The average hotel spending per night for international markets, at $320, was lower than that of major competitors, and the country stood out for offering "value-for-money" experiences.
TripAdvisor, the world’s largest travel search and review platform, features over 135,000 global destinations and serves more than 463 million monthly users. Through their reviews, travellers evaluate value for money, including experiences in Croatia. This topic was central to research presented by Lena Arbury and Antony Powell from TripAdvisor’s EMEA region team at the event, organised by the Croatian National Tourist Board (HTZ).
Arbury explained that TripAdvisor’s users span all generations, with 52% being men and 48% women. A significant majority—73%—focus on wellness offerings, 93% prioritise travel over other luxuries, and 95% plan to travel in the next 12 months.
For 2024 (data from January to October), their research highlighted common priorities for travellers: sustainability, social inclusion, community well-being, and wellness. Reviews about Croatia on the platform are largely positive, often emphasising the experiences and emotions generated during visitors’ stays.
Croatia’s tourism performance in context
Powell noted that July and August remain the peak months for international arrivals in Croatia, while December sees the lowest traffic. However, Croatia did not rank among the top ten most-viewed countries on TripAdvisor, which included the UK, Germany, Italy, the USA, Austria, France, the Netherlands, Slovenia, Spain, and Sweden.
When compared with five main competitors—Italy, Greece, the USA, Spain, and the UK—Croatia’s average hotel spending per night of $320 was higher only than the UK ($307). Italy led the list with $376, followed by Greece ($355), the USA ($351), and Spain ($336).
The most searched categories for experiences in Croatia included outdoor activities, nature, parks, and sightseeing (over 60%), followed by tours, excursions, and cultural activities. The least searched categories were performances, concerts, and theatre (just 0.2%).
High ratings for service and experiences
Powell shared that Croatian reviews on TripAdvisor are predominantly positive, with notable mentions of excellent service and memorable experiences. Interestingly, the most popular keyword for Croatia in reviews is "food," unlike its competitors, where "tours" dominate.
Frequent themes in reviews for Croatia include landscapes and heritage, tour guide recommendations, culinary delights, and warm hospitality in accommodations. Croatia’s overall destination rating averages 4.4 out of 5—on par with Greece and slightly higher than Italy and the UK (4.3 each) and Spain and the USA (4.2 each).
Experience ratings in Croatia are particularly impressive, averaging 4.7 across all categories, outperforming its competitors. As TripAdvisor representatives concluded, "Croatia matches or exceeds other destinations in terms of value, with experiences being paramount."