Marko Barišić: Croatia’s 2024 tourism revenue hit a record €15 billion, though growth slowed to 2.66%. German tourists spent 8% less amid economic uncertainty, while Australians surged by 80%, totalling €307 million. Key markets like Austria, Slovenia, the UK, and Italy contributed over €1 billion each. Explore how shifting trends in Croatian tourism and diaspora visits reshaped Croatia’s tourism economy.
HNB data confirms assumptions
Data from the Croatian National Bank (HNB) on foreign tourists’ spending by country during the last tourist season have been released. These figures confirm what had already been suspected. Croatian tourism revenue from the 2024 season was again record-breaking, reaching nearly €15 billion. However, growth compared to the previous year was smaller—just 2.66 per cent year-on-year. In contrast, 2023 saw an 11.6 per cent increase in spending compared to 2022.
Germans remain top spenders despite decline
For example, German tourists spent around 8 per cent less in 2024 than the year before, and fewer visited. Nevertheless, they remain Croatia’s most important guests, leaving just under €3.5 billion in our “Lijepa Naša”.
Reasons behind German spending trends
The reasons for this behaviour are clear. Germany faced a recession in 2023, coupled with fears of escalating tensions in Europe. Households even distributed survival leaflets in case of war with Russia.
Germans translated these circumstances into practical calculations. Uncertain times led many to swap their Croatian tourism seaside holidays for mountain hikes in their own country. Competition from cheaper destinations like Greece and Turkey also played a role.
Australian tourists: spending surge despite fewer overnight stays
In contrast, Australian tourists were the absolute hit in Croatia last year. They recorded fewer overnight stays than in 2023 but spent a staggering 80 per cent more—totalling €307 million. They spent, as the saying goes, “as if there were no tomorrow.” This marked the first time Australian spending crossed this threshold within Croatian tourism.
Historical spending trends from Australia
In 2023, Australians spent around €170 million, and in 2019 (the last pre-pandemic year), just €105 million. Australia now ranks just below the Netherlands and above Ireland and Sweden in Croatia’s spending rankings. A significant portion of this spending likely comes from Croatian expatriates in Australia visiting their homeland, which contributes to Croatian tourism.
Key markets: Austria, Slovenia, UK, and Italy
Aside from Germany, Croatia’s most crucial tourists come from Austria, Slovenia, the UK, and Italy. All four countries contributed over €1 billion each to Croatia’s total tourism revenue.
Austrians spent 13.06 per cent less in 2024 than the previous year, while Slovenians dipped slightly more (13.15 per cent), despite record visitor numbers. British spending fell by around 2 per cent, whereas Italians were slightly more generous—spending 3.5 per cent more despite 7 per cent fewer overnight stays.
Stability in spending from Poland, Czech Republic, and Switzerland
HNB data also shows tourists from Poland, the Czech Republic, and Switzerland now spend at levels similar to pre-2023, after a sharp decline that year. Poland, with over €500 million in spending, ranks sixth on Croatia’s top 10 list.
Significant growth from France, Hungary, Slovakia, and BiH
Spending growth of 40–50 per cent was recorded among tourists from France, Hungary, Slovakia, and Bosnia and Herzegovina (BiH), alongside equivalent increases in overnight stays.
Australian spending boom intrigues
However, the most intriguing trend remains the Australian spending boom in Croatia—undoubtedly driven in part by the strong Croatian community there, which is a noteworthy facet of Croatian tourism.
For more information on travelling to Croatia visit the Croatian National Tourist Board website.