How much of every €100 spent by tourists actually stays in Croatia?

Less than half of tourist spending in Croatia remains in the domestic economy, according to a figure discussed at the Izazov promjene business conference and reported by Jutarnji list.

Just €48 of every €100 spent in Croatia’s tourism sector remains in the domestic economy, according to a figure highlighted by Valamar Riviera chief executive Željko Kukurin at the conference, raising questions about how the country can generate greater economic value from tourism.

Kukurin said around 80% of the food and drink purchased by his company comes from Croatian producers.

The issue is significant for a country where tourism is a major source of economic activity. While international visitors generate substantial revenue, the domestic benefit also depends on where hotels, restaurants and other tourism businesses source their supplies.

Food, beverages, equipment and other goods purchased from foreign suppliers can result in part of the money spent by tourists flowing outside Croatia.

Stronger links between tourism and domestic agriculture could create a more reliable market for Croatian farmers and food manufacturers while helping hotels and restaurants source local ingredients.

However, domestic suppliers must also meet the sector’s requirements for price, quality, consistent volumes and reliable delivery.

The conference also featured Podravka president Martina Dalić and Žito Group president Marko Pipunić, who discussed investment, agricultural development and opportunities for Croatian food companies in international markets.

Dalić highlighted the importance of overseas markets to Podravka, with around 65% to 70% of its food business revenue generated outside Croatia, according to the report.

Pipunić cited the sale of 43,000 Slavonian hams into Italy as an example of Croatian producers reaching foreign consumers.

Foreign tourist revenue in Croatia reached €15.298 billion in 2025, an increase of 2% compared with 2024, according to Croatian National Bank figures published by the Ministry of Tourism and Sport.

The figures demonstrate the scale of the market available to domestic businesses, although they do not measure how much tourism revenue remains in Croatia.

Increasing local sourcing could create opportunities for farmers, food manufacturers and suppliers, including businesses in inland regions.

Achieving that would require investment in production, technology, storage and distribution, alongside closer cooperation between suppliers and tourism companies.