Just €48 of every €100 spent in Croatia’s tourism sector stays within the domestic economy. Jutarnji list reported this figure from the Izazov promjene business conference, where tourism executives and agricultural leaders debated how to build stronger supply chains between local farmers and hotels.
Why Does Less Than Half of Tourism Spending Stay in Croatia?
Foreign suppliers capture a significant share of tourism revenue because hotels, restaurants, and resorts frequently purchase imported food, beverages, and equipment from outside the country. While international visitors generated €15.298 billion in foreign tourist revenue during 2025—marking a 2% increase compared to 2024 according to Croatian National Bank figures published by the Ministry of Tourism and Sport—the economic benefit depends heavily on local procurement.
Valamar Riviera chief executive Željko Kukurin highlighted the €48 retention figure at the Izazov promjene business conference, pointing to the structural gap in how tourism dollars circulate through the domestic market. Kukurin noted that his own company purchases around 80% of its food and drink from Croatian producers, demonstrating that higher local sourcing is operational within the industry.
How Can Domestic Agriculture Bridge the Supply Gap?
Stronger links between tourism businesses and domestic agriculture could create a reliable market for local farmers and food manufacturers. However, domestic suppliers must consistently meet the sector’s strict requirements for pricing, quality, reliable delivery volumes, and consistent availability.
Agricultural leaders discussed these market demands at the same business conference. Podravka president Martina Dalić and Žito Group president Marko Pipunić addressed investment, agricultural development, and the expansion of Croatian food companies into international markets. Dalić noted that overseas markets are vital for Podravka, with around 65% to 70% of its food business revenue generated outside Croatia. Pipunić pointed to the sale of 43,000 Slavonian hams into Italy as a concrete example of domestic producers successfully reaching foreign consumers.
What Investments Are Needed to Retain More Tourism Revenue?
Increasing local sourcing across Croatia requires investment in agricultural production, technology, storage, and distribution. Close operational cooperation between food suppliers and tourism companies remains essential to connect inland producers with coastal hospitality venues. Although the €15.298 billion in 2025 tourist revenue demonstrates the vast scale of the domestic market available to local businesses, capturing a larger share of those funds depends on modernizing supply chains and scaling up domestic production capacity.
Frequently Asked Questions
How much foreign tourist revenue did Croatia generate in 2025?
Foreign tourist revenue reached €15.298 billion in 2025, representing a 2% increase compared with 2024 according to Croatian National Bank figures published by the Ministry of Tourism and Sport.
What percentage of food and drink does Valamar Riviera source locally?
Valamar Riviera chief executive Željko Kukurin stated at the Izazov promjene conference that around 80% of the food and drink purchased by his company comes from Croatian producers.
How many Slavonian hams were exported to Italy by the Žito Group?
Žito Group president Marko Pipunić reported the sale of 43,000 Slavonian hams into Italy as an example of domestic agricultural producers reaching foreign consumer markets.
What share of Podravka food revenue comes from outside Croatia?
Podravka president Martina Dalić stated that around 65% to 70% of the company’s food business revenue is generated outside of Croatia.