Central Dalmatia in New York, Tokyo and Brussels: distant markets and gastronomy for the wider tourist season

American and Japanese guests are recording an increase in overnight stays above the county average, while the title of European Region of Gastronomy for 2027 opens up additional space for connecting local offerings and international promotion.

The Split-Dalmatia County Tourist Board presented the offer Central Dalmatia in New York, Tokyo and Brussels, through business meetings, an appearance at a tourism fair, and a presentation of cultural and gastronomic heritage in the European Parliament. Each of these appearances had a different emphasis, from cooperation with American tour operators to the interest of Japanese guests in cultural content and preparations for 2027, when Central Dalmatia will hold the title of European Region of Gastronomy.

These activities are taking place alongside a slight increase in overall tourist traffic. According to eVisitor data, in the first eight months of 2026, Split-Dalmatia County achieved 3,14 million arrivals and 15,34 million nights in commercial accommodation, or 0,9 percent more arrivals and 0,5 percent more overnight stays than in the same period last year. The most overnight stays were achieved by guests from Poland, Germany, Croatia, Bosnia and Herzegovina, the Czech Republic and the United Kingdom.

In addition to these markets, The American and Japanese markets are recording significantly faster growth, although with different shares in total traffic. By strengthening cooperation with partners in these markets, Central Dalmatia additionally presents its cultural and gastronomic offer and contents that give guests reasons to come even outside the summer months.

USA: largest non-European market and 10,3 percent growth in overnight stays

Central Dalmatia participated in the economic forum Croatia - USA Business Forum in New York, organized by the Croatian National Tourist Board and the Croatian Chamber of Economy. The forum brought together around 70 American and 35 Croatian companies, including representatives of the tourism sector, with the aim of connecting and opening new business opportunities between Croatia and the USA.

The importance of this market for Central Dalmatia is confirmed by the results up to the end of August. American guests achieved 212.367 arrivals and 571.822 overnight stays in commercial accommodation, which represents ra 9,2 percent increase in arrivals and 10,3 percent in overnight staysThe USA is the largest non-European market for Central Dalmatia according to both indicators and fifth in terms of the number of arrivals among all markets, including domestic guests.

The Split-Dalmatia County Tourist Board points out the high average spending of American guests, their increasing interest in traveling outside the main summer season, and better air connectivity as an additional incentive for arrivals. During the forum with American tour operators, they discussed tourism news in Central Dalmatia and the possibilities of expanding their offer.

"Tourism is not only the promotion of a destination, but also the creation of concrete business connections and new partnerships", says the county tourist board. It is precisely this kind of cooperation that allows cultural, gastronomic and other content to find a place in the programs of travel organizers, with clearly defined experiences and arrival times.

Japan: cultural heritage and honeymoon as travel motives

Appearance at the fair Tourism EXPO Japan, held from 24 to 27 September in Tokyo, was an opportunity to present Central Dalmatia to the Japanese market and connect with the local tourism sector. According to preliminary data from the organizers, the fair recorded 183.270 visitors, with the participation of 1.420 companies and organizations from 74 countries and 46 Japanese regions.

According to the county tourist board, Japanese travelers recognize Dalmatia as premium destination, and there is a particular interest young couples planning their honeymoonAmong the attractive features, they highlight cultural attractions and walking tours, which provides direction for designing programs that combine accommodation, heritage tours, and getting to know local life.

The Japanese market is growing this year, although its volume is still relatively small. From January to the end of August, Japanese guests achieved 8.520 arrivals and 13.309 overnight stays in commercial accommodation, respectively 14,7 percent more arrivals and 12,8 percent more overnight stays than in the same period in 2025. In addition to attracting new guests, there is also room for development in designing more meaningful itineraries that would encourage longer stays in the region.

During the fair, a working meeting was held with the Croatian Ambassador to Japan, Dražen Hrastić, at which they discussed further strengthening tourism cooperation and the promotion of Croatia and Dalmatia on the Japanese market.

From Dalmatian brunch to European region of gastronomy

Cultural and gastronomic heritage was at the heart of the presentation of Central Dalmatia in the European Parliament in Brussels, as part of the event "Days of Croatian Linguistic History, Culture and Gastronomy". Through the promotional films "The Dream is Real" and "Dalmatian Brunch", the audience was introduced to the landscape, people, everyday life and traditions of the region.

The program was attended by the Director of the Split-Dalmatia County Tourist Board, Ivana Vladović, and guests included the President of the European Parliament, Roberta Metsola, Croatian MEPs Nikolina Brnjac, Davor Ivo Stier and Karlo Ressler, the European Commissioner for the Mediterranean, Dubravka Šuica, and the Minister of Tourism and Sports, Tonči Glavina. The cultural part of the program was completed by the 90-member Tambourine Orchestra of the Slavonian Rhapsody Association, with performances by Katica Marinović and Danijel Curić.

The presentation was held on the eve of 2027, in which Central Dalmatia will to hold the title of European Region of Gastronomy.

/ / / Split-Dalmatia County officially received the title of European Region of Gastronomy for 2027.

/ / / Dalmatian brunch becomes a product, not just a story: SDŽ Tourist Board is building a system, not a campaign

For the tourism sector, this title opens up the possibility of stronger connections between the coast, islands and hinterland through local foods, producers, caterers and customs. Dalmatian brunch It is a good example of content that brings gastronomy closer to the guest through the everyday life of the destination, a shared table and the stories of people who preserve local traditions.

American tour operators were presented with the possibilities of expanding their offer, the Japanese market with cultural heritage and facilities for trips for two, and in Brussels with gastronomy as part of the Dalmatian identity. Central Dalmatia is thus bringing different motives for arrival closer to different markets, with an increasing emphasis on experiences that are also available outside of summer. The title of European Region of Gastronomy for 2027 gives these activities a common theme and an opportunity to present, in addition to well-known destinations, people, places and local products that guests have yet to discover.

Photo: Split-Dalmatia County Tourist Board