In the heart of the tourist season in Croatia, dissatisfaction among guests over prices that have, for many, reached unimaginable levels can increasingly be heard. And while the authorities spent years hedging and avoiding discussion about rising prices ahead of the peak of summer, the real wave of criticism erupted on social media.

Posts about coffee being charged 7, and even 12 euros, as well as windowless rooms costing 166 euros per night, did not leave either domestic or foreign tourists indifferent. A local guest, shocked after her morning iced coffee, without first looking at the price list, was charged 7 euros, publicly shared the receipt commenting: “For that money in Greece I can get both coffee and gyros.” Others comforted her by saying she actually got off well, because on the coast there are places where the same coffee costs as much as ten or twelve euros, writes Večernji list.

Accommodation is not lagging behind in prices either. A British tourist was surprised when she paid as much as 500 euros for three nights for a room with a double bed and bathroom, but without a window, in the historic center of Dubrovnik – that is, 166.6 euros per night. Similarly shocked were young guests from Germany who, while going through receipts from the supermarket, were left speechless when they saw a price of 33 euros for sunscreen. A liter of carbonated drink costs 2.25 euros, and a can of Red Bull as much as 3.42 euros.

Australian visitors also did not miss the prices of basic food items, from cheese and milk to a can of tuna. World travelers and bloggers, such as Christian Hergesell and Marie, analyzed costs at 16 destinations, which they wrote about on their blog worldonabudget.de, and concluded that a seven-day summer stay for two for accommodation alone amounts to an average of 739 euros in the main season, while dinner for two easily reaches 40 to 60 euros. The price of ćevapčići rises to 13.23 euros, half a liter of beer up to 5 euros, and a kilogram of fish up to 72 euros.

The combination of high demand from the post-pandemic years and euroization has led Croatia to significantly overtake the competition in price increases. Comparisons with Greece and Spain are no longer in Croatia’s favor, since restaurant prices, according to available data, have jumped by 51.6 percent since 2019, while in the Mediterranean they have risen by 21.5 percent. Hotel accommodation is also 43 percent more expensive compared to 2019, as opposed to 24 percent growth in other Mediterranean countries. The average daily spending of a guest in Croatia today amounts to 170 euros, while in Italy or Spain, for example, it is around 250 euros, with numerous amenities in those countries included in the price and offering greater value for money.

Inflation in Croatia has additionally raised the prices of food, drinks, and services, so year after year double-digit jumps have been recorded, mostly in restaurants and hotels. According to available research, prices during the peak of the season for basic hotel accommodation range from 70 to 150 euros per person per night, which means that a week of summer vacation often exceeds the amount of 1,000 euros, while out of season prices drop significantly.

Dissatisfaction is also not absent among the local population, which can increasingly less afford a vacation on the Adriatic. And while discussions about prices are taking place on social media, European media regularly note the skyrocketing rise in prices in Croatia and clearly point out that the country has lost its status as an affordable destination. Despite economists’ warnings that price growth exceeds the growth of visitors’ purchasing power, tourism authorities rarely open that topic publicly.

Today, Croatia is entering the group of the most expensive tourist destinations in the Mediterranean, and the trend of rising prices is certainly affecting the choice of destination among foreign guests. Those who are increasingly choosing their own kitchen instead of restaurants or looking at other offers in the region are sending a clear message: high prices are no longer just a temporary phenomenon but a serious obstacle to returning to the Croatian coast.

Unlike past years when Croatia was known for good value for money, today prices on the Adriatic have become a real challenge even for those with deeper pockets.