Spain, France, Greece, and Italy dominate the thoughts of travelers who are considering the ideal summer destination in Europe, with Crete and the Aegean islands standing out, however, a new proposal in the Balkans is leading the way for summer getaways on the continent.
The Adriatic region in Croatia, or Jadranska Hrvatska, is the most popular destination in the EU for holidaymakers, according to Eurostat data, which was analyzed by Europe in Motion, as the period from June to the end of September 2025 recorded the highest number of hotel bookings from any other region in the EU: 34 million overnight stays via Airbnb, Booking and Expedia.
What makes the Croatian coastline unique
Natural beauty, warm weather, and the history of the Adriatic appear to be the main, attractive factors for travelers, combined, of course, with the long coastline, which is dotted with charming seaside towns and tiny islands lapped by crystal-clear waters.
It is also known for its cultural scene and vibrant nightlife, making it a popular destination for those who choose to take a week-long road trip.
Split is a prime example, allowing tourists to enjoy historical sights such as the Roman palace of Emperor Diocletian, while also being able to swim at the secluded Kasjuni beach.
Additionally, just an hour away from Split by ferry is the island of Hvar, famous for its snorkeling spots like Jerolim and Marinkovac, while windsurfers prefer the island of Brač, right next to Hvar.
In the area of Makarska, the Biokovo Skywalk has become a major attraction. At an altitude of approximately 1,200 meters, the horseshoe-shaped bridge with a glass floor offers panoramic views of the Adriatic, attracting both casual visitors and experienced hikers who are eager to explore the rugged terrain of the Biokovo mountain range.
Further south, Dubrovnik remains the most popular destination in the area. Industry analysts attribute its popularity to its status as a UNESCO World Heritage Site and its global recognition as the filming location for King’s Landing in the Game of Thrones series.
Activities such as city wall tours and kayaking at sunset have become essential elements of the local tourism economy.
However, the area is prone to overcrowding in the summer, which prompts many to head to the coastal towns of Zadar or Šibenik for a more relaxed atmosphere.
Which other European regions are included in the top ten
The Adriatic coast in Croatia may be in first place in terms of the number of bookings for obvious reasons, but the rest of the top ten – on a regional level – is made up of a Franco-Spanish duo, with Andalusia, Provence, the Valencian Community, Catalonia, Occitania, New Aquitaine, the Paris region, Auvergne-Rhône-Alpes and the Canary Islands occupying the top spots.
The only exception is the region of Crete and the Aegean islands, which is in fifth place, with 14.5 million overnight stays in the period June-September 2025.
