Home-grown food and drink are the primary motivation for visiting agrotouristic farms, according to the first results of the 'Citizens' Attitudes towards Agrotourism' survey published by the Croatian Rural Tourism Association (URTH). The survey was presented in Ivanić-Grad on 14 October 2026.
Nearly nine in ten respondents have visited an agrotouristic farm. Among visitors, more than four-fifths come for local food and drink, while nature and socialising are also important. Nearly three-quarters visit for family outings, and more than four-fifths make day trips without overnight stays.
Own production and the sale of local products are fundamental elements of the offer. Particular emphasis is placed on satisfaction with the hospitality of hosts and the quality of service. Over two-thirds of visitors consumed tourism services, with the most common being tours and presentations of the farm, as well as participation in agricultural activities.
Only about a quarter of respondents believe agrotourism holds the position it deserves in Croatian tourism. On the other hand, more than four-fifths support further promotion of agrotourism and recognise its importance for the sustainability of the Croatian countryside. Regarding obstacles to more frequent visits, nearly half cite a lack of free time, and more than a third cite a lack of information about offers. Visitors most often rely on recommendations from relatives and friends.
The head of the Croatian Rural Tourism Association is Aleksandra Kuratko Pani, MSc. The Association has extended the deadline for participation in the survey to 27 October 2026. It calls on citizens from across Croatia, especially young people, to complete the anonymous online questionnaire by that date. Completing the questionnaire takes about five minutes.
The results are preliminary and relate to participants in a voluntary online survey, with final results to be published in the first half of November. The survey is conducted within the framework of the 'Career Development and Skills Upgrading in Rural Tourism in the Republic of Croatia' project, with financial support from the Ministry of Tourism and Sport, the Istria County, the Environmental Protection and Energy Efficiency Fund, and members and partners of URTH.
