EN
HR
At the 7th session of the Tourist Council Croatian National Tourist Board (HTZ) were adopted Amendments to the Annual Work Program for 2026, which adapt planned activities to current market conditions and the needs of the tourism sector.
The CNTB explains that the changes were necessary due to changes in the implementation of individual activities, new cooperation proposals, and market trends that affect the realization of planned projects during the year.
According to the new financial assessment, The total revenue of the CNTB for 2026 will amount to 58.790.814 euros, which is why, in accordance with the Act on Tourist Boards and the Promotion of Croatian Tourism, it was necessary to harmonize the Annual Work Program.
More funds for the promotion of Croatia
The biggest changes relate to the reallocation of funds within the existing budget in order to further strengthen Croatia's promotional activities on domestic and foreign markets.
Additional funds will be directed to:
- digital marketing,
- more intensive advertising,
- implementation of new marketing campaigns,
- strengthening cooperation with airlines,
- last minute promotional campaigns.
One of the most important projects remains the brand promotion campaign Local Host, which promotes registered hosts in family accommodation who meet the prescribed conditions for providing hospitality services in the household.
Focus on less developed tourist destinations
The amended work program also foresees the continuation of activities aimed at a more balanced development of Croatian tourism.
Special emphasis is placed on the promotion of less developed tourist areas and improving cooperation with partners from the tourism industry in order to further increase the competitiveness of Croatian destinations.
In addition to promoting Croatia in key source markets, the CNTB plans to continue developing innovative marketing and communication activities that will follow contemporary trends in travel and digital promotion.
Adapting to the market and tourism trends
The Croatian Tourist Board points out that changes to the work program represent a response to changes in the tourism market, but also an opportunity for more efficient use of available funds.
The goal is to further strengthen the visibility of Croatia as an attractive tourist destination, increase the effectiveness of promotional campaigns, and, through cooperation with partners from the tourism sector, continue to encourage sustainable growth of Croatian tourism during 2026.
Photo: HTZ
