The Empty Beaches of Croatia: Cancellations and Falling Prices
K Croatia has long been heralded as a dream destination along the Mediterranean, drawing hordes of tourists eager to soak up the sun and experience its breathtaking scenery. However, the summer of 2026 paints a different picture: empty sunbeds, last-minute cancellations, and accommodation providers slashing their prices.
Changing Dynamics in Croatian Tourism
In recent years, Croatia was among Europe’s apex travel destinations. Travelers found it immensely challenging to secure last-minute accommodations during peak season. Properties were typically booked out months in advance, sun loungers were fiercely contested, and prices soared to unprecedented heights. Yet, the summer of 2026 unveils a stark contrast; even in popular locales like Split, numerous accommodations remain available for July and August.
Notably, the situation in Makarska has become almost emblematic of this trend. Videos circulating on TikTok reveal empty rows of sunbeds beside hotel pools. Many users cite prices as the primary culprit behind the decline in tourist numbers. One commentator noted that a four-day family vacation in Croatia could cost upwards of €3,800 just for accommodation, excluding travel expenses.
Why Are Prices Skyrocketing?
Since 2015, the prices of hotels and restaurants in Croatia have surged by approximately 70%. The Croatian National Bank forecasts an additional inflation rate of 3.4% for 2026. A pivotal factor attributed to this increase is Croatia’s adoption of the Euro in 2023. This shift enables travelers to readily compare prices with other Eurozone countries, often revealing that Croatia’s offerings are less competitive.
For instance, a comparable vacation package in Spain, including flights, may come in around €2,700—significantly lower than Croatia’s accommodation-only rates. Such stark comparisons naturally direct vacationers towards alternatives like Greece, Spain, or Turkey, where the perceived value for money is more appealing.
Shifting Traveler Behavior
Historically, German tourists have been crucial to Croatia’s tourism landscape. In 2025, there was a notable decrease of about 30,913 German arrivals in commercial lodgings. While the German market showed signs of recovery in early 2026, statistics from June revealed a 6.2% reduction in tourist numbers in Split compared to the previous year, with overnight stays dropping by roughly 4%.
In addition, changing booking behaviors have compounded these issues. Increasingly, travelers are opting to hold off on early reservations, waiting instead for last-minute deals in hopes of even lower prices. This dynamic places extra pressure on accommodation providers, creating a cycle that could exacerbate the issue: the more empty apartments there are, the more landlords feel compelled to drop their prices, potentially encouraging even more guests to bide their time.
Should You Still Visit Croatia?
While it may not be entirely clear if or why travelers should refrain from visiting Croatia, current trends suggest a marked shift in tourist sentiment. Ante Glavaš, vice president of the Croatian Association for Family Accommodation (HUOS), highlights frequent cancellations from guests who find more appealing offers elsewhere, sometimes only days before their scheduled stay. This exemplifies that loyalty to Croatia as a travel destination is no longer guaranteed.
Some providers are reacting with price reductions to entice reservations for their properties. Those who are flexible and can travel spontaneously might find attractive last-minute deals along the Adriatic. Conversely, travelers seeking trustworthy plans and fair pricing might discover better offers in Spain or Greece, depending on the time of year and available packages. Alternatively, quieter Croatian coastal towns offer tranquil bays and paths away from the bustling tourist hotspots.
The Croatian National Tourist Board remains optimistic. Preliminary data indicates that guest numbers in the first nine days of July 2026 were about 2% above the previous year. Overall, for the first half of 2026, the country reported 7.6 million arrivals and 29.5 million overnight stays—figures consistent with the previous year. Moving forward, the industry aims to focus less on growth and more on enhancing quality, service offerings, and competitive pricing.
In summary, while Croatia’s allure is ever-present, economic realities and shifting priorities may prompt travelers to reconsider their vacation choices this year. With falling prices and empty beaches, time will reveal whether this beloved Mediterranean gem can reclaim its former glory.
