Zagreb County Records Growth – International Visitors Lead as Focus Shifts to Quality of Stay

Continuous growth in arrivals and overnight stays, strengthening of international markets, and development of a year-round sustainable destination.

Zagreb County recorded 22,949 arrivals and 42,714 overnight stays in the period from January 1 to March 29, 2026, representing an increase of 6.15% in arrivals and 7.5% in overnight stays compared to the same period last year. Particularly noteworthy is the growth in international visitors, with a 6.7% increase in arrivals and a 9.3% rise in overnight stays, further confirming the growing international recognition of Zagreb County.

Tourist traffic remains largely concentrated in several key destinations. Velika Gorica leads by a significant margin, while Jastrebarsko, Samobor, Sveta Nedelja, and Ivanić-Grad also record substantial visitor numbers. Each of these destinations is developing a distinctive tourism profile—from transit and business tourism to wine and gastronomy, active holidays, and health tourism.

As highlighted by Ivana Alilović, Director of the Zagreb County Tourist Board, the results achieved confirm stable growth and clearly define the future direction of destination development. Zagreb County is steadily strengthening its position in the international market, and the continuous increase in international visitors highlights its growing visibility and competitiveness beyond national borders.

Future development will focus on the quality of tourism performance, particularly on extending the length of stay and increasing added value through the development of authentic and integrated tourism products. Special emphasis is placed on connecting key destinations—from Velika Gorica as a gateway, through Samobor and Jastrebarsko as experience hubs, to Ivanić-Grad with its developed health tourism—creating a cohesive and competitive destination experience.

Additional value and international visibility are provided by events such as the Spartan Trifecta Weekend Croatia in Sveta Nedelja, which attracts a large number of participants and visitors from abroad and significantly contributes to positioning Zagreb County as an active and attractive year-round destination.

Zagreb County is thus increasingly positioning itself as a destination offering diverse, year-round experiences, successfully combining business, transit, excursion, and health tourism, with a clear strategic focus on sustainability, quality, and long-term competitiveness.