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Zagreb Advent transforms Croatia's tourism season
Croatia's capital has turned its December Christmas markets into a major economic engine, drawing hundreds of thousands of visitors and extending the country's tourism beyond its traditional summer peak.
A strategic shift from sun and sea
For decades, Croatia's tourism industry relied heavily on its Adriatic coastline, with the summer months accounting for more than 20% of the national economy. However, officials are now pushing to diversify, positioning the country as a year-round destination.
"We are no longer just a summer destination," said Tourism Minister Tonči Glavina. "Croatia has evolved far beyond sun and sea, offering diverse experiences across the country."
Zagreb Advent: A multi-venue spectacle
Zagreb's Christmas markets, collectively branded as Zagreb Advent, have become the flagship of this strategy. Unlike many European cities that confine festivities to a single square, Zagreb's event sprawls across the city center, with each location featuring distinct themes, decorations, and attractions.
"The entire city becomes a festive playground throughout December," said Slavica Olujčić Klapčić, manager of one of the market zones. "Visitors can explore different atmospheres just by walking through Zagreb."
Highlights include multiple music stages, artisan stalls, traditional Croatian food vendors, art installations, and a large ice rink. Seasonal staples like mulled wine and sausages share space with local specialties, including vegan and gluten-free options.
Economic impact and competition
Since its launch in 2014, Zagreb Advent has grown rapidly. Overnight stays in December surged from 100,198 in 2014 to 245,352 in 2024, injecting an estimated €100 million ($117 million; £88 million) into the local economy.
The event has also earned accolades, winning the title of Europe's best Christmas market for three consecutive years (2015-2017) from travel website European Best Destinations. However, Zagreb still lags behind heavyweights like Cologne, which expects 4 million visitors this year, and Vienna, with 2.8 million.
"We're a competitive nation," said Zrinka Farina, an organizer of events near Hotel Esplanade. "When we commit to something, we aim to be the best."
Challenges and future goals
Despite Zagreb Advent's success, Croatia's tourism sector remains heavily dependent on summer. Marko Perić, dean of the Faculty of Tourism at the University of Rijeka, warned that the country must develop its winter offerings further.
"We need to expand beyond the summer peak. Our gastronomy, carnivals, and sporting events could attract visitors year-round."
Marko Perić, University of Rijeka
Tourism Minister Glavina highlighted progress, noting a 5% increase in arrivals during June and September 2025 compared to 2024, alongside a 10% rise in early December. "We're building a sustainable model-balancing peak-season numbers while growing shoulder seasons and promoting new destinations."
A festive draw for international visitors
Zagreb Advent has become a magnet for travelers from across Europe, including Italy, Spain, Bosnia, Slovenia, and the UK. Marketing campaigns now extend to London's Tube and Milan's buses, while special trains connect the city with Slovenia and Hungary.
"People try our food at the markets, then visit our restaurant," said Dario Kozul, founder of BioMania, a vegan bistro with a stall at Hotel Esplanade. "It's a win-win for local businesses."
With its blend of tradition and innovation, Zagreb Advent is proving that Croatia's tourism future may be just as bright in winter as it is in summer.
