Zagreb Advent: Croatia's Growing Christmas Market Boosts Year-Round Tourism
Zagreb Advent is a multi-venue Christmas market held across central Zagreb, forming a key part of Croatia's strategy to develop tourism throughout the year, rather than just in the summer season. Croatia, where tourism accounts for just over 20% of the economy, seeks to spread visitor numbers more evenly across shoulder seasons and various regions.
Since its inception in 2014, Zagreb Advent has grown significantly, supported by international promotional campaigns in cities such as London and Milan, as well as special trains bringing visitors from Slovenia and Hungary. The market is positioned as a flagship effort to make Zagreb a major European Christmas market, though larger markets in cities like Cologne, Vienna, Strasbourg, and Dresden continue to attract far greater crowds.
Overnight stays in Zagreb during December have risen from 100,198 in 2014 to 245,352 in 2024, contributing approximately €100 million to the local economy. By comparison, Cologne is expected to welcome around four million visitors this year, Vienna about 2.8 million, and Strasbourg approximately two million, reflecting their significant economic impact.
Tourism Minister Tonci Glavina highlighted Croatia's transformation into a sustainable, year-round destination. While arrivals in the peak summer months of July and August have slightly declined, there has been overall growth in early December and mid-year periods. Local stakeholders emphasize leveraging Croatian gastronomy and other events, such as the carnival in February and various sporting events, to extend tourism benefits beyond December and to attract visitors from neighboring countries including Italy, Spain, Bosnia, Slovenia, and the UK.
