The World Tourism Organization expects that, in 2020, a quarter of all Asian tourists visiting Europe will come from China. croatia tourism

In 2017, more than 6 million Chinese citizens visited European countries. With an increasingly affluent and growing middle class, the Chinese are now more willing to spend on experiences and are back in the luxury market.

The popularity of Croatia has reached Far East, judging from the latest news that comes from Shanghai.  The local edition of influential Travel+Leisure magazine proclaimed the country to be the most desirable European destination for Chinese tourists. The decision was made after an extensive poll of readers, which showed that globe’s most numerous nation has plenty of interest for visiting Adriatic shores. Following the result, Croatia has received the much-respected “China Travel Awards: World Best Awards” recognition.

Director of the Croatian National Tourist Board Kristijan Stanicic said this week that in the first months of this year, more Chinese tourists want to visit Croatia, with large numbers expected between May and October.

“There have been 193,000 Chinese tourists since last year. Most often, along with the main city of Zagreb, they visit Split, Zadar and Dubrovnik, and go to Plitvice Lakes. Chinese tourists usually stay in hotels, but lately also show interest in private accommodation,“

According to the Croatian National Tourist Board.

Chinese form the fourth largest group of tourists in the capital of Croatia, Zagreb. croatia tourism

In response to the growing demand, Croatia is stepping up efforts to attract even more Chinese visitors. Tourist boards have been strengthening partnerships with Chinese travel agencies and expanding promotional campaigns across digital platforms such as WeChat and Weibo. Additionally, discussions about establishing direct flights between China and Croatia have been ongoing, which would significantly ease access and further boost arrivals.

Cultural experiences and natural beauty continue to be major draws for Chinese travelers. From UNESCO heritage sites to pristine national parks and Game of Thrones filming locations, Croatia offers a mix of history, nature, and modern experiences that appeal to this market. With the right infrastructure and tailored offerings, Croatia stands poised to become one of the top European destinations for Chinese tourists in the years ahead.