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Dubrovnik still dazzles—but for some visitors, the charm is starting to feel crowded. Credit: Sorincolac, Getty Images via Canva.com
Croatia was Europe’s rising-star a few years back, but many people hadn’t discovered it yet. Dadriatic checked and may have cleared that the flight prices were low, and the Travellers thought every second to go before anyone else found out about the city’s gym. They did discover it, and early reports indicate that British bookings have dropped significantly. Tourist hotspots, which were bracing themselves for an overflow, are now experiencing a surprising drop. Restaurants that once turned people away have now got spare tables before sunset.
Yes, timing and the economy are both valid reasons. It’s all part of the story. Some travellers have been saying what others only muttered back home. Croatia has changed and not everyone agrees. It is a question of whether this marks a new turning-point for the country.
What are the numbers behind tourism’s decline?
In May 2025 bookings dropped in coastal towns and tourism fell by nearly a quarter compared to last year. Tour guides are having more gaps than normal; fair lines have been manageable. However, numbers do not always represent the true cause.
Travel habits are changing quite frequently. It could be the inflation or people choosing long-haul travel, or it might be a shift in buzz to a different country like Albania or Greece. There’s an impression that the Croatia so many fell for has begun to fade, even though the views haven’t changed.
Tourism fatigue
Croatia’s most popular tourist destinations, Dubrovnik Hvar and Split, face the same challenge of remaining charming while hosting millions tourists. The same pattern repeats itself: the door becomes overcrowded after a tourist destination is discovered. Once a treasure was felt, now it feels like an overwhelming checklist.
Locals are renting out their homes to make more money than they can afford. Restaurants increase prices in response to the demand. Croatia is still a magical place. Its relationship with tourism may have soured but you can still find a lot to do there.
- Now you’ll see scaffolding.
- Signage is available in five languages.
- The queue can be exhausting.
Maybe that’s what some visitors are reacting to – not hostility, but the sense that the place they came for has adjusted to everyone else who has already arrived.
Cost and commercialisation
Croatia adopted the Euro in 2023 and made the necessary adjustments. But nothing changes the currency in tourism infrastructure as much as this chase, especially for high-margin tourists, while the average tourist is currently priced out.
Croatia is not expensive. The Inland, the smaller islands and family-run guesthouses offer a relatively affordable option. The well-known spots have become too polished.
- For Backpackers Some travellers think it’s too expensive, while others find it luxurious. Many are in the middle, wondering if they should spend more.
- For localsThe pressure is felt in both directions. Rents have gone up and small business owners are facing seasonal spikes which can’t be sustained.
- Tourism The crowd that is catered to changes as fast as the location.
Burnout in a cycle
Burnout can be traced back to previous destinations. Barcelona, Venice, Santorini, all of these places experienced success under the weight tourism. Over time, however, locals started to resist, governments stepped in and some people began travelling elsewhere, searching for alternative destinations. Croatia may not be collapsing. It’s simply catching up to a trend across Europe.
If this dip is only a temporary pause in the run-up to another record-breaking season, nothing will change. If the job continues and people begin to skip Dalmatia, not because of protest, but rather out of indifference then the industry may have to rethink who it is selling to. The risk is not that Croatia will become less beautiful but that people won’t notice it.
You can still find some of the old charms in Croatia if you look hard enough
Croatia has its own soul. If you leave the tourist hotspots and cruise ports, you can still find it.
The things you don’t need to be impressed by. It’s not necessary for the country to shout, as it has already proved what it can offer. It’s now up to you to decide who the hashtag is for and what to do to protect those parts of the country that are still unexplored by travellers who go beyond a set hashtag.
Croatia may be entering a more positive phase. There is less hype, and there is more space. It is worth having a little patience. The moment itself can be a blessing for Croatia if it is used well.
