• Ivo pervan / hrvatska turistička zajednica
    Institute for tourism

    60 years in the service of sustainable development of Croatia

    Photo: Ivo pervan / hrvatska turistička zajednica

From our research

  • Travel party

    Source: TOMAS Croatia 2019.

    Travel party

    Source: TOMAS Croatia 2019.

    Arriving accompanied by a family is the dominant way of coming to Adriatic Croatia (43%). Followed by arrival with a partner (40%), then with friends (11%) and unaccompanied (7%). The structure of arrivals, related to the accompaniment of travel, is completely different in Continental Croatia. Most tourists come unaccompanied (38%), followed by arrival only with a partner (32%), then with friends (16%) and with family (14%). More than half of tourists (51%) come to Slavonia, for example, unaccompanied. The segment of guests who visit the destination for work is also characterized by a high share of unaccompanied arrivals (68%), while those who are motivated to travel by the sea most often travel with family members (52%).

  • Sources of information

    2019.

    Source: TOMAS Croatia 2019.

    Sources of information

    2019.

    Source: TOMAS Croatia 2019.

    Sources of information are changing significantly under the influence of technological changes, and their monitoring is important for all those involved in information and promotion in tourism. The main source of information for our tourists is the Internet, which is relied on by 55% of guests, slightly less in the Continental (48%) compared to the Adriatic (56%) Croatia. Following are the recommendations of relatives and friends relied on by 25% of tourists, regardless of the region of residence, previous stay stated by 22%, equally in both regions and recommendations of a travel agency or club mentioned by 10% of tourists. The recommendations of a travel agency or club are a significantly more important source of information for guests of the Continental (23%) compared to the Adriatic (10%) Croatia.


    The Internet is equally used by guests of all forms of accommodation, while among the countries of origin, Spanish guests stand out as the biggest users, and guests from Bosnia and Herzegovina use it the least. A large proportion of guests who come for work or to visit relatives and friends stated that they did not need any information before arriving at the destination.


    Tourists who collect information via the Internet, in addition to the websites of online travel agencies (61%) also visit social media in large numbers, websites of accommodation facilities and tourist boards or offices.

  • The amount and structure

    of the average daily expenditure of tourists

    Source: TOMAS Croatia 2019.

    The amount and structure

    of the average daily expenditure of tourists

    Source: TOMAS Croatia 2019.

    The total expenditures and their structure by type of services are presented, namely accommodation services with food within the accommodation, food and beverage services outside the accommodation facility, trade services and other services (trade, culture, entertainment, sports and recreation, excursions, local transport and other services).


    The average daily consumption of tourists in coastal destinations was 97 euros per person, and those in continental destinations 115 euros per person. The structure of average daily expenditures does not differ significantly between the two regions.

  • Likelihood of recommending

    the destination to friends, relatives, or colleagues

    Source: TOMAS Croatia 2019.

    Likelihood of recommending

    the destination to friends, relatives, or colleagues

    Source: TOMAS Croatia 2019.

    More than two thirds of tourists (69%) expressed almost certain intention to recommend (level 9 or 10 on a scale from 0 to 10) the destination. The intention of the recommendation is higher for continental destinations (79%) compared to coastal ones, which would certainly be recommended by 68% of tourists. Only 4% of tourists in coastal destinations and 2% of tourists in continental destinations did not express the intention to recommend a destination.

Selected projects and research

Survey on attitudes and expenditures of tourists in Croatia

- TOMAS 2019.

Strategic Tourism Marketing Plan and Brend Strategy for Slavonia region: 2019. to 2025.

TOMAS Health Tourism 2018. – Survey on attitudes and consumption of users of health tourism services in Croatia

TOMAS Nautica Yachting 2017

- Attitudes and Expenditures of Nautical Tourists in Croatia

Tourism satellite account for Croatia for 2016 and estimation of indirect and total tourism contributions

CROSTO: development, measurement and monitoring of regional tourism sustainability indicators