have been recognized internationally, positioning Croatia as a leader in sustainable tourism. We are strengthening this status through concrete collaborations with the World Tourism Organization. This year, we signed two important agreements: one to establish a Sustainable Tourism Research and Development Center at the University of Zagreb, and another to launch the Sustainable Tourism Award, which will be presented for the first time this year at the Croatian Tourism Days. This award recognizes and promotes leaders in sustainable development and demonstrates that Croatia does not follow trends, but sets them. I believe that in the coming period, Croatian tourism will be even more balanced, higher in quality, and more resilient, with a recognizable identity, stronger local communities, and satisfied residents. This is tourism that benefits everyone – guests, hosts, and the shared space we inhabit.
5. The Ministry of Tourism and Sports recently concluded a Public Call for expressions of interest for co-financing international sports competitions in 2026, with a total value of €4,579,513. How important are international competitions both from a sporting perspective and as additional promotion for the country? Which international competitions can we expect to be funded by the Ministry?
International sports competitions have a dual significance for us – on one hand, they contribute significantly to the development of the sport itself, and on the other, they provide excellent promotion for Croatia worldwide. This is why, during the current Government’s term, we have supported around 200 international sports competitions worth nearly €62 million, which clearly demonstrates the importance of this segment to us. For 2026, the Ministry of Tourism and Sport announced a Public Call for expressions of interest to co-finance international competitions worth over €4.5 million. In addition, the state budget allocates further funds for competitions financed directly from the national budget, bringing the total secured amount to €12 million. These funds cover a range of major events – from the World Rally Championship, through Cro Race and the Spartan World Championships, to the Youth Sports Games and the European Gymnastics Championship.
6. The European Commission has announced the results of approved projects under the Erasmus+: Sport 2025 call, confirming once again that Croatian clubs and associations are among the top in Europe in terms of the number of projects received. How many projects are we talking about, which ones, and what is their total value?
The results published by the European Commission confirmed once again that Croatian clubs and associations are at the forefront of Europe when it comes to utilizing funds from the Erasmus+: Sport program. This year, 26 projects from Croatia were approved, with a total value of €3.2 million, placing us once again among the three most successful countries in Europe – only Spain and Italy are ahead of us. It is particularly important to highlight that we recorded a record number of approved projects in the key area of small partnerships, and for the first time, Croatia received over €1 million in this segment. Of the total, seven projects were approved for collaborative partnerships, 18 for small partnerships, and one project for capacity building. This confirms the results from previous years and demonstrates that Croatian sport has the knowledge, quality, and international recognition necessary to secure European funds. This provides a strong incentive for further development, especially at the local level, where clubs and associations directly use these funds to improve their activities and infrastructure. We are also pleased that, in addition to this program, we are using European funds from the Multiannual Financial Framework, having secured €23 million mainly to support the parasport system and the inclusion of children in sports. Of this, €4 million was directly allocated to the Croatian Paralympic Committee, our umbrella organization responsible for the parasport system, and €19 million was allocated through a public call for including children and youth at risk of social exclusion in sport.