Dubrovnik heritage preservation is now being driven directly by the growing influx of tourists visiting the city each year. In 2025, nearly half a million visitors have already walked along the historic City Walls of Dubrovnik, while the Walls of Ston recorded unprecedented numbers of tourists in July alone. Rather than allowing these sites to simply generate passive income, the city has developed an innovative approach to turn tourism into a tangible force for protecting its cultural legacy.
At the center of this effort is the Society of Friends of Dubrovnik Antiquities (DPDS), a non-profit organization that manages the restoration, maintenance, and promotion of Dubrovnik’s historical monuments. The DPDS receives funding both from direct ticket sales and the Dubrovnik Pass, with 40 percent of each ticket remaining with the society, while the remaining 60 percent goes to the city administration. Last year, the DPDS earned approximately €3.6 million from the Dubrovnik Pass and €4.8 million from direct ticket sales, totaling over €8 million. After covering necessary operational expenses such as taxes and salaries, the society channels all remaining funds into heritage conservation projects, ensuring that tourist revenue is reinvested directly into protecting the city’s cultural assets.
Some of the most significant ongoing projects include the restoration of the Koruna Fortress in Ston, one of the most capital-intensive endeavors, slated to reopen by the start of the next tourist season. On Lopud Island, the refurbishment of Mala Kuća will integrate it into the island’s iconic Rector’s Palace, preserving a key element of local history for future visitors. In Janjina, the Rector’s Palace is undergoing careful restoration to meet technical inspection requirements and acquire usage permits before it can welcome tourists. These projects are funded through a combination of ongoing ticket revenue and strategic investment planning, ensuring both the maintenance of existing sites and the development of new initiatives to protect Croatia’s heritage.
The Dubrovnik model also serves as a blueprint for sustainable tourism. By linking visitor revenue directly to heritage preservation, the city reduces the strain of overtourism on fragile monuments and encourages responsible travel. This approach aligns with global practices in heritage-focused tourism. For instance, in 2016, the Balearic Islands implemented an eco-tax to offset the impact of tourism on delicate ecosystems in Menorca, Majorca, Formentera, and Ibiza. Despite initial opposition from some hoteliers and travel companies, the initiative has allowed almost €377 million to be invested in 79 sustainability projects across the islands this year. Similarly, Slovenia has adopted tourism revenue schemes to revitalize parks, restore historic castles, and develop cultural products such as themed trails and virtual reality experiences, all designed to enhance visitor engagement while preserving heritage.
By investing tourist revenue in tangible restoration and maintenance projects, Dubrovnik has created a sustainable cycle where tourism both generates funds and preserves the very sites that attract visitors. The city’s approach demonstrates how careful management of tourist income can protect delicate monuments, maintain cultural identity, and foster Dubrovnik heritage preservation for future generations, all while supporting the growth of sustainable tourism in Croatia.
