Zagreb Advent Boosts Croatia's Year-Round Tourism Strategy
Zagreb Advent, Zagreb's multi-venue Christmas market, is a key component of Croatia's strategy to attract tourists throughout the year, extending beyond the traditional summer season. Now in its 11th year, Zagreb Advent spans central Zagreb with multiple venues, each featuring its own theme and distinct decorations.
The campaign promoting Zagreb Advent includes international advertising through London Underground ads and Milan buses, as well as special trains arriving from Slovenia and Hungary. Local participants note the event attracts visitors from Italy, Spain, Bosnia and Herzegovina, Slovenia, and the UK, illustrating its cross-border appeal.
Recognized for its excellence, Zagreb Advent was voted Europe's best Christmas market for three consecutive years from 2015 to 2017 by European Best Destinations. The event has contributed to a significant rise in overnight stays in Zagreb during December, increasing from 100,198 in 2014 to 245,352 in 2024. This surge has delivered approximately €100 million in economic benefits.
Tourism Minister Tonci Glavina stated that Croatia is transforming into a sustainable, year-round tourism destination. The emphasis is on boosting shoulder seasons and developing tourism in other regions of the country. However, Zagreb faces strong competition from established markets such as Cologne, which attracts around 4 million visitors generating roughly €229 million, Vienna with approximately 2.8 million visitors, and Strasbourg with about 2 million visitors.
Experts suggest that Croatia must diversify beyond its summer tourism appeal by leveraging gastronomy and other winter events to strengthen its year-round offerings.
