Croatia is reshaping its coastal tourism strategy as travellers increasingly seek experiences beyond traditional summer holidays. The country recorded 4.5 million tourist arrivals and 25.3 million overnight stays in July 2026, with arrivals up 2.7 percent year-on-year. Destinations are promoting culture, gastronomy, nature, wellness and local communities alongside beaches. The approach aims to encourage year-round tourism while offering visitors more diverse experiences across Croatia’s Adriatic coast.