The Dubrovnik Pass has achieved a new record in May, with more passes sold than citizens living in Dubrovnik! 

The Dubrovnik Pass is the Smart Solution for the City of Dubrovnik and opens the door of the most important sights of towns of Dubrovnik and Cavtat and provides the pass holder with a number of discounts and significant money-saving, offering a variety of benefits as well as numerous surprises. 

The special pass is available in a one-day, three-day and seven-day format as well as the "must buy” special Dubrovnik Digital Nomad Pass which lasts for four weeks and only costs 85 euro. And as this Dubrovnik Digital Nomad Pass includes four-weeks of bus tickets the price is significantly cheap. If you just caught the bus on a return journey every day you’d save money, and lasts before paying to walk the walls, or visit an attraction. The price of an adult ticket for the Dubrovnik City Walls is 35 euro, so do the math, the special pass at only 85 euro is a steal. You can see what is included on the Dubrovnik Digital Nomad Pass here. 

And the Dubrovnik Pass is proving extremely popular. In May alone 42,400 passes were sold worth around 1.59 million euro. A new record!  The previous sales record for this combined ticket to the city's most significant cultural and historical sites was set in September of last year, with revenues reaching 1.3 million euros.

City Walls most visited attraction in Dubrovnik 

The most visited attractions through the Dubrovnik Pass were the city walls (97%), the Rector's Palace (55%), the Franciscan Monastery Museum of St. Francis (43%), and the Maritime Museum (36.7%), while all included attractions have seen significant increases in visitor numbers.

The Dubrovnik Card project was launched in 2010 with the aim of dispersing visitors and promoting lesser-known heritage institutions. From the very beginning, the card included free access to the city walls, city museums and galleries, public transportation, as well as discounts for numerous cultural and tourist activities. Based on the length of stay in the city, three service packages were created: a one-day, a three-day, and a seven-day card.

Although it has been the most affordable solution for visiting cultural attractions in terms of content and price since its inception, the project experienced its full bloom only last year with the implementation of digital transformation. The introduction of an electronic payment and control information system enabled easier sales, purchasing, scanning, and usage control, more efficient resource and time management, as well as optimization of marketing activities through digital promotion and community management.

As part of the project, a rebranding and visual identity redesign were carried out, including a name change from Dubrovnik Card to Dubrovnik Pass. For promotional and sales purposes, web applications and an online shop were developed, allowing for quick and easy creation of new service packages and prices. Real-time sales and usage results of the included services are visible, and a special mobile application was created for controlling the usage of the Dubrovnik Pass. In order to strengthen Dubrovnik as an attractive destination for digital nomads, the Digital Nomad Dubrovnik Pass was created, providing special benefits for individuals who stay in Dubrovnik for an extended period while working remotely. And to say that the Dubrovnik Digital Nomad Pass was value for money would be the understatement of the year! 

In addition to generating revenue for heritage restoration and the entire cultural sector, the Dubrovnik Pass project is also significant because it offers broad possibilities for further development, networking, and strategic management of the city's historic core as a UNESCO World Heritage site. The system is aligned with the EU Green Plan as an innovative solution.