Dubrovnik's golden age tarnished by tourism boom
Dubrovnik, famed as King's Landing in "Game of Thrones," traded its cinematic fame for a very different reality. The city's transformation, fueled by the popular series, triggered an explosion in tourism, but at a steep cost.
The price of a fairytale
The iconic Jesuit Steps, where Cersei Lannister delivered her infamous “walk of shame,” became a magnet. In 2025, the Croatian city of 41,500 residents welcomed over 21.8 million tourists, a figure double that of Italy and five times its population. This influx has fundamentally reshaped daily life, turning the Old Town into a crowded tourist attraction. Locals now describe their city as an “open-air museum,” where souvenir shops overshadow historical narratives.
The economic benefits are undeniable; tourism contributes 20% of Croatia's GDP, more than double Italy's share. Yet, this prosperity has ignited a housing crisis. Doctors, teachers, and firefighters are increasingly priced out of living in Dubrovnik, Split, and Zadar. Inflation soared to 4.3% in November 2025, exceeding the euro area average and straining household budgets.
Authorities are responding with a multi-pronged approach. A revised Hospitality Law, implemented in early 2025, aims to curb the proliferation of short-term rentals. The new regulations differentiate between family hosts and commercial operators, imposing stricter registration and tax requirements. Furthermore, property owners now need consent from neighbors, effectively incentivizing long-term leases. Early results are encouraging: private tourist beds dropped by over 2,000 during the 2025 peak season, and 3,000-3,600 owners shifted to long-term rentals, with long-term contracts rising by 11-14%.
Crowd management strategies are also being deployed. Online booking systems are now mandatory for accessing the city walls, preventing sudden surges of visitors. Cruise ship traffic has been limited to two ships arriving simultaneously, with restrictions on passenger numbers and duration of stay. A “Respect the City” campaign promotes responsible tourism, while plans for new housing in the suburbs aim to alleviate pressure on the existing housing stock.
Prime Minister Andrej Plenković has cautioned against overcharging, recognizing that negative online reviews can severely damage Croatia’s reputation. The government is focusing on data monitoring and aiming to extend the tourist season beyond the summer months. However, enforcement remains a challenge. The ultimate goal is to restore a sense of community and a livable environment for residents, rather than transforming Dubrovnik into a mere stage set.
The experiment in Dubrovnik offers a stark lesson for other destinations grappling with overtourism. Balancing economic growth with the needs of residents is a delicate act, one with profound implications for the future of countless cities worldwide. The city's fate hinges on whether it can reclaim its soul from the relentless tide of tourism.