The Rising Popularity of Dubrovnik Among American Travelers
American travelers are increasingly discovering the charm of Dubrovnik, a coastal city in Croatia that has become a standout destination in the country’s growing tourism industry. This year alone, the county that includes Dubrovnik has welcomed nearly 239,000 American visitors, according to data from the Croatian government. This marks a 14% increase compared to the previous year, and for the first time, Americans are on track to surpass Brits as the most common nationality among tourists. So far in 2025, there have been 260,000 British arrivals to Dubrovnik-Neretva County.
The city’s appeal is largely due to its medieval architecture, particularly the Old Town, which served as a primary filming location for Game of Thrones. Iconic scenes set in King’s Landing were shot here, thanks to the towering city walls, narrow cobblestone streets, and vibrant red terracotta roofs. However, the city offers much more than just its connection to the popular television series.
Dubrovnik is also known for its proximity to numerous stunning beaches and its temperate climate. Julia Herceg, an American who grew up visiting family in Zadar, Croatia, described the weather as similar to Southern California. At 24 years old, she studied abroad in Dubrovnik in 2022 and was struck by the city’s beauty and rich history.
“I had never been to Dubrovnik before, and it was gorgeous. And there’s a lot of rich history that’s not really talked about because everyone’s immediately thinking, ‘Oh, Game of Thrones,’” she said.
Dubrovnik is separated from the rest of Croatia by a 12-mile strip of Bosnian coastline along the Adriatic Sea and has a population of around 41,000 people. During the high season, this number can swell to over 50,000 due to cruise ship visitors. Many of them visit the city’s famous Game of Thrones landmarks, but others, like Alexandra Schmidt, believe there is much more to explore.
Schmidt, 32, moved to the area seven years ago and now runs a travel agency called Mindful Travel Croatia. She believes that while Game of Thrones initially put Dubrovnik on the map, many of her American clients are now drawn by the city’s deeper cultural and historical significance.
“I think Croatia, and specifically Dubrovnik, is the perfect destination for a specific type of American clientele. These are people that are staying in higher-end four- or five-star hotels, but they want to experience the culture. They want to do wine tastings, maybe a day trip with a speedboat,” she explained.
She admitted that the show initially brought attention to the city, but now many of her clients are more interested in the real-life history of Dubrovnik. The city, originally known as Ragusa, dates back over 1,400 years and was once an independent city-state. It recognized the United States in 1777 as an independent nation, making it one of the first countries to do so.
Herceg, who has also visited Dubrovnik, expressed frustration with friends who only talk about their Game of Thrones-related experiences. “I watch Game of Thrones. I love Game of Thrones. I can nerd out for those things. But also, there’s so much beyond that,” she said.
She encourages travelers to seek out traditional spots that aren’t on apps like Beli List or TikTok. “It’s really a place where you befriend the locals, because they embrace that kind of attitude, and they like to introduce their cuisines and their cultures.”
One of her favorite dishes is crni rižot, a black risotto made with squid or cuttlefish ink. Another local favorite is cevapi, grilled mincemeat sausages eaten inside a pita.
Schmidt also advises tourists to explore beyond the Old Town, including regions like Župa Dubrovačka and Konavle, both known for their winemaking traditions. She recommends staying for at least four or five days to fully experience the city.
However, she warns that prices in Croatia are rising, especially for accommodations and dining. A mid-range hotel stay in Dubrovnik can cost around 275 euros ($320), while a high-end option might reach 800 euros ($932). A beer typically costs between five and seven euros ($5–$8), and a glass of wine can be as much as 10 euros. An entree ranges from 18 to 30 euros ($20–$35).
Despite the rising costs, Schmidt believes it is still possible to travel affordably, especially outside of peak season. “Right now in October, it’s much more affordable to come here than the peak season and middle of July and August,” she said.
