Greece-Croatia tourism competition

The summer of 2026 has deepened the strain on Croatia’s tourism sector. German visitors, who traditionally form the bulk of Croatia’s market, report unusually empty beaches and a surge of last‑minute discounts as hotels and apartments in hotspots such as Split and Makarska show vacant rooms that were sold out in previous years. Accommodation providers are cutting rates in response to a sharp demand decline, while restaurant prices remain high – basic dishes now cost €17‑20 and some establishments are accused of passing off imported fish as local.

Seasonal workers, especially housekeepers, describe earnings of €800‑€1,500 per month but describe the work as “blood‑soaked” and traumatic, with long hours and minimal breaks. The sector faces a cost surge of roughly 70 % since 2015, driven by higher energy, food, labour costs and increased taxes after Croatia adopted the euro in 2023. Camps have likewise seen a 20‑25 % price rise over the past five years.

These pressures are prompting price‑sensitive German tourists to consider alternative Mediterranean destinations such as Greece, Spain and Turkey, where lower costs are more attractive. Greece, having recorded a modest dip in arrivals, is seeking to capitalize on its relative price advantage. The combined effect of soaring prices, low occupancy and labor strain intensifies the competitive squeeze between Croatia and Greece, with Greece positioned to capture cost‑conscious visitors while Croatia wrestles with policy friction and labour disputes.