Zadar aims for year-round tourism with focus on quality and local identity

Zadar is striving to become a year-round premium destination, moving beyond its reliance on the peak summer months. While arrivals saw a slight dip of 0.2%, overnight stays increased by 2.5%, with a particularly encouraging rise in domestic tourism.

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Arrivals are slightly down by only 0.2 percent, while overnight stays have increased by 2.5 percent, and the growth in the number of domestic guests is particularly encouraging.

City officials acknowledge that July and August push the city's infrastructure to its limits. To counter this, Zadar is focusing on developing its pre- and post-season offerings. The goal is to maintain the growth seen last year and increase overnight stays, supported by the expansion of Zadar Airport, which aims to handle three million passengers.

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The peak season is behind us, and we expect good results in September and October as well.

Addressing guest concerns about high prices, the city emphasizes boosting the quality of its offerings and promoting authentic local experiences. This includes developing recognizable events that showcase local gastronomy, customs, music, and traditions. The city's new Destination Management Plan for 2026-2030, adopted in July 2026, outlines a strategy to reduce dependence on the summer peak.

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We must create recognizable manifestations that represent what is ours, local gastronomy, customs, music, and tradition.

The plan highlights a focus on sports and active tourism, citing successful international events like the Wings for Life run and the 3X3 World Tour. The addition of a high-category hotel is expected to attract numerous congresses and conferences during the shoulder seasons, further supporting the ambition for a 365-day tourism year.

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A premium destination where a quality vacation can be experienced 365 days a year is the ambition.