Croatian National Tourist Board

What Croatian National Tourist Board does

The Croatian National Tourist Board (Hrvatska turistička zajednica, HTZ) is a non-profit national tourism organization established in 1994 under the Law on Tourist Boards and Promotion of Croatian Tourism. It is the statutory body responsible for promoting Croatia as a tourism destination domestically and internationally, funded through government tourism fees, membership contributions, and tourist tax administration rather than commercial revenue. The organization is headquartered in Zagreb, governed by an Assembly, Tourism Council, and a Director (currently Kristjan Staničić), and operates a global footprint of 21 international representative offices spanning Western and Central Europe, North America, and Asia.

HTZ runs a unified platform-and-services model centered on destination marketing. Its core digital products are the official Croatia.hr tourism portal, the eVisitor national tourist registration system (covering commercial, non-commercial, and nautical charter segments including eCrew), and the Explore Croatia mobile application. Supporting programs include the Vaš domaćin quality certification for family accommodation, the annual Dani hrvatskog turizma industry conference, multiple award programs (Zlatna penkala, Ljudi u turizmu, Godišnje hrvatske turisti\u010dne nagrade), trade fair programs (Sell Croatia, Buy Croatia), and Poslovna inteligencija business intelligence services. Technology is operational rather than differentiated: Google Analytics 360 for web analytics, Microsoft 365 for internal collaboration, with the eVisitor system providing the main proprietary data asset.

HTZ goes to market through a multi-channel mix spanning international trade fairs (ITB Berlin, WTM London, IBTM Barcelona, FITUR Madrid, BOOT Düsseldorf), press and influencer familiarization trips, celebrity-led TV campaigns (e.g., the John Malkovich and Luka Modrić brand film), digital advertising through Expedia in North America, and sport marketing partnerships with the Croatian Handball Federation, Croatian Olympic Committee, and footballer Josip Stanišić. It allocates over €6 million annually across approximately 70 strategic partner collaborations and invested more than €3.3 million in airline partnership funding in 2026, a 30% increase year-over-year. End beneficiaries are international tourists from Germany, Austria, Slovenia, Poland, the Czech Republic, the UK, and the US, plus travel trade professionals, MICE organizers, and the nautical tourism segment. In Q1 2026, foreign tourist revenue for Croatia reached €945.2 million (+9.2% YoY) and Croatia ranked 4th in Europe by overnight stays according to Eurostat.

Name

Croatian National Tourist Board

Legal name

Hrvatska turistička zajednica

Website

https://htz.hr

Company type

Private

Founded year

1994

Operating status

Operating

Short description

HTZ is Croatia's statutory national tourism organization, promoting the country through digital platforms (Croatia.hr, eVisitor, Explore Croatia), 21 international representative offices, and partnerships with 70+ airlines, tour operators, and federations, serving international tourists and the global travel trade.

Ownership category

akta.pro rank

Product category

National Destination Marketing Organization

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Travel Policy Design, Governance & Compliance (THACAMAB)

akta.pro secondary industry

Cultural, Heritage & Arts Travel Agencies (THAKAFAK)

Keywords

• Destination marketing services
• National tourism promotion
• Travel trade partnerships
• Tourism market research
• Destination management systems

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Government Tourism Fund: HTZ is funded through government tourism fees and membership contributions as a national tourism organization established under the Law on Tourist Boards and Promotion of Croatian Tourism.
2. Tourist Tax Administration: The organization manages and administers tourist taxes collected from accommodation providers and tourists.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Croatian National Tourist Board (Hrvatska turistička zajednica, HTZ) is Croatia's statutory national tourism organization, established under the Law on Tourist Boards and Promotion of Croatian Tourism. It creates and executes marketing, branding, and trade-partnership programmes to position Croatia as a year-round European destination, administers the eVisitor national tourist registration system, and produces market research, statistical reports, and business intelligence for the Croatian tourism sector. It also runs destination promotion through the Croatia.hr portal, the Explore Croatia mobile app, and a network of 21 international representative offices.

Product overview

The Croatian National Tourist Board (HTZ) operates a unified platform-and-services model centered on tourism promotion for Croatia. The core digital products include Croatia.hr (the official tourism portal), eVisitor (national tourist registration system), and the Explore Croatia mobile application. Supporting programs include the Vaš domaćin quality certification for family accommodation, the Dani hrvatskog turizma annual tourism event, various award programs (Godišnje hrvatske turističke nagrade, Zlatna penkala, Ljudi u turizmu), trade fair programs (Sajmovi i radionice), and business intelligence services (Poslovna inteligencija). The organization does not offer commercial software products but rather promotional services, destination management systems, and event programs for Croatian tourism stakeholders.

Differentiator

Problem solved

Functional benefit

Brands

• Explore Croatia: Mobile application for exploring Croatian tourism destinations and planning travel in Croatia.
• Croatia.hr
• eVisitor
• Dani hrvatskog turizma (DHT)
• Godišnje hrvatske turističke nagrade
• Zlatna penkala
• Vaš domaćin / Local Host
• Ljudi u turizmu
• Brand Book Croatia

Products and services

• Croatia.hr Official Tourism Portal Comprehensive official Croatian tourism portal providing destination information, accommodation search, and travel planning tools for prospective visitors to Croatia.
• eVisitor Information System National information system used by accommodation providers and nautical charter operators in Croatia to register and deregister tourists, capturing commercial and non-commercial accommodation traffic and nautical charter data (eCrew).
• Explore Croatia Mobile Application Mobile application available on Google Play and the App Store that provides Croatian tourism information and destination exploration content for travellers.
• Vaš domaćin / Local Host Quality Certification Recognition label for family accommodation providers offering authentic and quality experiences, creating a network of reliable hosts delivering traditional Croatian hospitality.
• Dani hrvatskog turizma (DHT) Annual Conference Largest annual gathering of the Croatian tourism sector, combining a professional programme, award ceremony, and idea exchange to summarize yearly successes and shape future directions.
• Godišnje hrvatske turističke nagrade (Annual Croatian Tourism Awards) Annual tourism awards programme recognizing excellence across destinations, accommodation, gastronomy, events, sustainability, and people in Croatian tourism.
• Zlatna penkala Media Awards Annual award held since 2005 for foreign tourism journalists, bloggers, and influencers producing the best media coverage about Croatian tourism, with categories across print, online, radio/podcast, TV, and influencer content.
• Ljudi u turizmu (People in Tourism) Awards Portfolio of awards for special contributions to Croatian tourism, including Djelatnik godine (Employee of the Year), the Anton Štifanić annual award, and a Lifetime Achievement award.
• Sajmovi i radionice (Trade Fairs and Workshops) Programme of trade fair participation and workshops, including the Sell Croatia and Buy Croatia formats, that create opportunities and connect key stakeholders to improve Croatian tourism visibility.
• Poslovna inteligencija (Tourism Business Intelligence) Business intelligence service providing access to current statistical indicators, market research, and tourism market analyses, including market profiles and tourism year progress reports.

Quantifiable outcome

• 945.2 million EUR foreign tourist revenue in Q1 2026 (+9.2% YoY)
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Croatian Handball FederationcoreStrategic or Co-development Partner · 1 January 2026Sport marketing agreement signed for 2026-2028 period as part of HTZ's strategy to leverage sports for tourism promotion and brand visibility.
• Croatian Olympic CommitteecoreStrategic or Co-development Partner · 1 January 2026Sport marketing agreement signed for 2026-2029 period to promote Croatia through Olympic sports partnerships and visibility.
• ADACcoreGTM or Marketing Partner · 1 January 2026New €200,000 cooperation agreement signed for 2026. ADAC is Europe's largest automobile club and Germany's most influential automotive organization with significant reach to German travelers.
• LufthansacoreGTM or Marketing Partner · 1 January 2026Strategic partnership marking the fourth consecutive year of joint activities. Lufthansa is a key airline partner for connecting travelers to Croatia.
• Josip Stanišić (FC Bayern Munich)minorGTM or Marketing Partner · 1 January 2026Footballer serving as sporting ambassador under partnership between Croatian National Tourist Board and Istria Tourist Board, leveraging his profile at FC Bayern Munich.
• United AirlinescoreStrategic or Co-development Partner · 1 January 2026New carrier added to boost year-round international connectivity with new routes such as New York-Split. Part of 30% increase in funding for airline partnerships to over €3.3 million in 2026.
• Croatia AirlinescoreStrategic or Co-development Partner · 1 October 2025Cooperation with Croatia Airlines on year-round Zagreb-Barcelona service expansion from seasonal-only to permanent schedule. Route expansion intended to strengthen tourism and business connectivity.
• Zagreb Tourist BoardminorStrategic or Co-development Partner · 1 October 2025Cooperation on Croatia Airlines route expansion for Zagreb-Barcelona year-round service.
• Istria Tourist BoardminorStrategic or Co-development Partner · 1 October 2025Partnership with footballer Josip Stanišić as sporting ambassador.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VisitBritain: UK national tourism agency funded by DCMS, operating international marketing campaigns, trade fair presence, and airline/tour operator partnerships. Directly comparable in DMO structure, multi-channel marketing mix, and reliance on inbound tourist revenue growth metrics.
• Austrian National Tourist Office: Österreich Werbung is Austria's national tourism organization, structurally similar to HTZ with international offices, seasonal demand management focus (winter/summer), and cultural/active tourism positioning. Direct competitor for Central European source-market share and overlapping premium traveler segments.
• Tourism Australia: Australia's national tourism organization, structurally identical to HTZ as a government-funded DMO responsible for destination marketing, international representative offices, airline partnerships, and brand campaigns (e.g., 'There's Nothing Like Australia'). Most direct peer in mandate, GTM motion, and operating model.
• ENIT (Italian National Tourist Board): Italy's national tourism agency, a structural peer and direct Mediterranean competitor. Similar focus on cultural/heritage tourism, regional destination diversification, and international trade fair presence. Competes for the same Central European and transatlantic source markets.
• Tourism New Zealand: New Zealand's national tourism organization with comparable international marketing mandate, airline partnership funding model, and award-winning '100% Pure' brand campaign. Directly comparable in DMO structure and event-driven GTM motion (100% Pure campaigns, sports sponsorships).
• Turespaña: Spain's national tourism authority under the Ministry of Industry, Trade and Tourism, with comparable mandate, international representative offices, and brand campaign infrastructure. Direct competitor in the Mediterranean tourism market with overlapping source markets.
• Brand USA: USA's destination marketing organization operating public-private partnership model with similar international representative office network, airline co-op marketing, and trade fair participation (IPW). Comparable in scale of international GTM, though structured as PPP rather than statutory body.
• Greek National Tourism Organisation (EOT): EOT is Greece's national tourism body, a direct Mediterranean competitor and structural peer. Operates similar international office network, joint airline promotions, and seasonal demand management — both compete for the same German, UK, and US leisure traveler segments.
• Switzerland Tourism: Switzerland's national tourism board with similar mandate for international destination marketing, representative offices in core markets (Frankfurt, Paris, London, NYC, Tokyo), and premium positioning strategy. Closely comparable in European source-market focus and quality-driven brand building.

Regional players

• Slovenian Tourist Board: STB is Slovenia's national tourism organization, a smaller-scale DMO and direct regional competitor for Central European and Adriatic leisure travelers. Operates with comparable structure but materially smaller budget and reach; useful as a regional benchmark and competitor for cross-Adriatic itineraries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/croatian-national-tourist-board

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Croatian National Tourist Board