Why Croatia is the unexpected favorite among travel pros this summer ?

Summer is just around the corner, and if you’re still undecided about where to go, you’re not alone. We asked several travel experts to share their top destinations, and the answer was unanimous: Croatia.

Croatia’s Surprising Surge in Popularity

While Croatia has long been known for its beauty, it’s recently experienced a massive surge in popularity. In fact, the Croatian Bureau of Statistics reported that nearly 20 million people visited in 2023—an impressive 10 percent increase from the year before. But it’s not just the crowds flocking to the usual hotspots like Dubrovnik and Split. Croatia’s combination of Mediterranean coastline, historic cities, and lesser-known islands has captured the attention of seasoned travelers.

Edward Frampton-Fell, general manager at Top Villas, shared some remarkable numbers with Travel + Leisure, noting that demand for stays in Croatia has skyrocketed by 800 percent this year. While Dubrovnik and Split remain top choices, the focus is shifting to lesser-explored destinations, with places like Korčula—often called a “mini Dubrovnik”—taking the spotlight. It’s easy to see why: stunning architecture, a rich cultural heritage, and fewer crowds make it an attractive option.

Korčula: The Hidden Gem

Korčula is quickly becoming a must-visit location in Croatia, and it’s not hard to understand why. With over 2,700 hours of sunshine per year, the island offers an unbeatable combination of sandy beaches, lush pine forests, and Venetian-inspired architecture. Plus, it’s believed to be the birthplace of famed explorer Marco Polo—a tidbit that adds an extra layer of intrigue for visitors.

But Korčula’s appeal doesn’t stop there. The island boasts a thriving wine scene, especially the local Pošip variety, which is becoming more popular with every year. According to Darijo Saric, CEO of VIP Holiday Booker, “Korčula is definitely our top pick for summer 2025.” A few years ago, even celebrities like Beyoncé and Jay-Z were spotted enjoying the island’s quiet charm, indulging in a lobster meal on the nearby islet of Vrnik.

Sailing Croatia: A Trend on the Rise

While traditional sightseeing on land is always a great way to explore, many travelers are opting to see Croatia from the water this year. Jessica Parker, founder of Trip Whisperer, recommends ditching the car and booking a catamaran or motor yacht to navigate the stunning coastline. “Allow a travel advisor to arrange everything for you,” Parker suggests, “they can make sure you travel in style.”

This approach is gaining traction—Mitja Mirtic, founder and CEO of the yacht charter company Goolets, has seen a sharp increase in bookings for Croatian yachts, especially as travelers are seeking more remote areas like Korčula. “We’re seeing bookings fill up much faster than last year,” Mirtic says, noting that the demand for yacht charters in Croatia is exceptionally high for the summer of 2025.

The Dalmatian Coast: A Blend of Luxury and Authenticity

For those drawn to medieval towns and the crystal-clear waters of the Adriatic, the Dalmatian Coast offers an abundance of both luxury and authentic local experiences. According to Michelle Slater and Linda Burch, group tour managers at Fox World Travel, destinations like Split and Dubrovnik continue to be client favorites for their affordable prices, vibrant history, and diverse activities. Whether you’re sailing along the coast, sipping wine in Istria, or exploring UNESCO World Heritage sites, the region offers a range of experiences for every type of traveler.

Hvar: The Popular Island

No discussion of Croatian destinations would be complete without mentioning Hvar, a perennial favorite. Gordana Tomicic, president of the management board at Suncani Hvar Hotels, has seen demand for the island surge, particularly among U.S., Canadian, Australian, and UK travelers. “This year, we’ve noticed a rise in premium bookings,” Tomicic says. Visitors are increasingly seeking personalized experiences like custom excursions, private boat transfers, and unique activities such as vineyard tours and sunset cruises.

Conclusion: A Destination That Has It All

Croatia’s Dalmatian Coast, with its dramatic scenery and historic charm, continues to captivate travelers. From the ancient streets of Dubrovnik to the sun-drenched beaches of Korčula, there’s something for everyone. As Joe Cronin, president of International Citizens Insurance, puts it: “Croatia’s Dalmatian Coast is one of the favorites this year, particularly the towns of Split and Dubrovnik, where breathtaking architecture and clear blue water abound.” If you haven’t booked your trip yet, now’s the time to do it—Croatia is waiting.