The tourist attractiveness of the country is growing and the tourism sector contributes directly to 14% of GDP in 2016. Croatia, that has 1,000 kilometers of coastline and 1,185 islands, goes from record to record in terms of arrivals. The country hosts mainly foreign clientele with 12.5 million of international arrivals, which is 1 more million than the previous year. Germany, Austria and United Kingdom are the main feeder markets in terms of overnights and increased since 2007; compensating for the decline of Italian and Slovenian arrivals. While Russian arrivals are decreasing, demand from the British, Hungarian, American and Asian (South Korea) source markets is booming.

It should be underlined that the predominance of international arrivals is a mid-term engine for growth in hotel performances. Meanwhile, weak domestic economic growth and high unemployment could reduce costs, especially payroll costs, in the short and mid-term.

The highest number of tourist visits is registered on the Adriatic coast of Croatia. The seaside naturally plays a very important role in national tourism, as well spa tourism. Over the years, Croatia managed to become a major Mediterranean resort destination in addition to a highly developed cruise market. By 2020, the Croatian government expects to invest in tourism to increase the leisure supply, improve the infrastructures and decrease the strong seasonality of the destination.