Dubrovnik’s Smart Tourism Shift: A Sustainable Paradise for Digital Nomads

Mato Franković, the Mayor of Dubrovnik, has recently made waves in the UK’s top travel media, with Travel Weekly, TTG Media, and the Daily Express covering his visit to London. The highlight of his trip was participating in ABTA’s Sustainable Travel Conference, where he shared how Dubrovnik is leading the charge in responsible tourism – a shift that’s not just good for tourists, but also for locals, including the growing digital nomad community.

For years, Dubrovnik has been known as a hotspot for tourists, but in 2017, overtourism created serious challenges. Franković explained how the city turned this around by introducing smart, sustainable visitor flow management. Instead of restrictive bans, Dubrovnik used innovative strategies like regulated bus arrivals, time-slot reservations for cultural institutions, and a revamped Dubrovnik Pass, all designed to balance tourism with the city’s needs.

Digital nomads looking for a long-term home base will be interested to know that TTG Media noted how Dubrovnik isn’t just a tourist destination, but a city where residents’ wellbeing is at the heart of its tourism strategy. This focus on the local community creates a more harmonious environment for both short-term and long-term visitors.

Another important takeaway for digital nomads is how Dubrovnik has segmented its visitors into different categories – cruise passengers, day-trippers, and overnight guests – each contributing to the local economy in distinct ways. This approach ensures that Dubrovnik remains welcoming to travelers while preserving its charm and quality of life for those who call it home, like digital nomads working remotely from the city’s beautiful scenery.

Franković’s invitation to speak at ABTA also highlights the global recognition of Dubrovnik’s Respect the City program, which promotes sustainable travel practices while making the city an even more attractive place to live and work for digital nomads.

As Franković put it, "If we want Dubrovnik to remain the 'Pearl of the Adriatic,' we must ensure it continues to shine – for everyone, and for future generations."

For digital nomads, this means more than just a great place to visit – it’s a city that’s actively evolving into a sustainable, balanced environment for remote workers to thrive.