Croatia tourism prices and growing commercialization are making longtime visitors feel less welcome, according to a German entrepreneur who has spent 18 years visiting the island of Brač. Christoph, a businessman from Frankfurt, says the country risks sacrificing trust and authenticity for short-term profits.
After years of returning to Brač, Christoph bought a home and became closely involved in the local community. In an open letter, he reflected on how tourism has changed and warned that the pursuit of profit is gradually undermining the traditional Dalmatian lifestyle.
He recalled a time when Croatia felt warm, open and welcoming. Even during peak season, local friends still had time for coffee, conversations, shared dinners and spontaneous gatherings.
Tourism was part of everyday life, he said, but it did not dominate everything.
Brač Prices Now Rival Frankfurt
Christoph said Croatia tourism prices have become increasingly difficult to justify. He pointed to simple servings of ćevapčići or pljeskavica costing €20 to €25, while a steak can cost €35.
Although Frankfurt is known for high prices, he said a basic meal on Brač can now cost as much as one in central Frankfurt.
The issue is not whether longtime visitors can afford those prices, Christoph explained. Instead, they are becoming less willing to pay because the price no longer appears to match the value they receive.
He also cited a public shower that had been available free of charge for years before being replaced by a coin-operated shower costing €1. The amount itself is not the problem, he argued—the concern is that nearly every part of the experience now comes with a price.
Administrative changes have added to his frustration. Despite years of investment and involvement in the community, Christoph said he was informed that he was no longer considered a resident.
That decision left him feeling that he did not truly belong. After years of friendships, neighborhood ties and repeated visits, he said longtime visitors increasingly feel like guests who are expected primarily to spend large amounts of money.
A Warning About Trust and Authenticity
Christoph urged local business owners and policymakers not to sacrifice long-term relationships for immediate financial gain. Croatia does not need to imitate mass-tourism markets or exclusive destinations, he said, because its appeal comes from its simplicity and its people.
He stressed that Brač should not try to become Saint-Tropez or the French Riviera. In his view, ćevapčići do not become a luxury meal simply because they cost €25, and a traditional tavern does not become a luxury restaurant because dinner costs €100 per person.
Prices can be adjusted, homes can be renovated and roads can be repaired. However, Christoph warned that trust, a sense of welcome and a feeling of belonging are much harder to rebuild once they have been lost.
