Industry leaders and government officials met in Poreč to address labor shortages, rising costs, and the strategic positioning of Croatia as a high-quality tourism destination.
Key facts
- •The 38th Congress of Hospitality Operators and Tourism Workers hosted a record number of participants in Poreč.
- •HOK reports that 12,094 crafts are currently active in the hospitality and tourism sector.
- •Istria generates one-third of total Croatian tourist traffic, recording 29.5 million overnight stays in the first nine months of 2026.
- •Tourists from the USA spend an average of €280 per day, while British tourists spend €248.
- •State Secretary Monika Udovičić confirmed that Croatia aims to be a high-quality destination rather than a cheap one.
The 38th Congress of Hospitality Operators and Tourism Workers, held in Poreč, gathered industry leaders and state officials to discuss the future of Croatian tourism. Key topics included managing rising input costs, addressing labor shortages, and refining the nation's strategy to avoid becoming a low-cost destination. Officials emphasized that tourism success should be measured by economic impact rather than just visitor numbers.
By the numbers
Economic Challenges and Pricing
Dalibor Kratohvil, president of the Croatian Chamber of Trades and Crafts (HOK), stated that hospitality operators are facing falling margins due to rising energy, supply, and labor costs. He noted that recent price increases were necessary for survival rather than profit. Meanwhile, the Croatian National Tourist Board reported that average daily tourist spending has reached €160, a 16 percent increase from previous years, with visitors from the USA and Britain spending the most.
Labor and Regulatory Changes
Istria Deputy County Prefect Jessica Acquavita highlighted that foreign workers are now essential to the tourism sector. The region is launching a support network to assist with the integration of these employees. Additionally, State Secretary Monika Udovičić announced that controversial rulebooks regarding price lists have been repealed following industry feedback. A new Hospitality Activity Act is expected to take effect in early 2027 to simplify procedures and combat unfair competition.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by Total Croatia News.
