Dubrovnik’s Sustainable Tourism Revival: Balancing Growth and Preservation

Published on March 15, 2025

By: Paramita Sarkar

Dubrovnik, one of Croatia’s most iconic tourist destinations, has successfully implemented sustainable tourism measures to protect its UNESCO-listed Old Town while maintaining economic growth.

The city, which gained international fame as the filming location for Game of Thrones, has faced significant challenges due to overtourism, particularly from cruise ships and seasonal visitor surges.

Addressing the Impact of Mass Tourism

The City of Dubrovnik and the Croatian Ministry of Tourism and Sport have introduced a range of initiatives to balance tourism and local life. In 2017, Dubrovnik was named one of the world’s most overcrowded destinations, prompting officials to introduce new policies aimed at reducing congestion and improving visitor experience.

Key measures include:

• Cruise ship regulations: The number of daily arrivals has been staggered and reduced, requiring ships to dock for a minimum of eight hours. As a result, while 600,000 cruise passengers visited in 2023, this was 400,000 fewer than in 2017, yet tourism revenue increased.
• Taxi restrictions: A new permit system has limited taxi licenses in the Old Town to 700, enforced by surveillance cameras launching in 2025.
• Street vendor reductions: The number of vendors operating in the Old Town has dropped by 70%, improving pedestrian flow.
• Visitor tracking: A camera system monitors visitors entering and exiting the Old Town, ensuring numbers do not exceed the daily 11,297 capacity set by the University of Dubrovnik.
• Accommodation regulations: The city has tightened Airbnb regulations, giving residents more control over short-term rentals to prevent overcrowding and preserve local housing.

Dubrovnik’s Historical and Cultural Preservation

Dubrovnik’s Old Town, a UNESCO World Heritage Site, has undergone significant restoration efforts to maintain its historical structures. These include:

• Stone restoration projects: Skilled stonemasons are repairing centuries-old staircases and walls, some of which were damaged during the Croatian War of Independence (1991-1995).
• Heritage tourism balance: To prevent the city from turning into an open-air museum, policies focus on keeping residents in the Old Town while maintaining a vibrant tourism economy.

The Role of Film and Media Tourism

Dubrovnik’s global recognition as King’s Landing in Game of Thrones has led to a 60% increase in themed tours. The city also hosted productions such as Star Wars: The Last Jedi and Robin Hood. The Dubrovnik Tourist Board has collaborated with production companies to ensure filming benefits the local economy while minimizing disruption.

The Future of Tourism in Dubrovnik

Despite past challenges, Dubrovnik remains committed to sustainable tourism growth. With infrastructure improvements, visitor limits, and cultural preservation efforts, the city continues to attract tourists while safeguarding its unique heritage.