Croatia: 'Nowhere does a Christmas market better than Zagreb'

The country’s latest figures show a 9% year-on-year increase in UK arrivals during the first 10 months of the year to 820,000, with an extension of flight schedules from April to November helping flatten the peak.

"Our strategy was to broaden the season – we’re seeing more visitors in spring and autumn, and they are staying for longer too,” said Bisera Fabrio, speaking to TTG at WTM London. 

Dubrovnik’s struggles with overtourism have been well documented, and while the city’s challenges remain, the publicity has inspired some post-Covid travellers to alter their schedules, and take advantage of fewer crowds and more attractive pricing, she explained.

Dispersing tourists will continue to be a priority in 2025, with a particular focus on the east of Croatia and the rural Slavonia region around the city of Osijek. “This feels more Central European than Mediterranean,” said Fabrio.

“It’s another Croatia. There are beautiful yellow grain fields, manors and castles, cycling, fishing, horse riding and wine tourism. The motorway network spreads throughout Croatia so it’s easy to reach and the infrastructure is there – people just need to discover it.”