Croatia no longer a cheap destination, but visitors are still spending
by croatiaweek
July 12, 2026
in
News
Foreign visitors continue to spend more in Croatia despite the country’s growing reputation as a more expensive holiday destination.
Although Croatia is no longer widely seen as a low-cost destination, many visitors say rising prices are not unique to the country.
“I think everything is expensive. Greece is expensive and Spain is expensive too,” a visitor from Slovenia tells HRT.
Business representatives say Croatia’s pricing has become increasingly comparable with other European destinations since joining the European Union.
“Tourism changed a long time ago and with the entry into the European Union, prices are more or less competitive, maybe some products are more expensive, others are cheaper, when we level out, we are there,” emphasises Joze Tomaš, president of the Croatian Chamber of Commerce and Industry – ŽK Split.
In Istria, where campsites attract large numbers of visitors, tourists continue to spend in local supermarkets and restaurants rather than bringing supplies from home.
“We only brought tomatoes and a few beers for the first day. Everything else we buy here. Every second day we go to restaurants,” said Johan from Germany.
Fiscal data also points to continued consumer spending. In Istria, the number of retail transactions during the first half of the year remained broadly in line with last year, while restaurants and cafés recorded higher transaction volumes.
The total value of fiscalised receipts in restaurants and cafés reached almost €564 million, up 15% compared with the same period last year.
The number of issued receipts also increased by almost 6%, with spending growing faster than inflation.
However, not all hospitality businesses have experienced stronger trade. Some restaurant and café owners in city centres say business has remained similar to last year, particularly during periods of extreme heat.
Industry representatives also point to growing competition, with many new restaurants opening in recent years. As a result, while overall visitor spending is increasing, average revenue per business may be under pressure as customers are spread across a larger number of venues.
Many visitors continue to view Croatian prices as reasonable.
“Prices are normal, similar to Germany,” said Hans, a tourist from Germany.
Omnia, visiting from Australia, added: “I was told Croatia was much more expensive than Spain, but it isn’t. And even if it were, it’s worth it. It’s beautiful.”
Tourism officials say perceptions often depend on previous experience.
First-time visitors generally have few complaints about prices, while returning guests who remember lower costs are more likely to notice the increase.
According to the latest figures, foreign tourists generated €945.2 million in the first quarter of 2026, representing a 9.2% increase compared with the first quarter last year.
Compared with figures from the first quarter a decade ago, foreign tourist revenue has increased by more than €509 million, meaning tourism income has more than doubled over the past ten years.
Last year, foreign tourists generated €15.298 billion in revenue, up 2% on the previous year.
Sign up to receive the Croatia Week Newsletter
