You have held a leading position in Zagreb's tourism sector for over a decade. How would you comment on this year's results, considering that your busiest period—Advent Zagreb—is still ahead?
This year has been very positive for Zagreb’s tourism. We have seen steady growth in both arrivals and overnight stays, exceeding pre-pandemic levels and confirming the city’s position as one of the most attractive urban destinations in the region. Although it is often perceived that Zagreb reaches its peak during Advent, the truth is that the city enjoys strong visitor numbers throughout the entire year. December, with the Advent period, is certainly one of our most successful months, but the period from mid-May to October has also shown exceptional results, while the remaining months maintain a consistent flow of visitors—reflecting Zagreb’s year-round appeal.
When it comes to visitor structure, guests from the United States currently lead in overall results, followed by the guests from our key European markets, and a growing number of long-haul visitors. This balanced and dynamic mix confirms Zagreb’s strength as a vibrant, welcoming, and diverse destination for all seasons.
How do you manage to maintain a constant increase in visitor numbers during Advent in Zagreb, especially given that the market is often demanding and constantly seeking something new and different?
We approach Advent as both a tradition and an innovation platform. Each year we preserve the warm, authentic atmosphere that people associate with Zagreb, while introducing new experiences, designs, and artistic concepts. We collaborate closely with cultural institutions, local artists, and craftsmen to ensure that each edition tells a fresh story. Our goal is to create a holistic experience that engages all senses—from gastronomy and music to visual design and light installations. Continuous communication with visitors and partners also helps us adapt quickly to changing trends and expectations.
What have been the biggest challenges that have shaped Zagreb's tourism—and your personal experience—in recent years?
The challenges have been diverse, from the global pandemic and the Zagreb earthquake to shifts in travel behavior and the digital transformation of the industry. Each of these required strategic thinking, flexibility, and strong partnerships. What I find most inspiring is how the city and its tourism sector have shown resilience and creativity. We used these moments not only to recover but to reposition Zagreb as a sustainable, open, and innovative destination.
What is your opinion on the use of AI in the service industry, and has the Zagreb Tourist Board implemented AI in its services?
Artificial intelligence is undoubtedly transforming the way destinations communicate, operate, and engage with visitors. At the Zagreb Tourist Board, we actively follow technological developments and explore how innovative digital tools can enhance the visitor experience and support sustainable destination management.
In 2020, we became the first in Croatia to introduce Augmented Reality through several projects, enriching visitors’ interaction with Zagreb’s cultural and historical landmarks. More recently, our project dedicated to Medvednica Mountain incorporates AI elements that analyze selected routes, activities, weather conditions, and user preferences to suggest optimal trails and experiences.
We are currently developing the application of AI in our major events—such as the Festival of Lights Zagreb and Zagreb Classic—to further improve overall organization, visitor engagement, and communication.
At the same time, I believe that technology should complement, rather than replace, the personal and authentic approach that defines Zagreb’s hospitality and the genuine connection our visitors value most.
Although Zagreb sees impressive visitor numbers during Advent, its primary market remains business travelers. Could you elaborate on this aspect?
Zagreb is the business and academic hub of Croatia, which naturally positions it as the country’s leading MICE destination—hosting more than 50% of all business meetings, conferences, and professional events nationwide. The city offers excellent conference and event facilities, a strong hospitality sector, and outstanding connectivity.
What makes Zagreb particularly appealing is its balance between professional and leisure experiences. Many delegates choose to extend their stay or return with family and friends after their first business visit, drawn by the city’s culture, gastronomy, and welcoming atmosphere. This synergy between business and leisure travel remains one of Zagreb’s defining strengths and a key driver of its year-round tourism success.
What is your outlook for Zagreb and Croatian tourism in 2026? What market trends, regional developments, and competitive factors do you foresee?
I’m always optimistic, and I tend to see the outlook as a very promising one. I believe urban tourism will continue to grow, especially in destinations that combine culture, lifestyle, and authenticity—which are Zagreb’s strongest attributes. In Zagreb Tourist Board, we expect further diversification of source markets, driven by improved air connectivity and the growing importance of sustainable travel. Our strategic focus will stay firmly on innovation, sustainability, and quality—ensuring that Zagreb continues to evolve, while preserving the distinctive character and authenticity that make it so appealing to visitors from around the world.
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