Dubrovnik, the Croatian coastal city that became synonymous with overtourism after starring as King's Landing in Game of Thrones, has transformed its crisis into a model for sustainable tourism management. The city's popularity surged between 2011 and 2018 when it served as the primary filming location for the fictional capital in HBO's hit series, attracting millions of fans eager to walk in the footsteps of their favourite characters.
The Game of Thrones effect
From season two onwards, Dubrovnik's medieval stone walls, dramatic sea cliffs and baroque architecture brought Westeros to life. Fans flocked to the city by plane, coach and cruise ship to visit iconic sites like the Jesuit Staircase, where Cersei Lannister's Walk of Atonement was filmed, and Fort Bokar, the backdrop for the Battle of Blackwater.
Estimates suggest Game of Thrones drew around 60,000 dedicated location-spotting tourists annually. Between 2012 and 2015, the show directly brought more than 244,000 visitors, accounting for roughly half of Dubrovnik's 10% annual tourism growth during active filming. The economic boost was substantial, with regional studies indicating film-induced tourism generated over €180 million (£154.2 million) across Croatia through 2018.
Overwhelmed by success
Mayor Mato Franković, who was born and raised in the city, acknowledged the mixed impact. "There were pluses and minuses [to the tourism surge]," he told the Express. He recognised the exposure as ultimately positive, noting it gave a young generation "the chance to learn about Dubrovnik and why it was established."
However, the sheer speed of the phenomenon caught the city off guard. By 2015 and 2016, the influx of screen tourists and unmanaged cruise ships pushed the UNESCO-renowned site to its limit, even threatening its World Heritage status. "Everyone [was] arriving without any order, without any control, without any tourism management. Then you had a disaster," Franković recalled.
Respect the City initiative
Data from Holidu ranked Dubrovnik as Europe's most over-touristed city, with 27 tourists per capita, surpassing Venice (21), Rhodes (26) and Amsterdam (12). By 2017, the crisis had reached a breaking point, prompting local authorities to launch the Respect the City project.
Developed with the University of Dubrovnik and aligned with UNESCO recommendations, the initiative introduced digital monitoring tools and timed-entry systems to manage visitor flows in real time, spreading tourists throughout the day and year. Strict regulations now cap cruise arrivals at two ships at a time, limiting passengers to 4,000 and requiring an eight-hour minimum stay.
Traffic and souvenir controls
The Special Traffic Regime around the historic core reduced road congestion dramatically, with nearly 300,000 fewer vehicles recorded in 2025 compared to the previous year. Unlike other hotspots, Dubrovnik limited cheap souvenir shops, with only one official Game of Thrones store operating in the city. "The rest is very low," Franković said. "We don't see it as an issue."
Today, the mayor believes the chaos is firmly in the past, offering a blueprint for other historic cities. "Luckily, everything is behind us," he added. "When we put things in order, now everything is fine [...] we can now learn where we made a mistake, and what should and can be done better."
