Brazil – a source of alternative tourists in Croatia

Brazilians are showing increasing interest in visiting Croatia

SAO PAULO, 24 March 2025 (Hina) – The people of Brazil, South America’s largest country, are showing increasing interest in visiting Croatia. Efforts are underway to attract them through alternative tourism experiences such as religious, gastronomic, and winter tourism.

The 8th Gathering of the Croatian Diaspora in South America is taking place in São Paulo, where the Croatian National Tourist Board (HTZ) has been showcasing its offerings.

“The interest is exceptional. Everyone has expressed a strong desire to visit Croatia and explore its beauty,” said Marina Šimun, International Cooperation Advisor at HTZ, following meetings with Brazilian media and tour operators.

Among the media outlets present were O Globo and CNN.

“CNN has expressed an interest in coming to Croatia to film a special report. We have assured them that we will support this initiative to bring Croatia even closer to Brazilian visitors,” Šimun added.

While many Brazilians are aware of Croatia, they do not yet know it well, despite a steady increase in visitors each year.

“There is great potential for even more arrivals from this market,” Šimun emphasised.

Last year, visitors from South America recorded around 200,000 overnight stays in Croatia.

Beyond Summer: Expanding Tourism Horizons

“We must promote alternative tourism destinations in Croatia, rather than focusing solely on beach tourism during peak season,” said Solange Juvela, President of the Brazil-Croatia Chamber of Commerce, who also attended the meeting.

“We have other attractive options outside the summer season, such as gastronomic tourism or visiting Zagreb and other cities during Advent,” she added.

Juvela believes that finding alternatives for off-peak months is essential.

Miroslav Deur, owner and tour guide at Prismazul, has been bringing Brazilian visitors to Croatia on religious pilgrimages for 25 years.

“Regular tourists take photos and are already thinking about their next trip. Pilgrimages are different; people seek a transformation in their lives. That transformation happens through the journey,” explained Deur, a Croatian born in São Paulo.

So far, he has brought 60 groups, totalling 2,000 Brazilian pilgrims, to sacred sites such as Ludbreg, Marija Bistrica, Međugorje, St. Nicholas Tavelic’s shrine in Šibenik, as well as holy places in Dubrovnik, Široki Brijeg, Rama, Perast, and Herceg Novi.

During his tours, Deur shares Croatia’s history with visitors, helping them connect with its spiritual values in a meaningful way. In Zagreb, for example, he talks about the earthquake and the city’s reconstruction to illustrate resilience and renewal.

Luka Modrić Stars in Promotional Video

At the Croatian diaspora gathering in São Paulo, HTZ presented a promotional video featuring football star Luka Modrić. At the start of the video, Modrić, a household name among Brazil’s 213 million residents, speaks in Portuguese, saying, “You have to see this video.”

“The response was fantastic,” Šimun enthused. “After watching the film, some attendees approached us with even more questions. They admitted they hadn’t known certain things about Croatia.”

Juvela from the Brazil-Croatia Chamber of Commerce, established in 2023, confirmed that Brazilians are becoming increasingly interested in Croatia and eager to travel there.

She noted that tour operators were pleased with the meeting and keen to boost Brazilian tourism to the country.

With approximately one million Croatians and their descendants living in South America, HTZ has encouraged them to invite their friends, neighbours, and relatives to visit Croatia.

“This year, we expect even more visitors, particularly as Croatian associations such as the Brazil-Croatia Chamber of Commerce are actively engaged in these efforts,” Šimun explained.

Next month, Deur will lead a new group of 25 pilgrims. He shared that some Brazilians arrive in Croatia with heavy hearts but leave deeply touched by the experience.

“When they return to Brazil, they bring back wine, immortelle oil, and pelinkovac. But they can only carry 23 kilograms of luggage,” he noted. “What they truly take home, though, is far greater—love and a life-changing experience.”