The cobbled streets of Dubrovnik’s Old City echo with many languages, but this year one accent has become increasingly hard to ignore. The American accent is now nearly as common as the clipped tones of Britain’s holidaymakers, and for the first time in decades, US visitors look poised to challenge the UK’s long-standing dominance in the Dubrovnik-Neretva County tourism charts.

Figures released from Croatia’s national eVisitor system show that between 1 January and 30 September 2025, the county welcomed 238,387 American tourists, a remarkable 14 per cent increase on the same period last year. Collectively they accounted for 646,000 overnight stays, firmly establishing the United States as the second most significant source market.

Mihael Barisic / CROPIX

Only the British remain ahead – with just over 260,000 arrivals – although that figure represents a slight dip compared with previous years. For at least a decade, Britons have topped the tables, flying south to the Adriatic for sunshine, seafood and the occasional Shakespearean backdrop. Yet now, the question being whispered in Dubrovnik’s hotels and along its city walls is whether Americans could finish the year in the number-one spot.

Why the Americans Are Coming

The surge is no accident. Travel experts point to a combination of increased accessibility, clever marketing and a pinch of Hollywood magic.

“Croatia, and Dubrovnik in particular, is a hot destination for US travellers this year,” one American travel agent explained. “It’s the blend of Mediterranean beauty, deep history and that sense of stepping into another world. Our clients see it as both romantic and adventurous.”

Tonci Plazibat / CROPIX

The biggest structural advantage, however, lies in air connectivity. Dubrovnik remains the only Croatian city with a direct link to the United States, courtesy of United Airlines, which operates flights from New York (Newark) during the summer season. For many Americans, the ability to bypass a European hub and land directly on the Dalmatian coast has transformed Dubrovnik from an exotic outpost into a realistic holiday choice.

On the ground, their presence is already being noticed. “I was amazed at how many Americans I’ve bumped into this week,” said one British visitor.

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Another enduring draw is the city’s silver-screen alter ego. Dubrovnik’s role as King’s Landing in HBO’s Game of Thrones continues to lure fans eager to tread in the footsteps of Tyrion Lannister or gaze over Blackwater Bay from the city walls. While the show’s finale aired years ago, the cultural pull remains powerful, especially in the United States, where the fantasy epic became a television phenomenon.

Guided “Thrones tours” are now a staple of the local tourism offering, ensuring that the city’s medieval fortifications double as a pop-cultural pilgrimage site.

For American travellers with limited time in Europe, that combination of real history and fictional legend is proving irresistible.

The Road Ahead

The crucial question is whether the American wave will endure. Early indications suggest it will. According to the same US travel agent, bookings for 2026 are even stronger than this year’s. Croatia’s broader profile in North America has grown steadily, boosted by glossy travel features, social media influencers and word-of-mouth from returning visitors.

Whether or not the US overtakes the UK by December, one thing is clear: Dubrovnik has captured the American imagination – and the sound of that discovery now drifts unmistakably along the Adriatic breeze.

@dubrovnik_times Even in October the Adriatic in Dubrovnik is warm #traveltiktok #croatia #dubrovnik #adriatic ♬ original sound - The Dubrovnik Times