EN
HR
Citizens' interest in spending their summer holidays in Croatia remains stable: even 74% of respondents plan to spend their summer vacation within the country which is at the level of last year's results.
At the same time, planned spending is increasing: citizens will spend an average of 1.404 euros on their summer vacation, which is 158 euros more than last year. These are the data of the latest MasterIndex research conducted for Mastercard by the Improve agency in March of this year on 1009 users of banking services aged 18 to 55.
Longer vacations and higher daily consumption
The average duration of a summer vacation this year is 10,5 days, which is almost a day more than last year. Shorter trips continue to dominate: 53% of citizens plan a vacation of up to 7 days, especially younger people and those with lower incomes, while about a third plan to stay for 8 to 14 days.
On average, for a summer vacation plans a total expenditure of 1.404 euros which is 158 euros more than the previous year. The highest planned spending is among those who will be staying in hotel accommodation - a total of 1.911 euros.
The growth in total consumption is accompanied by an increase in the daily budget: citizens plan to spend 117 euros per person per day, which is 12 euros more than last year. As many as 64% plan to spend more than 50 euros per day, and 37% more than 100 euros, which further confirms the growing willingness of citizens to spend more during their vacation. Those who travel with a partner (152 € per day) or friends (143 €) spend the most, while spending is significantly lower for family trips. The average daily spending is especially growing among those who choose higher-category hotels and accommodation.
Private accommodation dominates, but interest in higher quality is growing
As in previous years, private accommodation remains the most common choice (49%), while 35% of citizens choose their own real estate or stay with relatives and friends. This option is associated with longer stays and lower overall spending. At the same time, 20% plan to spend their summers in a hotel.
A clear shift towards quality is visible. Even 37% of citizens choose higher category accommodation which is a significant increase compared to the previous two years (+6 percentage points compared to last year and +8 compared to 2024). However, the majority (63%) still chooses medium-standard accommodation.
Finances remain a key obstacle
Although most respondents plan to travel, financial reasons remain the main barrierAmong those who are not planning a summer vacation, 38% cite financial reasons (insecurity or impossibility), while 36% say they already live by the sea.
In addition, only 46% of citizens are absolutely sure that they will take a summer vacation, while 15% are absolutely sure that they will not travel, which indicates that uncertainty is still present.
Inflation remains the biggest concern related to travel (42%), but it recorded a drop compared to last year by as much as 11 pp. At the same time, there is growing concern about the geopolitical situation (25%, +13 pp), which points to a broader context of travel decision-making.
What decides when choosing a destination
When choosing a destination, citizens most value the opportunity to relax and rest (61%), a good price-quality ratio (60%) and the price of accommodation (58%). When choosing a destination, an assessment of the possibility of spending an active holiday (involvement in sports and adventure activities) is also important, especially among young people and those who choose higher-quality accommodation, while older people emphasize peace, less crowds and rationality of costs. A good gastronomic offer is key for 25% of respondents, and good nightlife for 13%.
"These results show that citizens, despite financial pressures, are not giving up on travel, but are increasingly choosing quality and a holistic experience – from accommodation to content at the destination. That is why, through Uplift, our program to support small and medium-sized entrepreneurs in tourism, and the initiative Uplift – a friend of Croatian cuisine", we are working on a long-term connection between education, identity and tourism, with the aim of defining, developing and presenting the Croatian tourist offer to the world", she pointed out Gea Kariz, director of Mastercard in Croatia.
Travel remains high on the priority list
As many as 93% of citizens plan at least one trip in 2026., most often within Croatia (76%), but also within Europe (28%) and to neighboring countries (26%). Thus, travel remains one of the key priorities of citizens, despite economic and global challenges.
