Tourism Performance Continues to Grow
Zagreb County recorded 85,349 visitor arrivals and 148,073 overnight stays, surpassing the results achieved during the same period last year. Even more encouraging than the overall growth is its quality. The increase has been driven by a strong rise in domestic tourism, with overnight stays by Croatian visitors up by more than eight per cent, alongside a longer average stay, which has increased to 1.73 nights per arrival. Today, more than 80% of visitors travel independently, choosing Zagreb County based on its distinctive experiences and authentic character rather than as a stopover. This is a clear indication that the destination is increasingly recognised for its own unique appeal.
Where Visitors Stay
Velika Gorica remains the county's leading destination, recording almost 50,000 overnight stays and growth of more than 7%. This success is the result of years of consistent destination development and today represents one of the strongest pillars of tourism in Zagreb County.
With more than 24,000 overnight stays, Jastrebarsko ranks second among the county's destinations. Although this year's figures are slightly below last year's levels, the destination continues to demonstrate the strength of its well-established tourism offer. The Plešivica wine region, its renowned wine roads and exceptional wine and gastronomy experiences remain among Zagreb County's greatest assets and play a key role in extending the tourist season beyond the summer months.
With more than 18,000 overnight stays, Samobor continues to be one of continental Croatia's most recognisable and charming destinations. Its year-round programme of excursions, cultural events and outstanding gastronomy continues to attract visitors from Croatia and abroad.
Several destinations have recorded particularly strong growth. Zaprešić achieved an increase of more than 16%, while Sveti Ivan Zelina recorded growth of almost 11%. Positive trends were also reported in Vrbovec and the Sava–Sutla Valley. It is especially encouraging that smaller destinations still developing their tourism offer, such as Krašić, Posavina and Prigorje, have recorded double-digit growth. For the first time, the Green East of Zagreb County has also been included in the eVisitor system, demonstrating that tourism development is spreading evenly across the county rather than being concentrated in its largest destinations.
Visitors Continue to Discover Zagreb County
Alongside strong domestic demand, Zagreb County is seeing continued growth from key international markets. Overnight stays from the United States, the United Kingdom and Switzerland have all increased by double digits, confirming the destination's growing appeal among long-haul and high-value markets. At the same time, Slovenia, Austria and Italy remain among Zagreb County's most important and loyal source markets. The destination is also attracting more families and younger travellers, with an increase in overnight stays among visitors aged 18 and under—an encouraging sign for building long-term visitor loyalty. Particularly positive is the continued growth of family-run accommodation, which has increased by almost 6%. This type of accommodation plays an important role in supporting local communities by keeping tourism revenue within the destination while offering visitors the genuine hospitality and authentic atmosphere that define rural Zagreb County.
Building a Stronger Destination
Over the past few years, Zagreb County has firmly established itself as the green heart of continental Croatia—a destination renowned for its vineyards, gastronomy and outdoor experiences, all within easy reach of Zagreb. Longer visitor stays, strong domestic demand, continued growth in independent travel and the inclusion of new destinations in the tourism system clearly demonstrate that strategic, long-term destination development is delivering tangible results. What continues to grow is not only the number of overnight stays, but also the overall quality of the visitor experience. It is this quality-driven approach that gives Zagreb County every reason to look confidently towards the second half of the year.
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