Croatia had a dynamic presence at the international tourism exhibition World Travel Market (WTM) in London. The impressive pavilion with the country’s characteristic checkered patterns was a center of attraction for visitors, while the Croatian delegation was led by the Minister of Tourism and Sports Ton?i Glavina, the Director General of the Croatian National Tourist Board (CNTB) Kristjan Stani?i?, and the Director of the London office Bisera Fabrio, accompanied by 27 co-exhibitors.
The first day of the exhibition confirmed Croatia’s strong and strengthened position in the UK market, with a series of meetings with key tourism partners, such as Jet2.com & Jet2Holidays, EasyJet Holidays, the Association of British Travel Agents (ABTA), P-11 Group (Wimbledon) and Travel Weekly magazine. The meetings highlighted the positive dynamics of the country in the UK market, with estimates for further development and strengthening of direct air connections to Croatian destinations.
Landmark agreement with Jet2 Group
The most important announcement of the day came from Jet2 Group and Jet2Holidays, who signed a Cooperation Agreement with the Croatian Tourist Board. The agreement seals the impressive results of the British market: 825,000 arrivals and 4.1 million overnight stays in Croatia by British tourists in the first ten months of 2024, up 1% and 2% respectively year-on-year.
Mr. Stani?i? underlined that Croatia is strengthening its position as one of the most popular Mediterranean destinations for British travelers. As he said, the new agreement with Jet2 will contribute significantly to the country’s visibility and connectivity, as this summer the company connected eight British cities with Croatian destinations via 16 routes.
“The quality of air connections is crucial for the extension of the tourist season,” he added, pointing out that Croatia’s strategy is based on partnerships and targeted marketing actions that promote quality tourism.
Focus on gastronomy and authentic lifestyle
The British market continues to show a preference for the Croatian coast, with the most overnight stays recorded in the Dubrovnik-Neretva and Split-Dalmatia regions, while city breaks remain equally popular. At WTM, the culinary presentation “Croatian coastal flavours” at the new WTM Trend Fest stand, featuring chef Rudolf ?tefan (owner of the Michelin-starred Pelegrini restaurant in ?ibenik) and Ante Udovi?i?, chef of the Lemongarden hotel in Brac and member of Jeunes Restaurateurs, had a particular impact.
The promotion of Croatian gastronomy and winemaking was reinforced with wine, cheese and local product tastings, in cooperation with the Croatian National Tourist Board and the Croatian Chamber of Commerce. Over 80 journalists and editors attended the event, which also featured the original concept of “Find your Pomalo” – a sensory space that invites visitors to experience the relaxed, “stress-free” lifestyle of Croatians.
Continuous investment in promotion in the British market
Bisera Fabrio, director of the Croatian National Tourist Board office in London, stressed that WTM is a crucial promotion platform for maintaining and strengthening Croatia’s position in the British market.
“British travelers recognize Croatia as a destination that combines natural beauty, cultural diversity, excellent gastronomy and high-quality hospitality,” she said, noting that the interest of partners and media in the country is growing every year. “Continuous presence, innovation and an emphasis on authenticity are yielding measurable results,” she added.
Co-exhibitors of the Croatian participation include the tourism organizations of the Dubrovnik-Neretva, Split-Dalmatia, Zadar and ?ibenik-Knin regions, the Zagreb Tourist Board, the Dubrovnik, Split and Crikvenica tourist boards, Croatia Airlines, the Croatian Chamber of Commerce, as well as the Plitvice Lakes and Krka National Parks.
