WTM: Croatia Signs Deal with Jet2 as 4.1 Million British Overnight Stays Signal Tourism Boom

London, 5 November 2025 – The Croatian National Tourist Board made a flying start to the World Travel Market (WTM) taking place from 4-6 November, the largest in event's 45-year history. Promotional efforts at the checkered and visually impactful Croatian stand were spearheaded by the Minister of Tourism and Sport, Tonči Glavina, the Croatian National Tourist Board's Director, Kristjan Staničić, Director of the Croatian National Tourist Board's office in London, Bisera Fabrio, alongside 27 co-exhibitors.

The first day of the fair at the Excel London indicated Croatia's competitive position in the UK, reaffirmed by the meetings with key partners and organizations including Jet2.com & Jet2Holidays, EasyJet Holidays, the Association of British Travel Agents (ABTA), P-11 Group (Wimbledon), and Travel Weekly. The meetings voiced a positive momentum for Croatia, expecting to garner a strong and confident performance in the UK market, supported with additional expansion news to Croatian destinations.

The showstopper announcement arrived from the Jet2 Group, and Jet2Holidays, confirming a major Cooperation Agreement with the Croatian National Tourist Board, solidified by the 825,000 arrivals and 4.1 million overnight stays to Croatia from the UK market, up 1%  and 2% year-on-year in the first 10 months.

"We have generated an increase in arrivals and overnight stays from the British market, confirming that Croatia is bolstering its position among the most desirable Mediterranean destinations for British travellers", said Staničić. "On the occasion of our participation at WTM, we took an opportunity to sign a valuable Cooperation Agreement with the Jet2 Group, which makes an outstanding contribution to the accessibility and promotion of Croatian destinations. In this year's summer flight schedule, eight British cities were connected to Croatia via Jet2 flights, with a total of 16 routes. Such partnerships, along with ongoing marketing activities and a focus on high-quality offerings, further reinforce Croatia's position as an attractive and well-connected destination," Staničić added, noting that quality air transport is vital for extending the main tourist season.

British visitors recorded the majority of overnight stays on the Croatian coast, championed by Dubrovnik-Neretva and Split-Dalmatia counties, while the city breaks also remained one of British tourism favourites. This set the scene for an unrivalled interest in the chef demonstration of the Croatian coastal flavours at WTM Trend Fest within a brand-new pavilion headlined by Rudolf Štefan, chef and owner of Šibenik's Michelin-starred restaurant Pelegrini, partnered with Ante Udovičić, head chef of the luxury Lemongarden hotel on Brač and member of JRE – Jeunes Restaurateurs.

Promotion of Croatian vibrant food and wine scene was complemented by a tasting of Croatian wines, cheese, and other delights, held at the Croatian stand in collaboration of the Croatian Tourist Board and the Croatian Chamber of Economy. The event gathered over 80 top tier journalists and editors, which also enjoyed an inaugural "Find your Pomalo" sensory corner, offering a place for a short break, an escape from stressful everyday life, and introduction to Croatian "pomalo" lifestyle.

Bisera Fabrio, Director of the Croatian National Tourist Board's Office in London, explained importance of sustained and inventive promotion in the UK market ahead of next year. "World Travel Market in London is an extremely important promotional platform because it gives us the opportunity to solidify Croatia's position in one of our most important source markets with a remarkable potential. British guests recognize Croatia as a destination that offers an exceptional combination of natural beauty, cultural diversity, excellent gastronomy and high-quality accommodation, and it is through events like this that we further emphasize these values. At WTM, we present news about the tourism offering, sustainable tourism development and projects that contribute to year-round tourism activity, with a special emphasis on authentic experiences and the rich cultural heritage of our regions. We are proud that the interest of partners and media in Croatia is increasing every year, which confirms that continuous work on promotion and cooperation with the British market yields tangible results, which was confirmed by all the conversations with our partners."

Croatian co-exhibitors at the fair include the tourist boards of Dubrovnik-Neretva, Split-Dalmatia, Zadar, and Šibenik-Knin counties, Zagreb Tourist Board, Dubrovnik Tourist Board, Split Tourist Board, Crikvenica Tourist Board, Croatia Airlines, Croatian Chamber of Economy, Plitvice Lakes National Park, Krka National Park, and others.

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PR contact: Ivana Shiell at IShiell@aviareps.com 

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