Agrotourism in Croatia driven by local food and hospitality

Preliminary results from a study by the Association of Rural Tourism of Croatia (URTH) indicate that homemade food and beverages are the primary motivators for visiting agrotourism farms. Nearly nine out of ten respondents reported visiting such farms, with over four-fifths citing local food and drink as their main reason for travel, followed by interest in nature and social interaction.

Most visitors engage in one-day trips without overnight stays, and approximately three-quarters visit for family outings. Key strengths of the sector include the hospitality of hosts and the quality of service. Common activities include farm tours, presentations, and participation in agricultural tasks.

Despite the popularity, only about a quarter of respondents believe agrotourism holds a sufficiently prominent position within Croatian tourism. More than four-fifths support increased promotion for the sector, noting its importance for the sustainability of rural villages. Major barriers to more frequent visits include a lack of free time and insufficient information regarding available offers, with many visitors relying on recommendations from friends and family.