Airbnb Occupancy Rate in Makarska, Croatia, Data & Trends 2026

Over the analysis window, Makarska ran 57% average occupancy across roughly 206 booked nights a year, three points below Croatia's 60% national average and sitting in a small national sample of just three tracked cities. Its 115 euro average daily rate and 1,707 euro average monthly revenue per listing reflect a mid-market beach economy rather than a luxury one, with earnings concentrated into the summer rather than spread across the year.

The numbers that define this market are the 147% seasonality index and the flat 2% year-on-year revenue change. Read together, they describe a stable but heavily front-loaded market: demand is reliable in season and reliably thin out of it, and the headline occupancy understates how full units run in July and August while overstating how they perform from October to May. For underwriting, the booked-nights figure and the peak-month curve matter far more than the annual average.

Makarska is the anchor of the Makarska Riviera, the stretch of Dalmatian coast where the Biokovo mountain wall drops almost straight into the Adriatic, and short-term rental demand here is overwhelmingly sun-and-sea leisure. Travellers come for the long pebble beaches around the town, the palm-lined Riva promenade, the Franciscan monastery and St Mark's church on the main square, and easy day trips to Brela, Tučepi and the offshore islands of Brač and Hvar. The Biokovo Nature Park and its glass skywalk above the coast add an adventure draw that pulls guests inland.

This is a family-and-couples beach market rather than a city-break or business one, fed by drive-in visitors from Central Europe and ferry connections down the coast. The vast majority of stays cluster in a short summer window, which shapes everything an operator needs to plan: rates, minimum stays and cleaning logistics all revolve around peak-season turnover, while the rest of the calendar is comparatively thin.

The town centre around the Riva and the old harbour is the highest-converting stock: walkable to restaurants, the market and the main square, it commands the strongest rates and the shortest booking lead times. The beach zones flanking the centre, particularly the area toward Donja Makarska and the long pebble strand, trade on direct sea access and views back to Biokovo.

Heading along the Riviera, the neighbouring resort villages of Tučepi and Brela function as premium satellites, quieter and more upscale, drawing guests willing to pay for calmer beaches. Baška Voda to the north is another established holiday village with its own steady rental base. Across all of them, proximity to a swimmable beach and a sea view matter more than the exact settlement, and units with parking gain a real edge given how many guests arrive by car.