The ‘overcrowded’ European tourist hotspot that still welcomes tourists with open arms

Many cities around the world are currently grappling with overtourism, causing its locals to grow increasingly hostile towards tourists.

But, despite its rapid rise in popularity in recent years, one city claims to have mastered a balance which efficiently accommodates tourists while keeping its people happy and its city safe.

Dubrovnik, one of Croatia’s most iconic tourist destinations, is taking significant steps to manage overtourism and preserve the quality of life for residents while maintaining its appeal to visitors.

As a UNESCO World Heritage Site, the city's medieval Old Town has long been a magnet for tourists, particularly due to its role as a filming location for major productions like Game of Thrones. 

However, the influx of mass tourism, especially during the peak summer months, has put considerable strain on its infrastructure and local population.

To combat these challenges, Dubrovnik has introduced a series of initiatives aimed at reducing overcrowding and ensuring sustainable tourism practices.

Speaking with Daily Express, Miro Drašković, Director of the Dubrovnik Tourist Board, accepted that the city faces its share of challenges, but it has strategic measures in place to ensure it is not inundated with tourists.

“This year, Dubrovnik has successfully managed to stabilise the number of visitors during the main tourist season to levels similar to the previous year, indicating that the city’s efforts to control peak season tourism are working,” Drašković said.

Central to this effort is a cap on the number of cruise ships that can dock daily. 

As one of the busiest cruise ports in the Mediterranean, the city previously saw tens of thousands of cruise passengers disembark daily, often overwhelming the narrow streets. 

Under the new regulations, only two cruise ships are allowed to dock at any one time, significantly reducing the surge of visitors.

With approximately 27 tourists for every local resident, Drašković acknowledged that while tourism brings economic benefits such as business opportunities and job creation, there is also a need to manage visitor numbers to avoid overcrowding. 

“Many locals appreciate tourism's economic benefits, such as increased business opportunities and job creation,” he said. 

“However, there is also awareness of the need to manage the number of visitors to prevent overcrowding and maintain the quality of life for residents.” 

Additionally, the city has introduced a new digital reservation system for tourists wishing to visit popular attractions like the city’s ancient walls starting January 1, 2025. 

By limiting the number of tickets available per day, the system aims to ease congestion at key tourist spots.

The preservation of Dubrovnik’s cultural and infrastructural integrity is a top priority. 

“Croatia faces challenges similar to other popular tourist destinations, but Dubrovnik has been actively working to mitigate potential damage to its infrastructure and cultural monuments,” he said. 

Dubrovnik’s mayor, Mato Franković, has also led efforts to work with major travel platforms like Booking.com and Airbnb to manage short-term rentals more effectively.

By regulating the number of rentals in the Old Town, the city hopes to maintain a balance between tourism and the needs of its residents.

The city has also implemented a “Respect the City” campaign, encouraging responsible tourism. 

This initiative includes restrictions on behaviour such as eating and drinking in public spaces, and it aims to promote greater awareness among visitors of the cultural and historical significance of the city.

These measures are part of a broader strategy to ensure Dubrovnik remains a vibrant destination for both tourists and locals while protecting its historic charm and cultural heritage from the negative impacts of mass tourism. 

Early signs suggest these efforts are helping to reduce the strain on the city's infrastructure while enhancing the overall experience for visitors.