ZAGREB — Europe has a new hot destination – and it’s not Italy, France or Spain.

Travelweekʻs Annie Cicvaric enjoying a break at The Westin Zagreb, host of Croatiaʻs 2025 MEETEX

The unassuming country of Croatia, rich in superlatives, has quietly redefined itself as one of Europe’s top destinations. Most recently, it was voted the top European destination for 2025 by European Best Destinations, a popular travel website.

This milestone – and other accolades such as winning the title of Best European Christmas Market three years in a row – reinforces Croatia’s status as a must-visit destination any time of year.

The transformation of this country, with such a small footprint, on the international tourism stage has been remarkable in the past decade, shifting from relative obscurity for most Canadians, to booming popularity at an astonishing pace.

With thousands of kilometres of stunning coastlines and islands, as well as rich history, culture and nature, itʻs easy to see why this mighty nation of only four million is having no trouble luring tourists and claiming its spot as a top-tier destination.

CANADIAN VISITATION ON THE RISE

Croatia has seen significant increases in visitor arrivals year over year. According to Leila Kresic-Juric, North American Director of the Croatian National Tourist Board (CNTO), “thanks to rising demand – expanded airline routes, and its growing reputation as a luxury and adventure destination, 2025 is expected to be a big year for Croatia.”

Early spring is still strong for tourism in Dubrovnik

Not surprisingly, some of this success is also attributed to the seamless travel experience for EU visitors following Croatia’s recent 2023 entry into the Schengen Zone and Eurozone, bolstering tourism numbers and allowing Canadian citizens to travel visa-free.

Notably, Canadian visitation has increased, with overnights in 2024 up 10% over 2023. And 2025 is shaping up to be the strongest year yet.

Kresic-Juric also touched on the travel industry, with “travel bookings from travel professionals and tour operators accounting for 26% of the market. We see this number growing.”

The most visited regions in Croatia include Dubrovnik, Split and Rovinj, while Zagreb serves as the most visited city and an ideal hub for domestic flights.

YEAR-ROUND TOURISM OPPORTUNITIES

Tourism is one of Croatia’s strongest economic sectors.

To further enhance tourism efforts, Croatia promotes itself as a year-round destination – not just during the peak summer months. Meetings, incentives, conferences and exhibitions (MICE) and group travel have contributed to a 15% uptick in growth in off-season tourism.

Moreover, MEETEX, Croatiaʻs single destination marketing event, has played a pivotal role in this Goldilocks approach. The event’s centrepiece brings together international buyers with local destinations and suppliers through face-to-face networking appointments, adding significant value to this market segment.

This year marked MEETEX’s seventh successful edition, featuring the highest number of participants from Canada and the U.S. to date.

The group at MEETEX, Croatiaʻs single destination marketing event

The conference, hosted in Zagreb, inspires travel to Croatia by creating hundreds of networking connections that drive group and conference business travel. CNTO and Zagreb

Tourism are the main conference sponsors.

In an interview with Travelweek, Goran Pavlovic, the Hosted Buyer Manager at MEETEX, shared insights on future developments. “We are stepping further into the luxury market next year. During the pandemic, we noticed a significant increase in our luxury properties, so we recognize it’s vital for us to focus on this market segment,” he said.

Pavlovic also emphasized the importance of the North American market. “The North American market typically involves longer stays – usually a week – due to more travel time involved, which will open up more opportunities for Croatia, particularly for cities that lack direct access to their own airports.”

He added: “CNTO and local suppliers are invested and committed to the North American market. You will see more of us at your trade shows and workshops to enhance our exposure further.”

YOU ASKED, WE LISTENED

CNTO recently launched its first travel advisor specialist program, the ʻCroatia Full of Life Certificateʻ, as reported by Travelweek earlier this month. This new initiative seeks to equip travel advisors with in-depth knowledge, enabling them to curate unforgettable experiences for travellers interested in exploring Croatia’s rich culture, stunning landscapes and vibrant hospitality.

“We are thrilled to introduce this certification to support travel advisors in promoting Croatia as a year-round destination,” said Krešić-Jurić. “By deepening their knowledge, advisors can inspire travellers with authentic, customized itineraries that showcase Croatia’s unique charm beyond its well-known highlights.”

Kresic-Juric also encouraged the trade to reach out directly with any questions: “We are here because of you, and we look forward to welcoming your clients to Croatia.”

Participation in the certification program is complimentary to travel professionals, with the opportunity for early adopters and top-performing participants to be eligible for special incentives.

For specialist program registration, click here.

SUMMER FLIGHT CONNECTIVITY

Croatia continues to grow as a top European destination, with an enhanced 2025 summer flight schedule of 122 direct connections across 42 countries operated by 57 international airlines.

Most airports anticipate increased traffic, particularly in Zagreb, Split and Dubrovnik.

Summer seasonal flights will resume with Air Transat providing direct service from Toronto to Zagreb. Flights will commence in May through October with 3x flights weekly during peak months.

This year’s enhanced connectivity supports the Croatian National Tourist Board’s goal of positioning Croatia as a year-round destination. It has become easier than ever for visitors from

North America and other regions to access popular coastal hubs and emerging inland areas, boosting the country’s appeal to various travel markets.

For more information on Croatia visit https://croatia.hr/en-gb