The de Jong family (Photo: Private album)

As Croatia continues to position itself as a competitive destination for modern business, remote work is emerging as a key tool in addressing long-standing challenges such as brain drain and limited domestic opportunities.

One of the entrepreneurs actively shaping this shift is Jan de Jong, a Dutch-born founder who has spent nearly two decades building businesses in Croatia and advocating for structural change within its economy.

We caught up with him about his latest venture, Team Adria, a Croatia-based initiative connecting international companies with remote talent from Croatia and the wider Adriatic region.

He also reflects on how remote work can help reverse emigration trends, the evolution of Croatia’s entrepreneurial landscape since the mid-2000s, the impact of digital nomads beyond tourism, and why he believes the next decade presents a critical opportunity for Croatia to strengthen its middle class and attract members of the diaspora back home.

Can you tell us about your new venture Team Adria?

Team Adria was founded in September 2025. We bring world-class remote job opportunities to Croatia and the Adriatic region, so that talented people don’t have to move abroad to find their business opportunities.

While we are officially founded in Zagreb, we really are working location independently. So, we currently have colleagues working all over the country.

We only just started and right now we have 12 employees. We expect that soon we will be looking to hire many more talented individuals from Croatia to fill open remote job positions of our clients in the Netherlands, Germany, Australia and other countries.

We only hire people from Croatia and the rest of the region. We don’t want to become a global remote platform. We want to connect companies who hire remote talent with talent from Croatia. Yes, there is obviously a social element to this. We want to help reverse the brain-drain.

Over the past 20 years more than 500.000 people have left Croatia. These were mostly young and talented individuals who have moved to countries like Ireland, the Netherlands, Germany, U.S.A., etc. to find a better life. Or in most cases, a much better paid job.

And many members of the diaspora would love to return to Croatia if there is an opportunity to get a great (remote) job which they could do from their home country.

What kinds of roles and industries do you think will be the most popular over the next few years for remote work in Croatia? 

At this moment there is still a great need for people with technical skills, like developers, designers, QA Engineers. But we don’t want to just focus on those kind of jobs.

During the COVID lock-downs we have seen that almost any office job can be done from home. So, we also hope to bring other types of remote jobs to Croatia, such as financial controllers, administrative jobs, executive assistants, technical support, etc.

Croatia has experienced significant population loss over the past decades. To what extent do you believe remote work can help reverse this trend?

I think that remote jobs are the fastest route to some sort of recovery from this. Members of the diaspora who have nice, well-paying jobs abroad will not simply return to Croatia for sentimental reasons.

We need to create an environment where those who have left want to come back to Croatia because living standards have become better than in the country where they currently live. And in Croatia we have a lot to offer…just not so much professionally. So, if we can create that part by bringing exciting jobs, that pay well, to Croatia – then we have everything we need to live the Croatian dream.

While income is important, what else can attract Croatians back home, especially those who have had bad experiences in the past?

Many people who have left Croatia will say they left because of politics, nepotism, corruption, etc. but in my humble opinion many of those would not have left if they had a solid monthly income. I don’t blame anyone for having such opinions, but I think that if you don’t make enough money to survive in Croatia, then most people would blame that on the environment they live in.

Once you solve the money problem, other problems start to disappear – or become less visible to you.

You moved to Croatia 20 years ago. How different is the entrepreneurial landscape today compared to when you arrived?

Yes, I arrived back in 2006 and Croatia was very different back then, not just its entrepreneurial landscape. But back in 2006 the most “successful” entrepreneurs in Croatia were often individuals who greatly benefited from the war or privatisation after the war.

Companies like Agrokor were financing its growth over the backs of suppliers and not fulfilling its tax obligations.

Yet, today, the most successful entrepreneurs are self-made businessmen & women who often started with nothing and today run highly successful businesses, both national and international.

Also, back in early 2000s, it wasn’t uncommon to see businesses being late with paying suppliers, taxes and even their own employees.

Very high unemployment, especially among young people, resulted in employees being treated very badly, because if you didn’t want to do this job, then someone else would.

Employees who had to wait 3 months or more for their salaries felt they didn’t have a choice but to just accept it. This would be unthinkable today. Looking back at my early years in Croatia, these were really pretty wild and rough times.

What are the most positive changes you’ve seen in the Croatian business climate?

Croatia’s business climate has simply gotten much more professional. As a full member of the EU, with the Euro as our currency, Croatian companies have gotten so much easier access to larger markets.

And many of Croatia’s most successful entrepreneurs over the past decade have really become an inspiration for the next generation of entrepreneurs and business leaders, showcasing that it is possible to build amazing companies from scratch, in Croatia.

If you could change one thing overnight to improve the business environment in Croatia, what would it be?

It would still be people’s attitude. In Croatia we have all ingredients to live a fantastic life, or to live the Croatian Dream as I call it. But many are not prepared to put in the effort that is required to change your life for the better. People often complain about the things they can’t influence, rather than working hard on the things they can influence.

I am living proof of a young person who came to Croatia at the age of 22, without knowing anyone here, zero connections, who didn’t have high school friends in Croatia, without kumovi who could help or support somehow, and still made a positive difference for myself, my family and people close to me.

Jan leaving the Netherlands back in September 2006 – starting a new life in Croatia (Photo: Private album)

Without big investments I have managed to start and grown several businesses in Croatia, with 2 successful exits behind me. (M+ Group and Webpower Adria)

You helped introduce the digital nomad visa in Croatia. What impact have digital nomads had on Croatia beyond tourism since the introduction?

It is hard to find good statistics, but over the past few years, we’ve had on average some 5.000 digital nomads in Croatia, at any given time – throughout the entire year. They live here like any other family, spending money on groceries, hair salons, movies, traveling within the country, etc.

Conservative estimates are that this has boosted the Croatian economy with some 100 million EUR per year.

Still today, every month some 100+ people apply for Croatia’s digital nomad staying permit, making this permit/program among the most successful ones in the world.

Jan de Jong meeting with the Croatian Prime Minister about the digital nomad permit back in 2020 (Photo: Private album)

Digital nomads also show to people in Croatia that it is possible to have a great remote job which you can do from anywhere, even Croatia. Work is no longer a place. It’s something we do, and depending on the job, we can often do it from anywhere.

What excites you most about the next decade for Croatia?

I believe that Croatia’s economy will continue to outperform the EU average, gradually narrowing the gap between Croatia and its wealthier EU members. This progress is likely to encourage more members of the diaspora to return to Croatia, much like what we are already seeing in countries such as Poland.

While I would like to see certain things change in Croatia, I also hope that much of what makes the country special remains the same.

We can be truly grateful for how safe Croatia is and for the strength of its communities, where, in villages, children are raised by the whole community.

Above all, I hope that the Croatian middle class grows larger and stronger, and that those who struggle the most, retirees and low-income families, receive a greater share of the benefits when economic growth allows us to take better care of Croatian citizens.

What advice would you give to people thinking of a move back to Croatia?

My advice would be, come back to Croatia, of course if possible, with a well-paying remote job…and an open mind. Don’t come back with expectations that Croatia is perfect. Most important is that it’s perfect for you and your family.

And just like during an emergency in a plane, you must help yourself first before attempting to help others. Just, please, once you’ve helped yourself settle down in Croatia and once you are a bit more comfortable, don’t forget about those who could benefit from your knowledge, experience and support.