Croatia's capital, Zagreb, utilizes its annual Christmas market, Zagreb Advent, to attract visitors during non-summer months. This initiative forms a key part of a broader national strategy to diversify Croatia's tourism industry beyond its traditional summer peak season. Since its establishment in 2014, the market has received international recognition and reported increased visitor numbers and economic contributions.
National Tourism Strategy
Tourism accounts for over 20% of Croatia's economy. In response, the country is implementing efforts to broaden its appeal as a year-round destination, moving beyond a sole focus on "sun and sea" offerings. Tonci Glavina, Croatia's Tourism Minister, has indicated this strategic shift towards developing diverse tourism products nationwide. Zagreb Advent exemplifies this approach by attracting tourists during December.
Market Promotion and Structure
Zagreb Advent is central to this expanded tourism strategy. Promotional campaigns for the event have been launched in neighboring countries, London, and Milan. Additionally, special train services transport visitors from Slovenia and Hungary.
The market is a multi-venue event located in various central areas of the city. According to Slavica Olujic Klapcic, a market area manager, different locations feature distinct themes, decorations, and offerings. Zrinka Farina, involved in events outside Hotel Esplanade and at Strossmayer Square, noted the city's objective to offer a prominent Christmas market. Offerings include:
- Seasonal products such as sausages and mulled wine
- Multiple music stages
- Craft stalls
- Traditional Croatian food vendors
- Art installations
- An extensive ice rink
Impact and Recognition
Since its inception in 2014, Zagreb Advent was recognized by the travel website European Best Destinations as Europe's best Christmas market for three consecutive years, from 2015 to 2017.
This period coincided with an increase in December visitors. Overnight stays rose from 100,198 in 2014 to 245,352 in 2024. The city's tourist board reported that the event contributed an estimated €100 million to the local economy during this timeframe.
Comparative Context
Zagreb Advent is currently in its eleventh year. While it has experienced growth, it is comparatively smaller in scale and has a shorter operational history than some long-established European counterparts:
- Cologne, Germany: Projected to attract four million visitors annually with an estimated economic impact of €229 million. Established in 1820.
- Vienna, Austria: Draws approximately 2.8 million visitors. Established in 1764.
- Strasbourg, France: Receives two million visitors. Established in 1570.
- Dresden: Established in 1434.
Zagreb Advent reportedly attracts international visitors from countries including Italy, Spain, Bosnia, Slovenia, and the United Kingdom. Local businesses, such as the BioMania bistro founded by Dario Kozul, have indicated increased customer engagement and cross-marketing opportunities resulting from their participation in the market.