Tourism Trends in 2025

As the 2025 season has just begun, many look back at last year’s tourist activity in Croatia and are happy with the final results in the tourism sector. Just by taking a look into the tourism traffic statistics one can see that in the first 10 months of 2024 Croatia achieved 19,4 million arrivals and 91,8 million overnight stays which, compared to the same time frame from the year before, presents an increase of 3,5% arrivals and 1,2% overnight stays.

Additionally, the market is also expanding in other tourist destinations across the world. However, we are witnessing more and more customer behavioural changes and preferences which should be looked into when analyzing the market and preparing for a new season. Each year brings new challenges, and questions like "What can we expect in the next season?" are being met with increasingly cautious answers. Still, some researches provide a clearer picture of what may lie ahead.

Seeking new and authentic experiences

Travellers are increasingly favoring lesser-known, authentic destinations over major metropolitan areas. In a sea of options and influential trends, the number of travellers who enjoy the charm of small, hidden destinations is increasing. Going off of that, travellers are showing much more interest in local gastronomy, adventure and cultural experiences offered by small-scale providers and businesses within the destination.

Slower travel and longer stays

The concept of “slow travel” is gaining growing popularity worldwide. This entails travellers who opt for longer stays at one place so that they could immerse themselves into the destination, building a stronger connection with the local communities while also reducing the environmental impact.

Higher flexibility rate

Post-pandemic travellers prioritize flexible cancellation policies and health safety measures, which have become crucial factors in travel decision-making.

The rise of domestic tourism

The pandemic-induced border lock-down made local travel more popular than ever. Many have discovered the beauty of national parks and coastal areas and continue to explore new places within their own countries. For example, cities like Lisbon are encouraging short-term accommodation owners to transfer to long-term rentals to minimize the overcrowding in the tourist areas.

Integrating the tourist experience content

Traditional in-person shopping is slowly transitioning into online shopping and reservations. Numerous service providers are using online platforms to offer their services independently - from booking accommodation and transportation, to planning and purchasing additional activities such as local tours and experiences. This “all-in-one” approach simplifies travel planning and is increasingly more popular with today’s travellers.

To comply with evolving market and client expectations, we are actively implementing this approach within our agency. With the launch of Litto.coplatform in 2023, the first serious step into a world of direct online reservations was made. We are entering 2025 enthusiastically and therefore announcing the launch of the Litto Experience module on the Litto.cowebsite. Stay tuned so you won’t miss a thing!

P.S. Looking to boost your reservations? Now is the perfect time to start advertising on Litto.co. Get in touch at contact@litto.co or call +385911770310 and let our experts handle the rest.

Yours truly,

Litto Team 💛