Tourism Prices & Sustainability in Croatia

How skyrocketing prices impact Croatia's tourism and why entrepreneurs pushing for fair pricing and sustainability may save the industry.

July 2, 2023 · 2 min read

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

Image by AP

Introduction

Recent price hikes have set off alarms about Croatia’s tourist season. Željko Garača, a professor at the Faculty of Economics in Split, calls out the industry’s greed and argues for a balance between price and the experience you actually deliver.

The Pitfall of Greed

Garača warns that the industry’s push to cash in on past success by raising prices could backfire. His figures show a surprising drop in foreign tourists, a sign that demand may already be slipping as costs climb.

Tourism as an Experience, Not a Supermarket

Tourism isn’t a supermarket, where you just compare prices and pick the cheapest. It’s an experience. Garača’s point is that tourists shop around for value and consider other destinations when money gets tight. That alone should make the industry rethink how it prices things.

The Impact on Domestic and International Visitors

Western European tourists notice when Croatia gets expensive. Some will look elsewhere, and that hits domestic visitors too, since the same businesses rely on both crowds. You can’t price out the foreigners and forget the locals.

Sustainability through Fair Pricing

Garača insists on fair pricing if the sector is to last. High prices can bring short-term profit, but they scare off return visitors and damage the country’s name. A sustainable approach means giving good value for money, so people actually want to come back.

Moving Forward

Some hoteliers have already started cutting prices to stay competitive. Flexible pricing, tied to what the market and the customer can actually bear, can help balance revenue against the experience on offer.

Conclusion

Skyrocketing prices are a real threat to Croatian tourism, but some entrepreneurs are already cutting prices to adapt. If the rest follow, and treat tourism as an experience rather than a quick buck, the season can still turn out fine.

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