UHPA Days 2026 held in Šibenik-Knin County

UHPA Days, the annual event of one of the leading national tourism associations, were held from 18 to 20 March 2026 in Šibenik-Knin County, which holds the title of UHPA’s Recommended Domestic Destination for 2026.

The ninth edition of UHPA Days was officially opened on Thursday, 19 March by Tomislav Fain, President of the Association of Croatian Travel Agencies (UHPA), at the Olympia 4* Hotel in Vodice.

More than 230 participants gathered in Vodice for this year’s traditional tourism sector meeting – including representatives of travel agencies and other key stakeholders of the tourism industry in Croatia. This year’s event placed particular emphasis on the transformation of the tourism economy, as well as the imperative of green transition and digitalisation in business operations.

The event was also attended by Tonči Glavina, Minister of Tourism and Sport, who highlighted the key role of travel agencies in the context of the highly unstable situation in the Middle East. Kristjan Staničić, Director of the Croatian National Tourist Board (CNTB), presented the CNTB’s planned promotional activities for the year, with a particular focus on the latest trends across key source markets.

“Croatia is facing a demanding tourism year, marked by both economic and security challenges. Nevertheless, we are encouraged by the continued strong desire to travel, particularly in European markets. In this context, Croatia has a significant advantage that we emphasise through our promotional activities – it is recognised as a safe destination, geographically close and easily accessible. This is especially important given that more than 80 percent of total tourist traffic in our country comes from European markets. This year, key criteria in destination choice will be the sense of safety and value for money, which is why we are placing even greater focus on improving the quality of the tourism offer. I would like to take this opportunity to thank travel agencies and tour operators for their efforts in creating unique experiences and attractive travel packages, whose contribution is particularly evident in the pre- and post-season periods,” said Staničić.

Paško Rakić, Prefect of Šibenik-Knin County, welcomed participants, highlighting the excellent cooperation with tourism stakeholders and underlining the county’s focus on developing infrastructure in its hinterland. In this context, he announced a project to build a suspension bridge over the Krka River, which would connect the fortresses of Nečven Fortress and Trošenj Fortress in the municipalities of Kistanje and Promina.

As part of the “Current Affairs with the Minister of Tourism and Sport” segment, in conversation with programme moderator Izabela Vrtar, the minister reflected on the starting positions of Croatian tourism this year and the sector’s adaptation to the evolving geopolitical situation. He also presented forthcoming amendments to the Hospitality and Catering Industry Act, for which a public consultation will soon be launched, and announced an upcoming public call for the tourism competitiveness programme, in which travel agencies will again be eligible beneficiaries of non-repayable grants.

The first working segment was complemented by two expert panel discussions focusing on the dual transition of the European economy – the green transition of tourism and digitalisation and e-business. The first panel, “Green Transition of Tourism”, featured Ingeborg Matečić, Maja Domijan, Krešimir Šakić and Andrija Matić. Panelists discussed the unique position of travel agencies in sustainable development and tourism impact management, referencing best practices in product design and emphasising the importance of local communities for a successful transition.

The second panel, “Digitalisation and e-business – the key to success in tourism”, addressed technology as an operational tool and featured Martina Lucić Čanak, Anita Franin-Pečarica, Neven Palčec and Diana Mudrinić. In addition to automation and personalisation, the discussion highlighted the need to strengthen digital sovereignty in order to maintain control over data and develop authentic local solutions.

The 9th UHPA Days also placed strong emphasis on experiencing the rich tourism offer of the host destination. As part of the programme, participants visited Vodice, Šibenik, St. Michael’s Fortress, Baraka Winery, Etnoland Dalmati and Skradinski Buk.

“Our county could be described as a ‘Mediterranean in miniature’. Almost everything the Mediterranean has to offer can be found here, in a much smaller area, which makes your time here more valuable. By nurturing, preserving and presenting all the assets of this region, we strive to build tourism with balance – one that will develop sustainably over the long term for the benefit of the local population, our visitors, and those who may one day choose this region as their home. There are many steps in that direction, and our cooperation with UHPA is certainly one of them. It includes promoting the Šibenik-Knin region and bringing it closer to the best Croatian travel agencies. I therefore believe that these UHPA Days will inspire some of them to create their finest programmes right here,” said Šakić.

“Another successful UHPA Days are behind us, confirming the importance of unity and cooperation within the tourism system, especially in the current geopolitical circumstances. The working programme highlighted key topics for adaptation and the future development of the industry, both in terms of public-private sector cooperation and strengthening competitiveness through digital tools and sustainable practices. I am extremely proud that the number of our members continues to grow year after year, as does the number of participants at UHPA Days,” said Fain.

As a professional gathering held since 2016, UHPA Days are rightly considered one of the most important industry events in Croatia’s tourism sector. The ninth edition once again demonstrated the importance of connectivity within the industry, which must continuously strengthen its capacity to adapt.

A glimpse of the atmosphere from this year’s UHPA Days is available in our photo gallery.

Source: UHPA
Cover photo: Antonio Matić