October the 16th, 2026 – Croatia should under no circumstances ever be permitted to be a cheap Mediterranean destination claim experts, but just how far has it gone the other way?
Poreč has become the centre of discussion on the direction of Croatian tourism, with a special emphasis placed on the role of hospitality operators in the development of the tourism sector. Boris Bilas reports for Glas Istre that the Parentium Plava Laguna hotel was the host of the 38th Congress of Hospitality Operators and Tourism Workers of the Croatian Chamber of Trades and Crafts (HOK). It gathered together a record number of crafts owners, tourism sector leaders and numerous high-ranking state officials.
istria generates a third of total croatian tourist traffic
The central themes of this year’s three-day gathering focused on preserving profitability in conditions of strong growth in input costs, the chronic shortage of qualified labour, and upcoming legislative changes. Opening the congress, HOK president Dalibor Kratohvil pointed out that 12,094 crafts currently operate actively in the Guild of Hospitality Operators and Tourism Workers, which is 140 more than last year. Nevertheless, he warned of the harsh economic reality on the ground.
“Hospitality operators are the last in the price-formation chain and do not realise any extra profits. While input costs of energy, supplies and labour are relentlessly rising, our margins are constantly falling. We have not raised prices in order to get rich, but exclusively for bare survival and the preservation of jobs,” Kratohvil said, emphasising that HOK continues to insist uncompromisingly on the introduction of the right to a full old-age pension while continuing to perform a craft activity.
The host of the meeting, president of the Chamber of Trades and Crafts of Istria County Robert Momić, proudly highlighted the role of Istria, which generates as much as one third of total Croatian tourist traffic with 29.5 million overnight stays realised in the first nine months.
“In the area of Istria we have almost 12,000 craftsmen, of whom 1,200 are directly in hospitality. Top-quality tourism does not happen here by chance; it is created, and our enogastronomy sector is a key motive for guests’ arrival. Thanks to synergy with local self-government and tourist boards, we have a clear strategy for a bright future of the profession,” Momić stated. Deputy County Prefect of Istria Jessica Acquavita addressed the far-from-easy reality of the labour shortage, emphasising that foreign workers have become an economic necessity without which the tourism system could no longer function.
language issues in istria
“We’re currently facing the complex challenges of language barriers and preserving the recognisable Istrian hospitality. In Istria County we are thinking seriously about this and have launched an initiative to establish a regional support network for foreign workers. We want these employees to become part of the local community as quickly and painlessly as possible, because by facilitating their integration we are directly investing in the stability of your business and preserving authenticity. Sustainable tourism is a balance between economic growth and social responsibility,” Deputy County Prefect Jessica Acquavita said.
tourists are spending more and more
Director of the Croatian National Tourist Board (HTZ) Kristjan Staničić stressed that the success of the season must no longer be measured exclusively by the number of arrivals and overnight stays, but by the overall economic effects on the economy. In doing so he exclusively presented the first data from the new comprehensive TOMAS survey that HTZ conducted in cooperation with the Institute for Tourism.
“The average daily expenditure of tourists in Croatia has risen to €160 per person per overnight stay, which is an increase of as much as 16 percent compared to a few years ago. Absolute record holders are guests from the USA who on average spend around €280 per day, followed by the British with €248. This justifies our strong investments in air traffic and digital promotion towards those emitting markets,” Staničić revealed. He also highlighted that as many as 68 percent of tourists choose mid-price restaurants, which means that “value for money” must remain at the centre of the offer.
The most important political message of the congress came from State Secretary in the Ministry of Tourism and Sport Monika Udovičić, who directly responded to the discontent of hospitality operators regarding complicated administrative obligations and the constant updating of price lists that was imposed on the sector this summer.
price increases remain a serious issue
“We’ve heard your voice and your opinion. The state’s intention was to prevent uncontrolled price increases that also affect you yourselves through procurement, but decisions in practice must not be unenforceable nor further stifle your business. That is precisely why those disputed rulebooks have been put out of force. New acts are being prepared and we will ensure enough time for us to discuss them together,” Udovičić announced.
She also addressed stories about Croatia’s expensiveness and prices in tourism and sent a clear message that Croatia must under no circumstances be the cheapest country on the Mediterranean.
“Croatia should not and must under no circumstances be a cheap destination on the Mediterranean. Our competition such as Italy or Greece is investing strongly and investing a lot. We must be a destination in which the price is fully justified by top quality and an authentic experience, and that is precisely what our craftsmen offer in their taverns and restaurants,” the State Secretary concluded, announcing that the new Hospitality Activity Act, which enters into force at the beginning of 2027, will bring a more effective fight against unfair competition and unregistered business, as well as simpler, digital procedures for all legal craftsmen.
istria’s 180-year-old tourism brochure
Poreč Mayor Loris Peršurić recalled a historical curiosity, a fascinating 180-year-old tourist brochure kept in the Poreč museum, proving that the tradition of hospitality across the region of Istria has some very deep roots. “Behind the success of Poreč stands not only natural beauty, but primarily local people, people who own crafts and their warm hospitality,” Peršurić concluded.
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