Croatia holidays: Destination 'still most important factor for UK travellers'

British travellers planning Croatia holidays and other breaks abroad continue to prioritise destination over all other concerns, according to a recent survey by the Association of Independent Tour Operators (Aito) and Wanderlust magazine.

The research found destination to be the most influential factor for consumers planning a holiday ahead of customer service, the reputation of the company and price.

People who opt for an Adriatic cruise will have the opportunity to combine several destinations in one trip, from cities such as Dubrovnik and Split to islands like Korcula and Hvar.

The Aito and Wanderlust survey revealed that "things are looking up" for the travel industry, with many tour operators revealing that their bookings are on the increase this year.

Aito chairman Derek Moore said: "Expectations are optimistic with 56% of operators predicting an increase in bookings compared to last year.

"Whilst lots of Aito members are feeling cautiously confident, 47% feel that their business confidence will remain the same as the last quarter and only 8% are feeling less confident than they were."

Croatia holidays provide the opportunity for travellers to take part in a range of tours and excursions, such as walking in the Biokovo mountains and rafting along the Cetina river.