At the beginning of November, the World Travel Market (WTM) is traditionally held in London, one of the largest and most important travel fairs in the world, where the Croatian National Tourist Board is once again showcasing Croatia's overall tourism offer. The fair, taking place from November 4 to 6, features a Croatian tourism delegation led by Minister of Tourism and Sports Tonči Glavina and CNTB Director Kristjan Staničić. Additionally, 27 co-exhibitors are presenting their offers at the Croatian stand.
"This fair provides valuable insights into the trends that will shape tourism in 2026 — from travel preferences and habits, interest in specific destinations, to available budgets and overall travel sentiment. We present Croatia as a quality destination offering a good value for money, as an authentic and year-round destination, located just over two hours from the UK. So far this year, we have achieved excellent results and trends from the UK market, which is among the top 10 most important foreign markets, and the perception of Croatia is exceptionally positive. Croatia is recognized as a high-quality destination that provides value for invested money, as evidenced by research from the British Travel Agents Association (ABTA), where Croatia is ranked among the TOP 15 markets Britons wish to travel to in 2026," said Minister Glavina and added that these signals are promising for the coming year, where price competitiveness remains crucial.
"It is important that we now come with offers that provide a good balance of price and quality. Therefore, I call on the entire tourism sector to be wise and cautious when setting prices, especially taking into account the main part of the year, for which research shows that interest decreases, as Britons are increasingly turning to travel outside of that peak period. Additionally, we must consider the economic situation in this market, which is currently the subject of major debates in the UK and will also be challenging, and this will undoubtedly affect travel budgets," concluded Minister Glavina.
During the first day of the fair, meetings were held with representatives of partners and organizations such as Jet2.com & Jet2Holidays, EasyJet Holidays, the British Travel Agents Association (ABTA), P-11 Group (Wimbledon), Travel Weekly, and others. During these meetings, ongoing activities and results were presented, and some partners announced further expansions of their programs to Croatian destinations. The best confirmation of this is the signed Cooperation Agreement between the Croatian National Tourist Board and the Jet2 Group, under which Jet2.com operates as the third-largest airline in the UK, and Jet2Holidays is one of the leading British tour operators offering package holidays across the Mediterranean. The agreement was signed by CNTB Director Kristjan Staničić and Jet2 Director of Corporate Affairs and Sustainability, David Neill.
"This year, we are seeing an increase in arrivals and overnight stays from the UK market, which confirms that Croatia is increasingly positioned among the most desirable Mediterranean destinations for British travelers. Brits are good consumers who travel year-round, make quick decisions about their trips, enjoy exploring new destinations, and value safety as one of the primary criteria when choosing a holiday spot. They also appreciate authenticity, sustainability, and quality. We used our participation in WTM to sign an important Cooperation Agreement with the Jet2 Group, which makes an exceptional contribution to the accessibility and promotion of Croatian destinations. In this year's summer flight schedule, eight British cities were connected to Croatia via Jet2 flights, with a total of 16 routes. Such partnerships, along with ongoing marketing activities and a focus on quality offerings, further strengthen Croatia's position as an attractive and well-connected destination," said Staničić, adding that quality air transport is very important for extending the main tourist season.
Positive trends from the UK market are also reflected in tourism statistics, specifically in the eVisitor system data, which shows that during the first 10 months of the year, there were 825,000 arrivals and 4.1 million overnight stays from the UK in Croatia. Compared to the same period last year, this represents an increase of +1 percent in arrivals and +2 percent in overnight stays. The British guests most frequently stayed in the Dubrovnik-Neretva and Split-Dalmatia counties, with popular destinations including Dubrovnik, Split, Konavli, Župa dubrovačka, Rovinj, and Zadar.
Participating in the World Travel Market in London is extremely important as it provides us with an opportunity to further strengthen Croatia's position in one of our most important source markets with great potential. British guests recognize Croatia as a destination offering an exceptional combination of natural beauty, cultural diversity, excellent gastronomy, and high-quality accommodation. Through events like this, we further emphasize these values. At WTM, we showcase new offerings, sustainable tourism development, and projects that contribute to year-round tourism activities, with a special focus on authentic experiences and the rich cultural heritage of our regions. We are proud that partner and media interest in Croatia is growing each year, confirming that continuous efforts in promotion and cooperation with the UK market are producing tangible results, as confirmed by all our discussions with partners," said Bisera Fabrio, Director of the CNTB Representative office in London.
The uniqueness of this year's edition of the fair is the WTM Trend Fest, a new cultural program held in a completely newly built pavilion that promotes gastronomy, wellness, pop culture, sports, and adventure. This new zone at the fair allows destinations and brands to showcase their offers through live performances, sensory experiences, and chef demonstrations.
Rudolf Štefan, chef and owner of the Šibenik restaurant Pelegrini, holder of a MICHELIN star, and Ante Udovičić, head chef of the luxury Lemongarden hotel on Brač and member of the JRE – Jeunes Restaurateurs association, had the honor of being the first to represent the national gastronomy. Their presentation blended rich Croatian traditions with contemporary culinary trends, highlighting the diversity of local ingredients, indigenous flavors, and the creativity that characterizes the modern Croatian gastronomic scene.
The complete presentation of Croatian eno-gastronomy was complemented by a presentation and tasting of Croatian wines, cheeses, and other products, held at the Croatian stand in cooperation between the Croatian National Tourist Board and the Croatian Chamber of Economy. For the first time, within the CNTB stand, a “Find your Pomalo” corner was set up, serving as a place for a brief break, an escape from everyday stress, and a way to introduce foreign partners to the Croatian “Pomalo” lifestyle.
In addition to the Croatian exhibitors, on the fair are participating Dubrovnik-Neretva, Split-Dalmatia, Zadar, and Šibenik-Knin County Tourist Boards as well as Tourist Boards of Zagreb, Dubrovnik, Split and Crikvenica, Croatia Airlines, the Croatian Chamber of Economy, Plitvice Lakes National Park, Krka National Park, and others.
