Croatia is in the midst of its summer peak, with over 600,000 visitors staying across the country during the final weekend of June. While that figure is slightly below the same period last year, tourist arrivals are up 5% and overnight stays have increased by 7%. The familiar hotspots—Dubrovnik, Split, the Dalmatian Coast—continue to draw crowds, but the Croatian National Tourist Board (CNTB) is keen to steer travellers toward lesser-known corners of the country.
Miro Drašković, director of the Dubrovnik Tourist Board, acknowledged the challenges facing the industry in 2026. “All in all, we are still in the plus of 1%, which is satisfactory considering the geopolitical situation in the world and everything that is currently happening in tourism,” he told Croatian Radio and Television. Meanwhile, Split is gearing up for the three-day Ultra Europe festival in July, with headliners Calvin Harris, Afrojack, and Miss Monique. Visitor numbers there are roughly on par with last year.
When to Visit and Where to Go
According to Saša Popovac, CNTB’s director of strategic planning, sustainability, and tourist experience, the country’s appeal now extends well beyond the Game of Thrones filming locations. “No matter what season you choose for visiting Croatia, you won’t go wrong,” he says. Summer temperatures in July often reach 30°C, with recent heatwaves pushing the mercury to 35–36°C. The island of Brač, with its iconic Zlatni Rat beach—a long golden pebble spit jutting into the Adriatic—remains a favourite for swimming, seafood, and sunbathing.
For those less concerned with tanning, winter offers a different Croatia. From November to February, temperatures hover around 10–15°C, and the inland and mountainous regions see snow. In Gorski Kotar, the Platak ski resort provides slopes with views of the sea, while Čelimbaša offers runs for both beginners and experts. “In 2025, the primary motivations for visiting Croatia remain the sea (92%) and nature (61%),” Popovac notes, adding that there has been a spike in visitors coming for entertainment, festivals, city breaks, arts, and culture.
Villa Argentina Reopens in Dubrovnik
This August, Dubrovnik’s historic Villa Argentina will reopen after a multi-year renovation, transforming it into a luxury retreat overlooking the Adriatic Sea, Lokrum Island, and the UNESCO-listed Old Town. The five-star property offers 95 rooms and suites, while its sister hotel, the 13-room Villa Orsula, has also been restored. Guests can enjoy landscaped gardens, direct beach access, and the Anima Wellbeing & Spa with indoor and outdoor pools, a Finnish sauna, and wellness treatments. Dining options include LIZ in Villa Argentina, serving fresh seafood and local Croatian produce, and Marea in Villa Orsula, which blends Mediterranean cuisine with South American flair under Peruvian executive chef Roberto Chavez.
Festivals and Events Not to Miss
The CNTB recommends several events for summer and autumn. The Dubrovnik Summer Festival, running from 10 July to 25 August, turns the Old Town into an open-air stage for ballet, classical music, and theatre. The Split Summer Festival, now in its 72nd edition, runs from 14 July to 4 August and is one of Croatia’s longest-running performing arts traditions. For those interested in how travel is evolving, the trend toward slow tourism is gaining traction across the continent, offering a more deliberate way to explore destinations like these.
Beyond the coast, Croatia’s interior and islands offer a quieter, more authentic experience. The CNTB’s focus on sustainability and untapped locations reflects a broader shift in Mediterranean travel, where blue mind and local culture are becoming as important as sunbathing. Whether you’re skiing in Gorski Kotar, attending a centuries-old festival, or simply enjoying a plate of fresh olives on Brač, Croatia rewards those who venture beyond the headline spots.
