Recent tourism trends clearly show that travellers are increasingly seeking destinations that offer authentic experiences rooted in local food, culture, nature and events. Against this backdrop, Croatia’s tourism sector is increasingly shifting its focus towards enhancing the quality of its offering and generating greater value for local economies, rather than simply pursuing growth in visitor numbers and overnight stays.
These topics were at the heart of Mastercard’s panel discussion, “The Intentional Traveller – How Moments Shape Travel, Tourism and the Way People Spend”, which featured Andreja Vukojević, Vice President of the Croatian Chamber of Economy; Gea Kariž, Mastercard Country Manager for Croatia; and Alek El-Kazal, Project Director of ULTRA Europe.
Discussing the future development of Croatian tourism, Vukojević highlighted the sector’s growing shift from quantity to quality, with a stronger emphasis on creating authentic experiences that encourage visitors to stay longer and return.
“Tourism today is no longer simply about attracting more visitors – it is about creating greater value. Our goal is for visitors to stay longer, discover what local destinations have to offer, spend with local businesses and leave Croatia with experiences that inspire them to return,” said Vukojević.
She noted that Croatia has all the ingredients needed to develop a higher-value tourism model. However, success will depend on stronger connections between accommodation providers, gastronomy, culture, natural and cultural heritage, events and local producers, bringing these elements together into compelling destination stories that visitors will remember.
This is also the vision behind Stories, a platform developed by the Croatian Chamber of Economy that now brings together more than 200 providers of premium tourism experiences. The initiative encourages collaboration among businesses and supports the development of a more authentic, distinctive and competitive tourism offering.
The panel also explored the role of major international events in destination development. Events such as the ULTRA Europe festival generate economic benefits across a broad range of sectors, including hospitality, accommodation, transport, retail, cultural attractions and local producers. Their wider impact further demonstrates the importance of collaboration among stakeholders in creating a seamless and compelling visitor experience.
The panellists agreed that the future of Croatian tourism does not lie in increasing visitor numbers at any cost. Instead, it depends on building a sustainable, high-quality and authentic tourism offering that delivers greater value to local economies and creates memorable experiences that keep visitors coming back.
