Tourism in Europe is set to reach or surpass record-breaking results from 2019 this year, particularly in Mediterranean destinations. Croatia, in particular, has already exceeded those results by June, according to Kristjan Staničić, the director of the Croatian Tourist Board (HTZ) and vice president of the European Travel Commission (ETC).
Based on preliminary data from the eVisitor system, Croatia welcomed 3.5 million tourists, who generated 10.7 million overnight stays from the beginning of the year until May 27th. This represents a 27% increase compared to the same period last year and a 3% increase compared to 2019.
By the end of May, nearly half of all arrivals (1.4 million) and 4.8 million overnight stays had already been recorded, showing a 3% increase compared to the same period in 2019 and a 24% increase compared to May of last year. Staničić, after being reelected as the vice president of the ETC, highlighted the positive forecasts for the upcoming tourist season, with promising announcements from key markets and the lifting of the pandemic restrictions. However, he believes it is time to shift the focus from mere tourism figures and emphasize the development of new experiences and motives for visits during the pre- and post-season periods.
The tourism sector's overall focus should be on the sustainability of tourism and positioning Croatia as a year-round destination. Staničić emphasizes the opportunity in distant markets and the trend of more tourists seeking ideal vacation times before and after summer, avoiding high temperatures and crowds while benefiting from lower prices.
Croatia has been recognized at ETC meetings, even during the pandemic, as one of the most successful tourist destinations. Expectations for this tourist season are high not only for Croatia but also for other ETC member countries, as research conducted by the ETC indicates a strong intention among Europeans to travel. More than half of Europeans have already booked their next trip, and 59% plan to take two or more trips by the end of September.
Regarding the impact of rising prices on demand, Staničić points out that this year, more Europeans (24%) are concerned about prices compared to last year (18%). Similarly, concerns about the general economic situation and personal finances persist. However, travelers still want to explore and expect to spend more on their trips in the next six months. They may also try to save money by planning their trips outside the peak summer months when prices tend to be more favorable.
Increase in American tourists expected this year
It is anticipated that there will be an increase in tourist arrivals from the United States in Europe this year, with a 15% increase in airline seat capacity compared to 2022 and a 3% increase compared to 2019. Investments in tourism marketing and promotion have also increased across various countries.
Staničić highlights that many of Croatia's competitors have increased their marketing efforts compared to previous years, with some withdrawing funds from EU funds and national tourist organizations partnering with the private sector. These collective efforts contribute to the anticipation of better results for all involved parties.
The budget of the Croatian Tourist Board for this year is around 34.8 million euros, which is about 4% higher than last year. Staničić emphasizes that these figures are significantly exceeded by some of Croatia's competing destinations, making Croatia's success even more noteworthy.
Currently, the Croatian Tourist Board is implementing a major promotional campaign in 14 markets, which has already reached over 150 million users through social media and display advertising. Staničić expects excellent results from this campaign in terms of tourism traffic, as it has led to additional media coverage of Croatia in Austria, France, Italy, the Netherlands, Germany, Slovakia, and the United Kingdom.