A key highlight of this year’s promotion of Croatian tourism in the U.S. market is Croatia’s status as a partner country, and the Croatian pavilion received special recognition as the best one at the fair, the Croatian National Tourist Board (HTZ) said on Sunday. The fair is taking place on 25 and 26 January, showcasing Croatia’s full tourism offerings.
Croatia’s inclusion among the top five destinations further reinforces its international recognition in the global tourism market, said Glavina. Through a comprehensive tourism reform, we aim to achieve better results by strengthening Croatia’s position as a destination that offers quality, diversity, and unique experiences, he added.
The goal, he emphasised, is to ensure that Croatia remains synonymous with quality, authenticity, and sustainability through investments, thereby attracting tourists, including those from the U.S., throughout the year.
Among the key objectives and trends in Croatian tourism this year are a focus on sustainability and the creation of unique experiences outside the peak season and in the country’s continental regions.
HTZ director Kristjan Staničić said American visitors appreciated Croatia for its sense of safety and distinctive experiences. Since they often visit outside the peak summer months, they play a significant role in the development of year-round tourism.
The Croatian delegation held meetings with various strategic partners, including U.S. tour operator Sky Vacations, which promotes lesser-known Croatian destinations as ideal off-season retreats. A meeting was also held with the organisers of Spartan Trail, which will once again take place in Croatia this year, the HTZ said.
Alongside the HTZ as the main exhibitor, 20 Croatian co-exhibitors are also showcasing their offerings at the Croatian stand.
Last year, Croatia recorded over 776,000 arrivals and 2.2 million nights from the U.S. market, representing a 9% increase in arrivals and an 8% rise in nights compared to 2023, according to the HTZ.