Dubrovnik’s shift from mass tourism to a destination of quality

Dubrovnik

DUBROVNIK, 7 January 2026 – The year 2025 has been n successful one for tourism in Dubrovnik, marked by continued growth in overnight stays, strong financial results and a clear extension of the tourist season beyond the traditional summer months.

According to the latest figures, Dubrovnik recorded a total of 4,281,792 overnight stays in 2025, a slight but significant increase compared to 4,270,230 overnight stays in 2024.

While the numerical rise may appear modest, industry experts emphasise that overnight stays are the most reliable indicator of tourism performance, as they best reflect the quality and length of visitor experiences.

The data confirms a long-term trend of a more even distribution of tourist traffic throughout the year. This shift toward all-season tourism has been one of the key strategic goals of Dubrovnik’s city administration, which has focused on sustainable development and reducing pressure on the historic centre during peak periods.

Commenting on the positive results, Dubrovnik Mayor Mato Franković highlighted that the city has been deliberately moving away from mass tourism toward a model based on quality and responsibility.

“Growth in overnight stays confirms that Dubrovnik is now a destination of quality, not mass tourism,” Franković said. “We continue to implement policies that protect public spaces, heritage and the quality of life of our citizens, while strengthening sustainable and year-round tourism. Dubrovnik no longer follows trends – Dubrovnik sets them.”

Winter Flights Show Major Growth

A crucial factor behind the strong post-season and winter performance has been the impressive recovery and growth in air traffic at Dubrovnik Airport.

On a monthly basis, the number of flight operations increased notably. In November 2025, Dubrovnik Airport handled 658 operations, which was 8.6% more than in November 2024. The growth was even stronger in December, with 22.3% more operations compared to the previous year.

Dubrovnik tourism enjoys record success in 2025

Passenger numbers also rose significantly. During December 2025, the airport recorded a 16.8% increase in travellers, further proving that interest in Dubrovnik remains high even in the colder months.

These results are seen as a direct reflection of measures aimed at boosting connectivity outside the main summer season, including cooperation with airlines and tourism partners.

Dubrovnik Pass Breaks Records

The popular tourist card Dubrovnik Pass continued to deliver outstanding results in 2025, becoming an increasingly important contributor to the city’s tourism revenue.

Dubrovnik

Total gross income from Dubrovnik Pass sales reached 20,744,175 euros, representing an impressive 24.75% increase compared to 2024. A total of 486,550 passes were sold, which was 7.18% more than the year before.

The strongest monthly performance came in December 2025, when revenues from the pass were 27.46% higher than in December 2024. This sharp winter increase supports the city’s strategy of encouraging visitors during the off-peak period through cultural events and attractive offers.