On Monday, 26 October 2026, the results of the national survey Tourist Attitudes and Expenditure in Croatia – TOMAS Croatia 2025–2026, conducted by the Institute for Tourism, were presented at the Croatian National Tourist Board. The presentation was attended by Tonči Glavina, Minister of Tourism and Sport; Kristjan Staničić, Director of the Croatian National Tourist Board; Damir Krešić, Director of the Institute for Tourism; and representatives of the tourism sector.
The survey was conducted among a sample of 14,770 tourists in 153 destinations across Croatia and covered more than 4,200 accommodation establishments. The results provide detailed insights into the characteristics of tourist demand, travel motivations, tourist activities, expenditure and satisfaction with their stay in Croatia.
One of the key findings is the increase in average daily tourist expenditure. In Adriatic Croatia, it amounts to EUR 162 per person, representing a 15% increase compared with 2022. In Continental Croatia, it reaches EUR 164 per person, an increase of 21%. The Adriatic region has also recorded a higher share of expenditure on additional destination-related amenities and services, highlighting the growing importance of a diverse tourism offering.
The results also reveal changes in the structure of tourist demand. The Adriatic region has seen an increase in the share of visitors with greater purchasing power, while the proportion of international tourists visiting Croatia for the first time rose from 14% in 2022 to 22% in 2025. At the same time, 60% of international visitors had visited Croatia at least three times, confirming a high level of loyalty among returning guests.
The survey also confirms high levels of tourist satisfaction, particularly with Croatia’s natural beauty, personal safety, atmosphere and hospitality. Almost 69% of visitors to Continental Croatia and 58% of visitors to Adriatic Croatia would be very likely to recommend the destination they visited.
The Institute for Tourism has been conducting TOMAS surveys since 1987, making them among the longest-running continuous studies of tourist demand in Europe. Their particular value lies in their ability to track long-term changes in tourist characteristics and behaviour and to provide a reliable evidence base for decision-making.
At a time when tourism development is increasingly assessed in terms of sustainability and the quality of the visitor experience, the TOMAS survey results provide an important basis for tourism policy development, strategic planning, destination management and business decision-making.