Planetary recognition for the City under Srđ has once again confirmed its status on the global tourism map. In the selection of the prestigious American magazine Global Traveler, Dubrovnik won in one of the most competitive categories, the one for the best destination for group travel and leisure, known as "Best Leisure Destination for Groups". This flattering title, awarded as part of the 13th annual Leisure Lifestyle Awards, places the Croatian pearl of the Adriatic at the very top of the world's offerings, ahead of extremely popular and renowned destinations such as Costa Rica, Mexico's Los Cabos, all of Italy, and Colombia's Cartagena. Such success is no accident; it is the result of a carefully planned strategy, identification of key markets, and continuous investment in the quality of the offer that can satisfy even the most demanding groups of visitors.

Recognition signed by the most demanding travelers

What gives this award special weight is the way it was awarded. This is not a decision made by a small circle of critics, but a direct vote from the public – experienced and demanding travelers who are regular readers of Global Traveler magazine. The survey, which ran from September 20, 2024, to January 30, 2025, was conducted on a wide sample of the readership. Open-ended questionnaires, which allowed participants to freely nominate their favorites in various segments of luxury travel, were available in the print edition of the magazine, as well as via online platforms, e-mail, and direct mail to subscribers. It is this methodology that guarantees that Dubrovnik's victory is an authentic reflection of the preferences of those who travel the world and know how to recognize excellence.

On behalf of the Dubrovnik Tourist Board, this significant recognition was received by Leila Krešić-Jurić, Director of the Croatian National Tourist Board Representation in the USA, whose work on promoting Croatia, and especially its southern pearls, is clearly yielding outstanding results. Receiving the award on American soil symbolically completes the story of Dubrovnik's success in this extremely important and potent market.

The American market as an engine of tourism growth

The strategic importance of the American market for Dubrovnik cannot be overemphasized. According to Miroslav Drašković, Director of the Dubrovnik Tourist Board, tourists from the United States have held the leading position in terms of arrivals for years, while they are stably in second place in terms of overnight stays. "This recognition is an exceptional contribution to our visibility and the strengthening of our image in the American market, which is an absolute priority for us," pointed out Drašković, paraphrasing his earlier statement. A key factor in this success is the excellent air connectivity. Direct flights by United Airlines connecting New York, specifically Newark Airport, with Dubrovnik, have transformed the way American guests perceive and reach the City. What was once a long and complicated journey with layovers is now a pleasant direct flight that significantly shortens travel time and increases comfort.

This aerial gateway to the USA is not just a logistical advantage; it is also a powerful marketing tool that confirms Dubrovnik's status as a world-class top destination. The possibility of direct arrival encourages not only individual visitors but also group tour organizers, for whom ease of transport is one of the key factors in choosing a destination. It is precisely this synergy between a top-tier tourist offer and transport accessibility that is the formula that led to this prestigious award.

What makes Dubrovnik an ideal choice for groups?

Winning the category for the best destination for groups reveals that Dubrovnik offers much more than its undeniable beauty. Organizing travel for groups, whether for tourism, business (MICE), or special interest groups, requires a complex and well-coordinated infrastructure. The city and its surroundings offer just that. The diversity of accommodation capacities, from five-star luxury hotels that can accommodate large groups and organize conferences, to boutique hotels and private villas that offer exclusivity, allows for adaptation to every request. Many groups look for unique accommodation in Dubrovnik that combines comfort and an authentic experience, and the city's offer in this segment is extremely rich.

Furthermore, the range of activities is so varied that it can satisfy different affinities within a single group. Classic tours of the historic core under UNESCO protection, a walk along the monumental city walls, or a visit to the Rector's Palace are just the beginning. For the younger or more adventurous, there are kayak tours around the walls and the island of Lokrum, a buggy safari on Srđ hill with its surreal view, or themed tours dedicated to the filming locations of the popular series "Game of Thrones". Gastronomic groups can enjoy wine tasting on the nearby Pelješac peninsula, visits to oyster farms in Ston, or learning to prepare traditional dishes. The possibility of organizing private boat trips to the Elaphiti Islands, where each group can find its own hidden cove for swimming and relaxing, is an added value that sets Dubrovnik apart from the competition. Logistical support is provided by numerous professional destination management companies (DMCs) that specialize in creating personalized itineraries and flawless execution on the ground.

A global stage at the foot of Srđ

Dubrovnik's recognition has long crossed the borders of Europe. The city is not just a passive backdrop to its rich history; it is an active, vibrant stage where culture, art, and global trends intertwine. Its status as one of the most desirable film locations in the world has brought it immeasurable promotion, attracting a new generation of travelers who want to experience the scenes from their favorite movies and series firsthand. This modern popularity perfectly complements traditional cultural events like the Dubrovnik Summer Festival, which has been bringing top musical and stage performances to the city for decades. A year-round calendar of events ensures that the city is vibrant even outside the main summer season, which is extremely important for attracting groups that often travel in the pre-season and post-season. This combination of timeless beauty, historical depth, modern pop culture, and top-notch organizational capability makes Dubrovnik a destination that not only meets but exceeds expectations, reaffirming why it holds the title of the pearl of the Adriatic and, recently, the world's best destination for group travel.