The results of the national survey "Attitudes and Spending of Tourists in Croatia – TOMAS Croatia 2025/2026" were presented a few days ago, having been conducted by the Institute for Tourism (Institut za turizam). The survey covered 14,770 tourists across the entire territory of Croatia, providing extensive insight into the characteristics of tourist demand, spending, arrival motives and guest satisfaction.
The results also relate to the structure of guests by age, mode of arrival, travel motive, sources of information and activities undertaken during their stay. Croatia was divided into the Adriatic and Continental regions in the survey, with the Adriatic region being far more important in tourism.
Among the key findings is the rising share of guests with high household incomes. An increasing proportion of guests arrive by air, indicating a change in the mode of tourist arrival. Guest satisfaction levels are high, but at the same time there has been no growth in foreign overnight stays for several years.
A particular problem highlighted is the fall in real daily spending. This means that, despite high satisfaction and changes in the guest structure, the total financial impact per day of stay does not meet expectations.
The TOMAS Croatia 2025/2026 survey therefore provides a complex picture of domestic tourism: on the one hand, the share of wealthier guests and those arriving by air is rising, while on the other hand, growth in foreign overnight stays is absent alongside a fall in real daily spending.
