Valamar towards 2030: rising revenues and an investment plan for quality hotels and campsites

Valamar, one of Croatia’s leading tourism companies and among the largest operators in Adriatic hospitality, closed 2025 with revenues up 10.6%, amounting to €461 million, and an adjusted EBITDA of €132 million (+9.1%), mainly driven by the premium hotel and campsite segments. The 24% increase in the share price reflects investors’ confidence in the company’s strategy.

The Group manages a broad portfolio of hotels, resorts, campsites and glamping facilities in Croatia, with particular focus on the most renowned destinations such as Istria, Kvarner and Dalmatia. Among the 15 campsites along the Croatian coast, which are part of the Valamar Camping offering, Valamar Camping Krk stands out as Croatia’s first 5-star eco-camping resort, featuring a swimming pool and a water park for families, and is among the most awarded on the island of Krk.

Investments of €820 million

Looking ahead, the Valamar Group has approved the draft corporate strategy up to 2030, which will be presented at the Investor Day in October. The strategy foresees investments of €820 million aimed at improving hotels and campsites, completing key projects, developing brands and products, and accelerating digital transformation.

The goal is to reach €800 million in revenues by 2030, with around half of turnover generated outside the main tourist season, and a target EBITDA of between €220 and €240 million. The Group also confirms its commitment to sustainability, aiming for guest satisfaction levels of 90% and maintaining the Gold level in the EcoVadis ESG rating.

Valamar also aims to consolidate its position as a leading employer in tourism, recognising its staff as a key resource for the company’s success. For this reason, the Group focuses on improving working conditions and valuing local employees, who make up over 60% of the total workforce. Investments include salary increases, local bonuses raised from €400 to €600, and improvements for over 30% of job roles.

The agreement with the trade unions also provides for extended bonuses, medical check-ups, and new benefits. In addition to competitive salaries, the company provides accommodation, meals, discounts, annual awards and the 9+ Programme for top seasonal workers, ensuring stable employment and bonuses of up to €800. Initiatives such as “First for a Reason” support employees’ professional development and career prospects.