Croatia tourism: Rising daily spending amid shorter stays

The TOMAS 2025/2026 national research survey reveals significant shifts in Croatian tourism patterns. Average daily spending by tourists has increased, reaching 162 euros on the Adriatic coast—a 15 percent rise since 2022—and 164 euros in continental Croatia, a 21 percent increase.

Despite higher spending, the average length of stay on the Adriatic has decreased from 8.4 nights in 2022 to 6.9 nights. American tourists are the highest spenders, averaging 280 euros per day, followed by British tourists at 248 euros. In contrast, Slovenian and German visitors report lower average daily expenditures.

Tourism Minister Tonči Glavina noted that while Croatia is attracting higher-value guests, the focus must shift toward increasing the quality of offerings to encourage longer stays and year-round tourism. The survey, which included nearly 15,000 tourists, also highlighted a growing segment of first-time visitors, which rose from 14 percent in 2022 to 22 percent in 2025.