Tourism in Zagreb County continues to develop in a positive and stable direction, confirming a clear commitment to high-quality, balanced and sustainable tourism. The achieved results demonstrate the successful positioning of the destination as a year-round, accessible and diverse area, with a strong focus on the value of the visitor experience and responsible spatial management.
The largest share of total overnight stays is recorded in Velika Gorica, accounting for approximately 35% of all overnight stays, confirming its role as the destination’s key gateway and business hub. It is followed by Samobor, with around 11%, and Jastrebarsko, with approximately 21%, both of which are experiencing strong growth driven by wine and gastronomy, as well as excursion-based and weekend tourism. Sveta Nedelja contributes around 17% of overnight stays through sports tourism, while Ivanić-Grad records approximately 5%, supported by its well-established health and wellness offering. Other destinations achieve stable individual shares of around 1%, confirming a well-balanced spatial distribution of tourism activity across the entire county.
At the level of Zagreb County as a whole, total arrivals have increased by approximately 4%. At the same time, overnight stays have remained at last year’s level, confirming stable demand and continuity in tourism flows. Particularly encouraging is the growth in domestic demand, with a 7% increase in both arrivals and overnight stays, further reinforcing the destination’s year-round character.
“These results confirm that Zagreb County has strong and long-term sustainable development potential. As a destination, we are not building mass tourism, but rather focusing on quality, balance and authenticity. Zagreb County offers abundant natural assets, preserved landscapes, events rooted in local identity, and a strong health tourism product that adds value and ensures year-round relevance. I would particularly emphasise that sustainability in Zagreb County is not a trend, but a way of working that we have been systematically implementing for the past six years. Sustainability here is not merely declarative – it is lived, planned and applied in the day-to-day management of the destination,” said Ivana Alilović, Director of the Zagreb County Tourist Board.
Today, Zagreb County is increasingly recognised as a destination that responsibly manages its resources, develops high-quality tourism products and creates added value for both the local community and visitors, guided by a clear vision of future development based on sustainability, excellence and long-term competitiveness.
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