The latest research by the Mediana agency shows that Slovenian citizens, despite global political and economic uncertainties, are not giving up on summer holidays.

According to the collected data, as many as three quarters of respondents plan to go on vacation, which is a clear indicator of the stability of the tourism market. Although certain changes are being recorded in habits and length of stay, the Adriatic coast still firmly holds the number one position for Slovenian guests.

Growing interest in travel and longer stays

Data from the agency Mediana indicate a visible increase in the number of those who will go on summer holiday this year. While last year 29% of respondents stated that they did not intend to travel, that number fell to 23% in 2026. In addition to the increase in the total number of travelers, a trend of extending the stay at the destination itself is also noticeable.

Only 6% of respondents plan short holidays of up to four overnight stays, which is a significant drop compared to last year's 12%. On the other hand, the share of those planning a longer holiday is growing, so 29% of respondents intend to spend more than ten overnight stays on their trip, confirming Slovenians' intention to make good use of the summer months.

Croatia still the first choice ahead of Slovenia and Greece

When it comes to choosing a destination, the results of the Mediana survey confirm Croatia's dominance. Although a slight decline was recorded compared to the previous year, more than half of respondents, namely 52% of them, plan to spend their summer holiday on the Croatian coast.

In second place is domestic tourism within Slovenia, where 13% of respondents will stay. Among other popular destinations, Greece stands out with 6% and Italy with a 5% share. It is also interesting to note the slight rise of Albania and Spain, each attracting 3% of Slovenian tourists, while the rest opt for other countries within and outside the European Union.

Changes in accommodation habits and the decline in the popularity of camping

The structure of accommodation where tourists will stay also brings interesting insights. Research by the Mediana agency reveals that private apartments, rooms, and houses are still the most popular choice for 41% of respondents. Hotels and motels take second place with 28%, which is an increase compared to last year's 24%. The biggest shift is visible in the camping sector, which is recording a significant decline in popularity. While last year as many as 15% of Slovenians planned to camp, this year that number has almost halved and amounts to only 8%. A smaller share of respondents will spend their holiday in their own weekend homes or with relatives and friends.

Analyzing the overall picture presented by this research conducted on a representative sample of 500 adult citizens of Slovenia, it can be concluded that the tourism sector is entering a very optimistic phase. The fact that a larger number of people are opting for longer trips and more expensive forms of accommodation such as hotels suggests increased purchasing power or at least a highly prioritized summer holiday in family budgets.

For Croatian tourism professionals, these data are extremely important because they confirm that the loyalty of Slovenian guests remains steady, thereby ensuring a solid foundation for the upcoming peak season. Given that respondents have mostly already chosen their destinations and even paid for arrangements, a very intensive summer can be expected with a focus on service quality and extended guest stays.