The Croatian National Tourist Board (CNTB) is showcasing the country’s comprehensive tourism offerings at the “New York Travel & Adventure Show,” held on January 25–26. This year’s participation is particularly significant, as Croatia holds the status of Partner Country, with its pavilion also receiving the prestigious Best Pavilion Award at the show.
Leila Krešić-Jurić, Director of the CNTB office in New York, is joined by a Croatian tourism delegation led by Minister of Tourism and Sports, Tonči Glavina, and CNTB Director, Kristjan Staničić.
“I am pleased to announce that, according to the Luxe Report from Virtuoso, a leading global luxury travel network, Croatia has been ranked among the top five global destinations for 2025. This recognition reinforces Croatia’s international appeal and underscores our efforts to position the country as a destination offering quality, diversity, and unique experiences,” Minister Glavina stated. He highlighted sustainability and year-round tourism as key strategies for strengthening Croatia’s position on the global market.
A special program within the Croatian exhibition space included a press conference titled “Unveiling Croatia’s 2025 Travel Initiatives, Tourism Strategies, and Exciting Developments for the Year Ahead.” It emphasized goals such as sustainability, creating unique experiences, and promoting off-peak and continental destinations.
“Croatia’s popularity among American travelers, our most important long-haul market, continues to grow. Americans particularly value our country for its safety and unique experiences, often visiting outside the peak season. This greatly supports the development of year-round tourism,” said CNTB Director Staničić.
In addition to the main pavilion activities, Croatia’s role as Partner Country was celebrated with a presentation at the Destination Theatre. The delegation also held meetings with strategic partners, including Sky Vacations, a U.S.-based tour operator specializing in lesser-known Croatian destinations, and organizers of the Spartan Trail, set to take place again in Croatia this year.
“By serving as the Partner Country at this leading U.S. travel show, Croatia has reaffirmed its status as a highly desirable destination for American tourists. It’s no longer a question of whether Americans know about Croatia, but rather how much they know and when they plan to return,” commented Krešić-Jurić.
Alongside the CNTB, 20 co-exhibitors presented their offerings at the Croatian pavilion. The event was also attended by Croatian Ambassador to the U.S. Pjer Šimunović, Permanent Representative to the UN Ivan Šimonović, and Consul General in New York Nikica Kopačević.
The importance of Croatia’s presence at the show is underscored by its strong performance in the U.S. market. Last year, Croatia welcomed over 776,000 arrivals and 2.2 million overnight stays from American travelers, representing a 9% increase in arrivals and an 8% increase in overnight stays compared to 2023. Popular regions included Split-Dalmatia, Dubrovnik-Neretva, and Istria, with top destinations being Dubrovnik, Split, Zagreb, Hvar, and Rovinj.
Minister Glavina also took the opportunity to meet with representatives of the UN Economic and Social Council to discuss Croatia’s contribution to sustainable development goals. Additionally, he held talks with Navid Hanif, UN Assistant Secretary-General for Economic Development, about sustainable tourism reforms and engaged with the Croatian-American professional community and the parish of St. Cyril and Methodius and St. Raphael in New York.
