Scroll down for more The “Stories – Experience Premium Croatia” platform celebrated its first anniversary in Zagreb, spotlighting the rising value of premium tourism in shaping Croatia as a year-round, sustainable destination. A new market study revealed €1.4 billion in estimated revenue from premium accommodations in 2023, underscoring the growing demand for authentic, high-end experiences that combine quality, culture, and a personal touch.
Premium Tourism on the Rise: Croatia’s High-End Hospitality Generates €1.4 Billion
Last year, the estimated revenue from Croatia’s premium accommodation sector—including hotels, campsites, villas, and marinas—reached €1.4 billion. This data comes from a study conducted for the Stories platform by the consulting agency 505 Savjetovanje, analyzing the potential of premium tourism in both the domestic and global markets. The study was presented as part of the celebration marking the first anniversary of the Croatian Chamber of Economy’s premium tourism platform, Stories – Experience Premium Croatia.
Growth and Market Focus of the Stories Platform
“We were among the first to recognize the need to develop premium tourism and connect stakeholders. Now, we’re marking one year of the Stories platform, which brings together over 150 stakeholders from all areas of premium tourism,” said Luka Burilović, President of the Croatian Chamber of Economy. “Our goal is to position Croatia as a year-round, sustainable tourist destination that emphasizes authenticity and excellence. I believe that with the help of the Stories platform, and the support of the Ministry of Tourism, the Croatian National Tourist Board, and our other partners, we’re succeeding in that mission.”
Investing in the Future: Strengthening Croatia’s Premium Tourism Vision
“The strategic goal of Croatian tourism is to position Croatia as a year-round destination of excellence, authenticity, and sustainability, with a strong focus on premium offerings,” said Tonči Glavina, Minister of Tourism and Sports. “To support this goal, the Croatian government has allocated a record €1.3 billion for projects aimed at improving the quality of tourism services through 2030. The Stories platform plays a key role in this by helping build a recognizable and sustainable premium offering, which directly enhances our competitiveness and global visibility.”
By 2027, more than 6,000 new hotel rooms rated 4- and 5-stars are expected to open across Croatia. This expansion will improve the structure of accommodation offerings, as currently only around 9% of accommodation is in hotels. Of the total hotel capacity, more than half (52%) falls into the upper and high-end categories.
According to HGK’s analysis, Croatia currently offers 20,000 premium hotel rooms (22%), around 10,000 premium camping spots (12%), nearly 3,000 high-end vacation homes (14%), and approximately 9,000 premium-level marina berths (39%). Out of the 92 restaurants in Croatia featured in the Michelin Guide for 2024, one holds two Michelin stars, ten have one star, and three have been awarded the Michelin Green Star.
Crafting an Authentic Identity: Croatia’s Ascent in Premium Tourism
“Premium tourism is on a strong upward trajectory. Our research shows that travelers increasingly seek authentic, personalized experiences and are willing to pay more for them,” said Andreja Vukojević, Director of the Tourism Sector at HGK. The long-term ambition of the Stories platform is to position Croatia as a high-quality destination, with the goal of attracting up to 20% of visitors from premium and luxury segments. While challenges such as seasonality and accommodation structure remain, recent revenue growth and the forthcoming expansion of high-end hotel capacity suggest a clear and confident path forward.
At the panel Branding Destinations through Premium Experiences, participants underscored that emotional connection, authenticity, and personalization are vital to shaping a destination’s premium brand.
“As part of Zagreb’s strategic positioning as an attractive year-round destination, the Zagreb Tourist Board launched the Museums, Maybe project, which promotes 17 innovative collections,” shared Martina Bienenfeld, Director of the Zagreb Tourist Board. “The platform highlights authenticity, creativity, and modern cultural approaches, targeting visitors in search of new experiences and further strengthening Zagreb’s international recognition.”
Maslina Resort on Hvar embodies this shift—blending sustainable design, refined aesthetics, and local culture through a concept of mindful luxury. “Our guests aren’t just looking for a place to stay—they’re seeking a holistic experience that connects them with nature, local culture, and themselves,” said Klara Šoštarić, Hotel Manager at Maslina Resort.
Giorgio Surian, Director and Co-owner of Leonidas Travel, echoed the sentiment: “True luxury lies in a sense of uniqueness, authenticity, and a human touch that stays with guests long after their trip. Personalized experiences—every guide, driver, and curated itinerary—matter more than even the most lavish hotel.”
HGK’s study concluded that to strengthen Croatia’s premium position, the national and destination brand must emphasize exclusivity, sophistication, sustainability, and cultural depth.
“In HGK’s first study on premium tourism, leading international experts identified Croatia’s natural assets, cultural heritage, and high-quality, authentic gastronomy as the country’s most competitive advantages in the premium tourism market,” added Sanja Čižmar, Director of 505 Savjetovanje. “Respondents also emphasized the importance of networking and collaboration among premium providers.”
The anniversary celebration closed with an evening of curated experiences: live music by Meritas and Jelena Radan, the Stories Premium Gourmet Experience, Ana Ugarković’s signature take on the beloved Croatian dessert šnenokle, and tastings from the Stories x Franck Premium Coffee Experience, Stina Wine Experience, and Gin Artisan Experience, a fitting tribute to a platform dedicated to celebrating Croatia’s most refined and memorable offerings.
