Ivana Tomic

Ivana Tomic, Founder of Journey2Croatia & J2 Collection

Tell us about you and your company.

I’ve known since college that at some point I would go to New York and work in the travel industry, which I did. I visited NYC and made excellent contacts during my economy and tourism studies, and decided to stay and work in travel consulting.

Returning to Croatia after a few years, I worked on hospitality projects for Croatian and international companies, while continuing to work in the USA. Eventually, I wanted more freedom to travel and spend as much time as possible In Croatia with my children and friends. I decided to focus full-time on travel consulting, so I started my own company, Journey2Croatia, a DMC, in my hometown of Zagreb, Croatia. With my fantastic team, I organize luxury trips, special travel projects and events in Croatia, Slovenia and Montenegro for high-end clients, mainly from the USA, Canada, Australia and the UK. I have always wanted to promote Croatia and expand my business, so two years ago I founded J2Collection, a company that promotes our three brands and countries (Journey2Croatia, Journey2Slovenia, Journey2Montenegro) and our partners in all three countries.

What’s the entry level to talk to you? 

In the last two years, per couple/day minimum spend for a regular and easy trip with highlights, is around 1.500 euros (covering hotels, transfers, experiences). We charge planning fees, but the amount depends on the trip or project and the scope of work that needs to be invested. The starting point is 250 euros per person.

What is the sweet spot of your expertise?

Our approach to travel design begins with a personalized conversation with each client. We explore their hobbies, special interests, and what they envision as the most valuable aspect of their holiday. Knowing how they have traveled in the past—where they’ve stayed, what they loved—helps us craft a truly tailored experience. Clients can simply relax, knowing that we have thoughtfully designed their trip to match their desires. Along the way, we include unexpected moments and curated surprises that elevate their experience. We also encourage clients to extend their stays in each destination, allowing them to immerse themselves fully in local culture, gastronomy, and daily life. This approach not only enriches their understanding of the destination, but also creates lasting memories and insights they can take home. I always think about how I like to travel with my kids and it’s important that on each trip, they learn something about that country, the people, their culture, history and traditions, and how they live their lives today. 

A favorite itinerary you’ve planned that best represents your philosophy?

Our recent clients’ journey together was more than just a trip. It was a collaborative travel project that we worked on together for over eight months. We inspected every location, and the family’s input was invaluable in preparing an itinerary that perfectly matched their interests and desires. The clients were a very influential multigenerational family from the USA who wanted to see the best of Croatia and Montenegro in just 10 days. One part of the family was very into historical summer houses of elite and unique historical properties combined with art, and another was very adventurous. The groups wanted to do both, so they could learn while still having fun. 

At every property they visited, from the historic monastery Lopud 1483 to a secluded villa owned by a winemaker on Hvar island and the charming San Canzian Hotel in Istria, we curated deeply personal experiences for the family. Through stories shared by historians and artists, we unveiled the local art, customs, and rich historical heritage that shaped each area. In Hvar town, the family enjoyed an intimate pottery workshop with a renowned local ceramist, learning traditional craftsmanship. They also discovered the essence of winemaking, learning firsthand about methods passed down through generations on Hvar island and the Šibenik region.

For their adventurous side, we arranged activities such as kayaking to Lokrum island, zip-lining and rafting on the Cetina River, rock climbing on Hvar’s cliffs, diving on Vis island, and sailing through the Kornati National Park. The family’s days were filled with exciting activities and in the evenings, they enjoyed private dinners in exclusive locations—a fortress in Dubrovnik, a traditional wooden boat, the private gardens of summer houses near Dubrovnik and in the islands, an island known for fresh oysters, a premium winery in Šibenik, etc. Every dinner was inspirational and also a learning experience about local food, wine, olives, or oyster production. We used all types of transportation, from private jets to yachts and vans. Working on this travel project with an amazing team and clients was so much fun and educational. Even when you know about certain places, there are always new things to see and learn!

Favorite hotel you go back to again and again? 

Hotel Villa Dubrovnik has always been my top favorite, with the best service. After this year’s renovation, I believe it will be even more impressive this summer. Other personal favorite hotels and properties in Croatia are Lopud 1483, Maslina Resort on Hvar island, Lemongarden on Brac island, Armerun hotel in Šibenik, Villa Nai on Dugi Otok, and San Canzian in Istria. In Slovenia, there’s the Hotel Milka in Kranjska Gora and Hotel Zlata Ladjica in Ljubljana; Chalets Nebesa and Hotel Villa Planika. I also have a few of my personal favorite private villas in the Dubrovnik area, and on Hvar Island. 

The most memorable meal you’ve had while traveling…

Still in my heart after 20 years in Costa Rica on the Osa Peninsula: I was working on an eco project and was invited for a simple traditional meal on the terrace of the local family house, overlooking the ocean, under the candlelight, and in the sky full of stars. My heart and tummy were full. It was, for me, an exceptional experience with that family.

Another special was a recent trip to Mexico City at Xochimilco´s Chinampa. This fascinating experience was led by the multidisciplinary and nature-loving team behind “Chinampas en Movimiento.” The project, led by the non-profit organization REEDUCA, strives to promote environmental education and rescue Xochimilco´s ecosystem. While at the chinampa, my kids and I had lunch prepared by a local cook, who shared their typical daily food with pride—amazing.

A not-to-be-missed favorite experience in your region of expertise…

For me, it’s all about people and how they spread their knowledge about their passion. We cooperate with many experts, from historians, architects, and producers of wine or olive oil, to pottery and cooking classes and visiting local artists and designers. But most of our clients are greatly impressed by visiting the oyster farms in the Peljesac peninsula—learning about and picking up oysters directly from the sea, while following the fantastic tasting experiences. 

And for me, as a massive fan of boats, sailing the Dalmatian islands is a must! We offer luxury catamarans, motor yachts and motor sailing yachts (built in Croatia), and gullets. 

What is a place we should consider traveling to that could really use our dollars, and what is a place we should put on hold because, even though we love it, it sees too many tourists?

It’s very hard for me to say because I love these places, but well-known towns like Split and Dubrovnik are pretty crowded in the high season. It’s much nicer to visit in the low season, so if you prefer to be out of the crowds, I always suggest jumping on a boat and enjoying the smaller islands and peaceful bays in the main summer months.

Islands that are not as well-known are Lopud, Dugi Otok, Vis, and Losinj—these are hidden gems that many of our clients have yet to discover. Each island offers a unique experience of natural beauty, rich history, and local culture.

Lopud is part of the Elaphiti Islands near Dubrovnik, a car-free island known for its truly local and still unspoiled atmosphere where you can experience real island life. Dugi Otok is an ideal spot for nature lovers. It offers stunning cliffs, coves, Telašćica Nature Park and many beautiful beaches, making the island a paradise for those seeking tranquility.  

Losinj, called the “Island of Vitality,” is known for its clean air, vibrant landscapes and aromatic pine forests. The island is perfect for nature lovers and those seeking rejuvenation in luxury hotels and top luxury villas. 

And I personally love Slovenia because of its nature and lifestyle. All our clients who have traveled through this amazing country have been surprised by its beauty. It is still relatively undiscovered, but worth exploring before it gets swamped. Slovenia offers a blend of Alpine landscapes, lakes, caves, and small towns. It’s perfect for explorers seeking adventure, tranquility and truly local gastronomy. The country is also a pioneer in real sustainable tourism (no greenwashing), making it an excellent choice for eco-conscious travelers. My favorite locations are the Soca Valley, Kranjska Gora, Logarska Valley and Bohinj. 

Underrated location, overrated location, personal favorite,?

Overrated: Again, though I hate to say it, Split in high season. For the reasons stated above: it’s too crowded and you can’t properly enjoy exploring and meeting locals….

Underrated: Dugi Otok; Šibenik and the archipelago comprising Zlarin, Prvic and Krapanj islands; Vis Island. 

Šibenik is often bypassed for the more famous Dalmatian cities like Split and Zadar, but this medieval town is rich with history and charm and UNESCO World Heritage Sites. It has a more local, authentic atmosphere, rich cultural life, music concerts and smaller festivals. The nearby Šibenik archipelago with its 249 islands is also less frequented, offering beautiful, less-developed islands (Prvic, Krapanj, Zlarin and National Park Kornati), perfect for those seeking quieter sailing routes or isolated beaches.

And finally, Vis is one of Croatia’s best-kept secrets because it was closed off to foreign tourists until the 1990s due to its strategic military importance. As a result, it has remained remarkably untouched by mass tourism. Its remote location, unspoiled landscapes combined with fascinating history, make it a hidden gem that hasn’t yet caught the eye of many travelers.

Most of these locations are also still not so popular because they lack luxury hotels. They offer a different kind of beauty—more natural, peaceful, and authentic. They’re perfect for travelers seeking a deeper, more personal connection with Croatia’s culture and landscapes.

What is something you wished we all knew or were better at as travelers?

Protect places you visit by being travelers, explorers, and contributors. Be environmentally and sustainably aware that your travel affects the destinations you visit and people’s lives in that country. Respect the places, people, and local customs in the country you are visiting by being better—by meeting local people, buying local products, and learning about the people who made them. Slow down and travel with intention! It’s well known that travel is, or should be, a force for good, so make friends, contribute with good attention, and smile a lot 🙂

Contact: ivana@journey2croatia.com,  journey2croatia.com, @journey2croatia @journey2slovenia @journey2montnegro