PHOTO: © CROATIAN NATIONAL TOURIST BOARD

Few small cities maintain such an outsize reputation as Dubrovnik, but now Croatia’s iconic walled city enters a new chapter. Long reliant on summer crowds and cruise arrivals, the city is actively reshaping its tourism model and its infrastructure with an eye toward sustainable access and long- term growth. From restructured visitor traffic and airport expansion to stricter housing regulation, Dubrovnik makes bold, tangible moves to preserve its historic core while preparing for the future.

In recent years Dubrovnik has taken deliberate steps to manage overtourism. The “Respect the City” initiative, launched in partnership with the Cruise Lines International Association, limits cruise ship arrivals to two per day, with a daily cap of around 4,000 disembarking passengers. In practice, this led to more spaced-out scheduling and fewer bottlenecks at key entrances into the Old Town. In June the city implemented new traffic regulations for a restricted zone around key sites, decreasing the volume of daily vehicle access and drastically reducing transit times. By 2026, entrance to Dubrovnik’s famed city walls is expected to require timed advance booking, a first for one of the city’s most visited attractions.

Dubrovnik Airport is also undergoing a multiphase expansion. Elements of the ZLD Development Project include upgrading runways, taxiways, aprons and terminal infrastructure, all with support from the European Union’s structural investment funds. A new terminal is planned to begin construction in 2026, though additional funding and approvals are still required, and the facility has adopted a long-range master plan through 2045. This year the airport surpassed 2.2 million passengers by August, showing strong recovery and demand as it seeks to maintain 2024’s return to pre-pandemic traffic of around 2.9 million.

Still, air connectivity remains highly seasonal, even as the city seeks to spread the tourism wealth throughout the year. But there are signs of gradual change as airlines test extended schedules. Austrian Airlines will continue its Vienna– Dubrovnik route twice weekly through Dec. 27, 2025, before resuming on March 29, 2026, bringing a longer operating window than in previous years. Ryanair expects to maintain flights between Vienna and Dubrovnik through the winter, marking one of the city’s first continuous low-season links to a major European hub. Most other routes, however, remain concentrated between April and October, underscoring Dubrovnik’s continued reliance on peak-season travel, for now.

While aiming to enhance its shoulder seasons, Dubrovnik simultaneously prepares for the social consequences of an economy even more driven by tourism than it already is. In late 2024 Croatia’s parliament passed legislation restricting short-term tourist rentals in high-demand areas, introducing stricter registration rules, higher taxes and new consent requirements for short-term rentals in apartment buildings. Dubrovnik officials also announced plans to halt new rental permits in the Old Town earlier in 2024, though enforcement may still be inconsistent.

PHOTO: © ADRIATIC LUXURY HOTELS

The result is a city in transition. Not away from tourism, by any means, but toward a more sustainable and strategically managed version of it. Dubrovnik’s fortified coastline remains a global icon, but beneath its ancient streets, a deliberate shift toward more modern management is underway.

CHECKING IN WITH BARBARA KRILANOVIC
Marketing Department Coordinator, Adriatic Luxury Hotels

What’s trending in Dubrovnik luxury hospitality?
Dubrovnik is evolving from a traditional summer “sun-and-sea” hot spot into a year-round luxury destination. More visitors are booking spring and autumn stays to enjoy milder weather, calmer streets and outdoor activities. Wellness-driven luxury is growing, too, with more guests choosing spa-centered getaways; sleep-friendly suites; and lighter, health- forward menus. Within Adriatic Luxury Hotels, we’ve also noticed a surge in multigenerational and celebration travel, with families and groups marking milestone birthdays, weddings and reunions, especially popular for private buyouts and exclusive events. Sustainability remains a priority as well, with guests asking about everything from seafood sourcing to plastic reduction and local artisan support, all of which align with our responsible luxury practices.

Are there any changes in who’s arriving?
The profile of Dubrovnik’s visitors has broadened beyond traditional luxury travelers and cruise passengers to include younger, affluent couples who favor contemporary design, lively social spaces and authentic cultural encounters. Culinary curiosity is stronger than ever, with visitors requesting cooking classes, market tours, olive oil tastings and wine-focused daytrips to Pelješac Peninsula. Off-season culture seekers are also on the rise, traveling in spring and autumn to attend the Dubrovnik Winter Festival or October’s Good Food Festival.

PHOTO: © ADRIATIC LUXURY HOTELS

How does Adriatic Luxury Hotels keep up with evolving luxury tourism?
We operate distinctive properties across the Dubrovnik region, offering a variety of experiences from heritage icons to contemporary seaside retreats. Flagship Hotel Excelsior, just steps from the Old Town, remains a 5-star landmark famed for its legendary guest list, dining options and sweeping views of Lokrum Island, while Villa Agave caters to privacy-minded couples, families and high-profile guests seeking discreet buyouts and bespoke service. Hotel Bellevue, dramatically carved into a cliffside cove, is celebrated for its minimalist design, pebble-beach setting and renowned spa, while Hotel Kompas draws style-conscious travelers with its chic interiors and lively promenade vibe. In nearby Cavtat, Hotel Croatia and the boutique Hotel Supetar offer a quieter, coastal village alternative just a short drive from Dubrovnik. To stay ahead of traveler expectations throughout, we continue to invest in soft renovations that blend modern aesthetics with each property’s historic character.

DIVERSIONS
Dubrovnik’s city walls remain the city’s defining experience. The roughly 1.25-mile circuit yields panoramic sea views, glimpses into hidden courtyards and a striking perspective over the UNESCO-listed Old Town.

PHOTO: © CROATIAN NATIONAL TOURIST BOARD

Inside the walls, the marble-paved Stradun connects many of Dubrovnik’s most significant landmarks. The Rector’s Palace, once the seat of government for the Republic of Ragusa, now hosts a museum chronicling the city’s maritime legacy, while the nearby Franciscan Monastery houses one of Europe’s oldest pharmacies, operating continuously since 1317. Just off- shore, Lokrum Island offers a peaceful escape with botanical gardens, shaded paths and inviting swimming spots. For a wider vantage point, the cable car to Mount Srđ culminates in sprawling views stretching to the Elaphiti Islands.

Beyond the historic center, the Gruž district is emerging as a contemporary counterpoint with wine bars, markets and a growing restaurant scene. And in summer, the Dubrovnik Summer Festival transforms the city into an open-air stage, bringing classical music, theater and dance to courtyards and piazzas throughout the Old Town.

LODGING
HOTEL BELLEVUE
Set dramatically into a cliff above Miramare Bay, this stylish retreat features sea-view balconies, a tranquil spa and one of Dubrovnik’s top seafood restaurants.
Ur. Pera Čingrije 7, Dubrovnik
$$$$$

HOTEL EXCELSIOR
A historic seafront landmark since 1913, this luxury hotel combines elegant interiors, acclaimed dining and sweeping views of the Adriatic just steps from the Old Town.
Ur. Frana Supila 12, Dubrovnik
$$$$$

VILLA DUBROVNIK
One of Croatia’s most exclusive hotels, this contemporary hideaway offers refined hospitality, a full- service spa, and panoramic views across the Adriatic and Lokrum Island.
Vlaha Bukovca 6, Dubrovnik
$$$$$

DINING
NAUTIKA
Renowned for elegant seafood and fine Croatian wines, this heralded waterfront restaurant pairs refined Adriatic cuisine with romantic views of the city walls and Lovrijenac Fortress.
Brsalje ul. 3, Dubrovnik
$$$$$

RESTAURANT 360
Within the city walls, this Michelin- starred restaurant delivers modern Mediterranean tasting menus, an extensive wine list and worthy views of the harbor from its terrace.
Ur. Svetog Dominika 4, Dubrovnik
$$$$$

STARA LOZA
Part of the 15th-century Prijeko Palace, this intimate fine-dining spot is known for its seasonal plates, art-filled interiors and charming rooftop setting above Dubrovnik’s cobbled streets.
Prijeko ul. 24, Dubrovnik
$$$$

JUST THE FACTS
Time zone: GMT+1 (GMT+2 DST)
Phone code: Country code: 385 City code: 20
Currency: Euro
Key industries: Tourism and hospitality, maritime trade, film and television production, and cultural heritage preservation

COMING AND GOING
U.S. citizens can enter Croatia for up to 90 days within a 180-day period without a visa. Passports must be valid for at least three months beyond the planned departure.

OFFICIAL LANGUAGE
Croatian

INFO TO GO
About 13 miles south of the city, Dubrovnik Airport is the main gateway for international arrivals. Taxis and pre-booked transfers reach the Old Town in roughly 25–30 minutes. Airport shuttle buses run frequently and stop at the main bus station in Gruž, where local buses and taxis connect to the city center. Ferries and catamarans from Split and the nearby Elaphiti Islands also arrive at Gruž port