With its five editions from 2017 to 2023, EXIT’s Sea Star Festival in Umag has contributed €33.7 million in direct economic benefits to the Croatian economy. A study by Hotelis, a consultancy specializing in tourism and hospitality, points out that the achievement is all the more significant given the fact that Sea Star is the only major music festival in Croatia taking place outside of the tourist season. Across these five editions, the total promotional value of the festival and its focus on advertising Umag, Istria, and the Croatian coast across both domestic and foreign markets amounted to €33.7 million. These figures further solidify the accolade Sea Star received from HDS ZAMP, marking it the second most-visited Croatian music festival for two consecutive years.
The analysis highlights the evolution of music festivals from niche gatherings to mainstream cultural phenomena, attracting a diverse audience from around the globe. While Croatia is renowned for its many festivals, Sea Star stands out not only for taking place outside the usual tourist and festival season but also for being the only major international music festival in Istria at the moment.
The research indicates that the total expenditure at the festival from 2017 to 2023 amounted to €29 million. Sea Star attendees spend about 40% more than the average tourist at the same destination, with their spending outside of accommodation being double that of the average visitor. The data also revealed that the festival employs many professionals across various fields, with the total number of individuals involved in Sea Star’s preparation and execution estimated at over 700.
Over the past five editions, Sea Star Festival’s gates have seen more than 200,000 entries, with foreigners accounting for 40% of the attendance. The total number of individual visitors reached 88,000, and the event generated 180,000 tourist nights. According to the study, around 95% of attendees traveled to Umag solely for the festival, and an impressive 98% reported an improved or unchanged view of the city. This demonstrates the festival’s highly positive impact on the destination’s brand.
The typical Sea Star visitor is young, with an average age of 25.5. Among the attendees, 57% are employed, while 68% are either highly educated or university students. The primary motivations for attending include socializing as a key aspect of the festival experience, the cultural draw of the music program, and the opportunity to enjoy the seaside, alongside loyalty to the EXIT brand.
