Scroll down for more The participation of Croatian companies at one of the world’s most significant premium tourism fairs – the International Luxury Travel Market (ILTM) Cannes – was again this year organized by the Croatian Chamber of Economy with its brand Stories – Experience Premium Croatia and the Croatian National Tourist Board. This year, 16 companies and a total of 40 representatives from the tourism sector took part.
ILTM Cannes brings together key global players in the premium and luxury travel segment and opens new business opportunities.
Strengthening Croatia’s High-Value Tourism Through Strategic Networking
„For Croatian companies, this is a valuable format for business networking. In just three days, they gain access to contacts that are otherwise almost impossible to reach – agents who work exclusively with high-spending clients and whose destination choices directly influence market trends. The key value of the fair for us is that we are able to present a comprehensive story of Croatia as a destination of high added value. During the meetings we also receive feedback on what partners are looking for, what our strengths are, and in which areas we need to further enhance our offering. These are concrete insights that help us make informed decisions”, said Andreja Vukojević, Director of the Tourism Sector and the Marketing and Communications Department of the Croatian Chamber of Economy.
Record Attendance Highlights Croatia’s Strategic Presence at ILTM Cannes
The participation of Croatian companies at ILTM Cannes is part of activities aimed at strengthening Croatia’s recognition as a year-round, high-quality destination. ILTM Cannes 2025 was held from December 1 to 4. More than 9,000 delegates and around 2,500 buyers from 84 countries took part, and more than 100,000 meetings were held.
„Premium offerings based on authentic experiences, top-quality service, and sustainability are extremely important for positioning Croatia as one of the leading tourist destinations in the Mediterranean. The premium segment brings higher added value, encourages investment in quality, and attracts guests to our country during the pre- and post-season periods. In this context, our participation at ILTM is of great importance because it is a prestigious global platform where we have the opportunity to further strengthen our position on the global map of premium destinations and demonstrate that Croatia can provide unique, year-round experiences that even the most demanding guests expect,” said Kristjan Staničić, Director of the Croatian National Tourist Board, adding that the development of premium offerings lies at the heart of the Strategic Marketing and Operational Plan of Croatian Tourism.
Croatia Showcases Authentic Premium Experiences to Global Partners
At the fair, representatives of Croatia’s premium accommodation sector – from island resorts to city hotels – presented to international partners products that are becoming increasingly competitive in leading Mediterranean markets.
„We held productive discussions with partners who shape trends in luxury travel. We believe that this year’s ILTM will further strengthen Lošinj’s visibility on the international stage and lead to new collaborations. We certainly built new partnerships and showcased our unique portfolio of luxury hotels and villas,” explained Lara Soldičić Vodarić, Director of Sales for the Leisure and Corporate Segment at Lošinj Hotels & Villas.
In addition to the hotel sector, Croatian specialized DMCs offering experiential travel also participate in ILTM. Among them is Rewind Croatia, whose CEO, Lukša Malohodžić, describes the fair as a series of 15- to 20-minute “speed-dating” meetings.
„In short, intensive conversations with agents, we discover what truly motivates their clients to come to Croatia. Our motivation is for guests who arrive through these partners to experience Croatia as a country they want to return to, not just ‘check off’ from a destination list. ILTM gives us the opportunity to tell the stories of our skippers, guides, winemakers, and small family businesses—the people who are actually the true carriers of the premium offer. When a partner recognizes this authenticity, we know that their guests will arrive with the right expectations and openness to experience the best that Croatia has to offer,” said Malohodžić.
The delegation in Cannes also promoted Croatian gastronomy, offering local liqueurs, candied orange peel, sugared almonds, and the iconic Bajadera chocolate, thus presenting Croatian authenticity through its flavors.
In addition to individual meetings, the Croatian delegation this year further strengthened visibility through the recognizable Stories – Experience Premium Croatia identity, which integrates premium accommodation, gastronomy, and experiences.
