The Croatian National Tourist Board (HTZ) is showcasing the full breadth of Croatia’s tourism offer at this year’s World Travel Market (WTM) in London — one of the most important global travel industry events — where partners have announced plans to expand their programmes for Croatia in 2026.

Running from November 4 to 6, the London fair gathers tourism professionals from across the world, with Croatia represented by a national delegation led by Tourism and Sports Minister Tonči Glavina and HTZ Director Kristjan Staničić, alongside 27 co-exhibitors at the Croatian stand.

“WTM offers invaluable insight into the trends that will shape tourism in 2026 — from traveller preferences and destination choices to budgets and general travel sentiment,” said Minister Glavina. “We’re presenting Croatia as a quality destination offering excellent value for money, authenticity, and year-round appeal, located just over two hours from the UK. So far this year, the UK has been among our top ten foreign markets, with very positive perceptions of Croatia as a high-quality destination offering true value for visitors.”

Glavina highlighted that Croatia’s strong reputation is backed by research from the Association of British Travel Agents (ABTA), which ranks Croatia among the Top 15 destinations Britons wish to visit in 2026.

He also urged the tourism sector to remain mindful when setting prices for next year, noting that British travellers are increasingly opting for trips outside the traditional peak season and that economic challenges in the UK could influence travel budgets.

Jet2 strengthens ties with Croatia

On the opening day of WTM, the Croatian delegation met with major partners including Jet2.com & Jet2Holidays, EasyJet Holidays, ABTA, Travel Weekly, and the P-11 Group (Wimbledon).

The event also saw the signing of a Cooperation Agreement between HTZ and the Jet2 Group, represented by Kristjan Staničić and Jet2’s Director of Corporate Affairs and Sustainability David Neill.

“This year, we’ve recorded growth in both arrivals and overnight stays from the UK, confirming Croatia’s rising position among the most desirable Mediterranean destinations for British travellers,” said Staničić. “British tourists are excellent guests — they travel throughout the year, make quick travel decisions, and seek safe, authentic, and high-quality destinations. Our partnership with Jet2, which already connects eight UK cities with Croatia via 16 routes, plays a vital role in increasing accessibility and promoting Croatian destinations.”

Staničić added that reliable air connectivity is essential for extending the main tourist season and strengthening Croatia’s year-round tourism offer.

Positive trends from the UK market

According to data from the eVisitor system, the UK market recorded 825,000 arrivals and 4.1 million overnight stays in Croatia during the first ten months of 2025 — up 1% in arrivals and 2% in overnight stays year-on-year.

British visitors most frequently stayed in the Dubrovnik-Neretva and Split-Dalmatia counties, with leading destinations including Dubrovnik, Split, Konavle, Župa dubrovačka, Rovinj, and Zadar.

Authentic Croatia takes centre stage

“WTM is crucial for further strengthening Croatia’s position on one of our most important markets,” said Bisera Fabrio, Director of the HTZ Representative Office in London. “British travellers appreciate Croatia for its natural beauty, cultural diversity, excellent cuisine, and high accommodation standards. Through events like this, we highlight these values while promoting sustainable tourism, authentic experiences, and the cultural richness of our regions.”

Fabrio added that media and partner interest in Croatia continues to grow each year, proving that consistent promotional work and collaboration with the UK market deliver tangible results.

Croatia debuts at WTM Trend Fest

A highlight of this year’s fair is the new WTM Trend Fest, a vibrant cultural zone showcasing gastronomy, wellness, pop culture, sport, and adventure through live performances, sensory experiences, and chef demonstrations.

Representing Croatia were Rudolf Štefan, Michelin-starred chef and owner of Pelegrini in Šibenik, and Ante Udovičić, head chef at the luxury Lemongarden Hotel on Brač and member of Jeunes Restaurateurs (JRE). Their presentation blended Croatia’s rich culinary heritage with contemporary trends, highlighting the diversity of local ingredients and the creativity defining the country’s modern gastronomy.

The culinary showcase continued at the Croatian stand with tastings of Croatian wines, cheeses, and artisanal products, organised in cooperation with the Croatian Chamber of Economy (HGK).

Adding a relaxed local touch, this year’s stand also featured a “Find Your Pomalo” corner — an inviting space designed to introduce international partners to Croatia’s signature slow-living philosophy and offer a brief escape from the bustle of the trade fair.

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