Pikasa Analytics’ Regional Topics Scanner tracked tourism-tagged coverage across Slovenia, Montenegro and Croatia, covering the Top 50 media outlets in each market from 1 March to 25 August 2026.

• Combined, the three markets produced 29,137 articles and 3,750 social posts, worth 211,850 article-linked Facebook engagements and 665,255 social engagements.
• Croatia led on every scale metric: 12,208 articles across 51 outlets, 112,334 article engagements and 351,777 social engagements, despite publishing barely more articles than Montenegro.
• Montenegro posted nearly Croatia’s article volume (11,885) but converted worst of the three: 5 engagements per article, against Croatia’s 9 and Slovenia’s 6.
• Slovenia ran by far the smallest conversation - 5,044 articles and 627 social posts - yet still out-converted Montenegro on a per-article basis.
• Engagement per social post told a similar story: Croatia 278, Montenegro 134, Slovenia 102. Croatia’s audience reacted far harder to each post despite Montenegro publishing more of them.
• Weekly coverage climbed steadily from March, with Croatia overtaking both neighbors from late June onward - peak season and, in August, a deadly wildfire near Omiš.
• Despite the “tourism” tag, most top-engaging articles in every market were driven by politics, identity disputes or crisis news rather than travel content itself.
• Telegram was the single most-engaging outlet tracked anywhere in the study, with 39,601 engagements from 670 posts in Croatia, more than 2.5x its nearest rival.

A Season-Long, Three-Market Tourism Watch

As Slovenia, Montenegro and Croatia moved through the 2026 tourist season, a parallel conversation played out across each country’s news portals and social feeds. Through Pikasa Analytics’ Regional Topics Scanner, the platform tracked six months of tourism-tagged coverage from 1 March through 25 August 2026 across the Top 50 media outlets in each market and every major social network, logging 29,137 articles and 3,750 social posts worth a combined 877,105 engagements. The picture that emerges is less about who talks about tourism most, and more about who actually breaks through and how often “tourism” coverage is really about tourism at all.

Article volume rose steadily across all three markets from March to the summer peak. Montenegro led on volume through spring, but Croatia’s coverage overtook both neighbors by late June and pulled decisively ahead from the week of 28 June, when weekly totals jumped from roughly 460 to 680 articles and kept climbing to a high of 777 in the week of 12 July - a run that coincided with peak tourist season and, in August, a deadly wildfire near Omiš that drew heavy coverage. Slovenia’s coverage stayed comparatively flat throughout, rarely topping 250 articles in a week.

Coverage Scale vs. Audience Payoff

Raw volume and audience reaction moved in different directions across the three markets.

General Statistics

Social Statistics

Croatia converted best on both articles (9 engagements each, versus 6 in Slovenia and 5 in Montenegro) and social posts (278, versus 134 and 102), even though Montenegro ran nearly 50% more social posts than Croatia. Montenegro’s combination of high volume and low conversion - the weakest engagement-per-article and second-weakest engagement-per-post of the three - suggests a conversation sustained more by publishing cadence than by audience pull.

Who Publishes Most, and Who Actually Gets Read

The outlets driving the most posts were rarely the ones driving the most engagement.

In Croatia, Novi List, Glas Istre and T Portal topped the post-count rankings, but Telegram - absent from that top five - dominated engagement with 39,601, more than 2.5 times second-placed Novi List’s 14,800. Slovenia showed the same split: RTV Slo led on posts (444) but ranked only fifth on engagement (2,155), well behind Maribor 24’s 6,734 from just 161 posts. Montenegro was the exception: Vijesti and Pobjeda ranked in the top five on both measures, pointing to a more consistent, less spike-driven audience.

Daily Rhythm: When Audiences Are Listening

Regardless of market, publishing followed the same daily arc: negligible overnight, climbing sharply after 06:00, and peaking in the late-morning-to-early-afternoon window. Montenegro’s heaviest hour was 13:00 (1,167 posts), Croatia’s was 14:00 (1,146), and Slovenia, at a much smaller scale throughout, peaked at 10:00 (489). Activity in all three markets fell off sharply after 18:00 and was close to zero by 23:00, consistent with standard newsroom and social-desk publishing hours rather than any market-specific behavior.

Monitoring the Season Ahead

As the 2026 season winds toward its close, Pikasa’s Regional Topics Scanner will continue tracking daily shifts in tourism-tagged coverage, engagement and outlet performance across Slovenia, Montenegro and Croatia. In a topic this easily pulled toward politics and crisis, separating genuine travel-industry signal from the surrounding noise is what lets a tourism board, DMO or newsroom see a shift in the coming rather than reading about it after the fact.

Methodology

Data collection involved monitoring articles from the Top 50 media outlets in Slovenia, Montenegro and Croatia, alongside posts across Facebook, Instagram, TikTok and YouTube, using Pikasa’s Regional Topics Scanner under the tourisam topic definition. Advanced machine-learning algorithms and automated content analysis systematically tagged and scored articles and social posts for topic relevance and engagement. The analyzed period spans 1 March–25 August 2026; the final weekly bucket shown in the volume charts (23–25 Aug) reflects three days rather than a full week.