The Croatian city of Pula has been named one of Skyscanner's best-value destinations for 2027, with airfares to the coastal city falling 20% year on year and hotel rates down 4%. The city, on Croatia's Istrian peninsula, ranked seventh in Skyscanner's Best Value Destinations for 2027.
Skyscanner's airfare figure is based on economy return flights booked between January and June 2026 for travel during 2026, compared with the equivalent period a year earlier, with accommodation pricing also considered when compiling its 2027 list.
Value increasingly important to British holidaymakers
The finding comes as value plays an increasingly important role in British holiday choices. ABTA's latest Holiday Habits research found value for money is now the number one reason consumers give for choosing a package holiday, cited by 48%, up from 43% a year earlier.
Pula's appeal is not simply about the price of getting there. The city combines two of Britain's favourite styles of holiday in one place. ABTA says city breaks have become the UK's most popular holiday type, taken by 53% of consumers in the past year, while beach holidays remain close behind at 49%. In Pula, Roman monuments sit within easy reach of the Adriatic coast, allowing visitors to combine sightseeing and beach time in the same trip.
Roman heritage and live music
Dubbed a 'mini Rome' thanks to the concentration of ancient sites within the city, Pula is dominated by its remarkably preserved first-century Roman amphitheatre. The Arena once held around 23,000 spectators and remains one of the largest surviving Roman amphitheatres in the world. Its Roman heritage continues through the centre, where visitors can walk between the Temple of Augustus and the Forum, the Arch of the Sergii and other ancient remains, making much of the city's history easy to explore on foot.
The Arena is not simply a historical attraction. Almost 2,000 years after it staged gladiatorial contests, it remains one of Pula's major entertainment venues. Rod Stewart is confirmed to perform there on June 22, 2027, followed by Simply Red on July 24, giving visitors the chance to see globally recognised artists perform inside a Roman amphitheatre as part of their holiday.
Gateway to Istria and budget-friendly days out
Pula also makes a practical base for discovering wider Istria. Often referred to as the 'Croatian Tuscany', the region is known for its rolling countryside, hilltop settlements, vineyards and food culture, particularly truffles, extra virgin olive oil, wine and seasonal local produce. Visitors can combine days on the coast with vineyard visits, olive oil tastings and traditional Istrian food experiences inland. That variety also gives the region appeal beyond the main summer months. Spring is well suited to exploring its towns, landscapes and outdoor experiences, while autumn brings grape harvests, white truffle season and new-season olive oil.
For families and travellers keeping an eye on spending once they arrive, there are also numerous attractions and experiences that don't require a large budget. Ambrela Beach, on Pula's Verudela peninsula, offers free beach access, natural pine shade and a gentle entry into the sea. Around 10km south of the city, Cape Kamenjak offers coves, walking and cycling routes and a dinosaur trail leading to fossilised footprints dating back around 98 million years. Under current access arrangements, pedestrians and cyclists can enter Kamenjak free of charge.
Another easy day trip is Brijuni National Park. Boats leave from nearby Fažana for the roughly 15-minute crossing to Veliki Brijun, where the official island excursion includes access to museums and the nine-hectare Safari Park.
Direct links from the UK
Getting there from the UK is becoming easier too. Pula Airport has confirmed that Jet2 will launch a new weekly direct service from Edinburgh on May 2, 2027, running until October 17. The airline will also continue its direct 2027 connections with Pula from Manchester, Birmingham, East Midlands and London Gatwick and Stansted.
Bisera Fabrio, at the Croatian National Tourist Board (UK), said: “British travellers increasingly value destinations that offer authenticity, variety and good value, and Pula and Istria bring all of these elements together. Visitors can experience Pula's remarkable cultural heritage, enjoy the Adriatic coast and then discover Istria's renowned food, wine and countryside, all within the same trip. This is a region that can be enjoyed well beyond the traditional summer season. Spring is ideal for exploring its landscapes, pretty towns and outdoor experiences, while autumn brings harvest time, truffles, wine and new-season olive oil.
“We are seeing British visitors increasingly consider Croatia in spring and autumn, and encouraging travel across more of the year remains an important part of our approach to developing tourism sustainably. With strong air connections from across the UK and so much variety within one region, we believe Pula and Istria offer British travellers a compelling choice for 2027.”
With airfare and hotel data pointing in the right direction, direct regional connections from the UK and a 2027 calendar spanning Roman history and major live music, Pula's value lies not only in getting there, but in how much visitors can experience once they arrive. Croatia continues to punch above its weight with British travellers, ranking 13th in ABTA's top 15 destinations UK holidaymakers are considering for the year ahead. With a population of around 3.9 million, it is the least populous country to feature in the published top 15.
