Dubrovnik, Croatia, has been recognised as a best practice by the Sustainable EU Tourism project for effectively managing visitor congestion and preserving urban liveability through strategic planning, regulation, and innovation.

In response to growing pressure on infrastructure and residents’ wellbeing, the city launched the Respect the City (RTC) initiative in 2017. Developed in partnership with local tourism stakeholders, RTC introduced a comprehensive strategy to address overtourism and ensure more balanced tourism development. Measures included capping souvenir stand licenses, regulating cruise ship arrivals, and designating a Limited Traffic Zone around the historic centre starting in 2025.

To support informed decision-making, Dubrovnik deployed several smart solutions such as machine learning-based visitor predictions, real-time counting systems at city gates, a bus arrival management app, and parking sensors. These tools enable dynamic crowd management and help shift tourism to off-peak times and locations.

By combining regulatory measures with technological innovation and stakeholder collaboration, Dubrovnik has improved quality of life for residents, enhanced the tourist experience, and reinvested cruise tax revenue into urban infrastructure. The city’s approach serves as a scalable model for other heritage-rich destinations grappling with overtourism.

For more details on the key challenges the destination has faced and the solutions implemented to address them, please refer to the attached document.