2026 strategic objectives include achieving double-digit annual business growth and reaching operating profit of EUR 150 million. Target dividend yield for the upcoming period is approximately 4%, with the dividend payout contingent on the achievement of business plans and share price performance. Revenue is projected to grow to EUR 500 million, with 50% generated outside the peak tourist season, and two-thirds of total revenue coming from direct sales.

Valamar’s strategic objectives for 2026 include further improving working conditions, ensuring over 50% of year-round employment, and employing at least 70% domestic employees. Valamar remains committed to maintaining exceptionally high guest satisfaction and expanding the active marketing database to 1.6 million guests, with every third guest a return guest. By 2026, Valamar aims to achieve gold-level ESG rating and remain leader in sustainable tourism in Croatia.

As of the beginning of 2024, Valamar initiated the development of the most significant project in Croatian tourism - the construction of the Pical 5* resort, set to open in early 2026. This 200-million-euro investment will drive economic growth, tourism, and infrastructure development within the local community. The Pical 5* hotel will offer high-end, year-round tourism, create more than 700 new jobs, and contribute to an enhanced quality of life in Poreč. Additionally, the Arba Resort 4* on the island of Rab is set to open this summer, repositioning the destination towards high-value family tourism and generating 230 new jobs on the island.

In 2024, Valamar continued to invest significantly in the employees and the improvement of working conditions. In 2025, salaries at Valamar will increase by 10 to 15 %, including a minimum 10% salary increase, complemented by additional coefficient adjustments. Through the "Živi destinaciju" ('Live the Destination') initiative, local employees receive additional financial incentives, while the "Krov nad glavom" ('Roof Over Your Head') programme provides permanent employees with a housing rental allowance. Compensations for skilled positions will also rise, with salaries for chefs, waiters, receptionists, and various hotel, campsite, and resort roles ranging from EUR 1,500 to 2,000 net per month at peak season. Housekeepers, assistant chefs, assistant waiters, kitchen staff, servers, and other roles will also earn between EUR 1,000 and EUR 1,400 net per month at peak season. For the 8th consecutive year, Valamar has been recognised as the most desirable employer in tourism and will employ up to 8,500 staff members this season.