Croatia signs Jet2 agreement as shoulder season focus bears fruit

Croatian tourism chiefs have inked a four-year agreement with Jet2 which will see the airline and tour operator increase services to the country and extend its summer season.

Kristjan Stanicic, director of the Croatian National Tourist Board, said the agreement reflected the importance of the UK market and the tourist board’s attempts to drive more shoulder season travel.

He said the memorandum of understanding signed at World Travel Market would see Jet2 add three additional connections to Dubrovnik, Split and Pula next year, in addition to extending its summer season by a week at each end.

Jet2 has operated to Croatia for 17 years and will operate 19 routes from nine UK airport bases in summer 2026, including the three new routes.

Stanicic (pictured) said the core summer season of July and August had been largely flat year-on-year for the UK, but the destination had seen strong growth in April and May and again in September and October.

The UK is one of Croatia’s top 10 source markets, and this year marks its fourth successive year of annual growth.

“The growth we are seeing is focused on the shoulder seasons and that means we are growing within our strategy of sustainable tourism,” Stanicic said.

“We are also seeing growth to lesser-known destinations.”

Stanicic said Croatia would continue to support trade partners and host agents on fam trips as part of its strategic partnership programme, which will see it invest €4 million in activity including joint advertising with tour operators and airlines.

He added: “We have had conversations with Jet2 and other [UK] operators and the forecast for next year is positive.

“We need to be very careful on pricing as the competition is strong and people are facing many economic factors, but people still see travel as one of their priorities.”

David Neill, corporate affairs & sustainability director at Jet2.com and Jet2holidays said: “I am delighted to sign this agreement, which will see us officially partner with the Croatian National Tourist Board for the next four years. Croatia is a much-loved destination with our customers, and we look forward to driving further growth through this fantastic co-operation.”

Stanicic said other focuses would be quality of service, promoting year-round hotel openings away from primary tourism destinations and highlighting Croatia’s record as a safe destination.