As part of his stay in London for the ABTA Travel Convention, Dubrovnik Mayor Mato Franković visited the headquarters of the British Telegraph at the invitation of senior travel editor Greg Dickinson.

During the meeting, discussions focused on the sustainable tourism strategies Dubrovnik is implementing, with a particular emphasis on regulating cruise tourism. Mayor Franković presented the "Respect the City" project, a sustainable tourism management model aimed at preserving cultural heritage and improving the quality of life for residents. He highlighted that, thanks to smart visitor management, crowds remained under control despite a 10% increase in tourists in 2024. The success of these measures was further confirmed by the Dubrovnik Pass, with 453,000 cards sold and revenue of 16.8 million euros.

“Dubrovnik is now an example of a destination that successfully balances tourism and the quality of life for its residents,” Mayor Franković told The Telegraph.

Sustainability and overtourism are key issues in the UK tourism sector, and international media’s interest in Dubrovnik continues to grow. It was, in fact, this very media outlet that first placed Dubrovnik on the list of destinations to avoid eight years ago. However, in recent times, they have frequently mentioned Dubrovnik as a prime example of sustainable tourism.

This feature in the prestigious newspaper, which reaches 50 million readers every month, will further highlight Dubrovnik as a global leader in sustainable tourism.