Zagreb Advent Drives Croatia's Year-Round Tourism Growth
Zagreb Advent, a multi-venue Christmas market held across central Zagreb, has become a key attraction that extends Croatia's tourism season beyond the traditional summer peak. Since its inception in 2014, now in its 11th year, Zagreb Advent features different themes at various city venues, including music, stalls, food, art installations, and an ice rink.
The market has gained notable international recognition, being voted Europe’s best Christmas market for three consecutive years from 2015 to 2017 by European Best Destinations. This acclaim has contributed to rising visitor numbers during December, with stays increasing from 100,198 in 2014 to 245,352 in 2024, generating approximately €100 million for the Croatian economy.
Despite this growth, Zagreb Advent still attracts fewer visitors than some major European Christmas markets such as Cologne, with around four million visitors and a €229 million economic impact, Vienna with about 2.8 million visitors, and Strasbourg with around two million.
Croatia's Tourism Minister Tonci Glavina emphasized the country’s commitment to developing as a year-round destination offering varied tourism products. The campaign for Zagreb Advent includes international outreach efforts such as advertisements in London’s Tube and on Milan buses, as well as trains arriving from Slovenia and Hungary.
Croatia aims for sustainable tourism growth outside peak seasons, reporting around a 5% increase in arrivals during June and September, and a 10% year-on-year rise in early December arrivals. However, arrivals in the peak summer months of July and August have remained slightly below 2024 levels.
Overall, Zagreb Advent plays a significant role in Croatia’s strategy to diversify and extend its tourism season, contributing to over 20% of the national economy through tourism.
