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Domestic tourists play a key role in the sustainability of any tourist destination.
For the realization of year-round tourism, an important role is played by domestic tourists - either through short trips, weekend stays or longer vacations. This change can bring long-term benefits for tourism, the local economy, but also for ourselves.
Can year-round tourism exist without domestic guests?
This is a great question because domestic guests are often "neglected" and the focus is mostly on foreign guests. However, when we look at the numbers, the facts tell a different story every year.
Namely, during the period January-December 2024, the largest share of total overnight stays was achieved by the German market (21%), followed by the markets Croatian ( 12% ), Slovenia ( 10%) and Austria ( 8%). Domestic guests are especially important in the pre- and post-season, i.e. for year-round tourism, when their contribution to our tourism is more significant in terms of total percentage.
Although exploring its own beauties is sometimes neglected, Central Dalmatia offers a wealth waiting to be discovered – not only by foreign tourists, but also by us, domestic travelers.
That's why Split-Dalmatia County Tourist Board (TZ SDŽ), in cooperation with the Institute of Tourism, conducted a study "Analysis of domestic tourism demand in Split-Dalmatia County" with the aim of in-depth understanding of the habits and real or perceived obstacles of domestic tourists to visiting the county, primarily outside the main summer season.
The analysis also provides key answers to find out what motivates domestic tourists and how to best utilize the potential they bring.
According to eVisitor data, in the first 11 months of 2024, 372 thousand arrivals and 1,399 million overnight stays of domestic tourists in commercial accommodation facilities were registered in Split-Dalmatia County. The importance of the domestic market is indicated by the significant growth in arrivals and overnight stays of domestic tourists in recent years, reaching the results achieved in 2019. In 2024, the share of the domestic market in the total also increased. As at the Croatian level, it should be noted that the domestic market was significantly more resilient during the pandemic, when domestic tourists accounted for 18% of all arrivals and 13% of overnight stays in commercial accommodation facilities in the county.
The analysis also interestingly shows that domestic tourists in the Central Region of Croatia stay in hotel accommodation significantly more often than foreign tourists, which is partly a direct consequence of their greater presence in the off-season when hotel accommodation is more affordable.
Activities during your stay
The range of activities in which visitors to Split-Dalmatia County participate outside the main summer season is extremely wide - visitors most often go to restaurants, tour cities, swim/bath, visit historical buildings, hike, go shopping, visit rural households, museums and galleries and engage in a whole range of other activities. Almost all activities, with the exception of attending sporting events and using health services, are largely engaged in by visitors on multi-day trips.
Satisfaction with the stay
County guests who stayed outside the main summer season were critical in their assessment of the destination's offerings
Top rated The elements are the beauty of nature, landscape and place (more than 80% of respondents rated these elements with the highest marks). This is followed by personal safety and overall stay in the county outside the main summer season, which was rated with the highest marks by 70% of respondents.
Respondents they are not satisfied elements of transport, including the organization of traffic in the town and the offer of local public transport, the adaptability of the destination to people with special needs, as well as bicycle paths and a number of elements of the tourist offer (for example, the offer of entertainment and sports).
An interesting fact from the analysis is that the domestic market demand for multi-day trips to the Split-Dalmatia County is increasing. On the market private multi-day trips citizens of Croatia, audio Split-Dalmatia County 12% each, or 400 thousand private multi-day trips with a destination in the Split-Dalmatia County in 2023.
Data that shows how great the growth potential is.
The aforementioned analysis is the basic document for strategic development that every serious destination should have and enters the DMO (Destination Management Organization) domain that we must strive for.
We need to know where we are, how the market sees us, what the advantages and challenges are, how the target group perceives us, which segments we need to improve or highlight more... all with the aim of stimulating greater demand, in this case, from domestic visitors, especially during the off-peak tourist season.
Excellent analysis and praise for the SDŽ Tourist Board, as well as a must-read for all tourism stakeholders in the Split-Dalmatia County.
/// Explore the full research at: Analysis of domestic tourism demand in Split-Dalmatia County
2025 started with slight traffic growth
During January 2025, according to data from the eVisitor system, the Split-Dalmatia County was visited by 20.000 guests who spent 64.000 nights in commercial accommodation.
This is a 3% increase in arrivals and 1% in overnight stays compared to the same month last year. The largest number of overnight stays was recorded by domestic tourists, tourists from Bosnia and Herzegovina, Germany and Slovenia. When it comes to destinations, the largest number of overnight stays was recorded in Split and Makarska.
