Scroll down for more Croatia’s leading tourism professionals met in Višnjan to discuss the future of sustainable and premium tourism. The event was part of The Season of Stories, a campaign by the Croatian Chamber of Economy’s Stories – Experience Premium Croatia platform, dedicated to promoting high-value, year-round tourism experiences.
Strong Results for Istria’s Premium Segment
In the first nine months of 2025, Istria recorded over 4.8 million arrivals and 29 million overnight stays, confirming its continued focus on quality and added value. High-standard hotels, upscale campsites, and exclusive accommodation achieved the strongest results.
Sustainability as the Cornerstone of Growth
“Istria is a beacon for Croatia when it comes to developing premium tourism,” said Andreja Vukojević, Director of HGK’s Tourism Sector. “Sustainable tourism means attracting as many guests as destinations can support—without compromising heritage. The focus is on fewer guests, higher quality, and long-term value.”
Extending the Tourist Season
Denis Ivošević, Director of the Istria Tourist Board, highlighted that September saw 8% more arrivals and overnight stays than the same month last year, signaling progress in reducing seasonality: “We remain focused on quality and the premium segment—from luxury hotels to authentic inland experiences.”
Authentic Experiences Define Premium Tourism
The event was hosted at Borgo Lapis, a villa that blends traditional architecture with modern design. Owner Estelina Rudan emphasized that premium tourism today is about authenticity rather than luxury alone: “Guests seek places that connect them with local stories, flavors, and people—creating emotional, lasting impressions.”
Interior designer Boris Ružić underscored the importance of architecture and design in shaping the guest experience, noting that Istria’s natural and cultural elements are essential to its premium appeal.
Croatia’s Premium Story on the Global Stage
The Season of Stories campaign continues across Croatia, showcasing destinations that embody quality, authenticity, and sustainability. The Stories platform is also participating this week at ILTM North America, where over 50 one-on-one meetings with international travel agents have been arranged to promote its members to the global premium tourism market.
