Despite rising costs, holidaying in Croatia is becoming an increasingly common choice for domestic tourists – 74% of citizens plan to spend their summer vacation within the country this year, a four-percentage-point increase compared to last year. At the same time, the average amount citizens intend to spend on their holiday has risen to €1,246, which is €163 more than last year. These are the findings of the latest MasterIndex survey conducted by the agency Improve for Mastercard in April this year, among more than 1,000 banking service users aged 18 to 55.
The average summer holiday in Croatia will last 9.6 days, almost identical to last year. Shorter trips of up to 7 days are planned by 56% of citizens, more commonly among those under 29. On the other hand, 32% of respondents plan a vacation lasting between 8 and 14 days, typical for those over the age of 40. The longest holidays are planned by those staying in their own vacation homes or with friends, averaging 14 days.
Overall, 92% of respondents plan at least one trip during the year. In addition to domestic travel, there is a growing interest in visiting neighboring countries in the region, planned by 30% of citizens. Additionally, 28% are considering travel within Europe, while 6% plan to visit another continent. This trend aligns with broader European travel behavior in 2025, driven by a desire for authentic experiences – exploring new cultures, enjoying local cuisine, and personal growth.
Hotel Stays on the Rise, Along with Planned Spending
Private accommodation remains the most popular choice for 52% of citizens, while 32% plan to stay in their own vacation homes or with friends. Interestingly, there is a rise in interest in hotels – 22% of respondents plan to stay in hotel accommodations this year, five percentage points more than last year. Hotels are more frequently chosen by citizens with higher incomes, as well as those from Northern Croatia and Dalmatia.
Those who choose hotels are also willing to spend more – 45% of them plan to spend over €1,500, especially for higher-category accommodations. Still, the majority of citizens opting for paid accommodation (68%) are choosing mid-range options – two- or three-star hotels – aligned with moderate price ranges. Guests staying in such accommodations plan to spend an average of €1,105, while those opting for luxury four- and five-star hotels expect to spend an average of €1,823. This difference is also reflected in daily spending per person: guests in mid-range accommodation plan to spend €106 per day, while those in luxury accommodations expect to spend as much as €153 daily.
Notably, the highest planned holiday spending is reported among citizens aged 40 to 49, who intend to spend an average of €1,490. Young people under 29 more often plan more modest vacations – 41% of them say they’ll spend up to €500. This year’s average planned daily spending per person is €105, an increase of €17 compared to last year.
“The growing number of citizens choosing domestic vacations, along with increased planned spending, confirms the rising appeal of local offerings – not only because of natural beauty, but thanks to diverse attractions and quality experiences,” said Gea Kariž, Mastercard’s Country Manager for Croatia. “Through our Uplift initiative, Mastercard has been investing for years in supporting such values – empowering small businesses with knowledge, digital tools, and sustainable practices to create offerings that meet modern expectations. This strengthens not only the local economy but also promotes long-term tourism development that benefits both visitors and the communities that welcome them.”
Best Value for Money Is the Top Priority When Choosing a Destination
When selecting a holiday destination, citizens most value good value for money (64%) and affordable accommodation (63%). Avoiding crowds is also becoming increasingly important – quieter places and islands are becoming more attractive to 45% of respondents, a four-point increase compared to last year. Other key factors include good transportation links (34%), favorable climate (29%), and quality culinary offerings (24%). Transport costs are a consideration for 21% of respondents.
Fewer citizens consider cultural offerings, nightlife, or specific events when choosing a destination, and even fewer prioritize shopping opportunities or access to quality healthcare. As expected, younger respondents under 29 more often highlight the importance of nightlife (26%), events (18%), and shopping (16%), while those over 50 give priority to cultural attractions.
For citizens traveling with family, key factors include avoiding crowds (57%), good transportation connections (40%), and favorable weather conditions (33%), while solo travelers and those vacationing with friends have different criteria when choosing a summer destination.
These findings show that Croatian citizens are increasingly seeking travel experiences that go beyond the traditional holiday – they want personal, fulfilling experiences that leave a lasting impression. This is where Croatia has the opportunity to position itself as a top destination in the emerging experience economy, thanks to the authenticity and high quality that modern travelers increasingly recognize and appreciate.
