Travel agencies in 2025: steady travel growth and changing habits of domestic and foreign tourists

The research, published by the Central Bureau of Statistics, included 1.476 Croatian travel agencies and their branches that organized multi-day trips or mediated the sale of package tours and one-day trips for domestic and foreign tourists during 2025. The data confirms a stable recovery and continued growth in tourist mobility, with clear changes in destination selection and travel structure.

Domestic tourists still travel mostly within Croatia, but interest in traveling abroad is growing

In 2025, Croatian travel agencies organized multi-day trips for a total of 752 thousand domestic tourists. Of these, 400 thousand tourists, or 53,3 percent, traveled within Croatia, while 351 thousand tourists, or 46,7 percent, chose foreign destinations.

Compared to 2024, the number of domestic tourists on multi-day trips increased by 2,6 percent. Travel within Croatia recorded a growth of 1 percent, while interest in foreign destinations increased by 4,5 percent. These data confirm the gradual strengthening of the outbound segment, but also stable demand for the domestic tourism product.

Stable growth in overnight stays and average trip length

Domestic tourists spent 1,5 million overnight stays on multi-day trips within Croatia. The average trip duration remains stable at around four overnight stays per trip, which is identical to the previous year.

Overall, domestic tourists recorded 1,8 percent more overnight stays in Croatia than in 2024, indicating a stabilization of the market and a return to travel continuity after years of changes in spending patterns and vacation planning.

Italy remains dominant, but interest in more distant destinations is growing

In the foreign travel segment, Croatian travel agencies organized trips for 351 thousand domestic tourists who achieved 1,3 million overnight stays.

The most popular destination is still Italy with a share of 25,8 percent. It is followed by Bosnia and Herzegovina, Austria, France, Spain, Germany and Slovenia, while the top ten markets also include Hungary, Turkey and the Czech Republic.

An interesting trend is the growth of travel to more distant destinations. Malta, mainland China, Cyprus, Australia and Japan stand out in particular, where significant growth rates of overnight stays have been recorded. At the same time, cruises have recorded a strong increase of 28 percent in the number of passengers and 30,6 percent in overnight stays, which confirms the growing popularity of organized touring programs.

One-day trips remain a stable segment

In 2025, 445 thousand one-day trips were organized by domestic visitors. Of these, 293 thousand trips were made within Croatia, while 151 thousand trips were directed abroad.

While domestic one-day trips in Croatia remain stable, the international segment recorded a growth of 7,3 percent. The most sought-after destinations remain Austria, Slovenia, Italy, Hungary and Bosnia and Herzegovina, with the growth of interest in Austria and Slovenia particularly noteworthy.

Foreign tourists: Germany is still the leading market

In 2025, Croatian travel agencies organized multi-day trips to Croatia for 2,3 million foreign tourists, who made 12,5 million overnight stays. The average length of stay is around six nights, which confirms Croatia's high attractiveness as a destination for longer holidays.

Germany remains the most important source market with a share of 27 percent. This is followed by the United Kingdom, Poland, Austria, the Czech Republic, Slovenia and Italy, while significant contributions also come from the United States, Hungary and Slovakia.

The USA, Hungary and Slovakia recorded the highest growth in overnight stays, while declines were recorded in Germany, the United Kingdom and Poland. These trends indicate the gradual diversification of broadcasting markets.

Round trips and accommodation trends

Round trips in Croatia account for 6,8 percent of total foreign tourist overnight stays, up 6,4 percent from the previous year. The US market recorded the largest growth, while Germany and the United Kingdom recorded a decline in this segment.

In the accommodation structure, domestic tourists spend the most nights in hotels, while foreign tourists predominantly choose private accommodation. The growth of interest in campsites and alternative forms of accommodation is also noticeable, which indicates changes in travelers' preferences.

Transportation and travel patterns

Buses remain the dominant mode of transport on organized trips, especially among domestic tourists. On trips within Croatia, buses are used by 83,8 percent of passengers, while organized transport is dominant for trips abroad.

Air transport recorded a growth of 20,5 percent, which confirms the trend of accelerated internationalization of travel and greater availability of air travel arrangements through agency channels.

Stable market with clear changes in habits

Data for 2025 shows a stable and mature travel agency market in Croatia. While domestic travel remains the foundation of the market, increasing interest in foreign destinations, the growth of cruises, and changes in the structure of accommodation and transportation indicate the evolution of tourist habits.

Travel agencies continue to play a key role in the organization and distribution of tourist trips, and their adaptability to new trends will be crucial for the further development of the market.