One of the largest and most significant tourism fairs in the world, the World Travel Market (WTM), is taking place from 4 to 6 November in London. At the Croatian booth, the Croatian Chamber of Economy’s premium tourism platform, Stories, is also showcasing its offer, together with 27 co-exhibitors.
The Croatian tourism delegation includes Tonči Glavina, Minister of Tourism and Sports, Kristjan Staničić, Director of the Croatian National Tourist Board and Andreja Vukojević, Director of the Tourism Sector of the Croatian Chamber of Economy, along with numerous other tourism stakeholders.
Rising UK Interest Boosts Opportunities for Croatia’s Premium Tourism
„The growing interest in Croatia among British tourists aligns with their increasing demand for authentic and personalised travel experiences. Visitors from the United Kingdom are increasingly seeking authenticity, privacy, and a compelling story behind the destination – qualities that are precisely reflected by the members of our Stories platform.
At WTM, we are showcasing their offer and providing new promotional and sales channels through which they can reach British agents in search of unique Mediterranean products. Our focus is on strengthening interest, building connections, and creating opportunities for the market placement of our members. Stories is not only a promotional platform, but increasingly a sales tool that transforms the stories of our members into real business opportunities“, emphasised Andreja Vukojević, Director of the Tourism Sector of the Croatian Chamber of Economy.
Croatia Among Top 15 Destinations for UK Travellers in 2026
„This fair provides valuable insight into the trends that will shape the 2026 tourism year –from travel preferences and habits, to interest in specific destinations, to available budgets and the overall sentiment toward travel. We are presenting Croatia as a high-quality destination that offers good value for money, as an authentic and year-round destination located just over two hours from the UK. Research by the British Travel Association (ABTA) shows that for 2026, Croatia ranks among the TOP 15 markets Britons wish to travel to“, said Minister Glavina, adding that this represents positive signals for the coming year, in which price competitiveness remains crucial.
„It is important that we now come forward with offers that provide good value for money, and therefore I urge the entire tourism sector to be wise and cautious when setting prices, particularly with regard to the main part of the year, for which research shows declining interest, as Britons are increasingly choosing to travel outside the peak season. In addition, we must take into account the economic situation in this market, which is currently a subject of intense discussion in the UK and will also be challenging, and this will certainly affect travel budgets“, concluded Minister Glavina.
Strengthening Partnerships and Expanding Flight Connectivity
Data from the eVisitor system show that during the first ten months of the year, the UK market generated 825,000 arrivals and 4.1 million overnight stays in Croatia, representing an increase of 1 percent in arrivals and 2 percent in overnight stays compared with the same period last year. British visitors recorded the highest number of overnight stays in the Dubrovnik-Neretva and Split-Dalmatia counties, and by individual destinations in Dubrovnik, Split, Konavle, Župa dubrovačka, Rovinj and Zadar.
The complete presentation of Croatian food and wine culture was further enriched by a tasting of Croatian wines, cheeses and other products, organised at the Croatian stand in cooperation between the Croatian National Tourist Board and the Croatian Chamber of Economy. For the first time, within the CNTB stand, a „Find your Pomalo“ corner was also introduced – a space designed for a short break, an escape from everyday stress, and a way of bringing the Croatian pomalo lifestyle closer to international partners.
Co-exhibitors at the fair include the tourist boards of the Dubrovnik-Neretva, Split-Dalmatia, Zadar and Šibenik-Knin counties, the Tourist Boards of the cities of Zagreb, Dubrovnik, Split and Crikvenica, as well as Croatia Airlines, the Croatian Chamber of Economy, Plitvice Lakes National Park, Krka National Park and others.
