Why Now’s the Time to Visit Croatia

A Not-So-Hidden Gem That Still Feels Like Your Own Discovery

If you’ve already been to Croatia, consider yourself lucky:  you’re part of a small group of travelers who’ve discovered just how special this country is. With its sparkling Adriatic coastline, historic towns, and beautiful national parks, Croatia is one of Europe’s true hidden gems.

While Europeans—especially Germans, Austrians, Slovenians, and Italians—have been enjoying Croatia for years, many Americans are only now catching on. In 2024, Americans made up only 3.6% of international visitors to Croatia, up from 3.1% in 2019.

Overall travel to Croatia has increased steadily and the country has now surpassed its pre-pandemic high of 21 million international visitors, a number that is expected to continue increasing. Now that the country has joined the Schengen zone—meaning you can travel there and across 28 other European countries without border checks—and it’s been named Best European Country to Travel to in 2025, it’s safe to say Croatia is going to become even more popular.  So if you want to beat the crowds, now’s the perfect time to go. 

Wondering what all the buzz is about?  Here are eleven reasons why Croatia should be at the top of your travel list:

Some countries feel a little too polished—like they’re made just for Instagram. But Croatia still has those raw, authentic spots where life feels real. You might find yourself sipping homemade rakija (a local fruit brandy) in a fisherman’s backyard, or wandering narrow stone alleyways with no street signs, feeling like you’ve stumbled into a secret. You can learn to make traditional pasta or watch the dramatic Moreska sword dance while visiting old towns like Trogir or Korčula. Or head into the countryside where you can stay in rustic guesthouses and be welcomed like family. Wherever you go the welcome is warm and authentic.

Yes, it’s famous. And yes, it’s worth it. Dubrovnik, also known as the “Pearl of the Adriatic,” is one of Europe’s most stunning cities. You might recognize it as King’s Landing from Game of Thrones, but this walled city has been a UNESCO World Heritage Site since 1979.

Walk along the 15th-century walls for amazing views of the Adriatic, or explore the lively Stradun, the main street filled with cafes, shops, and street performers. 

Croatia is famous for its many miles of gorgeous beaches with sparklingly clear water.

More than 1200 Islands

You may have heard of Hvar or Korčula, but how about Vis, Mljet, or Lastovo? These lesser-known Croatian islands offer peace, quiet, and amazing natural beauty. Lastovo is especially remote—it’s part of a protected nature park—and it feels like you’ve gone back in time. The beaches, whether sparkling white sand or smoothly pebbled, are not only gorgeous but clean. According to the country’s tourism board, most Croatian beaches have Blue Flag status, which means the water meets high standards for cleanliness, health, and safety. Over 97% of beaches tested were rated excellent for swimming.

Don’t love big crowds or scorching summer heat? Visit in spring or fall, also known as the shoulder seasons. (For more on the increasing popularity of shoulder season travel, check out this blog.) Spring brings blooming lavender fields and warm, sunny days. Fall is harvest time—think wine tastings, truffle hunts, and peaceful walks through old towns. You’ll get great weather, fewer tourists, and a more relaxed vibe.

Zagreb evokes old Europe.

Zagreb Is Having a Moment

Croatia’s capital city, Zagreb, is often overlooked—but not for long. This quirky city is full of cool cafes, fun street art, and old European charm. It’s perfect for travelers who like to dig a little deeper into culture and creativity.

If you visit in late autumn, head to Istria, where the white truffle harvest is in full swing. You can go on a truffle hunt in the forest, then sit down for a cozy dinner in a stone tavern with candlelight and local wine. It feels like Tuscany... but more affordable and way less crowded.

If you care about the environment, Croatia is a great place to visit. The country is working hard on sustainable travel. You can go glamping in Plitvice Lakes, kayak through peaceful saltwater lakes, or hike in protected forests. The country provides many opportunities to enjoy nature without harming it.

Croatia makes some seriously good wine—most people just don’t know it yet. Try bold red wines from the Pelješac Peninsula, crisp white Malvazija in Istria, or Blue Frankish (Frankova in Croatian) from Slavonia, which has a bluish red cast and aromas of ripened cherries and blackberries. Yum! Many wineries are family-run, so you’ll get to meet the people behind the bottles—and probably share a meal or two.

Croatian cooking varies greatly by region but generally the cooking of the coastal areas resembles Mediterranean cooking with an emphasis on fresh seafood, olive oil, and herbs like rosemary and sage. Inland, Central European cooking is the primary influence. Think Hungarian, Austrian and Turkish ingredients and flavors. Here you’ll find hearty meat dishes, sausages, and stews, often flavored with paprika and garlic. Fall is an especially great time to visit if you love food, with harvest festivals, vineyard tours, and meals at small, family-run restaurants.

Aerial view of Split and the harbor.

Split—History Meets Modern Life

Croatia’s second-biggest city, Split, is home to the UNESCO World Heritage site Diocletian’s Palace, a Roman emperor’s retirement home that’s now full of shops, cafes, and markets. You can walk through ancient streets, then head to the waterfront promenade to enjoy the sun and sea breeze. Split is both historic and fun—a great mix of old and new.

Traveling around Croatia just got easier. The new Pelješac Bridge, finished in 2022, connects the southern part of the country (where Dubrovnik is) to the rest of the mainland. No more having to cross through Bosnia—you can now drive straight along the stunning Dalmatian Coast.

This list is just the beginning. There are so many places to discover in Croatia, each with its own story to tell. Whether you’re looking for adventure, relaxation,  or culture, Croatia has something for you.

Let us help you explore the best of Croatia before the rest of the world catches up. Take a look at our Croatia offerings and then contact us for help planning your ideal trip.

Opening photo of Dubrovnik at dusk by Geio Tischler on Unsplash.

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