July 2, 2023

Balancing Tourism Prices and Experiences: Ensuring a Sustainable Tourist Season in Croatia

Posted on July 2, 2023  •  4 minutes  • 734 words


unfair prices in Croatia - Photo copywrite AP

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Balancing Tourism Prices and Experiences: Ensuring a Sustainable Tourist Season in Croatia


The recent surge in tourism prices and its potential impact on the tourist season has raised concerns among experts. Željko Garača, an esteemed professor from the Faculty of Economics in Split, has expressed his shock at the prevailing greediness in the industry. As tourists increasingly prioritize value and experiences over mere transactions, it is crucial to find a balance between pricing and providing a memorable tourism experience. In this blog post, we will delve into the implications of skyrocketing prices and discuss the importance of maintaining fair and sustainable pricing practices in the tourism sector.

The Pitfall of Greed

Garača’s analysis highlights a significant problem: many tourism operators have become carried away by the success of previous seasons, leading them to dramatically increase their prices. However, this shortsighted approach might not yield positive outcomes. Garača compared the numbers of foreign tourists entering Croatia over the past two weekends and found that the figures were surprisingly lower, indicating a potential decline in demand.
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Tourism as an Experience, Not a Supermarket

While it is essential for entrepreneurs to maximize their earnings, it is equally important to remember that tourism is not a mere transactional exchange. Garača emphasizes that tourism is an experience, unlike a visit to a supermarket where prices can be readily compared. Visitors seek unique encounters, cultural immersion, and memorable moments. The growing trend of tourists evaluating prices and considering alternative destinations, especially among Germans who face economic uncertainties, necessitates a reevaluation of pricing strategies.

The Impact on Domestic and International Visitors

Garača further points out that citizens of Western Europe are well-informed about prices and recognize Croatia as one of the more expensive destinations. The increasing cost of travel might dissuade potential visitors from choosing Croatia, leading to a drop in demand. This could particularly affect domestic tourists who may find it increasingly challenging to afford their desired holiday experiences. To ensure a thriving tourist season, entrepreneurs must strike a balance between attracting international visitors and catering to the needs and budgets of domestic tourists.

Sustainability through Fair Pricing

Garača underscores the importance of fair pricing practices in the tourism industry. Entrepreneurs should consider the long-term consequences of exorbitant prices on the sustainability of the sector. While it may be tempting to capitalize on the immediate profit potential, overpriced offerings can deter future visitors and damage the reputation of a destination. Instead, a sustainable approach entails providing value for money, fostering customer satisfaction, and ensuring repeat visits and positive word-of-mouth recommendations.

Moving Forward

In response to the current situation, Garača suggests that some hoteliers have already started adjusting their prices in an effort to remain competitive and maintain demand. By implementing a flexible pricing strategy that takes into account market fluctuations, seasonality, and consumer expectations, entrepreneurs can better navigate the tourism landscape. It is crucial to strike a delicate balance between generating revenue and offering visitors an authentic and enjoyable experience.


As the tourist season faces potential jeopardy due to skyrocketing prices, it is imperative for the tourism industry to reflect on the long-term consequences of greed. However, there is a glimmer of hope on the horizon. The current situation has prompted some entrepreneurs to recognize the need for change and take action. Prices are already beginning to drop as these forward-thinking individuals strive to salvage the season and maintain a competitive edge.

By embracing fair pricing practices, prioritizing customer experiences, and adapting to market dynamics, the tourism industry can navigate these challenging times and ensure a thriving and memorable tourist season. It is essential for both domestic and international visitors to feel valued and have access to authentic and enjoyable experiences. With concerted efforts from all stakeholders, the industry can regain momentum and reinforce its commitment to sustainability, inclusivity, and the preservation of cherished destinations.

Remember, tourism is an experience that should be accessible to all, not just a transaction driven by profit. By fostering a balance between economic considerations and providing value for visitors, we can create a thriving and resilient tourism sector that benefits everyone involved. Let us seize the opportunity to learn from the current challenges and emerge stronger, ensuring that future tourist seasons are characterized by fairness, sustainability, and memorable experiences for all.

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