Split, a popular city in Croatia, has announced its intention to rebrand itself to attract families and move away from its party reputation. The city is one of the largest in the country, drawing nearly 1 million tourists annually.
However, many of these visitors are attracted by the party scene, with budget-friendly cocktails and seaside music festivals like Ultra Europe making it a hotspot for revellers. This has led to an increase in antisocial behaviour on the city’s streets, prompting increased security and police presence to deal with issues such as “public drinking, peeing or people with their shirts off”.
Local residents have expressed their frustration at the situation, lamenting the changes that have taken place over the years. “There used to be more restaurants, bars and cafes serving local food, but now they mostly have tourist food,” Veronica, a recent graduate now working at a day trip company, told Euronews.
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Another tour operator added: “Split has changed a lot in the last 10 years,” “The promenade had a lot more local cafes and restaurants. Now, it’s all Italian, burgers, etc, even though Croatians are best at Croatian food.”
“The [Diocletian’s] Palace [area] had small independent shops, now it’s mostly apartments which are given out to tourists on rent, or for short stays.”, reports the Express.
A surge in tourism in Split has led to a significant hike in rent prices, forcing many locals out of long-term accommodation. This phenomenon is not unique to Croatia, as other European countries such as Spain and Greece have also seen protests against mass tourism disrupting their economies.
Vana, a cruise company employee, told Euronews: “Lots of younger people come… they’re not buyers, they’re only here for partying and alcohol, not islands or tours.”
“It’s becoming harder for younger people to find a flat, start their lives, or have a family,” she added. The average monthly rent has skyrocketed to €800 (£673), which, compared to the average monthly salary of €1,000 (£841), has put immense pressure on full-time residents.
However, Split’s economy heavily relies on tourism, with many residents earning the bulk of their annual income during the busy summer season, which helps them get by during the quiet winter months.
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