American travelers are beginning to catch on to the broad appeal of one beautiful coastal city in Croatia which has become the country’s crown jewel in its burgeoning tourism sector.
So far this year, the county that contains Dubrovnik has welcomed nearly 239,000 American visitors, according to government figures.
That’s a 14 percent year-over-year increase, and for the first time, Americans are on track to surpass Britons as the most common nationality among tourists. There have been 260,000 UK arrivals to Dubrovnik-Neretva County so far in 2025.
Much of the interest in the city comes down to the medieval architecture of its Old Town, which served as a main filming location for Game of Thrones.
Many iconic scenes that took place in King’s Landing were shot there thanks to the towering city walls, narrow cobblestone streets and the array of bright red terracotta roofs.
The city is also loved for its proximity to dozens of spectacular beaches and its temperate climate.
Julia Herceg, an American who spent every summer as a child visiting family in Zadar, Croatia, compared Dubrovnik’s weather to Southern California. Now 24 years old, she studied abroad in the latter city in 2022 when she was a junior in college.
‘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 told the Daily Mail.
Dubrovnik’s Old Town is one of the main draws for American tourists because it was one of the main filming locations for the hit fantasy television show Game of Thrones
Julia Herceg is an American with Croatian heritage. She grew up visiting family in Zadar, Croatia, and fell in love with the country all over again after studying abroad in Dubrovnik
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, that number can swell to over 50,000 thanks to visitors coming from cruise ships.
Many of them flock to various Game of Thrones landmarks in the Old Town, but another American who has lived in the metro area for seven years also insisted there is more to Dubrovnik than its association with the hit fantasy television show.
‘I really think from the perspective of what the region has to offer in terms of geography, history and gastronomy, it really has it all. That’s definitely been a pull for me to live here,’ said Alexandra Schmidt.
‘It’s very safe. It’s very community oriented,’ Schmidt added. ‘I’ve done a lot of travel, but it’s definitely the most beautiful place I’ve ever been.’
Schmidt, 32, grew up in Minneapolis and lived in Chicago before she too decided to study abroad in Dubrovnik in 2015. This decision was partly motivated by her Croatian heritage.
While there, she met the man she would go on to marry. Now, she and her husband, Domeniko Hajdić, run a travel agency called Mindful Travel Croatia that offers custom trips throughout the Dalmatian coastline.
‘I think Croatia, and specifically Dubrovnik, is the perfect destination for a specific type of American clientele,’ she said. ‘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.’
Alexandra Schmidt, 32, on the city walls of Dubrovnik with her husband, Domeniko Hajdić. The pair run a travel agency that offers custom trips throughout the Dalmatia coastline
Stradun is one of the main pedestrian thoroughfares in Dubrovnik. It is paved with limestone and is lined with cafes, restaurants and shops
Fort Lovrijenac was used for Game of Thrones scenes that depicted the Red Keep, the fictional castle where the king resides
She admitted that Game of Thrones, which was first broadcast in 2011, initially put Dubrovnik ‘on the map.’
However, the Americans she leads on tours throughout the region are increasingly telling her that the show is not their primary reason for making the trip to Croatia.
Schmidt said many of them have had positive experiences on past trips or have heard about it through word of mouth.
Some also say they’re now drawn in by the rich, real-life history of Dubrovnik, which began some 1,400 years ago.
The city was founded in the seventh century by refugees from an ancient Roman colony in southern Greece. Then known as the Republic of Ragusa, it operated as an independent city-state from 1358 until 1808, when Napoleon annexed it into the French empire.
In 1918, Croatia was absorbed into Yugoslavia, a much larger ethnically Slavic nation. After World War II, Yugoslavia morphed into a one-party communist state.
In 1991, Croatia declared independence and has operated as a parliamentary republic ever since.
Dubrovnik, when it was still known as Ragusa, also has a footnote in the founding of the United States, since it recognized America in 1777 as independent from Britain, making it one of the first nations to do so.
Aside from Game of Thrones, Dubrovnik has its own unique history. It was first settled by Roman refugees, transitioned into an independent city state and later became absorbed into a modern Croatian state
Schmidt also advises tourists to get out of the Old Town and explore the surrounding areas of the city as well, including Župa Dubrovačka and Konavle. (Pictured: Schmidt sits with her American clients at a wine tasting in Konavle)
In light of all this history, Herceg told the Daily Mail that she has gotten frustrated with friends of hers who have gone to Dubrovnik and come back with no stories to tell except their Game of Thrones-related excursions.
‘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.
‘I would encourage people traveling there [to seek out the] many traditional spots that are not on any Beli List [a restaurant app] or TikTok,’ she added. ‘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 that gets it flavor (and color) from the ink of squid or cuttlefish. Cevapi, grilled mincemeat sausages eaten inside a pita, is another popular national dish.
Schmidt also advises tourists to get out of the Old Town and explore the surrounding areas of the city as well, including Župa Dubrovačka and Konavle, both regions that are famous for winemaking.
‘People need to stay in Dubrovnik for longer. Sometimes they just come for one or two days, and then they’re just concentrated around the Old Town. I think people that stay for at least four or five days have a better experience,’ she said.
Schmidt also warned that prices have begun to rise in Croatia, particularly when it comes to restaurants and hotels.
She said a night’s stay in a mid-range hotel in Dubrovnik will set you back around 275 euros ($320), while a high-end one can be as much as 800 euros ($933).
Alexandra Schmidt in the Konavle Valley, southeast of Dubrovnik
King’s Landing in Game of Thrones, which is based heavily on Dubrovnik
She estimated that a beer is typically around five to seven euros ($6 to $8), while a glass of wine can be up to 10 euros. For an entree, expect to pay anywhere from 18 to 30 euros ($21 to $35).
‘I still think you can do it reasonably,’ she said. ‘Right now in October, it’s much more affordable to come here than the peak season and middle of July and August.’
