Croatia is witnessing record momentum among North American travelers, with U.S. arrivals up 9% through May. The growth can be attributed to improved air access, strengthened partnerships with travel trade partners, and an ever-widening range of authentic experiences that delve deeper into the country’s offerings beyond beach destinations.
“What resonates most with North American travelers is Croatia’s ability to offer contrast,” said Leila Krešić-Jurić, director of the Croatian National Tourist Board (CNTB) in North America.
“It is a destination where world-class gastronomy, rich cultural heritage, and island life exist alongside a slower, more intentional way of living,” she added. “That balance is what makes Croatia increasingly distinctive in the European landscape.”
Furthermore, Croatia is drawing increasing numbers of travelers due to its “combination of safety, accessibility and diversity of experience," according to the tourist board. “From the UNESCO-listed Old City of Dubrovnik and the Roman heritage of Split, to truffle-rich forests in Istria, more than 1,000 Adriatic islands, and a rapidly evolving Michelin-recognized culinary scene, Croatia offers a layered travel experience that extends far beyond a traditional beach holiday.”
Adding to the destination’s appeal is the availability of nonstop seasonal flights from the U.S. to Dubrovnik and Split.
As a case point in regarding Croatia’s strengthened ties with the travel trade, the CNTB was awarded Travel Leader Network’s Power of Partnership – Destination Partner Award, which recognizes destinations “that demonstrate sustained collaboration, education, and support for the travel advisor ecosystem,” the CNTB said.
Meanwhile, ahead of the FIFA World Cup, Croatia is unveiling a campaign featuring actor John Malkovich that will introduce “the concept of fjaka, a uniquely Croatian state of calm and contentment, highlighting the country's lifestyle, culture and sense of place,” the CNTB said.
The campaign debuts on June 13 during “Croatia in the Game,” an exclusive event, which will be held in Alexandria, Va.
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