TORONTO — The Croatian National Tourist Board (CNTO) is excited about its visitation numbers from Canada for 2025 – and they have good reason to celebrate.

Lejla Melkic with Avantgarde Service

Canadian travellers are trading ‘checklist tourism’ for slower, more immersive experiences. It’s a trend that’s fuelling significant growth in Croatia’s tourism market from Canada.

That was the message highlighted by Leila Kresic-Juric, Director of North America at CNTO, based in New York, and Ante Jovic, Consul General of the Republic of Croatia in Mississauga, during an intimate networking lunch with travel professionals at the Civic Centre in Mississauga.

“Tourism is tremendously important in Croatia; it accounts for nearly 20% of the country’s GDP, which is remarkable,” says Jovic. “Hospitality is deeply ingrained in our culture.”

Indeed, the future is looking bright.

Capping off 2025 with a recorded 7% growth (totalling 188,000 Canadian visitors with 555,000 overnights). This builds on the current trend of 10% growth during the first several months of this year, with expectations of over 200,000 Canadian visitors in 2026.

Not only that, but 2025 marked a record year for Canadian arrivals, the highest since before the pandemic in 2019.

SMALL BUT MIGHTY

Jovic highlighted that Croatia, while compact in size – comparable to Nova Scotia – welcomed nearly 22 million tourists last year. For a mighty nation of fewer than 4 million people, he humorously described Croatia as “being all about quality, not quantity.”

As travel advisors seek out safe and new destinations to recommend to clients – something Canadian travellers are currently interested in – Croatia checks all the boxes.

Recent accolades include being ranked for the first time by Condé Nast in its top 10 best countries category for 2025, as well as being recognized as the safest country for women solo travellers.

Altogether, it’s a compelling snapshot of a country increasingly establishing itself as a global tourism powerhouse.

According to Jovic, “Croatia offers diversity without sacrificing the sense of intimacy, which I think is one of our added values.”

Situated in the heart of Europe on the eastern coast of the Adriatic Sea, Croatia enjoys a mild Mediterranean climate. The country features an endless coastline and 1,244 islands, islets, rocks and reefs, making it an ideal setting for sea-related experiences.

Adding to the country’s allure, Croatia boasts eight national parks, 10 UNESCO World Heritage sites, and 22 elements of UNESCO intangible cultural heritage, ensuring visitors have a diverse holiday experience with countless options.

For foodies and wine enthusiasts, Croatia excels with its award-winning olive oils and wines, and its cuisine is recognized by Michelin and Decanter.

Fun fact: the world’s largest white truffle, weighing 2.8 pounds, was discovered in Croatia in 2010.

For Canadians who enjoy the outdoors, there is no shortage of nature and adventure in Croatia. Travellers can engage in hiking, diving, cycling, paragliding, rafting, kayaking and zip-lining.

While Croatia is famous for various contributions, such as the necktie, the Dalmatian dog, the Zinfandel grape and the world’s fastest electric car, soccer remains a standout, particularly given its second- and third-place finishes in the last two World Championships.

Soccer is an integral part of Croatia’s heritage and identity. With the World Cup on the horizon and Croatia’s participation, this year promises to be significant for both local and international fans alike.

SUPPLIER HIGHLIGHTS

The information session featured two suppliers who provided an overview and updates on their product offerings in the destination.

Here is a round-up of highlights from two destination partners…

Happy Tours DMC

This European destination management company has over 25 years of experience and operates multiple offices, including in Croatia and Slovenia. Happy Tours offers both group and FIT packages catering to a variety of special interests, such as pilgrimages, performance groups, outdoor adventures, Adriatic cruising, and culinary-focused tours. These tours operate with a private driver. In addition, the company owns the 59-room Lyra  Hotel, located near Plitvice Lakes, Croatia’s oldest and largest national park.

Avantgarde Service

Avantgarde Service is an 18-year-old luxury destination management company founded by two siblings. They specialize in creating tailor-made journeys throughout Croatia, with a focus on unique and meaningful experiences. These offerings range from wellness retreats and vineyard cycling excursions to visits to oyster farms and opportunities to charter boats and catamarans. Additionally, they offer guests who appreciate classic cars access to a vintage 1983 Mercedes that has been in the family for over two decades. They can arrange panoramic drives and picnics for a memorable experience.

AIR CONNECTIVITY

Air Transat is signalling confidence in the market.

As the only airline providing direct flights from Canada to Croatia, it has resumed its service this year with flights from Toronto to Zagreb, operating from May to October.

Using its largest aircraft, the A330, Air Transat offers seasonal flights three times a week on Tuesdays, Thursdays, and Saturdays. These flights feature convenient departure and return schedules and offer both economy and club class service (a blend of premium economy and business class).

Air Transat also has a joint venture with Porter Airlines, allowing access to a wider flight network.

Additionally, United Airlines offers daily direct flights from Newark to Dubrovnik from May to October, and three times a week from Newark to Split from May to September.

TRAVEL TRADE SUPPORT

Travel advisors will find plenty of helpful destination content on CNTO’s site.

Advisors can also sign up to become an official ‘Croatia Full of Life Specialist.’ The complimentary 5-part webinar series allows users to progress through the modules at their own pace while enhancing their understanding of Croatia’s diverse regions, hidden gems and authentic experiences.

Since its recent launch, the program has certified over 130 travel advisor specialists across Canada and the US.

During the recent event, Kresic-Juric acknowledged two advisors for achieving their certification: Gloria Nadeau of Uniglobe Bon Voyages Travel in Toronto and Lesley Cooley of Cooley Travel (Nexion Canada), also in Toronto.

Both travel advisors received special gifts to commemorate their achievement.

In an interview with Travelweek, Kresic-Juric emphasized the importance of building and investing in relationships, especially in our high-tech, AI-driven world.

“Travel advisors are our top priority; we do our best to prioritize and support their requests. It’s all about the personal touch,” she said.

Lead image caption: Laura Albrow, Account Manager, Air Transat and Dima Fahed, Account Manager, Transat; Leila Kresic-Juric, Director, North America, CNTO (all photos courtesy Annie Cicvaric)