New Study Reveals the Most Underrated Destination in Croatia

Croatia is a truly wonderful country to visit – perhaps you’ve read all about its many wonders on a certain travel website called Visit Croatia? And whilst there are many famous sights, towns and cities, islands, experiences and locations to visit such as Dubrovnik, Hvar and the Plitvice Lakes, the country is still home to a number of hidden gems that don’t (yet) receive all of the fanfare. A new study by villa rental company VIP Holiday Bookers has revealed what magical place is the number one most underrated destination in Croatia.

The Most Underrated Destination in Croatia is…

So what is the most underrated destination in Croatia?

…opens envelope…

….dramatic pause…

None other than marvellous Motovun, a truly charming hilltop top in central Istria. Only 25km inland from the very popular holiday destination of Porec, Motovun is located at 277 metres above sea level. (See the photo below.)

The tiny walled town has a number of interesting sights – not least its town walls and gates – and is home to a prestigious film festival. (Although as of 2024, the festival has sought out a new experience in Gorski Kotar…but it is organised by the same team!) Motovun is an ideal place to try one of Istria and Croatia’s delicacies – truffles – that are added to so many dishes. Pasta – particularly Istrian speciality fuzi – with truffles is a must! Not forgetting a glass or two of the fabulous local wine!

What other underrated destinations are there in Croatia?

Other underrated destinations in Croatia that the study revealed include the islands of Korcula and Rab which came in second and third on the list behind Motovun. Many consider Korcula a mini-Dubrovnik, with the streets of its old town impressively laid out. Korcula Town is also believed to be the birthplace of Marco Polo! Meanwhile, Rab is perhaps not as well known at all to British visitors which is a shame – it’s a great family-friendly destination, in part thanks to its cluster of sandy beaches.

We return to Istria and Porec in fourth place which is somewhat of a surprise to me. I’ve always believed Porec to be one of the most popular holiday destinations on the Croatian coast, thanks to its beaches and bays and the plethora of accommodation options. Perhaps people are visiting, but just not sharing Porec on social media?

In fifth place is the remarkable Sibenik which is home to two UNESCO World Heritage sites. Sibenik offers an excellent and thoroughly rewarding day of sightseeing and a mix of smart city accommodation or resort-style places nearby. It’s also only a stone’s throw from Krka National Park.

Omis comes in sixth place and is absolutely THE place to go in Croatia if you’re into adventure holidays. The nearby Cetina River offers all sorts of water-based activities such as kayaking and white-water rafting, and one of the best ziplines in Croatia is located here. Just watch out for pirates! (Not really, but sort of… See our guide to Omis to find out what I mean.)

In seventh place is the amazing Pula – home to a number of stunning Roman sights including the very well-preserved amphitheatre, the Arena. The largest place on the list, Pula offers so much to visitors – excellent accommodation, beaches, sightseeing, fantastic bars and restaurants and plenty of exciting events.

Rounding off the study is Makarska, a popular beach destination that’s just 90 minutes south along the coast from Split. It’s another charming town with plenty of top accommodation choices and a lovely seaside promenade. Just the thing for leisurely seaside strolls with a view.

What makes an underrated destination?

VIP Holiday Booker‘s study was conducted using a weighted ranking algorithm that analysed factors such as local population and social media presence on sites such as Instagram and TikTok. This brought up a list of places that make up for lower visitor numbers by ramping up the charm – and each place was then given a score out of 100. And Motovun topped that list!

You can see the full scores in the table below.

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According to Darijo Saric, CEO of VIP Holiday Booker, cities like “Split and Dubrovnik try to balance vibrant tourism with local life.” He adds “Croatia has plenty of other smaller destinations with a quieter atmosphere which are often overlooked that remain true to the country’s character”.

You can also find out what came out on top in the company’s study of the Best Destinations in Croatia.

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The above list surely gives you plenty of holiday inspiration for Croatia for 2025! Better get booking!