It is when travel plans begin to take shape and millions of tourists prepare to descend to sunny European destinations. Spain, Italy and Greece remained top picks, and have long been linked to overcrowding of cities like Venice and Rhodes during peak season.
However, recent research shows that neither of these popular destinations rank among Europe's most overwhelming tourist hotspots. Its title belongs to a much smaller city in Croatia and currently sees nearly 30 visitors to all residents. Dubrovnik, a historic walled city on the Adriatic coast, was named the most overcrowded destination in Europe based on the number of tourists per inhabitant.
A study by Holidu using data from Euromonitor International found that Dubrovnik hosted an astounding 27.4 tourists for all local residents in 2023.
Famous for its gorgeous architecture and locations for Game of Thrones, Dubrovnik's compact size and UNESCO-listed old town has become a magnet for visitors.
However, its popularity also brought challenges.
Speaking to last year's Express, Miro Drašković, director of the Dubrovnik Tourist Board, said, “Dubrovnik has managed to stabilize the number of visitors to a similar level as last year during the main tourist season.
“It shows that the city's efforts to control peak season tourism are working.”
Important in these efforts is the maximum arrival limit for cruise ships, with only two vessels allowed to dock at a time.
The city also deployed a digital reservation system last year for major attractions such as medieval walls.
Tourism remains a major part of the local economy, but city officials are keen to balance it out.
“Many locals appreciate the economic benefits of tourism,” added Drashkovic. “However, there is also acknowledgement of the need to manage the number of visitors to maintain the quality of life of our residents.”
Dubrovnik has also launched a “respect” campaign that includes rules on public conduct and partners with platforms such as Airbnb and Booking.com to manage short-term rentals more effectively.
