TOMAS survey: what visitors spend in Croatia each day

Croatia's Institute for Tourism (Institut za turizam) presented its TOMAS Hrvatska 2025/2026 visitor survey on Monday 26 October 2026. It covered 14,770 tourists in 153 places across the country and more than 4,200 accommodation providers (Institut za turizam). A visitor on the Adriatic coast spends an average of 162 euros a day, 15 per cent more than in the last survey in 2022. Inland, the figure is 164 euros, up 21 per cent. Tourism minister Tonči Glavina, institute director Damir Krešić and Kristjan Staničić, director of the Croatian National Tourist Board (HTZ), presented the results.

Who spends how much

The HINA news agency published the figures by country of origin and type of accommodation (HRT/HINA). About 66 per cent of the money goes on accommodation, food and drink, and about 34 per cent on other services at the destination. The survey covered about 20 source countries. Guests from the US spend the most at 280 euros a day, while guests from Germany and Slovenia spend the least at 135 and 127 euros. The published reports give no separate figures for Austria or Switzerland.

Visitors stay shorter and fly in more often

On the Adriatic, guests now stay 6.9 nights on average, down from 8.4 in 2022. Inland, the average stay fell from 3.4 to 2.8 nights. Most visitors still arrive by car, but the share flying to the coast rose from 12 to 17 per cent, and inland it stands at 31 per cent (HINA). In 2025, 22 per cent of foreign guests were in Croatia for the first time, up from 14 per cent in 2022. Sixty per cent already knew the country from at least three trips (Institut za turizam).

Praise for nature and safety, complaints about restaurant prices

According to the institute, guests are most satisfied with nature, personal safety, the atmosphere and hospitality. On the Adriatic, 58 per cent would almost certainly recommend their destination, inland 69 per cent. HINA reports that visitors are least satisfied with traffic. They rate restaurants, shopping and other services outside their accommodation as above-average in price. More than half of all guests eat out, the most popular activity after swimming. Minister Glavina said more work is needed there (Glas Slavonije/HINA).

What it means for visitors

• Rough budget: Two adults in a private rental come to about 2,210 euros over seven days at the survey average of 158 euros per person per day, accommodation included. That is a worked example from the averages.
• Check fixed costs first: Current prices for fuel, national parks, motorway tolls and tourist tax are on our prices page.
• Add the tourist tax: It comes on top of the room rate for every night, details in Croatia tourist tax 2026.
• Use the low season: From 1 November, adult entry to Plitvice costs 10 euros, see national park prices from November.
• Driving down: Most guests still arrive by road. Vignettes and tolls on the way are in Croatia by car.