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In an exciting initiative to enhance travel authenticity, the Croatian National Tourist Board (HTZ) has launched its inaugural collaboration with Booking.com. This partnership aims to spotlight accommodation options in Croatia that proudly display the Local Host label, showcasing family-run establishments and elevating responsible travel experiences. The campaign is set to run until the end of July 2026, promising increased visibility for these unique stays through one of the largest online accommodation platforms worldwide.
Currently, over 3,200 small, family-run accommodations, with a combined capacity exceeding 19,000 beds, are part of the Local Host programme. This initiative represents a significant effort by Croatia to distinguish genuine local hosts from typical holiday rental options, ensuring travelers have access to authentic hospitality.
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Through this partnership, HTZ aligns its national quality initiative with Booking.com’s platform, a tool frequently used by travelers during the critical stages of holiday planning. By promoting Local Host accommodations directly at the point where travelers evaluate and book their stays, Croatia aims to enhance the visibility of these unique properties beyond simple destination advertising.
HTZ has made it clear that properties that qualify will now be allowed to showcase their Local Host identity digitally on Booking.com, integrating this recognition into their property image galleries. The cooperative campaign will reinforce the Local Host label as a distinguishable component of the Croatian accommodation landscape. The partnership’s financial details remain undisclosed, but HTZ plans to evaluate its impact regarding visibility, engagement, and demand following its conclusion.
Croatia first introduced the Vaš domaćin or Local Host label in 2025 as a collaborative effort between HTZ and the Ministry of Tourism and Sport. This initiative aims to identify accommodations within local homes that not only offer a welcoming atmosphere but are also managed professionally. The label is not simply awarded as a consequence of private ownership; applicants must meet rigorous standards encompassing authenticity, guest experience, environmental consciousness, and ongoing professional development.
The Local Host label is intended to guide visitors seeking accommodations that reflect traditional Croatian hospitality while also promoting responsible tourism practices. Given the expansive and varied private accommodation market in Croatia, this label serves as an essential indicator for travelers, assuring them that the establishment adheres to a recognized standard.
According to HTZ’s latest data from July, over 3,200 family-run accommodations now fall under the Local Host umbrella, totaling more than 19,000 beds. The region of Kvarner leads with 741 participating properties, closely followed by Istria with 734 labeled establishments.
This significant growth illustrates that the Local Host initiative has successfully transformed from a niche quality program into a robust national network, even though it remains a selective segment of Croatia’s broader private rental market. Preliminary reports indicate that properties with the Local Host designation experienced slightly higher occupancy rates in 2026 than in 2025, suggesting that quality standards, combined with targeted promotional efforts, may allow them to achieve competitive advantages.
To obtain the Local Host designation, accommodation providers are required to hold an official host status under Croatian hospitality laws. Applications are processed via an online self-assessment linked to the eVisitor system, which evaluates whether the applicants meet the necessary criteria. Successful candidates are awarded a physical plaque and a digital version to use across their online platforms.
The designation remains valid for a period of three years, after which hosts must undergo a reassessment. This process ensures the ongoing credibility of the program and encourages compliance with established standards. HTZ also aims to foster better environmental practices and enhance connections with local culture and traditions among hosts.
Before kicking off the partnership with Booking.com, HTZ conducted a promotional campaign in May and June 2026 across various countries, including Germany, Austria, and Italy. Utilizing a mix of digital advertising and traditional media, the campaign successfully reached over 69.3 million impressions, reaching more than 20 million users and amassing 13.8 million video views.
The focus of the campaign was on authentic experiences, highlighting real hosts and local stories rather than generic property images. This personal touch adds credibility to the Croatian tourism message, encouraging travelers to connect with their destinations and immerse themselves in local culture.
Integrating the Local Host program into Croatia’s tourism strategy underscores the country’s commitment to sustainable tourism. By linking the label with environmental responsibility and community respect, HTZ aims to enhance visitor experiences while benefiting local economies.
However, the sustainability of this model relies on upholding stringent standards and ongoing compliance. The program’s assessment process is essential to maintain its integrity and value in promoting genuine connections with local communities.
For travelers, the Local Host designation serves as a valuable tool in distinguishing trustworthy accommodations in Croatia. This label signifies that a provider has completed an official assessment, committing to high standards of hospitality and engagement with guests.
While the Local Host designation is a helpful guide, travelers are still encouraged to consider various factors, including pricing and guest reviews, before finalizing their bookings. The label aims to complement existing travel research by highlighting properties that offer an enriched Croatian hosting experience.
The collaboration with Booking.com marks a pivotal moment for the Local Host program, providing valuable insights into how an official quality label can influence booking behaviors. HTZ will analyze campaign outcomes post-July to determine the potential for future partnerships. The extensive participation of 3,200 properties underlines the program’s national significance, and with Booking.com’s support, Croatia aims to amplify its reputation for exceptional hospitality and service.
Source: The post Croatia Tourism Board Partners with Booking.com to Promoting their Local Host Accommodation, Boosting Visibility of Authentic Family-Run Stays and Responsible Travel Experiences first appeared on www.travelandtourworld.com.
