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GLOBAL SUSTAINABLE TOURISM COUNCIL DESTINATION ASSESSMENT

Dubrovnik, Croatia
2019
TABLE OF CONTENTS
Executive Summary.......................................................................................................................................................................1
Acknowledgements.......................................................................................................................................................................4
Acronyms........................................................................................................................................................................................... 5
List of Tables.....................................................................................................................................................................................6
List of Figures...................................................................................................................................................................................7
Introduction.......................................................................................................................................................................................8
Overview of Tourism in Dubrovnik ......................................................................................................................................11
A. Geography and Tourism Statistics..................................................................................................................11
B. Tourism Products and Attractions...................................................................................................................17
Assessment Methodology........................................................................................................................................................22
Summary of Key Findings........................................................................................................................................................26
A. Destination Assessment Findings..................................................................................................................26
B. Stakeholder Action Planning Based on Assessment Results............................................................32
Priority Issue 1: Sustainability Standards......................................................................................35
Priority Issue 2: Environmental and Natural Resources Infrastructure and
Awareness .................................................................................................................36
Priority Issue 3: Crisis and Emergency Management...............................................................38
Priority Issue 4: Transport and Traffic Control.............................................................................39
Priority Issue 5: Resident Satisfaction and Public Participation in Destination
Decision Making.......................................................................................................41
Priority Issue 6: Supporting Local Entrepeneurs........................................................................42
Conclusion.......................................................................................................................................................................................45
Annexes............................................................................................................................................................................................46
A. Findings of Good Practice...................................................................................................................................46
B. Summary of Stakeholders Consulted............................................................................................................51
C. GSTC Destination Assessment - Onsite Itinerary.....................................................................................61
D. Completed Assessment Matrix.........................................................................................................................67
E. Other Priorities.....................................................................................................................................................109
References....................................................................................................................................................................................111

© Global Sustainable Tourism Council 2020


Copyright and ownership of the intellectual property contained in this report
remains with the Global Sustainable Tourism Council unless otherwise agreed.

Document Control, version 1.0

Prepared by Ioannis PAPPAS, GSTC Destination Assessor


GLOBAL SUSTAINABLE TOURISM COUNCIL DESTINATION ASSESSMENT

Dubrovnik, Croatia
2019

EXECUTIVE SUMMARY
Dubrovnik is one of the most prominent tourist destinations in the Mediterranean—known as “the pearl of
the Adriatic”. Tourism to Dubrovnik has grown steadily in recent years. During 2013-2016, arrivals increased
by 357,513, or by a quarter (28.80%). In 2018, Dubrovnik received almost 1.3 million overnight visitors.
Additionally, Dubrovnik welcomes around 9,000-9,500 (9,334 at 22nd of August 2019) cruise passengers daily
during peak season, divided equally in the morning and afternoon. While bolstering Dubrovnik’s economy, this
growth has resulted in operational difficulties such as traffic congestion, overcrowding of sites and attractions,
degradation of important assets, resident alienation, and other challenges.

To diagnose and begin addressing some of the stress points and plan for more sustainable management, the
City of Dubrovnik commissioned a Global Sustainable Tourism Council (GSTC) Destination Assessment of
the City, applying the GSTC Criteria for Destinations (Version 1, 2013) - The United Nations-founded standard
for sustainable management of tourism destinations. The GSTC Destination Assessment was funded by the
Cruise Lines International Association (CLIA) as part of CLIA’s partnership with Dubrovnik to collaboratively
address tourism sustainability in the City. CLIA appreciates GSTC’s requirement that, as funder, CLIA is allowed
no editorial input into the content of this report.
GSTC urges the
GSTC conducted the Destination Assessment in November-December 2019,
working closely with Dubrovnik’s Tourism Board and Dubrovnik Development City to monitor
Agency. Applying GSTC’s Assessment methodology, GSTC reviewed law and
policy documentation governing City management, and consulted about progress adopting
70 key stakeholders and leading organizations from national and local
government, private sector, NGOs and academia, and residents, through the GSTC standard,
extensive meetings to evaluate the City’s performance against the GSTC
Criteria for Destinations. using these GSTC
The GSTC standard covers four main pillars of destination sustainability: Assessment
(1) destination policy and planning, (2) community involvement and bene-
fits, (3) management of cultural and natural assets, and (4) environmental findings as a
and natural resource management. The GSTC Destination Assessment of
Dubrovnik found that considerable tourism management improvements are baseline.

2019 GSTC Destination Assessment - Dubrovnik 1


needed to ensure long-term health of the destination. Of the 105 indicators in GSTC’s standard, 12 (11.4%)
were rated excellent, 47 (44.8%) were rated good with some improvements needed, 37 (35.2%) identified
medium-risk areas, and 9 (8.6%) were flagged as high-risk areas.

In December 2019, based on GSTC’s initial findings of the City’s performance in these areas, 34 stakeholders
participated in a workshop to prioritize their most urgent and important six issues to focus on in the coming
period. Participants designed action projects to address the following issues they flagged as priorities:

• Sustainability Standards
• Environmental and Natural Resource Infrastructure and Awareness
• Crisis and Emergency Management
• Transport and Traffic Control
• Resident Satisfaction and Public Participation in Destination Decision Making
• Support for Local Entrepreneurs

This report presents GSTC’s findings of Dubrovnik’s performance along the GSTC Criteria for Destinations, and
the community-designed roadmap to address stakeholders’ priority risks. Dubrovnik’s participation in this GSTC
Destination Assessment, the first in Croatia, shows the City’s commitment to destination stewardship. The GSTC
Assessment took place before COVID-19 resulted in a full-blown global pandemic and economic crisis.
Nevertheless, improving Dubrovnik’s crisis and emergency management planning and response was defined
as a priority for local stakeholders. The overall findings and action plan from the GSTC Destination Assessment
can inform future initiatives to ensure sustainable management of Dubrovnik. GSTC applauds the City for taking
this step and urges the City to continue monitoring progress adopting the GSTC standard, using these GSTC
Assessment findings as a baseline.

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2019 GSTC Destination Assessment - Dubrovnik 3
ACKNOWLEDGEMENTS
A number of officials and individuals contributed to this GSTC Destination Assessment and action plan, including Mayor
Mato Franković, Deputy Mayor Jelka Tepšić, Deputy Mayor Orlanda Tokić, President Marko Potrebica, Project Manager of
Respect the City Ranko Milić, Head of Dubrovnik Tourist Board convention office Romana Vlašić, Municipal Department
Heads Marijeta Hladilo, Marko Miljanić, Ana Hilje, Jelena Lončarić, Dživo Brčić, Đuro Šutalo, Zlatko Uršić, Zrinka Raguž,
Zdenko Medović, Nada Medović, Ivan Bajić, Silva Vlašić, Srđan Todorovski, and Anita Burić, City Development Agency’s,
Marina Lazarević.

GSTC would like to thank the federal and


regional officials who participated, Minister of
Tourism Gari Cappelli, State Secretary Frano
Matušić, Ministry of culture-Department
for conservation Žana Baća,Tatjana Lolić,
Institute for Tourism Zoran Klarić, Dubrovnik
Neretva Region President Nikola Dobroslavić,
Deputy President Joško Cebalo, Head of
Tourism Department-Ivo Klaić, University of
Dubrovnik Nikša Burum.

GSTC is also grateful for support and contributions from many public and private institutions, including Institution
for Restauration Mihaela Skurić, Dubrovnik Museums Julijana Antić Brautović, Cultural Institution House of Marin
Držić Nikša Matić, Museum of modern art Dubrovnik Tonko Smokvina, Public Institution Lokrum Reserve Ivica Grilec,
Linđo Folklore Ensemble Vlaho Kljunak, Dubrovnik Heritage Ltd. Tonči Daničić, Airport Dubrovnik Frano Luetić, Port
of Dubrovnik Željko Raguž, Dubrovnik Port Authority Blaž Pezo, Vodovod Dubrovnik Lukša Matušić, Sanitat Dubrovnik
Tomislav Tabak, Vrtlar Dubrovnik Alma Majstorović, Čistoća Dubrovnik Marko Iveković, Libertas Dubrovnik Ante
Vojvodić Dubrovnik HEP Dubrovnik Zvonimir Mataga, Neretva County Tourist Board Vladimir Bakić, Association of
Tourist Guides Maja Milovčić, DUNEA regional development agency for Dubrovnik Neretva county Melanija Milić, Public
institution for natural protected areas management in Dubrovnik-Neretva County Marijana Miljas Đuračić, Dubrovnik
Neretva County Institute of Public Health Mato Lakić, Croatian Employers Association Dasen Jasprica, Dubrovnik City
Walls/Association of Friends of Dubrovnik Heritage Lukša Hanza, DEŠA-Regional center for community building and
civil society development Ana Cvjetković, Croatian Chamber of Trades and Crafts – Guild of Caterers Nikolina Farčić,
Croatian Chamber of Commerce Nikolina Trojić, Association of Croatian Travel Agencies Maro Savinović, Gulliver Travel
agency Goran Hrnić, Excelsa Real Estate Ivan Tokić, Trsteno Arboretum Ivan Šimić, Institute for Marine and Costal
Research-Dubrovnik Aquarium Nenad Antolović Diocese of Dubrovnik Hrvoje Katušić, Dubrovnik Neretva County Police
Department Ivan Pavličević, Regional Department for Civil Protection and Rescue Ana Miličić, Croatian Mountain rescue
service Marijo Begić, Croatian Red Cross Živko Šimunović, Dubrovnik Center of competence Stjepan Srhoj, Rochester
Institute of Technology Domagoj Nikolić, Libertas International University Milan Perić, School for Tourism and Catering
Dubrovnik Antun Perušina, Croatian Chamber for Commerce, Stanko Ljubić, Taxi driver Union Robert Kulaš Villa
Dubrovnik Mirna Stražičić Lončar, Valamar Hotels Marilka Tovarac, Adriatic Luxury Hotels Katija Jerković, ACI marine
Dubrovnik Leo Ajduković, Bonsai-Volunteer centre for building society Dubrovnik Anja Marković, D’art Association Tea
Batinić, representatives of City districts, and many others. A complete list of participants can be found in Annex B.
GSTC especially wishes to thank the Deputy Mayor of the City of Dubrovnik Jelka Tepšić and her team for support and
guidance throughout the GSTC Destination Assessment process: Katija Klaić, Ivana Brnin, Ranko Milić and from DURA:
Alisa Aliti Vlašić, Nataša Mirić, Tea Puzović, Melina Mohorić.

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ACRONYMS
AECH Association of Employers in Croatian Hospitality
ALH Adriatic Luxury Hotels
AOCTA Association of Croatian Travel Agencies
AOG Association of Guides
AOTC Association of Technical Culture
AOTG Association of Tourist Guides
CC City Council
CLIA Cruise Lines International Association
COD City of Dubrovnik
DURA Dubrovnik Development Agency
ETA Elite Travel Agency
GSTC Global Sustainable Tourism Council
GSTC-D Global Sustainable Tourism Council Criteria for Destinations
IUCN International Union for Conservation of Nature
MICE Meetings, Incentives, Conferences, and Exhibitions
MOT Ministry of Tourism
NGO Non-Governmental Organization
POD Port of Dubrovnik
PPP Public Private Partnership
RAC Regional Activity Center
RTC Respect the City Program
SME Small and Medium-Sized Enterprises
TPD Traffic Police Department
UNESCO United Nations Educational, Scientific and Cultural Organization
UNWTO United World Tourism Organization
UOD University of Dubrovnik
WTTC World Travel and Tourism Council

2019 GSTC Destination Assessment - Dubrovnik 5


LIST OF TABLES
Table 1: GSTC Performance Levels and Associated Colour Scheme......................................................................26
Table 2: Summary of GSTC Destination Sustainability Performance.....................................................................26
Table 3: Average Scores for GSTC Destination Criteria in 2019...............................................................................29
Table 4: Main 16 Issues Identified in GSTC Destination Assessment, by GSTC Pillar.....................................32
Table 5: Findings of good practices......................................................................................................................................46
Table 6: Timetable of Meetings and Onsite Visits............................................................................................................62
Table 7: Completed Assessment Matrix...............................................................................................................................67

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LIST OF FIGURES
Figure 1: Dubrovnik City Master Plan, Land use Map and SUMP scope................................................................11
Figure 2: Employment Structure by Sector in Dubrovnik............................................................................................12
Figure 3: Information about the population structure in Dubrovnik (City Population, 2018).......................12
Figure 4: Number of overnight tourist arrivals in Dubrovnik, Croatia from 2011 to 2018 (in 1000s)......13
Figure 5: Peak number of visitors on a date (2019), DURA........................................................................................13
Figure 6: Number of tourist arrivals in Dubrovnik by year (in million) (Kessel, 2017)...................................14
Figure 7: Activities while staying in Dubrovnik (TOMAS DUBROVNIK, 2018)......................................................14
Figure 8: Level of satisfaction with elements of Dubrovnik supply by country of
passenger’s residence (TOMAS DUBROVNIK 2018)...................................................................................15
Figure 9: Disturbances during stay in Dubrovnik (TOMAS DUBROVNIK, 2018).................................................16
Figure 10: The tourism score and its constituents (Weather Spark, 2020)........................................................16
Figure 11: Dubrovnik Hotels’ social media activity.........................................................................................................17
Figure 12: Number of Dubrovnik hotels that have review section in social media.........................................18
Figure 13: Top Dubrovnik Destinations...............................................................................................................................19
Figure 14: Dubrovnik old city centre......................................................................................................................................20
Figure 15: Dubrovnik souvenirs scheme.............................................................................................................................21
Figure 16: GSTC Destination Assessment Phases of Work........................................................................................22
Figure 17: Discussion, Reviewing and Analyzing Destination Docs.......................................................................22
Figure 18: The opening orientation workshop.................................................................................................................23
Figure 19: Stakeholders consultation meeting.................................................................................................................23
Figure 20: Conducting field visits (Dubrovnik Port Facilities).....................................................................................23
Figure 21: Preparation of preliminary results presentation......................................................................................24
Figure 22: Presentation of Preliminary results in the closing event......................................................................24
Figure 23: Conducting the Action Planning workshop with stakeholders...........................................................24
Figure 24: GSTC Destination Sustainability Performance by Pillar.........................................................................27
Figure 25: Results summary, by total numbers of indicators, per sustainability pillar.................................28
Figure 26: Performances of each sustainability pillar.................................................................................................28
Figure 27: Destination Sustainability Snapshot 2019..................................................................................................30
Figure 28 : Process of Priorities Voting for the Action Plan Workshop..................................................................33
Figure 29: Results from voting process...............................................................................................................................33
Figure 30: Action Planning Workshop, organized by DURA.......................................................................................34
Figure 31: Stakeholder Workshops, Consultations and Site visits..........................................................................61

2019 GSTC Destination Assessment - Dubrovnik 7


8 2019 GSTC Destination Assessment - Dubrovnik
INTRODUCTION
Dubrovnik is one of the most prominent tourism destinations in the
Mediterranean. A seaport at the center of Dubrovnik-Neretva County
and perched on the Adriatic Coast, Dubrovnik is known as “the pearl
of the Adriatic”. Dubrovnik is a maritime economy, with tourism a key
pillar. The City’s diversity and plethora of natural assets presents
significant potential for a unique and extensive tourism ecosystem.
Developing the many individual components into cohesive products
and experiences as part of a well-organized tourism value chain,
however, has proved challenging to destination managers to date.

Featuring world-renowned, UNESCO-designated natural, cultural, and


historic assets, Dubrovnik presents a rich array of historical, architec-
tural and cultural experiences for residents and visitors alike to enjoy.
The robust local cultural sector has a long-standing track record of producing and organizing international performing arts
events (e.g., Dubrovnik Summer Festival), exhibitions (e.g., Museum of Modern Art, Dubrovnik Museums, Museum of Natural
History) and concerts (e.g., Dubrovnik Symphony Orchestra).

Tourism to Dubrovnik has grown steadily in recent years. Dubrovnik is at a crossroads facing a series of critical questions.
What are the impacts of tourism on its natural and cultural sites and attractions? How well is the City currently managing
these impacts to protect the integrity of the resources on which tourism is built? What are the policies and actions needed
to more effectively manage the City to mitigate negative impacts and ensure long-term destination health?

In this context, and to help advance Dubrovnik’s strategic objective of pursuing balanced and sustainable tourism development,
the Dubrovnik Municipality, with support of its Tourism Board, commissioned this Global Sustainable Tourism Council
(GSTC) Destination Assessment to assess Dubrovnik’s compliance with the GSTC Criteria for Destinations (Version 1, 2013) -
The United Nations-founded standard for tourism destination sustainability. The GSTC Destination Assessment was made
possible by funding from the Cruise Lines International Association (CLIA), as part of CLIA’s partnership with the City of
Dubrovnik for improved sustainable tourism management.

The GSTC Assessment took place from November-December 2019 and builds on the City’s robust foundation of initiatives to
assess and improve sustainability of the tourism sector in Dubrovnik. The objective of the GSTC Destination Assessment is to
assess the destination’s current and future capacity to sustain tourism in the long term. The holistic and participatory GSTC
process addresses such questions as:

• How compliant is Dubrovnik today with internationally recognized indicators for sustainable destination management?
• What current good practices and key initiatives are improving Dubrovnik’s environmental, social, and economic sustain-
ability, and what high-priority destination risks are undermining sustainability?
• What are the implications of risks for the visitor, resident, and business community experience?
• Of the risks identified, which do Dubrovnik stakeholders prioritize as most urgent and important?
• What practical actions and initiatives can address the high-priority risks identified?

The GSTC Destination Assessment facilitates systematic analysis charting a roadmap to meet GSTC’s internationally
recognized standard for sustainable destination management, the GSTC Destination Criteria and Indicators (see Annex D).

2019 GSTC Destination Assessment - Dubrovnik 9


The GSTC standard covers the four main categories of destination sustainability:

1. Sustainable destination management and governance;


2. Economic benefits to the local host community;
3. Protection of cultural heritage, community, and visitor well-being;
4. Environmental protection and conservation.

The GSTC Destination Assessment is not a certification program but is widely recognized as a critical tool for helping destinations
improve their management practices—and prepare them, should they choose, to undertake certification by a GSTC accredited
destination certification program.

This report presents the GSTC Destination Assessment findings and Dubrovnik stakeholder designed action plan for
sustainable destination management of the City.

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OVERVIEW OF TOURISM IN DUBROVNIK

A. Geography and Tourism Statistics


The City of Dubrovnik is the center of Dubrovnik-Neretva, the southernmost region, boasting the most marine territory (81%)
in Croatia. Dubrovnik is one of 22 local governments in the Region—which contains four other cities and 17 municipalities.

Figure 1: Dubrovnik City Master Plan, Land Use Map and SUMP scope

Dubrovnik–Neretva, divided by the Bosnia and Herzegovina border, is one of the most beautiful parts of the Mediterranean
Region. It features dramatic and diverse attributes, from rugged coast, to mountains (Dinaric Alps), river delta (Neretva),
and peninsula (Peljesac), with islands offshore. The coastline is indented and varies in type, from sheltered bays with exotic
sandy beaches to steep cliffs facing the open sea.

The City of Dubrovnik employs 282 civil servants as well as staff of the public utility companies and 12 public cultural
institutions. The official unemployment rate is one of the lowest in Croatia, 6.9%. Youth unemployment is high, however, with
one in three unemployed persons aged 15-29 years old.

2019 GSTC Destination Assessment - Dubrovnik 11


Dubrovnik’s 2018 budget was about 94.2 million Euro. The economy is mostly oriented to hospitality and tourism. Agriculture
and maritime transport are also critical drivers and the focus sectors for the microregion around the River Neretva, and island of
Korčula, known for its shipbuilding industry. Renewable energy recently has been contributing significantly to the Dubrovnik
economy, with demand increasing not only among the private sector but also a growing number of households in the region.

To capitalize on its natural assets including linkages between tourism and agriculture, Dubrovnik plans to further its focus
on wine-growing and olive-growing, fisheries and mariculture, hospitality and tourism, shipping, road and port traffic, and
environmentally friendly production. (Dubrovnik-Neretva Region Official Website, 2020)

Figure 2: Employment Structure by Sector in Dubrovnik

Employment Structure by Sector in Dubrovnik

Agriculture, Forestry and Fishing

Manufacturing, Mining, and Quarring

Construction

Accommodation And Food Service Activities

Information And Communication

Financial And Insurance Activities

Real Estate Activities

Professional, Scientific, Technical

Public Administration, Education, Human Health And Society

Other Services
0 10 20 30 40

The City of Dubrovnik, with 36% of the total County population, economically dominates the region with 53% of total revenue,
58% of total tourism traffic and around 70% of total tourism revenue. Other than the City’s nearest neighbors (Konavle,
Župa Dubrovacka, Dubrovacko primorje and Elafiti Islands), other parts of the County are not currently tapping into potential
economic linkages from tourism to Dubrovnik. According to the last population census from 2011, the Dubrovnik-Neretva
Region has 122,568 inhabitants, which is 2.86% of the total Croatian population.

Figure 3: Information about the population structure in Dubrovnik (City Population, 2018)

18.6%
14.9%
0-14 Years
Males
47.4% 15-64 Years
52.6%
Females
65+ Years
66.5%

In 2018, Dubrovnik received almost 1.3 million overnight visitors. This does not include excursionists and cruise passengers
that enter the City every day during peak season (a maximum of 9,334 was reported during August 2019).

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Figure 4: Number of overnight tourist arrivals in Dubrovnik, Croatia from 2011 to 2018 (in thousands)

Between 2013-2016, tourism arrivals to Dubrovnik-Neretva County grew by 357,513 or by a quarter (28.8 %). Visitor traffic
to the region is highly concentrated in Dubrovnik. In 2016, the City received as much as 61.77 % of all visitor arrivals in the
county. The tourism season in the Dubrovnik-Neretva County runs successfully from April to September. Seasonality is a
major factor in the Dubrovnik tourism economy, with 49.75 % of all overnight stays and 49.11 % of all arrivals for the entire
year occurring in summer months. The average age of residents in the Dubrovnik-Neretva Region is 41.5 years—directly
in the middle considering average age within Croatia. Largely due to extreme seasonality of its primary economic sector,
tourism, Dubrovnik faces troubling population trends, including population decline, particularly among young people seeking
year-round meaningful employment.

Figure 5: Peak number of visitors on a date (2019), DURA

Peak number of visitors on a date (2019)


11000

10000

9000

8000

7000

6000

5000

4000

3000
Datum
16.5.19
18.5.19
20.5.19
22.5.19
24.5.19
26.5.19
28.5.19
30.5.19
2.7.19
4.7.19
6.7.19
8.7.19
10.7.19
12.7.19
14.7.19
16.7.19
18.7.19
20.7.19
22.7.19
24.7.19
26.7.19
28.7.19
30.7.19
1.8.19
3.8.19
5.8.19
7.8.19
9.8.19
11.8.19
13.8.19
15.8.19
17.8.19
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25.8.19
27.8.19
29.8.19
31.8.19
2.9.19
4.9.19
6.9.19
8.9.19
10.9.19
12.9.19
14.9.19

Due to concentration of visitors during its high season, among other factors, Dubrovnik struggles with overcrowding during
its peak months. The worldwide popularity of Game of Thrones, which was partially filmed in Dubrovnik, has also swelled
total visitor numbers during summer months. Game of Thrones film tourism resulted in a 38% increase in tourist arrivals,
a 29% increase in overnight stays and a 37% increase in City Walls admission tickets, compared to a mere 7% increase in

2019 GSTC Destination Assessment - Dubrovnik 13


tourist arrivals, a 8% increase in overnight stays, and a 2% increase in City Walls admission tickets in the pre-Game-of-Thrones
period. Most visited attractions are the Old Town, the City Walls and numerous fortresses that are all concentrated in a small
place. This creates crowding, congestion, and increased dissatisfaction. (Segota, 2019)

Figure 6: Number of tourist arrivals in Dubrovnik by year (in millions) (Kessel, 2017)

Inexpensive flights also have contributed to tourism swells in Dubrovnik, making it easy and affordable to reach Dubrovnik
from Europe for a short holiday. In fact, the average stay in Dubrovnik in 2017 was less than three days.

Figure 7: Activities while staying in Dubrovnik (TOMAS DUBROVNIK, 2018)

Activities While Staying In


%
Dubrovnik
Activities Total
Used public transport 88.9
Done city-sightseeing independently 82.2
Had drinks in restaurants/bars/hotels 63.3
Had a meal in restaurants 62.2
Had a shopping 61.1
Spent time on the beach 37.8
Taken an organized city-tour and/or tour of 36.7
surrounding areas
Taken an organized city-tour 28.9
Taken an organized half-day tour of 17.8
surrounding areas
Taken an organizes full-day tour of 0.0
surrounding areas
Visited tourist information centers 35.6
Visited museums/ galleries/ exhibitions 34.4
Attended concert 2.2
Independently toured surrounding areas 1.1

Used rent-a-car services 0.0

14 2019 GSTC Destination Assessment - Dubrovnik


In recent years, municipal leaders in Dubrovnik have additionally been taking steps to address visitor flows from cruise
tourism. In 2017, the city received around 742,000 passengers on 538 ships (Stieghorst, 2018), while for January to
November 2019, the number of ships was equal to 518. In 2018, Mayor Mato Frankovic announced a strategy to cap the
number of cruise ships to two per day, carrying a total of 5,000 tourists per day, with an aim to reduce overcrowding (i.e.,
Berth Allocation). The City began implementing this policy in 2019. As Mayor Mato Frankovic explained, “The key to the
success of each destination is management. We have arranged a better schedule of arrivals and departures for cruise
ships, thus significantly improving the flow of guests into the Old City of Dubrovnik.” The cruise ships policy is to have 4,000
passengers from boats per one part of the day (meaning 4,000 in the morning, 4,000 in the afternoon), aiming mainly for 2021.

Additionally, Dubrovnik has entered a partnership with the Cruise Lines International Association to collaborate on initiatives
to more sustainably manage cruise tourism in the City, including components such as:
• Undertaking this GSTC Destination Assessment to identify sustainability risks facing Dubrovnik and planning a roadmap
to better destination stewardship;
• Engaging stakeholders including the local community and international organizations in establishing a dedicated
working group for sustainable destination management;
• Communicating and implementing Dubrovnik’s 2020 cruise ship berthing policy; and
• Developing a Respect the City visitor education campaign.

Figure 8: Level of satisfaction with elements of Dubrovnik supply by country of passenger’s residence (TOMAS DUBROVNIK 2018)

Level Of Satisfaction With Elements Of Dubrovnik Tourism Supply


By Country Of Passenger’s Residence

Elements of supply Total Italy UK Germany USA Spain Other Other non-
European European
Countries countries
Tidiness (clean streets,
green areas/parks) 97.0 94.4 98.9 96.6 98.2 100.0 95.5 96.9
Personal safety
96.9 97.8 98.0 100.0 94.1 97.7 97.9 92.1
Atmosphere
96.4 92.6 95.6 94.9 99.8 92.3 99.2 100.0
Organized tour of the
surrounding areas 95.6 - 84.5 100.0 100.0 - 100.0 100.0
Organized city-tour
90.0 74.8 92.3 94.7 85.0 100.0 87.8 90.3
Friendliness of locals
88.9 83.8 87.4 91.8 94.0 84.4 88.9 91.2
Friendliness of tourism and
hospitality staff 81.5 84.0 76.4 74.5 85.1 74.5 83.2 92.0
Gastronomy
80.9 75.6 82.9 72.1 89.5 75.9 81.4 89.3
Tour-guides professionalism,
foreign language competency 80.8 74.7 81.5 80.3 86.6 71.1 82.2 86.8
Accessibility, availability of
brochures
69.5 63.6 71.0 59.0 79.0 69.5 71.3 75.9
Souvenirs
66.4 64.0 65.0 54.8 79.8 67.6 64.9 72.1
Quality of signage 66.2 53.5 58.4 74.5 73.5 61.5 74.9 69.1
Shopping opportunities
58.0 50.1 58.0 52.7 64.8 49.0 55.5 74.6
Traffic in the town
44.1 40.4 35.9 45.1 54.7 18.2 49.0 59.0
Overall impressions
97.4 95.6 98.9 96.6 95.1 97.3 98.1 100.0

Very Low Low Medium High Very High

2019 GSTC Destination Assessment - Dubrovnik 15


Figure 9: Disturbances during stay in Dubrovnik (TOMAS DUBROVNIK, 2018)

Disturbances During Stay In Dubrovnik %

Disturbances Total

Crowd in public places (streets, walkways, playgrounds, etc.) 17.8

Improperly disposed garbage 10.0

Uncomfortable odors (from containers and garbage cans) 7.8

The impossibility of separating waste 5.6

Traffic congestion 2.2

Figure 10: The tourism score and its constituents (Weather Spark, 2020)

Dubrovnik’s climate is borderline humid subtropical (Cfa) and Mediterranean (Csa), in the Köppen climate classification.
Typically, in July and August daytime maximum temperatures reach 28°C, and at night drop to around 23°C. In Spring and
Autumn, maximum temperatures are typically between 20°C and 28°C. Winters are among the mildest of any Croatian city,
with daytime temperatures around 13°C in the coldest months. Snow in Dubrovnik is rare. The tourism score (see Figure 10)
favors clear, rainless days with perceived temperatures between 18.5°C and 27.7°C. This score promotes Dubrovnik for
outdoor activities from mid-May to late July and from mid-August to early October, with a peak score in the second week
of September. Dubrovnik is showing creativity capitalizing on the advantages of its attributes to better spread visitors
year-round, including the Dubrovnik Tourism Board campaign “A City for All Seasons.”

Dubrovnik is also pursuing several promising destination management initiatives, including its “Smart City” programming,
which applies innovative technologies to management issues from remote controlled city lighting to traffic safety and flows.
Additionally, Dubrovnik’s “Respect the City” project (RtC) of the Mayor’s Office aims to improve several sustainable tourism
development matters through an array of interrelated approaches from stakeholder and visitor information and capacity
building, urban mobility plans, product and infrastructure development to better manage visitor and traffic flows, and much
more. The holistic destination development and management plan GSTC urges in this report should build upon successful
implementation of these and other existing initiatives, as well as include mechanisms to ensure compliance with the GSTC
Criteria. This harmonization will require complex cooperation across all sectors of the Dubrovnik economy and community.

16 2019 GSTC Destination Assessment - Dubrovnik


B. Tourism Products and Attractions
As of end of 2019, Dubrovnik featured fifteen hotels of the highest class – Five Star, the highest number of Five Star hotels
in a tourist destination in the Republic of Croatia. Exceptional quality of refurbishment and high-level offer are features of
eleven Four Star hotels, sixteens Three Star hotels and two Two Star hotels. The total hotel capacity is 12,027 beds, with
additional 16,019 private accommodation beds, 547 beds by hostel and 1,542 places in camping. Recent research analyzed
37 Dubrovnik hotels’ appeal to the growing Millennial visitor market, by examining their websites and tracking social media
platforms (Instagram, Facebook, YouTube and Twitter) over a two-week period. Results showed low social media activity
among Dubrovnik hotels. Even those that showed higher levels of social media activity, are not publishing content appealing
to Millennials. (Ema Pocuca, 2019)

Figure 11: Dubrovnik Hotels’ social media activity

Facebook activity YouTube activity


16 15 15 25 23
14
20
12
Number of hotels

Number of hotels
10 15
8
6 10
6
4 3 5
2 2 5 3
2
0
0 0
Active Last active Last active No account No activity Active Last active Last active Last active No account
2018/2019 2015/2017 2018/2019 2015/2017 before 2015

Instagram activity Twitter activity


16 15 25
14 20
20
12
Number of hotels
Number of hotels

10
10 15
8 7
6 10 8
4
4 4
5 4
2 1 1
0 0
Active Last active Last active No account No activity Active Last active Last active Last active No activity
2018/2019 2015/2017 2018/2019 2015/2017 before 2015

Dubrovnik is the absolute king of social media in Croatia. By far the most traffic and interest of any Croatian destination on
the web and social media is drummed up by Dubrovnik, with nearly twice as much interest as the second Croatian city.
Most social media mentions come from the United States, UK, Switzerland, Germany and Italy, with most mentions (89%)
favourable. Many comments address the natural beauty of Croatia, the sea, islands, and history. Instagram is by far the most
used social media channel referencing Dubrovnik. The top three destinations in Croatia with most visitors in the first six
months are Rovinj, Dubrovnik, and Zagreb. When it comes to social networks and the web, only two cities are mentioned the
most - Dubrovnik (12,759 mentions) and Split (7,313 mentions). Dubrovnik’s mentions are mostly associated with the popular
Game of Thrones series. King’s Landing was mentioned 4,000 times in visitor posts, of which 741 relate to Dubrovnik and
321 to Croatia. (Total Croatia News, 2019)

2019 GSTC Destination Assessment - Dubrovnik 17


Figure 12: Number of Dubrovnik hotels that have reviews section in social media

Reviews section

Hotel chain

5-star

4-star

3-star

0 1 2 3 4 5

The Port of Dubrovnik has amassed high-profile tourism awards. After being named as the best port in the Adriatic Sea re-
gion by MedCruise, Dubrovnik was named Top-Rated Eastern Mediterranean Cruise Destination for 2019 in the Cruise Critics
Choice Destination Awards, based on passenger reviews and ratings. (The Dubrovnik Times, 2019)

While Dubrovnik is a popular cruise destination, the majority of visitors travel to Dubrovnik by air. Most visitors arrive from
March to November directly from almost fifty European towns, while in Winter the air traffic is via Zagreb. Dubrovnik visitors
are mostly from Great Britain, then from France, Croatia, Spain, and Germany. Arrivals are increasing from the Greek, Turkish
and Scandinavian markets.

Old Town Dubrovnik is the most visited area in Dubrovnik. This is where many of the current main attractions can be found.
The first of them are the two arched gates that provide the entrances to the Medieval wall that surrounds the Old Town–one
to the east (the Ploče) and one to the west (Pile). The iconic Dubrovnik walls are something special and are what define the
Old City. They are so special in fact that UNESCO declared Old Town Dubrovnik a World Heritage site in 1979. The walls were
constructed between the 13th-16th Century, and have been restored and maintained, through many wars and events over
the centuries. The 1,940 meters long Dubrovnik city walls are one of the most grandiose fortification monuments in Europe
and an example of early fort architecture. The first fortifications were built in the Eighth Century, but the most intense con-
struction took place from mid-Fifteenth to the end of Sixteenth Century.

The main thoroughfare of car-free Old Town is Stradun, also known as Placa. On each side is a grid of narrow alleys where
travellers can find numerous cafes and restaurants. Other attractions include The Franciscan Monastery with one of the
world’s oldest pharmacies (operating since 1317), Dubrovnik Cathedral, the harmonious blend of Gothic and Renaissance-
style Sponza Palace, The Rector’s Palace, and Dominican Monastery sheltered by the City Walls.

For holidaymakers looking for some sun as well as culture, the Lapad peninsula is just West of the Old Town and features several
beaches where sun-worshippers can bask. A range of outdoor adventure pursuits are also available, from hiking, white water
rafting and sea kayaking, to rock climbing, horse riding and scuba diving.

18 2019 GSTC Destination Assessment - Dubrovnik


Figure 13: Top Dubrovnik Attractions

Top Dubrovnik Attractions

Old City

City Walls

Franciscan Monastery

Placa / Stradun

Lovrijenac

The Cable Car - Panorama Museum

Natural Sites (Lokrum island, Arboretum Trsteno, Elafiti islands)

Panoramic views of Dubrovnik’s ancient city can be enjoyed by gliding to the top of Mount Srdj on an ultramodern cable car.
Located just outside the City walls, the cable car station offers visitors a quick, easy and scenic mode of transport to the
peak of the rugged little mountain. In addition to a restaurant, snack bar and souvenir shop at the summit is a small museum
and memorial commemorating the Homeland War of the 1990s. Hikers may enjoy descending the mountain by way of a steep
ropeway trail. (Touropia, 2020)

Within the national framework, Dubrovnik is the city with:


• the highest cultural expenditure per capita
• the largest number of cultural institutions and organisations per capita
• the highest ratio of cultural to other kinds of tourism (Dubrovnik 2020, Culture, 2019)

Dubrovnik itself was recognized on UNESCO’s World Heritage list forty years ago, and more recently the City’s Festival of St.
Blaise joined the List of Intangible Cultural Heritage of Humanity in October 2009. There is much of great historical, architectural
and cultural relevance to be seen. Dubrovnik is frequently a candidate for European Capital of Culture, including in 2020.
Culture and heritage are integral to the City’s identity as well as dominant resources for economic prosperity.

The local cultural sector has a track record and long-standing experience producing and organising international performing
arts events (e.g., Dubrovnik Summer Festival), exhibitions (e.g., Museum of Modern Art, Dubrovnik Museums, Museum of
Natural History) and concerts (e.g., Dubrovnik Symphony Orchestra). The City also holds carnivals and festivals throughout
the year, most notably Dubrovnik Summer Festival. Since 1950, this festival has taken place annually between July 10th and
August 25th. It features the opera, theatre, dance, and music, with events held in various open-air venues around Dubrovnik.
Additionally, Lovrijenac, a popular attraction in Dubrovnik, hosts a variety of cultural events, from the World Series of Cliff
Diving to local productions of Shakespeare’s Hamlet. It also served as a backdrop in some of the most memorable scenes
from Game of Thrones. (Sustain Europe, 2018)

Dubrovnik is a global upscale destination for both leisure and business travellers which offers its guests a year-round experience
based on culture and events. New tourism infrastructure is created for the most part through investment initiatives by local
entrepreneurs (e.g., a wine museum, raising the quality of rural accommodation), and to a lesser extent through larger
investment projects (e.g.,the marina as a priority, and in later stages a resort project). New tourism infrastructure and com-
petitiveness projects enable a qualitative repositioning of the “sun and sea” products and establishment of a nautical product,

2019 GSTC Destination Assessment - Dubrovnik 19


thus creating a new market for rural and gastro offers and positioning the tourism product of the peninsula in a consistently
qualitative manner.

Figure 14: Dubrovnik Old City centre

Dubrovnik features innovative and professional tourism management, and sophisticated tourism value chain with numerous
products and markets—making the City one of the leading destinations in the Mediterranean. The magnificent archipelago,
the Elafiti Islands and the coast of Konavle, is a haven for visitors seeking leisure and relaxation. Konavle area belongs to the
rural part of the cluster which rounds up the experience of visitors with its rural features and its agricultural produce as an
added value.

Wine, gastronomy and ambience of the peninsula are a comparative advantage for the development of high quality rural and
gastronomic products, notably wine and fruit. Fruit growing, olives, citric fruit, cherries and figs are grown in many households.
The natural pre-conditions (e.g., climate, rural setting, and investment) as well as market demand, among residents and
visitors to Dubrovnik, favour these types of agricultural development. Challenges remain, however, in governance, stakeholder
coordination, and marketing to link production effectively to the tourism value chain. The City envisions economic development
focused on further development of the wine-growing and olive-growing sector, followed by a focus on fisheries and mariculture,
hospitality and tourism, shipping, road and port traffic, and environmentally-friendly production. (Dubrovnik-Neretva Region
Official Website, 2020) Microregions such as Mali Ston Bay are especially suitable for mariculture.

The richness of locally produced goods results in a range of souvenirs made in Dubrovnik, including but not limited to lavender,
olive oil, wines, grappa and other liqueurs, and homemade sweets. When it comes to cultural souvenirs, some typical offerings
are Konavle earrings, which are gold rings decorated with gems, coral, enamel or small metal particles, and other traditional
jewellery. Buying a cravat is also a popular option, as it was a neckband originating from a 17th-century military unit known
as the Croats or Crabats. Startas, the Croatian sneaker brand that has risen to world-wide appeal, is also a popular souvenir.

20 2019 GSTC Destination Assessment - Dubrovnik


Figure 15: Dubrovnik souvenirs scheme

In the Dubrovnik-Neretva Region there are 40 protected natural areas divided into seven different categories, pursuant to
the Nature Protection Act. The Public Institution manages 34 protected natural areas, while the rest (the Mljet National Park,
the Lastovo Archipelago Nature Park, the Lokrum Reserve and the Trsteno Arboretum) are managed by separate public
institutions: the Mljet National Park Public Institution (JU NP Mljet – two areas), the Lastovo Archipelago Nature Park Public
Institution (JU PP Lastovo Archipelago – two areas), the Lokrum Reserve Public Institution (JU Lokrum Reserve – one area)
and the Croatian Academy of Sciences and Arts (HAZU – one area).

2019 GSTC Destination Assessment - Dubrovnik 21


ASSESMENT METHODOLOGY

The methodology for this GSTC Destination Assessment consisted of four main phases of work as summarized below.

Figure 16: GSTC Destination Assessment Phases of Work

Desktop Onsite Action Plan Final Assessment


Assessment Assessment Development Report

Sep-Nov 2019 Nov-Dec 2019 Dec 2019 Feb-Mar 2020

Documents and Group Interviews & Destination Assessment & Final Report
Stakeholders Mapping One-on-one Meetings / Action Planning Workshop
Site Visits

The first phase of the GSTC Assessment established the place-based circumstances of the destination relevant to the GSTC
Destination Criteria and indicators. This provided a preliminary understanding of the sustainability and competitiveness
challenges faced by the destination. Using GSTC’s stakeholder and policy-mapping tools, the GSTC team worked with the
appointed Destination Liaison from local government and key local organizations to identify key stakeholders and docu-
ments needed to verify application of the GSTC Destination indicators in Dubrovnik.

The second phase of work engaged local stakeholders in validating the situation analysis and filling information gaps.
From November 24th through December 2nd, 2019, the GSTC assessor facilitated targeted informational interviews, site
visits, and group meetings with key leaders from organizations in the public sector, private sector, NGO community, and
civil society to gather any missing evidence and documentation about Dubrovnik’s compliance with GSTC destination-level
criteria and indicators.

Additional key objectives of these meetings were to introduce the project and its process, and to enhance awareness of the
importance of sustainable destination management. About 70 stakeholders participated in these on-site consultations and
workshops, representing over 50 different organizations or institutions. A complete list of these participants can be found
in Annex B.

Figure 17: Discussion of Dubrovnik performance, with City officials

22 2019 GSTC Destination Assessment - Dubrovnik


Figure 18: The opening orientation workshop

Figure 19: Stakeholder consultation meeting

Figure 20: Field visit to Dubrovnik Port Facilities

2019 GSTC Destination Assessment - Dubrovnik 23


Figure 21: Preparation of preliminary results presentation

Stakeholders who participated in these meetings convened for a collaborative action plan development workshop on
December 2nd, 2019. The GSTC assessor shared preliminary Assessment findings and obtained additional feedback and
validation of results from stakeholders and project partners. Then, the assessor worked with local tourism and community
leaders to engage stakeholders in prioritizing the issues identified in the Assessment (via voting) that they found most
urgent and important.

Figure 22: Presentation of Preliminary results in the closing event

In another workshop organized by DURA and under the supervision of GSTC (17th of December 2019), about 46 stakeholders
designed action projects to address stakeholders’ high-priority risks found in the GSTC Assessment.

Figure 23: Conducting the Action Planning workshop with stakeholders

24 2019 GSTC Destination Assessment - Dubrovnik


2019 GSTC Destination Assessment - Dubrovnik 25
SUMMARY OF KEY FINDINGS

A. Destination Assessment Findings


To determine the level of compliance with each of the GSTC Destination Criteria and Indicators, GSTC analyzed performance
as illustrated in Table 1. Of the 105 indicators analyzed, 12 (11.4%) were rated “green,” 47 (44.8%) were rated “yellow,” 37
(35.2%) were rated “pink,” and 9 (8.6%) were rated “red.” Indicators marked in red or pink represent gaps or risks to the
sustainable management of the destination.

Table 1: GSTC Performance Levels and Associated Colour Scheme

Color Green Yellow Pink Red N/A

Description Documentation of policy Documentation of policy Documentation of policy No documentation of The indicator is not
exists, and it is being exists, and it is being exists, and it is not being policy exists, and it is not applicable to the
implemented in an implemented in an implemented—or vice being implemented. destination
exemplary manner—on acceptable manner, with versa. (no performance / high
par with best practice. some improvements (low performance / risk)
(excellent performance) identified. middle risk)
(good performance with
some improvement
needs)

Of the four categories of destination sustainability, the GSTC Assessment showed Dubrovnik performing best in capturing
Social and Economic Benefits from tourism, and in Natural and Cultural Asset Management. The results indicated room for
improvement in Destination Management and Environmental Sustainability systems. Table 2 presents an overview of the
results from the 2019 GSTC Destination Assessment of the City of Dubrovnik.

Table 2: Summary of GSTC Destination Sustainability Performance

A B C D
Natural & Cultural Total Number
GSTC Sections Destination Social & Economic Heritage Environmental of Indicators
Management Benefits Management Sustainability by Color

Total Indicators Scored 7 2 2 1 12


Green

Total Indicators Scored


Yellow 19 8 8 12 47

Total Indicators Scored


Pink 13 10 3 11 37

Total Indicators Scored


Red 4 1 0 4 9

Total Indicators N/A 0 0 0 0 0

Total Number of
Indicators by Section 43 21 13 28 105

26 2019 GSTC Destination Assessment - Dubrovnik


To illustrate the Criteria comparatively and to better track progress over time, the GSTC team translated the GSTC evaluation
system into a “traffic light” system with the following scoring methodology:

• Green = Excellent Performance (score of 2.26 to 3.00)


• Yellow = Good but Needs Improvement= (score of 2.00 to 2.25)
• Pink = Low Performance / Middle Risk (score 1.0 to 1.99)
• Red = No Performance / High Risk (score 0 to 0.99)
• Gray = N/A (not applicable to the destination)

The following charts show the destination’s performance in each sustainability pillar. Based on the scoring results per crite-
rion, the overall mean score per pillar is:

0 Management : 1.69 (74.9% of the minimum excellent performance limit)


0 Economic Benefits : 1.44 (63.9% of the minimum excellent performance limit)
0 Culture, Communities and Visitors : 1.97 (87.0% of the minimum excellent performance limit)
0 Environmental Benefits :1.35 (59.6% of the minimum excellent performance limit)

The overall mean Destination Score is 1.61 (69.8% of the minimum excellent performance limit).

Figure 24: GSTC Destination Sustainability Performance by Pillar

20

19

15
Number of Indicators

13
12
11
10
10

8 8
7
5

4 4
3
2 2
1 0 1
0
Management Economy Culture Environment

2019 GSTC Destination Assessment - Dubrovnik 27


Figure 25: Results summary, by total numbers of indicators, per sustainability pillar

Environment

Culture

Economy

Management

0 1 2 3 4
Indicators in High Risk

Figure 26: Performances of each sustainability pillar

Management Economy

10% 9% 5%
16%

30%
38%
48%

44%

Culture Environment

4%
15% 14%
23%

43%

39%

62%

28 2019 GSTC Destination Assessment - Dubrovnik


Table 3: Average Scores for GSTC Destination Criteria in 2019

CRITERIA NUMBER CRITERIA NAME SCORE


A1 Sustainable Destination Strategy 2.20
A2 Destination Management Organization 2.60
A3 Monitoring 0.67
A4 Tourism Seasonality Management 2.00
A5 Climate Change Adaptation 2.00
A6 Inventory of Tourism Assests & Attractions 2.00
A7 Planning Regulations 1.70
A8 Access for All 2.00
A9 Property Acquisitions 2.00
A10 Visitor Satisfaction 1.00
A11 Sustainability Standards 0.50
A12 Safety & Security 2.20
A13 Crisis & Emergency Management 0.80
A14 Promotion 2.00
B1 Economic Monitoring 1.00
B2 Local Career Opportunities 2.50
B3 Public Participation 1.50
B4 Local Community Opinion 1.00
B5 Local Access 1.00
B6 Tourism Awareness & Education 2.00
B7 Preventing Eploitation 1.50
B8 Support Community 1.00
B9 Supporting Entrepreneurs & Fair Trade 1.50
C1 Attraction Protection 2.00
C2 Visitor Management 2.00
C3 Visitor Behavior 1.50
C4 Cultural Heritage Protection 2.50
C5 Site Interpretation 1.80
C6 Intellectual Property 2.00
D1 Environmental Risks 0.50
D2 Protection of Sensitive Environments 2.00
D3 Wildlife Protection 2.50
D4 Greenhouse Gas Emissions 0.50
D5 Energy Conservation 1.50
D6 Water Management 1.00
D7 Water Security 1.00
D8 Water Quality 1.67
D9 Wastewater 0.75
D10 Solid Waste Reduction 1.25
D11 Light & Noise Pollution 1.50
D12 Low-Impact Transportation 2.00

2019 GSTC Destination Assessment - Dubrovnik 29


Figure 27: Destination Sustainability Snapshot 2019

Tourism Sustainable Climate Destination


Seasonality Safety &
Promotion Tourism Monitoring Change Management
Management Security
Strategy Adaptation Organization
Destination
Management Inventory
Crisis &
Visitor Emergency of Tourism Planning Access Property Sustainability
Satisfaction Management Assets & Regulations for All Acquisitions Standards
Attractions

Tourism Local
Local Career Public Local
Education & Community
Opportunities Participation Access
Awareness Opinion
Social & Economic
Benefits Supporting
Support
Economic Local Preventing
for
Monitoring Entrepreneurs Exploitation
Community
& Fair Trade

Cultural
Natural & Cultural Heritage
Intellectual Attraction Visitor Visitor Site
Property Protection Behavior Management Interpretation
Asset Management Protection

Protection Greenhouse Energy


Environmental Water Water
of Sensitive Gas Conservation
Risks Management Security
Environments Emissions
Environmental
Sustainability
Solid
Wildlife Water Waste Light & Noise Low Impact
Wastewater
Protection Quality Reduction Pollution Transportation

As illustrated, the largest number of GSTC Criteria presented medium risk (17 criteria, or 41.5% in pink). The next prevalent
performance rating was good with some improvements needed (14 of 41, or 34.1% in yellow), then high risk (6 criteria, or
14.6% in red). Performance commensurate with international best practice – excellent performance (green) was found for
just 4 criteria—9.8% of GSTC’s standard.

GSTC’s findings of good practice within Dubrovnik’s performance are summarized in Annex A. GSTC’s complete observations
based on policy analysis and stakeholder consultations are summarized in Annex D. Based on GSTC’s Destination Assessment
findings and recommended areas of improvement, local stakeholders prioritized issues they believed were crucial to for the
City of Dubrovnik to address first and foremost.

30 2019 GSTC Destination Assessment - Dubrovnik


2019 GSTC Destination Assessment - Dubrovnik 31
B. Stakeholder Action Planning Based on Assessment
Results
The GSTC standard for destinations emphasizes the importance of meaningful and inclusive community involvement in
destination decision making. The GSTC Destination Assessment process therefore relies heavily on community stakeholder
consultation to evaluate the destination’s performance and prioritize risks for the destination to address first and foremost.
Based on the GSTC Assessment findings, GSTC recommended that Dubrovnik address 16 main issues that were identified as
risks, or gaps, during the evaluation. These are illustrated below, labelled by the corresponding GSTC Criterion and pillar that
addresses each issue within the GSTC standard.

Table 4: Main 16 Issues Identified in GSTC Destination Assessment, by GSTC Pillar

GSTC Pillars Main 16 Issues Identified in GSTC Destination Assessment

1. Destination Management Organization (A2)


2. Comprehensive Monitoring and Data-Driven Decision-making (A3)
3. Climate Change Mitigation and Adaptation (A5)
Destination Management
4. Tracking of Visitor Satisfaction (A10)
5. Sustainability Standards (A11)
6. Safety and Security / Transport and Traffic Control (A12)
7. Crisis & Emergency Management (A13)

8. Diversify Economic Base to Develop Experiences Reflecting Distinctive Dubrovnik


Natural & Cultural Assets (B2)
Social & Economic Benefits 9. Resident Satisfaction & Public Participation in Destination Decision Making (B3)
10. Support for local entrepreneurs (B9)
11. Traveler Engagement in Community and Local Benefits (B5)

12. Visitor Management System to Protect Sites and Attractions (C2)


Natural & Cultural Asset 13. Visitor Education and Behavior (C3)
Management 14. Code of practice for tour guides and tour operators (C3)

Environmental Sustainability 15. Environmental and Natural Resource Infrastructure & Awareness (D2) & Wastewater (D9)
16. Management of Light and Noise Pollution (D11)

On December 2, the GSTC assessor presented these 16 risk areas to Dubrovnik stakeholders as the main risk findings
from the GSTC Destination Assessment. GSTC then engaged Dubrovnik stakeholders in identifying their top 5-6 priority
risk areas to address first and foremost. Stakeholders designed action projects to address their top 6 priority issues.
These projects can serve as a roadmap, or action plan, for Dubrovnik to begin improving compliance with the GSTC
Criteria and indicators.

32 2019 GSTC Destination Assessment - Dubrovnik


Figure 28 : Process of Priorities Voting for the Action Plan Workshop

In a follow-up action planning workshop facilitated by DURA on December 17, 2019, the 34 participating stakeholders voted
for their top 6 most urgent and important priorities of the 16 risks found in the GSTC Destination Assessment.

Figure 29: Results from voting process

50
Votes to priorities

38

25

13

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
priorities

Stakeholders committed to working together on priority projects that will address the following priority issues:

• Sustainability Standards
• Environmental and Natural Resource Infrastructure and Awareness
• Crisis and Emergency Management
• Transport and Traffic Control
• Resident Satisfaction & Public Participation in Destination Decision Making
• Support for Local Entrepreneurs

2019 GSTC Destination Assessment - Dubrovnik 33


Stakeholders designed preliminary action projects to address each of these priority risks identified during the GSTC Assess-
ment. The stakeholder-designed project profiles, presented below, provide a starting point. The projects would need to be
further refined, and resources identified, to begin implementing these priority actions.

Figure 30: Action Planning Workshop, organized by DURA

34 2019 GSTC Destination Assessment - Dubrovnik


Dubrovnik Priority Issue 1– Sustainability Standards
Project Idea #1.1: Implement Sustainability Standards in Dubrovnik
• To educate stakeholders across sectors about sustainable tourism and sustainability
standards
• To set targets and systems for Dubrovnik tourism businesses to meet and be promoted
Key Project Objectives
as certified to sustainability standards
• Expand the scope of sustainability across the pillars of sustainability in City Operation to
include elements of GSTC standards

Key Project Activities Potential Project Partners


• Conduct trainings for the local community on • GSTC, Universities, DURA
sustainable tourism development and application
of sustainability standards
• Set up a research centre / working group – • “Libertas”, “RIT”, “Unidu institution”, Universities, DURA,
connecting scientific institutions, to develop Hotels Association, Tour Operators Association
inventory of existing standards and a plan to
adopt GSTC Criteria and indicators for tourism
within Dubrovnik

• Increase in businesses complying with GSTC sustainability standards for tour operators
Expected Project Results and accommodations
• Publicized list of tourism businesses certified to GSTC accredited program

• Use of sustainability standards in the private sector


Indicators of Success
• Use of sustainability standards in the public sector

Project Idea #1.2: Upscale Local Souvenir Scheme


• Upgrade Authentically Croatian Souvenir to Include sustainability elements
Key Project Objectives
• Expand the scheme outside Dubrovnik

Key Project Activities Potential Project Partners


• Update the scheme criteria in order to include major • The City of Dubrovnik, Dubrovnik Tourism Board, GSTC,
and minor criteria for sustainability DURA, Local Chamber of Commerce
• Design and execute training on stores owners on the • DURA, Universities, GSTC
sustainability good practices
• Execute marketing campaign on that new content of the • Dubrovnik Tourism Board
scheme in order to invite more stores to be included
into the scheme, not only from the old city but also in
other parts of the Municipality

• Increase in businesses complying with Local Scheme Criteria


Expected Project Results
• Increase of awareness on the Scheme outside Dubrovnik

Indicators of Success • Number of members in the Local Scheme

2019 GSTC Destination Assessment - Dubrovnik 35


Dubrovnik Priority Issue 2 – Environmental and Natural
Resources Infrastructure and Awareness
Project Idea #2.1: Improve Solid Waste Management Facilities and System
• To upgrade solid waste management facilities and system (landfill, etc.)
Key Project Objectives • To achieve greater quality in waste management services
• To increase public awareness and participation in sustainable waste management practices

Key Project Activities Potential Project Partners


• Organize the infrastructure of the Solid waste • The Municipality,’’Čistoća’’- Utility Company, Waste
management Management Company, The City Of Dubrovnik
• Set up a research centre • The Municipality, Local Universities, DURA
• Conduct information sessions for local residents • The Municipality, ’’Čistoća’’- Utility Company, Waste
Management Company, The City Of Dubrovnik
• Create a Bio-composting plant for sludge treatment • ”Vodovod”; “Čistoća”

• Increased recycling statistics in the City of Dubrovnik


Expected Project Results • Improved waste sorting in containers; Increase in the utilization of sorted waste
• Reduced amount of waste

• Data on recycling practices among various stakeholders, and waste avoided to landfill
Indicators of Success • Time for creation of the new facility of solid waste management in Dubrovnik
• Sorting success rate

Project Idea #2.2: Upgrade Wastewater Facilities


• To increase the quality of provided services
Key Project Objectives
• To minimize any risk of failure on wastewater facilities

Key Project Activities Potential Project Partners


• Improvement of the wastewater drainage system • ”VODOVOD” - WATER SUPPLY COMPANY, THE CITY OF
DUBROVNIK
• More frequent monitoring samples on wastewater • ”VODOVOD” - WATER SUPPLY COMPANY, THE CITY OF
facilities outcomes DUBROVNIK

• Increase of transparency on wastewater monitoring results


Expected Project Results
• Awareness increase on facilities efficiency

• Monitoring frequency
Indicators of Success
• Results of monitoring (data collected)

36 2019 GSTC Destination Assessment - Dubrovnik


Dubrovnik Priority Issue 2 – Environmental and Natural
Resources Infrastructure and Awareness
Project Idea #2.3: Educate and Incentivize Responsible Resource Use
• Increase responsible resources use in private and public sectors
Key Project Objectives • Increase energy and water efficiency
• Minimize waste production

Key Project Activities Potential Project Partners


• Public and Business education in environmental and • ’’ČISTOĆA’’- Utility Company, Waste Management
natural resource conservation issues (including Co, The City Of Dubrovnik
separation of waste, minimizing single-use plastic etc.)
• Creation of a comprehensive monitoring system (on-line, • The City Of Dubrovnik, Inspection Services, The Port
real time or quasi real time) on several resources (water, Authorities, The Department For Health Inspection
energy, air quality), introducing sub-metering devices
and new technology implementation, even in the old city
region
• Construction of the water purification facility • ”VODOVOD”
• Creation of a map for noise and illumination in all parts of • The City Of Dubrovnik
the City of Dubrovnik
• Creation of an Inventory of buildings with low energy effi- • The City Of Dubrovnik, “DOMOUPRAVA’’- Building
ciency and introduction of cases with important renova- Maintenance Company
tion / retrofit potential
• Generation of environmental impact assessments based • “Ministry Of Environmental Protection And Energy”
on scientific data and field work collected data

• Increase in energy efficiency, especially in Buildings


• Creation of studies for EU or Country financial support
Expected Project Results • Implementation of monitoring and evaluation systems
• Generation of ecosystem services and sustainability
• Creation of Educational, informative and interpretation panels

• Number of retrofitted buildings


• Number of sub meters installed
Indicators of Success
• Kwh of saved energy and m3 of saved water
• Improved performance as measured by data collected

2019 GSTC Destination Assessment - Dubrovnik 37


Dubrovnik Priority Issue 3 – Crisis and Emergency
Management
Project Idea #3.1: Developing Mechanisms for Effective Crisis
• To upgrade the existing crisis and emergency management plans
• To create awareness along the public
Key Project Objectives
• To upgrade the necessary infrastructure, from planning, to navigation, to communica-
tions before, during, and after crisis

Key Project Activities Potential Project Partners


• Evaluate the existing plans and make the necessary • The City Of Dubrovnik; The Mayor’s Office
updates, adapting existing systems to include pandemic
response and recovery. Develop site carrying capacities
and management plans
• Run education / awareness series on private and public • The City Of Dubrovnik; The Mayor’s Office
sector, especially for tour operators and guides
• Install necessary infrastructure for early warning and • The City Of Dubrovnik; The Directorate For
cover the entire area with a sound warning system. Civil Protection
Creation of Shelters inside the City
• Written notifications to households. Installation of image • The City Of Dubrovnik; The Directorate For
displays. Setting up a schematic diagram in public institu- Civil Protection
tions on ‘’how to act in situations of crisis’’

• New plans in place until 2021, under RtC priorities, Strategic Projects (2021-2027) and
Integrated Development Program Dubrovnik 2030
• Educated public on crisis and management plans
• Electronic system established for real time monitoring of crisis issues
Expected Project Results
• Regularly update plans based on lessons learned
• Training and awareness of central management team, visitors, and supply chain
• Funded implementation for purchase and maintenance of the apparatus
• Updated Guides Training Manual

• Number of People that are educated on management plans


Indicators of Success • Number of evacuation plans exercises & drills per year for a case of seismic activity
• Number of Events testing, Citizens, surveys and simulations of real events

*Note: Dubrovnik stakeholders created this action plan before COVID-19 resulted in a global pandemic and economic crisis. Dubrovnik’s
initiative to improve crisis and emergency planning and response should incorporate lessons learned from the COVID-19 experience, and
include measures for (1) immediate economic relief, (2) parallel planning for tourism to recover and resume in a sustainable manner, and
(3) consistent communications all the while, to both local and overseas audiences.

38 2019 GSTC Destination Assessment - Dubrovnik


Dubrovnik Priority Issue 4 – Transport and Traffic
Control
Project Idea #4.1: Smart City Solutions, Traffic Control and Regulation
• To reduce traffic congestion and improve traffic flow
Key Project Objectives • To regulate ‘hot’ issues on traffic control
• To leverage innovation and research to inform transport outcomes

Key Project Activities Potential Project Partners


• Select a monitoring system for controlling the move- • Administrative Office For Traffic, Dubrovnikneretva
ment of vehicles County Police Department
• Upgrade the Traffic Control Centre • The City Of Dubrovnik; Dubrovnikneretva County Police
Department
• Introduce regulation of transport providers to achieve • The Republic Of Croatia; The City Of Dubrovnik
roadway capacity and traffic management plans
• Merchandise delivery inside the city core • Administrative Office For Traffic, Dubrovnikneretva
County Police Department
• Introduce a dynamic system for traffic signaling (green • The Republic Of Croatia; The City Of Dubrovnik
wave, cameras, sensors)
• Taxi vehicles color regulation • The Republic Of Croatia; The City Of Dubrovnik

• Technology-driven traffic and visitor monitoring and management systems


Expected Project Results • Improved traffic flow
• Adapted number of taxi vehicles according to the city’s size

• Data on vehicles around the Old City center


Indicators of Success • Data on taxi and commercial transport at traffic peak times
• Percentage of City area with controlled traffic via the monitoring system

2019 GSTC Destination Assessment - Dubrovnik 39


Dubrovnik Priority Issue 4 – Transport and Traffic
Control
Project Idea #4.2: Infrastructure, Green Mobility and Awareness
• To encourage sustainable movement systems / Green Mobility
• To raise awareness for Green Mobility in Dubrovnik City
Key Project Objectives • To introduce innovation and research to mobility planning
• To support and promote sustainable and green mobility as well as set of gamified
incentives and stimuli for the visitors, experience providers and locals

Key Project Activities Potential Project Partners


• Introduce locals and visitors to more Green Mobility • The City Of Dubrovnik; Libertas; Public Health Institute;
Solutions Dubrovnikneretva County Police Dep
• Educate all stakeholders
• Introduce ways for harmonizing pedestrian traffic • The City Of Dubrovnik; Libertas; Dubrovnikneretva
County Police Dep
• Build a garage system and more secure road • The City Of Dubrovnik; Libertas; Dubrovnikneretva
infrastructure County Police Dep
• Create an information system on the use of green • The City Of Dubrovnik; DURA
mobility in the City / Smart Visitor Flow and Experience
Management System (RtC)
• Introduce a sea tram in maritime traffic as alternative • Du-Neretva County Port Authorites; The County; The City
solutions Of Dubrovnik

• Increase of Pedestrian & Cycling


• Increase of Local public transportation
Expected Project Results • Reduction in the air pollution impact from transporting passengers from cruise ships to
the city core
• Decrease of emissions during the peak traffic days

• Number of sea tram routes


• CO2eq per ship passenger km
Indicators of Success • Number of bicycle parking slots
• Number of parking slots
• Number of people that are using the public transportation means

40 2019 GSTC Destination Assessment - Dubrovnik


Dubrovnik Priority Issue 5 – Resident Satisfaction and
Public Participation in Destination Decision Making
Project Idea #5.1: Resident Satisfaction Upscale
• To boost public participation in City of Dubrovnik Budgeting and Decision Making
Key Project Objectives • To raise public awareness and involvement in the City Planning
• To increase resident satisfaction with destination decision making

Key Project Activities Potential Project Partners


• Establish clear and transparent decision making • The City Of Dubrovnik
process for projects, including access for the public to
track project progress online
• Introduce a system for online public voting, referenda, • The City Of Dubrovnik
and comment on projects
• Hold meetings where representatives of the City of • The City Of Dubrovnik; Locals
Dubrovnik engage participants regarding decisions
which concern them, finding a place for meetings and
explaining the reasons behind reaching a decision
• Establish a Residence Satisfaction Index (KPI) • The City of dubrovnik; NGOs; Universities
• Set up a fund for expanding home purchases for residents • The City of dubrovnik; The Diocese; The Foundation
‘’Blaga Djela’’; Society of Friends of Dubrovnik Antiques
• Introduce incentives and disincentives in favor of a live • The City; The Parliament The Government Quality of
city Life conditions - Health Care System, Education, Sports,
Hobbies, Ecology, Infrastructure

• Clear process and transparency for destination decision making


Expected Project Results
• Greater and more open public participation in destination decisions

• Number of city management Surveys


• Number of participation of locals at Decision Meetings
Indicators of Success • High levels of Residence Satisfaction Index
• Increase in # of purchased and renovated apartments
• Availability of affordable housing for residents

2019 GSTC Destination Assessment - Dubrovnik 41


Dubrovnik Priority Issue 6 – Supporting Local
Entrepreneurs
Project Idea #6.1: Development of Local Entrepreneurs Infrastructure
• Support the development of the local entrepreneurship infrastructure
• Define, measure and monitor indicators for sustainable development and sustainable
tourism development, with special focus on small business and entrepreneurship
Key Project Objectives
outcomes, including market access in tourism value chain
• Minimize “Brain Drain” phenomenon for Dubrovnik area
• Connect entrepreneurs with technology and research

Key Project Activities Potential Project Partners


• Create an entrepreneurial zone • The City Of Dubrovnik
• Create a network-driven business incubator for • The City Of Dubrovnik; DURA
entrepreneurs and business accelerator for local
businesses
• Create a map of SMEs and system to better link • The City Of Dubrovnik
geographically dispersed businesses to tourism value
chain
• Introduce an initiative for employment support for • The City Of Dubrovnik
young trainees, women and people with disabilities
• Deliver education which covers soft and hard skills for • The City Of Dubrovnik; Dura; Universities
entrepreneurs
• Provide financial assistance for local business • The City Of Dubrovnik
representatives to participate in international events
promoting the destination

• Greater revenue and market linkages


• Increased employment of locals
Expected Project Results • Increase application of Incubators and Accelerators
• Higher participation in co-funded projects
• Higher rate of technology transfer to the market

• Annual/monthly report on implemented activities


• Number of approved subsidies
• Number of students who applied
Indicators of Success
• Number of new local Start-Ups
• Number of new supporting schemes for entrepreneurs
• Economic data on small business formation and performance

42 2019 GSTC Destination Assessment - Dubrovnik


Dubrovnik Priority Issue 6 – Supporting Local
Entrepreneurs
Project Idea #6.2: Utilizing Entrepreneurship against Tourism Monoculture
• Diversify the Economy
• Invest in programming to grow diverse economic supply, focusing on sectors that would
Key Project Objectives connect authentic local products and services to the tourism value chain (e.g., agriculture,
ecotourism, etc.)
• Support no-mainstream economic activities of Dubrovnik Area

Key Project Activities Potential Project Partners


• Create a comprehensive study on the activities inside • The City Of Dubrovnik; DURA; Dubrovnik Tourism Board
and outside the tourism supply / value chain in the area
of Dubrovnik, including RtC Tools
• Develop a supporting scheme for local family farms • The City Of Dubrovnik
and agricultural holdings, focusing on boosting the rural
tourism
• Create a common brand for local products and services, • The City Of Dubrovnik
widening the Authentic Croatian Souvenirs program
• Support and revitalize the traditional crafts • The City Of Dubrovnik
• Develop specific indicators that are in line with sus- • The City Of Dubrovnik; DURA, Universities
tainable tourism in the City of Dubrovnik and complete
analysis of the gathered economic information
• Develop financial grants programs and training • The City Of Dubrovnik; DURA
programs for these target groups

• Increase of local entrepreneurs who operate their business off-season from payment of
public space lease in the whole area of the city
Expected Project Results • Widen scope of Authentic Croatian Souvenirs program to feature a more diverse array of
local suppliers and products
• Increase of scholarships for bottleneck occupations

• Annual/monthly report on implemented activities


• Number of approved subsidies for these activities
Indicators of Success • Number of SMEs and locals who applied
• Number of new local Start-Ups
• Number of new supporting schemes / scholarships for entrepreneurs in that groups

2019 GSTC Destination Assessment - Dubrovnik 43


44 2019 GSTC Destination Assessment - Dubrovnik
CONCLUSION

Dubrovnik’s 2019 GSTC Destination Assessment and Action Plan represents the City’s commitment to moving tourism
toward a sustainable future. The Destination Assessment results confirm that the City of Dubrovnik currently lacks many
enforced and unified systems to promote sustainable tourism in the destination, and considerable work needs to be done
to ensure the sustainability of the destination. However, Dubrovnik’s impressive score on GSTC Criterion A2 (Destination
Management Organization) indicates the City has a well-functioning model of public-private sector collaboration in place
that positions Dubrovnik well to address the issues identified in this Assessment.

The real value of this Destination Assessment is to inform priorities, policies, and local action. The Action Plan developed by
local stakeholders outlines consensus priorities and several priority projects for the next one to three years. These priorities
and projects focused on creating a sustainable destination strategy, applying economic statistics currently collected,
systematic visitor management and visitor behavior practices, and assessing environmental risk. In addition to the priorities
and action projects, there were several other complex issues flagged as needing attention. These include ensuring accessibility
within and around the destination, developing sustainability standards along with monitoring and reporting on greenhouse
gas emissions and water management practices, and collecting local community opinion to better understand how tourism
impacts the community. Additionally, stakeholders prioritized revamping the City’s systems for crisis and emergency
management—a now-urgent need to respond and recover from the global pandemic.

We applaud the City of Dubrovnik for taking this first major step by engaging in the GSTC Destination Assessment and action
planning session to work toward managing the destination in a more sustainable manner. We encourage the City of
Dubrovnik to promote the actions needed to guarantee the future sustainable development of the destination for the benefit
of the local community and natural environment, like more detailed analysis of the findings of the Assessments and the
Actions plan, in parallel with the creation of a Sustainable Tourism Strategy.

Collaboration and innovation are natural strengths of the City of Dubrovnik, as evidenced by many Public-Private Partnership (PPP)
effectively relying on agile planning and technology. However, further studies and projects are recommended to support
integrated visitor and economic flows between the Old City and the rest area of the City of Dubrovnik. Implementation
of an integrated plan for sustainable development will be the answer for years to come. The described investments for the
city infrastructure upgrade should be based on responsible models and target development of a sustainable supply chain
that creates value and opportunity for a wide range of Dubrovnik businesses, beyond the currently most visited areas.

The GSTC Assessment took place before COVID-19 resulted in a full-blown global pandemic and economic crisis. Nevertheless,
improving Dubrovnik’s crisis and emergency management planning and response was defined as a priority for local
stakeholders. GSTC recommends the City of Dubrovnik seize this opportunity to analyze and build the GSTC findings into
Dubrovnik’s overall destination recovery efforts. GSTC urges the City to continue monitoring progress adopting the GSTC
standard, using these GSTC Assessment findings as a baseline.

2019 GSTC Destination Assessment - Dubrovnik 45


ANNEXES

A. Findings of Good Practice


The below captioned photos show GSTC’s findings of Dubrovnik’s good practice areas—indicating that a documented policy
exists, and implementation in the following areas is exemplary. These identified areas of good practice are based on
information collected both during desktop and on-site assessment, including stakeholder meetings and site visits. Further
evaluation is contained within the full GSTC evaluation matrix in Annex D.

Table 5: Findings of good practices

Promotion of Events & Culture Sites Respect the City & Info

Dubrovnik Tourism Board Info Point Cultural Events Info Point

Lazareti Site – Info and Cultural Site Reconstruction Special Measures for Heritage Protection

46 2019 GSTC Destination Assessment - Dubrovnik


Tools for Visitor Monitoring & Satisfaction Local Products & Authentic Items

Local Festivals Actions Against Illegal Activities

Local Products & Entrepreneurs Local Products & Entrepreneurs

Local Products & Entrepreneurs Local Products & Entrepreneurs

2019 GSTC Destination Assessment - Dubrovnik 47


Cultural Heritage Local Entrepreneurs & Protection of Heritage

Protection of Biodiversity & Monitoring Protection of Biodiversity & Monitoring

Protection of Biodiversity & Visitors Engagement Protection of Biodiversity

Waste management & locals’ participation Waste management & innovation

48 2019 GSTC Destination Assessment - Dubrovnik


Port Waste management & monitoring Waste management & monitoring

Innovation & Waste management Crisis Management & Destination

Crisis management plans - Port Dangerous Wastes management facilities – Marina

Water management Innovation & Clean Energy Solutions

2019 GSTC Destination Assessment - Dubrovnik 49


Infrastructure – Electricity Use of Renewables

Accessibility Infrastructure Environmentally Friendly Transportation

Advertisement in Local Transportation on Waste Management / Recycling

50 2019 GSTC Destination Assessment - Dubrovnik


B.Summary of Stakeholders Consulted

B. Summary of Stakeholders Consulted


The following stakeholders attended the GSTC workshops during the on-site assessment from November 24-
December 2, 2019 and/or participated in the destination assessment and action planning workshop on December 17,
2019. In total, about 70 stakeholders across over 50 different organizations participated in the group and individual
The following stakeholders attended the GSTC workshops during the on-site assessment from November 24th-December 2nd,
meetings and 34 participated in the destination assessment and action planning workshop.
2019 and/or participated in the destination assessment and action planning workshop on December 17th, 2019. In total,
about 70 stakeholders across over 50 different organizations participated in the group and individual meetings and 34
Table 6: Stakeholders Participation List
participated in the destination assessment and action planning workshop.

Name of DesCnaCon Liaison Approving This Form: KaCja Klaić

OrganizaCons/Offices/ Name of Persons


AREA Responsible
Departments Responsible (Public and Private
Sector, including Community RepresentaCon)
TOURISM
1. Ministry of Tourism 1. Frano Matušić
2. Dubrovnik Neretva County Tourist Department 2. Ivo Klaić
3. Dubrovnik Neretva County Tourist Board 3. Vladimir Bakić
4. City of Dubrovnik, Departments for Tourism, 4. Jelka Tepšić, Marko
Finance, InternaKonal CooperaKon and EU Miljanić, Filip Žaja, Anita
funds Burić, Jelena Lončarić,
5. Dubrovnik City Tourist Board Zrinka Raguž, Zlatko
6. University of Dubrovnik Uršić, Ranko Milić, Ivana
7. Dubrovnik Development Agency DURA Brnin
8. AssociaKon of Tourist Guides 5. Romana Vlašić
Tourism planning
9. Tourist Guild AssociaKon 6. Ivana Pavlić, Ana
10. Dubrovnik City Walls/AssociaKon of Friends of Portolan
Dubrovnik Heritage 7. Nataša Mirić
11. DEŠA- Regional center for community building 8. Maja Milovčić
and civil society development 9. Marina Franić
12. CroaKan Chamber of Trades and Craos – Guild 10. Lukša Hanza
of Caterers 11. Ana Cvjetković
13. CroaKan Chamber of Commerce- Hoteliers 12. Nikolina Farčić
Expert Group 13. Željko MileKć
14. AssociaKon of CroaKan Travel Agencies 14. Maro Savinović

66

2019 GSTC Destination Assessment - Dubrovnik 51


1. City of Dubrovnik with City Departments for 1. Jelka Tepšić, Marko
ASSESSMENT
Tourism, City Property and Culture Miljanić, Zdenko Medović
2. Dubrovnik City Walls/AssociaKon of Friends of 2. Lukša Hanza
Dubrovnik Heritage 3. Tonči Daničić
3. Dubrovnik Heritage Ltd.-Dubrovnik Card 4. Mihaela Skurić, Amalija
4. InsKtute for RestoraKon of Dubrovnik Pavlić
5. Department for ConservaKon Dubrovnik 5. Žana Baća, Aljoša Špaleta
Tourism aVracCon
6. Excelsa Real Estate- Cable Car 6. Ivan Tokić
site management
7. Public InsKtuKon Lokrum Reserve 7. Ivica Grilec
8. Trsteno Arboretum 8. Ivan Šimić
9. Dubrovnik Museums 9. Julijana AnKć Brautović
10. InsKtute for Marine and Costal Research- 10.Nenad Antolović
Dubrovnik Aquarium 11. Srđana CvijeKć
11. ARL-Art Workshop LazareK
12. Hrvoje Katušić
12. Diocese of Dubrovnik
1. Dubrovnik Neretva County Tourist Board 1. Vladimir Bakić
2. Dubrovnik City Tourist Board 2. Romana Vlašić, Siniša
3. CroaKan Chamber of Trades and Craos – Guild Žakula
of Caterers 3. Nikolina Farčić
4. CroaKan Chamber of Commerce- Hoteliers 4. Željko MileKć
Expert Group 5. Maro Savinović
Tourism markeCng 5. AssociaKon of CroaKan Travel Agencies 6. Maja Milovčić
6. AssociaKon of Tourist Guides 7. Marina Franić
7. Tourist Guild AssociaKon 8. Lukša Hanza
8. Dubrovnik City Walls/AssociaKon of Friends of 9. Srđana CvijeKć
Dubrovnik Heritage 10. Nataša Mirić, Stjepan
9. ARL-Art Workshop LazareK Čavar
10. Dubrovnik Development Agency DURA
1. Dubrovnik Neretva County Police Department 1. Miro Bajo
2. Ministry of Interior Police Traffic Department 2. Ante VuleKć
3. Regional Department for Civil ProtecKon and 3. Ana Miličić, Dragana
Rescue Đurić
Tourist safety* 4. City of Dubrovnik 4. Marijo Bogdanović
5. CroaKan Mountain rescue service 5. Marijo Begić
6. Dubrovnik Harbormasters Office 6. Mato Kekez
7. CroaKan Red Cross 7. Živko Šimunović
8. AssociaKon of Guides 8. Maja Milovčić

1. Dubrovnik Neretva County Tourist Board 1. Vladimir Bakić


2. Dubrovnik City Tourist Board 2. Romana Vlašić, Eta Lović
3. CroaKan Chamber of Commerce 3. Nikolina Trojić
4. CroaKan Chamber of Trades and craos 4. Zlatko Begušić
Tourism staCsCcs
5. Dubrovnik Port Authority 5. Katarina Varez
6. Dubrovnik City Walls/AssociaKon of Friends of 6. Lukša Hanza
Dubrovnik Heritage 7. Nataša Mirić, Stjepan
7. Dubrovnik Development Agency DURA Čavar,

52 2019 GSTC Destination Assessment - Dubrovnik


1. City of Dubrovnik 1. Jelka Tepšić,Marko
2. Dubrovnik Neretva County Tourist Board Miljanić, Dživo Brčić
3. Dubrovnik City Tourist Board 2. Vladimir Bakić
4. University of Dubrovnik 3. Romana Vlašić,
5. Center of Competence 4. Nikša Burum
Tourism training
6. Rochester InsKtute of Technology -RIT 5. Stjepan Srhoj
7. Libertas InternaKonal University 6. Don Hudspeth
8. School for Tourism and Catering Dubrovnik 7. Duško Pavlović
9. AssociaKons of CroaKan Travel Agencies 8. Antun Perušina
Dubrovnik 9. Maro Savinović
1. City of Dubrovnik 1. Jelka Tepšić, Marko
2. Dubrovnik Neretva County Tourist Board Miljanić
3. Dubrovnik City Tourist Board 2. Vladimir Bakić
4. Dubrovnik Neretva County 3. Romana Vlašić,
Tourism and 5. AssociaKon of Tourist Guides 4. Ivo Klaić
communiCes issues 6. Tourist Guild AssociaKon 5. Maja milovčić
and engagement 7. Dubrovnik City Walls/AssociaKon of Friends of 6. Marina Franić
Dubrovnik Heritage 7. Lukša Hanza
8. Deša, Regional center for community building 8. Ana Cvjetković
and civil society development 9. Nataša Mirić, Stjepan
9. Dubrovnik Development Agency DURA Čavar
1. City of Dubrovnik 1. Jelka Tepšić,Marko
2. City Council Members Miljanić
3. University Dubrovnik 2. …
4. CroaKan Chamber of Commerce 3. Ivana Pavlić, Ana
5. University Dubrovnik Portolan
6. CroaKan Chamber of Trades and Crao 4. Nikolina Trojić
Tourism impact 7. Tourist Guide AssociaKon 6. Nikolina Farčić
monitoring 8. Dubrovnik Neretva County 7. Maja Milovčić
9. Excelsa Real Estate- Cable Car 8. Ivo Klaić
10. Public InsKtuKon Lokrum Reserve 9. Ivan Tokić
11. Trsteno Arboretum 10. Ivica Grilec
12. Dubrovnik Museums 11. Ivan Šimić
13. InsKtute for Marine and Costal Research- 12.Julijana AnKć Brautović
Dubrovnik Aquarium 13. Nenad Antolović

2019 GSTC Destination Assessment - Dubrovnik 53


68
1. City of Dubrovnik 1. Jelka Tepšić, Marko
ASSESSMENT
2. Dubrovnik Neretva County Tourist Board Miljanić
3. Dubrovnik City Tourist Board 2. Vladimir Bakić
4. InsKtute for Tourism 3. Romana Vlašić,
5. Dubrovnik Neretva County 4. Zoran Klarić
6. University of Dubrovnik 5. Ivo Klaić
7. Ministry of Tourism 6. Stjepan Srhoj
8. AssociaKon of Tourist Guides 7. …
9. Tourist Guild AssociaKon 8. Maja Milovčić
10. Dubrovnik City Walls/AssociaKon of Friends of 9. Marina Franić
Tourism quality
Dubrovnik Heritage 10. Lukša Hanza
standards
11. Deša - Regional center for community building 11. Ana Cvjetković
and civil society development 12. Nataša Mirić
12. Dubrovnik Development Agency DURA 13. Nikolina Trojić
13. CroaKan Chamber of Commerce 14. Ivana Pavlić,
14. University Dubrovnik 15. Zlatko Begušić
15. CroaKan Chamber of Trades and Crao 16. Lukša Hanza
16. Dubrovnik City Walls/AssociaKon of Friends of 17. Maro Savinović
Dubrovnik Heritage 18. Marko Potrebica
17. AssociaKon of CroaKan Travel Agencies
18. City council
1. City of Dubrovnik 1. Jelka Tepšić, Ranko Milić
2. Dubrovnik City Tourist Board 2. Romana Vlašić,
3. InsKtute for Tourism 3. Zoran Klarić
4. Dubrovnik Development Agency 4. Nataša Mirić
5. Ministry of Tourism 5. ….
6. AssociaKon of Tourist Guides 6. Maja Milovčić
7. Tourist Guild AssociaKon 7. Marina Franić
8. Dubrovnik City Walls/AssociaKon of Friends of 8. Lukša Hanza
Tourism sustainability Dubrovnik Heritage 9. Ana Cvjetković
standards 9. Deša -Regional center for community building 10. Nataša Mirić
and civil society development 11. Marko Potrebica
10. Dubrovnik Development Agency DURA 12. Tatjana Lolić
11. City council 13. Marijana Miljas Đuračić
12. Ministry of Culture 14. Vlaho Kljunak
13. Public insKtuKon for nature protecKon 15. Nikša MaKć
14. Linđo Folklore Ensemble 16. Ivana Medo Bogdanović
15. House of Marin Držić- Cultural InsKtuKon
16. Dubrovnik Summer FesKval
1. Dubrovnik Neretva County 1. Ivo Klaić
2. City of Dubrovnik 2. Marko Miljanić
3. Dubrovnik City Tourist Board 3. Romana Vlašić,
4. Dubrovnik Neretva County Tourist Board 4. Vladimir Bakić
Tourism licensing
5. Tourist Guide AssociaKon Dubrovnik 5. Maja Milovčić
6. University Dubrovnik-Department for Economy 6.KaKja Vojvodić
7. CroaKan Chamber for Commerce (Group Of 7. Stanko Ljubić
Travel Agency)

54 2019 GSTC Destination Assessment - Dubrovnik


1. Dubrovnik Development Agency DURA 1. Marina Lazarević
2. Dubrovnik Neretva County Development 2. Melanija Milić
Agency DUNEA 3. Zlatko Begušić,Nikolina
3. CroaKan Chamber of Trades and Craos – Guild Farčić
Tourism SME support of Caterers 4. Nikolina Trojić
4. CroaKan Chamber of Commerce 5. Ana Cvjetković
5. Deša- Regional center for community building 6. Maro Savinović
and civil society development
6. AssociaKon of Travel Agency
1. CroaKan Chamber of Trades and Craos – Guild 1. Zlatko Begušić
of Caterers 2. Nikolina Trojić, Željko
2. CroaKan Chamber of Commerce- Hoteliers MileKć
Expert Group 3. Maja Milovčić,
3. AssociaKon of Guides 4. Ivica Sabljić
Tourism industry 4. Valamar Hotel Group 5. Boro Aleksić
associaCons / 5. Elite Travel Agency 6. Goran Hrnić
representaCon 6. Gulliver Travel Agency 7. KaKja Jerković
7. AdriaKc Luxury Hotels 8. Marina Franić
8. Guild Tourist Guides 9. Denis Zovko
9. Importanne Resorts 10. Mario Matković
10. Hilton Imperial 11. Mirna Stražičić Lončar
11. Villa Dubrovnik
PLANNING
1. City of Dubrovnik with Department for City 1. Zdenko Medović,
Property 2. Lukša Hanza
2. Dubrovnik City Walls/AssociaKon of Friends of 3. Tonči Daničić
Property rights Dubrovnik Heritage 4. Mihaela Skurić, Amalija
3. Dubrovnik Heritage Ltd. Pavlić
(physical and
4. InsKtute for RestoraKon of Dubrovnik 5. Žana Baća, Aljoša Špaleta
intellectual property)
5. Department for ConservaKon Dubrovnik 6. Mario Miličević
6. AssociaKon of technical culture City of 7. Ranko Milić
Dubrovnik
7. CEDRA-Eco social innovaKon cluster
1. City of Dubrovnik 1. Orlanda Tokić, Jelka
2. Dubrovnik Neretva County InsKtute of Public Tepšić, Jelena Lončarić,
Accessibility of Health Zlatko Uršić, Đuro
faciliCes and 3. City of Dubrovnik, Dept. for EducaKon, Sport, Šutalo, Ivo Cvjetković
infrastructure Civil society, and social welfare 2. Mato Lakić
4. FoundaKon Opera Pia 3. Dživo Brčić
4. Nada Medović
1. Dubrovnik Neretva County InsKtute of Public 1.Mato Lakić
Health 2. Živko Šimunović
2. Red Cross 3. Marijo Bekić
3. Dubrovnik Hospital 4. Marijo Begić
Health and safety
4. CroaKan Mountain Rescue Service 5. Ana Miličić
5. Regional Department for Civil protecKon 6. Dživo Brčić
6. Department for EducaKon, Sport, Civil Society,
and social welfare

2019 GSTC Destination Assessment - Dubrovnik 55


70
1. City of Dubrovnik 1. Marijeta Hladilo, Marijo
ASSESSMENT
2. Dubrovnik Neretva County Police Department Bogdanović
3. Ministry of Interior Police Traffic Department 2. Miro Bajo
4. Regional Department for Civil ProtecKon and 3. Ante VuleKć
Rescue 4. Ana Miličić, Dragana
Crisis and emergency 5. Dubrovnik Fire Department Đurić
management 6. Red Cross Dubrovnik 5. Stjepko Krilanović
7. CroaKan Mountain Rescue Service (HGSS) 6. Živko Šimunović
8. ER Ambulance-First on field 7. Marijo Begić
9. Dubrovnik Hospital 8. Luka Lulić
10. Harbour master’s office 9. Marijo Bekić
10. Mato Kekez
1. City of Dubrovnik 1. Orlanda Tokić, Jelena
2. Dubrovnik Neretva County-InsKtute for Urban Lončarić
Planning 2. Marina Oreb
Zoning/land use 3. City Council 3. Marko Potrebica
4. AssociaKon of architects Dubrovnik 4. Božo Benić
5. DEŠA Regional center for community building 5. Ana Cvjetković
and civil society development
1. Ministry of Tourism 2. Marijeta Hladilo
LegislaCon 2. City of Dubrovnik
3. Dubrovnik Neretva County
1. City of Dubrovnik 1. Mato Franković
2. Dubrovnik Neretva County 2. Nikola Dobroslavić
Law enforcement 3. City Council 3. Marko Potrebica
4. Bonsai- Volunteer centre for building society 4. Anja Marković
Dubrovnik
1. Dubrovnik Port Authority 1. Blaž Pezo, Hrvoje Kulušić
2. Port of Dubrovnik 2. Željko Raguž
3. Sanitat Dubrovnik 3. Tomislav Tabak
4. Libertas Dubrovnik 4. Ante Vojvodić
5. Traffic Police Department 5. Ante VuleKć
TransportaCon 6. Police Department of DN County 6. Miro Bajo
7. City of Dubrovnik – Department for Transport 7. Đuro Šutalo, Miro
8. Taxi driver Union Džamonja
9. Public InsKtuKon Reserve Lokrum 8.Robert Kulaš
10. Dubrovnik Airport 9. Ivica Grilec
11. CLIA 10. Frano LueKć

56 2019 GSTC Destination Assessment - Dubrovnik


1. City of Dubrovnik 1. Orlanda Tokić, Jelka Tepšić,
2. Dubrovnik Neretva County Marijeta Hladilo, Jelena
3. Dubrovnik Development Agency DURA Lončarić, Zrinka Raguž, Ranko
4. Dubrovnik Neretva Development Agency Milić
DUNEA 2. Ivo Klaić
5. City Council 3. Marina Lazarević, Nataša
Planning and
6. Dubrovnik City Walls/AssociaKon of Friends of Mirić, Stjepan Čavar
development
Dubrovnik Heritage 4. Melanija Milić
7. AssociaKon of architects 5. Marko Potrebica
8. DEŠA Regional center for community building 6. Lukša Hanza
and civil society development 7. Božo Benić
9. CroaKan Employers AssociaKon 8. Ana Cvjetković
9. Dasen Jasprica
1. City of Dubrovnik 1. Jelka Tepšić, Orlanda Tokić,
2. Dubrovnik Neretva County KaKja Klaić, Ivana Brnin,
3. Dubrovnik Development Agency DURA Ranko Milić, Marko
4. Dubrovnik Neretva Development Agency Miljanić
DUNEA 2. Ivo Klaić
5. Dubrovnik Port Authority 3. Marina Lazarević,
Sustainable 6. InsKtute for restauraKon Dubrovnik 4. Melanija Milić
development 7. University Dubrovnik 5. Blaž Pezo
8. Ministry of Tourism 6. Mihaela Skurić
9. DEŠA Regional center for community building 9. Ana Cvjetković
and civil society development 10. Lukša Hanza
10. Dubrovnik City Walls/AssociaKon of Friends of 11. Nada Medović
Dubrovnik Heritage
11. FoundaKon Opera Pia
ENVIRONMENT/UTILITIES
1. City of Dubrovnik 1.Jelka Tepšić, Marijeta
2. Dubrovnik Neretva County Hladilo, KaKja Klaić, Ranko
3. Public insKtuKon for the management of Milić, Antonela Đurđević
protected areas of nature in Dubrovnik-Neretva Bujak
County 2. Ivo Klaić
Sustainability 4. InsKtute for Tourism 3. Marijana Miljas Đuračić
reporCng 5. DEŠA Regional center for community building 4. Hrvoje Carić, Zoran
and civil society development Klarić,Izidora Marković
6. Dubrovnik City Walls/AssociaKon of Friends of Vukadin
Dubrovnik Heritage 5. Ana Cvjetković
7. FoundaKon Opera Pia 6. Lukša Hanza
7. Nada Medović
Energy / power 1. HEP 1. Zvonimir Mataga
Drinking water 1. Vodovod Dubrovnik 1.Lukša Matušić
consumpCon and 2. InsKtute for Public Health 2.Mato Lakić
monitoring
Sea water quality 1. InsKtute for Public Health 1.Mato Lakić
monitoring 2. University Dubrovnik

2019 GSTC Destination Assessment - Dubrovnik 57


72
1. Čistoća Dubrovnik 1.Marko Iveković
ASSESSMENT
2. City of Dubrovnik 2.Zlatko Uršić
3. Dubrovnik Neretva County 3…
Waste and recycling
4. CIAN Split-Company for Sanitary and 4. Matko Bašić
management
Environmental ProtecKon 5. Ana Cvjetković
5. DEŠA Regional center for community building
and civil society development
1. Public insKtuKon for the management of 1.Marijana Miljas Đuračić
protected areas of nature in Dubrovnik-Neretva 2. Mato Lakić
County 3.Ivica Grilec
2. InsKtute for Public Health 4.Darijo Barbarić
3. Public InsKtuKon Lokrum Reserve 5. Marijana Pećarević
PolluCon
4. Dubrovnik Port Authority 6. Ana Cvjetković
5. University Dubrovnik Department of
Aquaculture
6. DEŠA Regional center for community building
and civil society development
1. Department for ConservaKon Dubrovnik 1.Žana Baća, Aljoša Špaleta
2. InsKtute for RestoraKon of Dubrovnik 2.Mihaela Skurić, Amalija
3. AssociaKon of friends of Dubrovnik Heritage Pavlić
ConservaCon 4. Ministry of Culture 3.Lukša Hanza
5. Dubrovnik City Walls/AssociaKon of Friends of 4.Tomislav Petrinec, Tanja
Dubrovnik Heritage Lolić
5.Lukša Hanza
1. Public insKtuKon for the management of 1.Marijana Miljas Đuračić
protected areas of nature in Dubrovnik-Neretva 2.Marija Crnčević
County 3.Ivan Šimić
Wildlife
2. Public InsKtuKon Lokrum Reserve 4.Tea BaKnić
3. Trsteno Arboretum
4. D’Art AssociaKon
1. Public insKtuKon for the management of 1.Marijana Miljas Đuračić
protected areas of nature in Dubrovnik-Neretva 2.Marija Crnčević
County 3.Ivan Šimić
Parks and protected
2. Public InsKtuKon Lokrum Reserve 4.Ana Cvjetković
areas
3. Arboretum Trsteno
4. DEŠA Regional center for community building
and civil society development
1. University of Dubrovnik
2. DEŠA Regional center for community building
Climate change
and civil society development
3. DURA
1. Public insKtuKon for the management of 1.Marijana Miljas Đuračić
protected areas of nature in Dubrovnik- 2. Darijo Barbarić
Neretva County
2. Dubrovnik Authority Port
Marine / Oceans
3. University Dubrovnik-Dept. of Aquaculture
4. Ministry of the Sea, Transport, and
Infrastructure
5. Ministry of Tourism

58 2019 GSTC Destination Assessment - Dubrovnik


1. City of Dubrovnik 1.Marko Miljanić
2. Dubrovnik Neretva County 2.Ivo Klaić
3. Dubrovnik Port Authority 3. Blaž Pezo, Hrvoje Kulušić
MariCme
4. Port of Dubrovnik 4. Željko Raguž
5. Public InsKtuKon Lokrum Reserve 5. Ivica Grilec
6. Dubrovnik County Port Authority 6. Željko Dadić
COMMUNITY AND CULTURE
1. City of Dubrovnik with City Departments for 1. Jelka Tepšić, Marko
Tourism, City Property and Culture Miljanić, Ana Hilje, Zdenko
2. Dubrovnik City Walls/AssociaKon of Friends of Medović, Ivana Brnin
Dubrovnik Heritage 2. Lukša Hanza
3. Dubrovnik Heritage Ltd. 3. Tonči Daničić
4. InsKtute for RestoraKon of Dubrovnik 4. Mihaela Skurić, Amalija
Culture and heritage
5. Department for ConservaKon Dubrovnik Pavlić
6. Dubrovnik Museums+11 cultural InsKtuKons 5. Žana Baća, Aljoša Špaleta
7. DEŠA-Regional center for Community building 6. Julijana AnKć Brautović
and civil society Development 7. Ana Cvjetković
8. Linđo Folklore Ensemble 8. Vlaho Kljunak
9. ARL-Art Workshop LazareK 9. Srđana CvijeKć
1. City of Dubrovnik Department for City Property 1. Zdenko Medović
2. Dubrovnik City Walls/AssociaKon of Friends of 2. Lukša Hanza
Historical and cultural Dubrovnik Heritage 3. Tonči Daničić
sites / trust 3. Dubrovnik Heritage Ltd. 4. Mihaela Skurić, Amalija
4. InsKtute for RestoraKon of Dubrovnik Pavlić
5. Department for ConservaKon Dubrovnik 5. Žana Baća, Aljoša Špaleta
1. AssociaKon of Friends of Dubrovnik Heritage 1. Lukša Hanza
2. Bonsai – Volunteer centre for building society 2. Anja Marković, Nina Zore
Dubrovnik 3. Ana Cvjetković
3. DEŠA 4. Tea BaKnić
Community and civic
4. D’art AssociaKon 5. Srđana CvijeKć
engagement
5. Art workshop LazareK 6. Marko Potrebica
6. City Council 7. Ana Hilje
7. City of Dubrovnik- Department for Culture
8. Dubrovnik Neretva County
1. City of Dubrovnik 1. Jelka Tepšić
PrevenCon of 2. Department for ConservaKon Dubrovnik 2. Žana Baća, Aljoša Špaleta
exploitaCon 3. InsKtute for RestoraKon of Dubrovnik 3. Mihaela Skurić
4. City Council Members
ECONOMY

2019 GSTC Destination Assessment - Dubrovnik 59


74
8. Dubrovnik Neretva County
1. City of Dubrovnik 1. Jelka Tepšić
PrevenCon of 2. Department for ConservaKon Dubrovnik 2. Žana Baća, Aljoša Špaleta
exploitaCon 3. InsKtute for RestoraKon of Dubrovnik 3. Mihaela Skurić
4. City Council Members
ECONOMY

74

60 2019 GSTC Destination Assessment - Dubrovnik


C. GSTC Destination Assessment – Onsite Itinerary
Figure 31: Stakeholder Workshops, Consultations and Site visits

Opening meeting with City of Dubrovnik Introductory workshop with stakeholder Closing workshop with stakeholders
consultation group (>70 participants) (>40 participants)

3 Focus groups (46 participants)

27 Individual meetings with NGO’s,


Hoteliers, Tourism Businesses & Site/
Attractions Managers

2019 GSTC Destination Assessment - Dubrovnik 61


Table 6: Timetable of Meetings and Onsite
TableVisits
7: Timetable of Meetings and Onsite Visits

ASSESSMENT
Day 1: Sunday (24/11/19)
! Meet with City of Dubrovnik
(Jelka Tepšić, Ranko Milić, Katija Klaić,Nataša Mirić, Alisa Aliti Vlašić)

! Working breakfast in Pucić Palace Hotel


ROLES IN MEETINGS / CITY REPS & PRESENTATIONS
STAKEHOLDERS MAP – UPDATE AFTER THE OPENING EVENT
FOCUS GROUPS / PILLARS VS SECTORS & SOCIETY & MANAGEMENT
WEEK SCHEDULE – UPDATE PLEASE
MATERIAL DELIVERED - PENDING DELIVERY
LIST OF PARTICIPANTS, WITH AFFILIATION (NAMES VS ORGANIZATION VS
CONTACT)
MATERIAL PREPARATION FOR DAYS (A2 + STICKERS)
PRINTING OF MATERIAL / READY FOR
TRAVELING ARRANGEMENTS - ok
TRANSLATION CAPACITY (MATERIAL ARE STILL UNDER TRANSLATIONA AND
WILL BE DELIVERED IN THE COMING DAYS / LIVE TRANSLATION GUARENTED)
LUNCH BREAKS / COFFEE BREAKS - ok
EXPOSURE & MEDIA / PHOTOS – MUNICIPALITY RULE
MATERIAL TO SHARE – CRITERIA PRINT OUTS
MAP LOCATION OF THE SITE VISITS
EVIDENCES / PHOTOS & RULES (ASK FOR PERMITION)

! Guided Tour Old City

62 2019 GSTC Destination Assessment - Dubrovnik


Day 2: Monday (25/11/19) ! Initial meeting with City of Dubrovnik
Mayor-Mato Franković, Deputy Mayor- Jelka Tepšić,Deputy Mayor- Orlanda Tokić,President of
City Hall City Council-Marko Potrebica, Project Manager Respect the City- Ranko Milić, City of
Dubrovnik- Katija Klaić, City of Dubrovnik - Ivana Brnin, Head of Departments: Marijeta
Hladilo, Marko Miljanić, Ana Hilje, Jelena Lončarić,Erna Raguž,Dživo Brčić,Đuro Šutalo, Ivo
Cvjetković, Zlatko Uršić, Katija Miljković, Zrinka Raguž, Zdenko Medović, DURA City
Develop Agency-Marina Lazarević, Nataša Mirić

Short walk to Lazareti (15’)

Lazareti ! Introductory workshop with stakeholder consultation group


Mayor-Mato Franković, Deputy Mayor- Jelka Tepšić,Deputy Mayor- Orlanda Tokić,President of
City Council-Marko Potrebica, Project Manager Respect the City- Ranko Milić, City of
Dubrovnik- Katija Klaić, City of Dubrovnik - Ivana Brnin, Head of Departments:Marijeta
Hladilo, Marko Miljanić, Ana Hilje, Jelena Lončarić,Erna Raguž,Dživo Brčić,Đuro Šutalo, Ivo
Cvjetković,Zlatko Uršić, Katija Miljković,Zrinka Raguž,Zdenko Medović,Anita Burić, DURA
City Develop Agency-Marina Lazarević,Nataša Mirić, Alisa Aliti Vlašić City Council: Ivan
Jelčić, Miho Obradović, Vido Bogadnović, Nikša Selmani, Jadran Barač, Blaž Pezo

1. Ministry of Tourism: Minister Gari Capelli 2. State Secretary Frano Matušić, 3.Dubrovnik
Neretva Region President Nikola Dobroslavić, Deputy of President Joško Cebalo,4.Head of
Tourism Department- Ivo Klaić, ,5. Filip Žaja,6.Romana Vlašić,7.Vladimir Bakić,8.University of
Dubrovnik Rector-Nikša Burum-9.Ivana Pavlić,10. Ana Portolan11.,Ivona Vrdoljak Raguž,12.
Stjepan Srhoj, 13.Maja Milovčić,14.Marina Franić,15.Lukša Hanza,16.Nikolina Farčić,
17.Nikolina Trojić, 18.Terezina Orlić,19.Ana Cvjetković,20. Maro Savinović,21.Tonći Daničić,
22.Mihaela Skurić,23.Žana Baća,24.Srđana Cvijetić,25.Ivica Grilec,26.Željko Miletić,27.Ivan
Pavličević,28.Miro Bajo, 29.Ante Vuletić,30.Ana Miličić,31.Marijo Begić,32.Živko Šimunović,
33.Zlatko Begušić,34.Blaž Pezo,35.Katarina Varez, 36.Darijo Barbarić,37.Ivan Tokić,38. Ivan
Šimić,39.Marijana Miljas Đuračić,40.Vlaho Kljunak,41. Ivana Medo Bogadanović,42. Nikša
Matić,43. Pavica Vilać-44.Julijana Brautović,45.Mato Lakić,46.Stjepko Krilanović,47.Anja
Marković,48.Željko Raguž, 49.Tomislav Tabak,50. Ante Vojvodić,51.Frano Luetić,52.Lukša
Matušić,53.Marko Iveković,54.Dasen Jasprica,55.Hrvoje Carić,56. Anto Rusković,57.Zvonimir
Mataga,58.Tea Batinić,59.Ante Vlašić,60. Marina Oreb, 61.Melanija Milić,62.Tomislav
Dumančić, 63.Mario Matković,64.Katija Jerković,65.Mirna Stražičić Lončar,66.Tom Zovko,
67.Goran Hrnić,68. Boro Aleksić,69.Antun Perušina, 70.Don Hudspeth,71. Duško Pavlović,72.
Nenad Antolović,73.Mato Kekez,74.Jadranka Šimunović, 75. Romana Tomić 76. Zoran Klarić,
77.Izidora Marković Vukadin,78.Jelena Šobat,79.Stanko Ljubić, 80.Baldo Pušić, 81.Melanija
Milić,82.Ivica Sabljić, Mario Miličević,83.Marijo Bekić, 84.Nada Medović,85.Luka Lulić,86.
Božo Benić,86. Anita Kunica jelčić, 87.Robert Kulaš, 88.Marijana Pečarević 89. Željko Dadić
City Hall 90. Mario Miličević
Brief Overview of GSTC (10’)
Overview of GSTC Destination Assessment Rationale, Scoring System, Process (25’)
Orientation to GSTC Criteria (45’)
Discussion, Questions about GSTC, Criteria, and Assessment (45’)
Optional Stakeholder Engagement on Main Issues Facing Destination (Time Permitting) /
Review of Next Steps / Wrap-up (20’)

! Document review with Destination Liaison


! Meeting with Zlatko Uršić-Head of Dept for Municipal Utilities and local government

2019 GSTC Destination Assessment - Dubrovnik 63


78
Day 3: Tuesday (26/11/19) UPDATE 25.11. 15:22 HRS
ASSESSMENT
City Hall ! Stakeholder focus group meetings (TOURISM MANAGEMENT, CULTURE &
COMMUNITY)
Ivo Klaić- Dubrovnik Neretva County-Head of Dept. for Tourism- TBC
Marko –Miljanić- City of Dubrovnik Head of Dept for Tourism Economy and Sea,
Dživo Brčić- Head of Dept for Education,Sport, Civil Society and social welfare
Ana Hilje- City of Dubrovnik Head of Dept for Culture and Heritage,
Erna Raguž- City of Dubrovnik Department for Urban planning and environmental protection
Nataša Mirić,/Melina Mohorić – DURA
Nikolina Trojić/ Jelena Diklić/ Terezina Orlić,- Croatian Chamber of Commerce
Zlatko Begušić,Croatian Chamber of Trades and Crafts- TBC
Maja Milovčić, Association of Tourist Guides- TBC
Marina Franić,- Tourist Guild Association TBC
Sandra Milovčević/Romana Vlašić,- Dubrovnik Tourist Board
Ivona Vrdoljak Raguž- University of Dubrovnik
Tonči Daničić- Dubrovnik Heritage LTD
Lukša Hanza City Walls,
Tea Batinić,- DART NGO
Romana Tomić- DEŠA NGO
Julijana Antić Brautović- Dubrovnik Museums,
Vlaho Kljunak-Linđo Folklore Ensamble
Mihaela Skurić-Institute for restauration Dubrovnik
Žana Baća-Department for Conservation
Domagoj Nikolić –Rochester institute of Technology
Meeting with
Mihaela Skurić-Institute for restauration Dubrovnik
Žana Baća-Department for Conservation
Ana Hilje- City of Dubrovnik Head of Dept for Culture and Heritage

Meeting with
Marko Miljanić- City of Dubrovnik Head of Dept for Tourism Economy and Sea,

Meeting – SMART CITY


Stjepan Čavar-DURA
Tomislav Tabak- Sanitat ( SMART Parking)
Petar Kotlar- City of Dubrovnik IT Department
Ivo Cvjetković- Department for Traffic
Srđan Todorovski- Department for Construction and Project Management

! Document review with Destination Liaison

Day 4: Wednesday (27/11/19) ! Stakeholder focus group meetings (ECONOMIC DEVELOPMENT / PRIVATE
SECTOR)
City Hall (Ivo Klaić,Marko Miljanić, Ivona Vrdoljak Raguž, Dasen Jasprica,Mihaela Skurić,Romana
Vlašić,Vladimir Bakić,Lukša Hanza,Tonči Daničić, Melina Mohorić,Ana Cvjetković,Nikolina
Trojić, Terezina Orlić, Zlatko Begušić, Maro Savinović,Goran Hrnić, Boro Aleksić,Antun
Perušina,Don Hudspeth, Duško Pavlović,Maja Milovčić, Marina Franić,Nikolina Farčić, Ante
Vlašić,Željko Miletić,Marijana Miljas Đuračić, Ivica Grilec, Pavica Vilać, Robert Kulaš,Stanko
Ljubić,Stjepan Srhoj, Katija Jerković, Mirna Stražičić Lončar, Mario Matković, Tom
Zovko,Tomislav Dumančić, Ivica Sabljić

! Document review with Destination Liaison


! Meeting: Museums- Julijana Antić Brautović
! Meeting: Lazareti Complex- Tonči Danićić

64 2019 GSTC Destination Assessment - Dubrovnik


Day 5: Thursday (28/11/19) UPDATE 27.11. 15:00HRS /UPDATE 28.11. 13:00HRS

Transport in front of the hotel LERO

! Site visits (Environmental / other key infrastructure)


Municipal Official waste landfill Grabovica
Marko Iveković – Čistoća Dubrovnik
Drinking Water Purifier Komolac
Slobodan Tikvica- Vodovod Dubrovnik
Waste Water Purfier Petka
Boris Rabušić- Vodovod Dubrovnik
Electricity Substation Srđ
Zvonimir Mataga- HEP Dubrovnik

! Meeting with Nenad Antolović- Dubrovnik Aquarium

City Hall ! Stakeholder focus group meetings (ENVIRONMENT)


Jelena Lončarić, Erna Raguž,Lukša Matušić, Jadran Barač, Marko Iveković,Blaž Pezo, Darijo
Barbarić, Zvonimir Mataga,Ivica Grilec, Marijana Miljas Đuračić,Jadranka Šimunović,Ivan
Šimić,Marijana Pećarević,Nenad Antolović, Nataša Mirić, Romana Tomić, Matea Kordić

! Stakeholder interviews and follow-up meetings (as needed)


! Document review with Destination Liaison

Day 6: Friday (29/11/19) Transport in front of the hotel LERO


! Site visits (Sites, attractions, points of interest or concern)
Trsteno Arboretum-Ivan Šimić
Aci Marine Dubrovnik- Leo Ajduković, Ana Bačić
Port Dubrovnik,CIAN-Darijo Barbarić, Katarina Varez, Hrvoje
Kulušić,Matko Bašić(CIAN)
Cable car- Ivan Tokić
City Walls-Lukša Hanza,
! Meeting with Romana Vlašić- Dubrovnik Tourist Board
! Visit Valamar Lacroma-Marilka Tovarac

Day 7: Saturday (30/11/19) ! Site visits (Sites, attractions, points of interest or concern)
Island of Lokrum-Ivica Grilec
Churches and religious objects- Ivan Viđen Hrvoje Katušić
Cathedral
Saint Blaise Church
Bishop Palace
Žarkovica animal shelter –Anica Sambrailo(Society for animal protection), Frano Karač(Sanitat)

Day 8: Sunday (01/12/19) Meeting with Goran Hrnić-CEO Gulliver travel agency
! Tea Batinić Tour Old City-TBC
! Reserved for Assessor to tabulate preliminary findings and final presentation

2019 GSTC Destination Assessment - Dubrovnik 65


80
Day 9: Monday (02/12/19)
ASSESSMENT
City Hall ! Brief meeting City of Dubrovnik reviewing preliminary findings
Review of GSTC Assessment process, scoring, use; review of just completed stakeholder
consultation (10’)
Review of findings and recommendations from the GSTC Assessment (20’)
Discussion and Questions (15’)
Mato Franković, Jelka Tepšić, Orlanda Tokić,Marko Potrebica, Ranko Milić, Katija Klaić,Ivana
Brnin,Marijeta Hladilo, Marko Miljanić, Ana Hilje, Jelena Lončarić,Erna Raguž,Dživo
Brčić,Đuro Šutalo, Ivo Cvjetković,Zlatko Uršić, Katija Miljković,Zrinka Raguž,Zdenko
Medović,Marina Lazarević,Nataša Mirić,
Filip Žaja
Sloboda Cinema
! Final workshop with stakeholder consultation group and action planning workshop
Introduction (5’)
Overview of preliminary findings from assessment and preliminary recommendations per
finding (30’)
Stakeholder Engagement to Prioritize the Recommendations (20’)
Assessor tabulates votes to identify the destination’s top 5 priorities (15’)
Stakeholder Engagement to Design Action Projects (60’)
Groups Present Action Projects (90’)
Closing Discussion/Wrap-up (20’)
Mayor-Mato Franković, Deputy Mayor- Jelka Tepšić,Deputy Mayor- Orlanda Tokić,President of
City Council-Marko Potrebica, Project Manager Respect the City- Ranko Milić, City of
Dubrovnik- Katija Klaić, City of Dubrovnik - Ivana Brnin, Head of Departments:Marijeta
Hladilo, Marko Miljanić, Ana Hilje, Jelena Lončarić,Erna Raguž,Dživo Brčić,Đuro Šutalo, Ivo
Cvjetković,Zlatko Uršić, Katija Miljković,Zrinka Raguž,Zdenko Medović,Anita Burić, DURA
City Develop Agency-Marina Lazarević,Nataša Mirić, Alisa Aliti Vlašić
City Council: Ivan Jelčić, Miho Obradović, Vido Bogadnović, Nikša Selmani, Jadran Barač,
Blaž Pezo
1. Ministry of Tourism: Minister Gari Capelli2. State Secretary Frano Matušić, 3.Dubrovnik
Neretva Region President Nikola Dobroslavić, Deputy of President Joško Cebalo,4 .Head of
Tourism Department- Ivo Klaić, ,5. Filip Žaja,6. Romana Vlašić, 7.Vladimir Bakić,8.University
of Dubrovnik Rector-Nikša Burum-9.Ivana Pavlić,10. Ana Portolan11.,Ivona Vrdoljak Raguž,12.
Stjepan Srhoj, 13.Maja Milovčić,14.Marina Franić,15.Lukša Hanza,16.Nikolina Farčić,
17.Nikolina Trojić, 18.Terezina Orlić,19.Ana Cvjetković,20. Maro Savinović,21.Tonći Daničić,
22.Mihaela Skurić,23.Žana Baća,24.Srđana Cvijetić,25.Ivica Grilec,26.Željko Miletić,27.Ivan
Pavličević,28.Miro Bajo, 29.Ante Vuletić,30.Ana Miličić,31.Marijo Begić,32.Živko Šimunović,
33.Zlatko Begušić,34.Blaž Pezo,35.Katarina Varez, 36.Darijo Barbarić,37.Ivan Tokić,38. Ivan
Šimić,39.Marijana Miljas Đuračić,40.Vlaho Kljunak,41. Ivana Medo Bogadanović,42. Nikša
Matić,43. Pavica Vilać-44.Julijana Brautović,45.Mato Lakić,46.Stjepko Krilanović,47.Anja
Marković,48.Željko Raguž, 49.Tomislav Tabak,50. Ante Vojvodić,51.Frano Luetić,52.Lukša
Matušić,53.Marko Iveković,54.Dasen Jasprica,55.Hrvoje Carić,56. Anto Rusković,57.Zvonimir
Mataga,58.Tea Batinić,59.Ante Vlašić,60. Marina Oreb, 61.Melanija Milić,62.Tomislav
Dumančić, 63.Mario Matković,64.Katija Jerković,65.Mirna Stražičić Lončar,66.Tom Zovko,
67.Goran Hrnić,68. Boro Aleksić,69.Antun Perušina, 70.Don Hudspeth,71. Duško Pavlović,72.
Nenad Antolović,73.Mato Kekez,74.Jadranka Šimunović, 75. Romana Tomić 76. Zoran Klarić,
77.Izidora Marković Vukadin,78.Jelena Šobat,79.Stanko Ljubić, 80.Baldo Pušić, 81.Melanija
Milić,82.Ivica Sabljić, Mario Miličević,83.Marijo Bekić, 84.Nada Medović,85.Luka Lulić,86.
Božo Benić,86. Anita Kunica jelčić, 87.Robert Kulaš, 88.Marijana Pečarević 89. Željko Dadić
90. Mario Miličević 91. Maria Deligianni

! Lunch

Day 9: Tuesday (03/12/19) Departure of Assessor

66 2019 GSTC Destination Assessment - Dubrovnik




D. Completed
D. Completed Assessment
Assessment Matrix
Matrix
ASSESSMENT METHODOLOGY

Table 7: Completed Assessment Matrix


ǀĂůƵĂƚŝŽŶ^ĐŽƌĞ
΀ϬсŶŽĚŽĐ͘Žƌ
ĞǀŝĚĞŶĐĞ͖ϭсĚŽĐ͘
ĞdžŝƐƚƐϮсĚŽĐ͘ĂŶĚ
'^d ĞǀŝĚĞŶĐĞŽĨ
EŽ͘ '^dƌŝƚĞƌŝĂ WĞƌĨŽƌŵĂŶĐĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ͖ϯс ǀŝĚĞŶĐĞͬZĞǀŝĞǁĞƌŽŵŵĞŶƚƐ
/ŶĚŝĐĂƚŽƌƐ ĚŽĐ͕͘ĞǀŝĚĞŶĐĞн
ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ͖
EͬсŶŽƚĂƉƉůŝĐĂďůĞ
ŝŶƚŚĞ
ĚĞƐƚŝŶĂƚŝŽŶ΁

͘ ĞŵŽŶƐƚƌĂƚĞ ĞĨĨĞĐƚŝǀĞ ƐƵƐƚĂŝŶĂďůĞŵĂŶĂŐĞŵĞŶƚ


ϭ ^ƵƐƚĂŝŶĂďůĞ ϭ͘Ă͘DƵůƚŝͲ ƵƌŝŶŐ ƚŚĞ ƐƐĞƐƐŵĞŶƚ͕ ƚŚĞƌĞ ǁĞƌĞ ĨŽƵŶĚ ƐĞǀĞƌĂů
ĚĞƐƚŝŶĂƚŝŽŶ LJĞĂƌ ĚŽĐƵŵĞŶƚƐ ƌĞůĂƚĞĚ ǁŝƚŚ ƐƚƌĂƚĞŐLJ͕ ƉůĂŶŶŝŶŐ͕ ǀŝƐŝŽŶ͕ ĞƚĐ͕
ƐƚƌĂƚĞŐLJ͗   ĚĞƐƚŝŶĂƚŝŽŶ ĐŽŶŶĞĐƚĞĚǁŝƚŚƚŚĞŽƵŶƚƌLJͬZĞŐŝŽŶĂůͬƵďƌŽǀŶŝŬĂƌĞĂ͘
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƐƚƌĂƚĞŐLJƚŚĂƚ Some of them are ‘Strategy Dubrovnik Neterva Region’,
ŚĂƐĞƐƚĂďůŝƐŚĞĚ ŝŶĐůƵĚĞƐĂ ‘Tourism Development Strategy’, ‘Strategy WůĂŶ ŝƚLJ ŽĨ
ĂŶĚŝƐ ĨŽĐƵƐŽŶ Dubrovnik 2018’ and more. Even the ‘Dubrovnik Respect
ŝŵƉůĞŵĞŶƚŝŶŐĂ ƐƵƐƚĂŝŶĂďŝůŝƚLJ the City’ program is based onƐƵĐŚĂŶĂƉƉƌŽĂĐŚ͘,ŽǁĞǀĞƌ͕
ŵƵůƚŝͲLJĞĂƌ ĂŶĚ ĞǀĞŶ ƚŚŽƵŐŚ ƚŚĞƌĞ ĂƌĞ ŵĂŶLJ ĚŽĐƵŵĞŶƚƐ͕ ŶŽŶĞ ŽĨ ƚŚĞƐĞ
ĚĞƐƚŝŶĂƚŝŽŶ ƐƵƐƚĂŝŶĂďůĞ ŽŶĞƐ ĐĂŶ ďĞ ƚĂŬĞŶ ĂƐ Ă ŚŽůŝƐƚŝĐ ŽŶĞ ǁŚŝĐŚ ĨŽĐƵƐ ŽŶ ƚŚĞ
ƐƚƌĂƚĞŐLJƚŚĂƚŝƐ ƚŽƵƌŝƐŵĂŶĚ ϯсĚŽĐƵŵĞŶƚƐ͕ ƐƵƐƚĂŝŶĂďůĞ ƚŽƵƌŝƐŵ ĂƐ ĂŶ ŽǀĞƌĂůů ƐƵďũĞĐƚ͘ ůƐŽ͕ ƚŚĞ
ƉƵďůŝĐůLJĂǀĂŝůĂďůĞ͕ ŝŶĐůƵĚĞƐ ĞǀŝĚĞŶĐĞĂŶĚ ƐƵƉƉŽƌƚ ŝŶ Ă ůŽŶŐͲƚŝŵĞ ǁĂLJ ;ŵƵůƚŝͲ LJĞĂƌ ĚĞƐƚŝŶĂƚŝŽŶ
ŝƐƐƵŝƚĞĚƚŽŝƚƐ ĞŶǀŝƌŽŶŵĞŶƚĂů͕ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ƐƚƌĂƚĞŐLJͿ ŝƐ ŶŽƚ ŝĚĞŶƚŝĨŝĞĚ͘ dŚĞ ĚŽĐƵŵĞŶƚĂƚŝŽŶ ƚŚĂƚ ǁĂƐ
ƐĐĂůĞ͖ƚŚĂƚ ĞĐŽŶŽŵŝĐ͕ found in place starts mainly on the last 2 years’ time
ĐŽŶƐŝĚĞƌƐ ƐŽĐŝĂů͕ĐƵůƚƵƌĂů ;^ƚƌĂƚĞŐŝĐWůĂŶϮϬϭϴͲϮϬϮϬͿĂŶĚŝƐĞdžƉĞĐƚĞĚĂŶƵƉĚĂƚĞĚŽĨ
ĞŶǀŝƌŽŶŵĞŶƚĂů͕ ŚĞƌŝƚĂŐĞ͕ ƚŚŝƐ ĚŽĐƵŵĞŶƚĂƚŝŽŶ ;ŶŽƚ Ă ^ƵƐƚĂŝŶĂďůĞ dŽƵƌŝƐŵ ^ƚƌĂƚĞŐLJ
ĞĐŽŶŽŵŝĐ͕ƐŽĐŝĂů͕ ƋƵĂůŝƚLJ͕ŚĞĂůƚŚ ŽĐƵŵĞŶƚĂƚŝŽŶͿ ŝŶ ϮϬϮϬ͕ ďĂƐĞĚ ŽŶ ŵĂŶLJ ƉĞŶĚŝŶŐ
ĐƵůƚƵƌĂů͕ƋƵĂůŝƚLJ͕ ƐĂĨĞƚLJĂŶĚ ĚŽĐƵŵĞŶƚƐ ĨƌŽŵ ƐĞǀĞƌĂů ĞdžƚĞƌŶĂů ŽƌŝŐŝŶƐ ;hŶŝǀĞƌƐŝƚŝĞƐ͕
ŚĞĂůƚŚ͕ĂŶĚƐĂĨĞƚLJ͕ ŝƐƐƵĞƐ dŽƵƌŝƐŵŝŶƐƚŝƚƵƚĞƐ͕ĞƚĐͿ͘/ŶĂĚĚŝƚŝŽŶ͕ĂŶŐŝůĞĐƚŝŽŶWůĂŶ
ĂŶĚĂĞƐƚŚĞƚŝĐ ŽĨƚŚĞZĞƐƉĞĐƚƚŚĞŝƚLJWƌŽũĞĐƚǁŚŝĐŚŝƐŝŶƚĞŐƌĂƚŝŶŐĞdžŝƐƚŝŶŐ
ŝƐƐƵĞƐ͖ĂŶĚǁĂƐ ƐƚƌĂƚĞŐŝĞƐ ĂŶĚ ƉƌŽǀŝĚŝŶŐ ŵĞĂƐƵƌĞƐ ĨŽƌ ƐŚŽƌƚͲƚĞƌŵ͕ ŵŝĚͲ
ĚĞǀĞůŽƉĞĚǁŝƚŚ ƚĞƌŵ ĂŶĚ ůŽŶŐͲƚĞƌŵ ƉĞƌƐƉĞĐƚŝǀĞ ĂŶĚ /^ ĨŽĐƵƐĞĚ ŽŶ
ƉƵďůŝĐ ƐƵƐƚĂŝŶĂďůĞ ƚŽƵƌŝƐŵ ĂŶĚ ŝŶƚĞŐƌĂƚĞĚ ĚĞǀĞůŽƉŵĞŶƚ ŽĨ ƚŚĞ
ƉĂƌƚŝĐŝƉĂƚŝŽŶ͘ ĚĞƐƚŝŶĂƚŝŽŶ͘
ϭ͘ď͘DƵůƚŝͲ  ĂƐĞĚŽŶƚŚĞĞǀŝĚĞŶĐĞƐ͕ƚŚĞƌĞŝƐŝŶƉůĂĐĞĚŽĐƵŵĞŶƚĂƚŝŽŶ
LJĞĂƌ ϮсĚŽĐƵŵĞŶƚƐ ĞdžƉůĂŝŶĞĚďĞĨŽƌĞŽŶƚŚĞƐƚƌĂƚĞŐLJ;ŐĞŶĞƌĂů͕ŶŽƚĞƐƉĞĐŝĂůůLJ
ĚĞƐƚŝŶĂƚŝŽŶ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ĨŽƌ ƐƵƐƚĂŝŶĂďŝůŝƚLJͿ͕ ŝŶ Ă ŵƵůƚŝͲLJĞĂƌ ŵĂŶŶĞƌ͕ ǁŚŝĐŚ ŝƐ
ƉůĂŶŽƌ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƉƵďůŝĐůLJ ĂǀĂŝůĂďůĞ ǀŝĂ ƚŚĞ EĂƚŝŽŶĂů ůŝŶŬƐ
ƐƚƌĂƚĞŐLJƚŚĂƚŝƐ ;ŚƚƚƉƐ͗ͬͬŵŐŝƉƵ͘ŐŽǀ͘ŚƌͬĂĐĐĞƐƐͲƚŽͲŝŶĨŽƌŵĂƚŝŽŶͬƌĞŐƵůĂƚŝŽŶƐͲ
ƵƉͲƚŽͲĚĂƚĞĂŶĚ ϭϮϲͬƌĞŐƵůĂƚŝŽŶƐͲŝŶͲƚŚĞͲĨŝĞůĚͲŽĨͲƉŚLJƐŝĐĂůͲƉůĂŶŶŝŶŐͲ
ƉƵďůŝĐůLJ ϴϲϰϭͬϴϲϰϭͿ Žƌ >ŽĐĂů ŽŶĞƐ
ĂǀĂŝůĂďůĞ ;ŚƚƚƉ͗ͬͬǁǁǁ͘ƚnjĚƵďƌŽǀŶŝŬ͘ŚƌͬůĂŶŐͬĞŶͬŐĞƚͬǀŝũĞƐƚŝͬϳϭϴϴϰͬƚ
ϭ͘Đ͘DƵůƚŝͲ  ŽƵƌŝƐŵͺĂŶĚͺƐƚƌĂƚĞŐLJͺϮϬϭϴ͘ŚƚŵůͿ͘ dŚĞ Zd ĐƚŝŽŶ ƉůĂŶ
LJĞĂƌ ϮсĚŽĐƵŵĞŶƚƐ ŚĂƐŝŶŝƚŝĂƚĞĚĂĐƚŝŽŶƐŽŶƚŚĞƵƌŐĞŶƚŝƐƐƵĞƐŽĨŽǀĞƌĐƌŽǁĚŝŶŐ͕
ĚĞƐƚŝŶĂƚŝŽŶ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ƚƌĂĨĨŝĐ ĚĞĂĚůŽĐŬƐ͕ ĞƚĐ͘ ƚŚƌŽƵŐŚ Ă ƐĞƚ ŽĨ ƐŚŽƌƚͲƚĞƌŵ͕ ŵŝĚͲ
ƉůĂŶŽƌ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƚĞƌŵ ĂŶĚ ůŽŶŐ ƚĞƌŵ ŝŶƚĞƌǀĞŶƚŝŽŶƐ ĂŶĚ ĂůƐŽ ůŽŶŐͲƚĞƌŵ

2019 GSTC Destination Assessment - Dubrovnik 67




ƐƚƌĂƚĞŐLJƚŚĂƚ ŵĞĂƐƵƌĞƐ ĂƌĞ ƐƵƉƉŽƌƚĞĚ ďLJ ƚŚĞ 'ŽǀĞƌŶŵĞŶƚ ŽĨ ƌŽĂƚŝĂ


ǁĂƐĚĞǀĞůŽƉĞĚ ĂŶĚ :^WZ^͕  ƚĞĐŚŶŝĐĂů ĂƐƐŝƐƚĂŶĐĞ ĨŽƌ ƐƚƌĂƚĞŐŝĐ ůŽĐĂů
ǁŝƚŚ ƉƌŽũĞĐƚƐ͘ &ŝŶĂůůLJ͕ ďĞƌƚŚŝŶŐ ƉŽůŝĐLJ ĂŶĚ ĐŽŽƉĞƌĂƚŝŽŶ ǁŝƚŚ
ƉƵďůŝĐ >/ ĂĐŚŝĞǀĞĚ ŝŵƉƌŽǀĞŵĞŶƚƐ ŝŶ ĚĞĐƌĞĂƐĞ ŽĨ
ƉĂƌƚŝĐŝƉĂƚŝŽŶ ŽǀĞƌĐƌŽǁĚŝŶŐ͘
ϭ͘Ě͘WŽůŝƚŝĐĂů  ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ Ă ĐůĞĂƌ ƉŽůŝƚŝĐĂů ĐŽŵŵŝƚŵĞŶƚ ŽŶ
ĐŽŵŵŝƚŵĞŶƚ ϮсĚŽĐƵŵĞŶƚƐ ŵƵůƚŝͲLJĞĂƌ ĚĞƐƚŝŶĂƚŝŽŶ ƉůĂŶ ǁĂƐ ĨŽƵŶĚ͕ ĞǀĞŶ ĨƌŽŵ
ƚŽŝŵƉůĞŵĞŶƚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ DƵŶŝĐŝƉĂůŝƚLJ ĚĞĐŝƐŝŽŶƐ Žƌ ƐƚĂƚĞŵĞŶƚƐ ŝŶ ƐĞǀĞƌĂů ŵĞĂŶƐ͘
ƚŚĞŵƵůƚŝͲLJĞĂƌ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ dŚĞŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƐƵĐŚĂĐŽŵŵŝƚŵĞŶƚǁĂƐƉƌŽǀĞĚďLJ
ĚĞƐƚŝŶĂƚŝŽŶ ƐĞǀĞƌĂůŽƵƚĐŽŵĞƐ;ĂĐƚŝǀŝƚŝĞƐ͕ĂĐŚŝĞǀĞŵĞŶƚƐ͕ƌĞƉŽƌƚƐ͕ĞƚĐͿ͘
ƉůĂŶĂŶĚ ůƐŽ͕ ƚŚĞƌĞ ǁĞƌĞ ĨŽƵŶĚ ƐŽŵĞ ŝŵƉƌŽǀĞŵĞŶƚƐ ŝŶ
ĞǀŝĚĞŶĐĞŽĨ ŽǀĞƌĐƌŽǁĚŝŶŐŝƐƐƵĞƐ͕ďƵƚŵŽƐƚŽĨƚŚĞŵĞĂƐƵƌĞƐƚŚĂƚǁŝůů
ŝŵƉůĞŵĞŶƚĂƚŝŽ ĐƌĞĂƚĞ ǀŝƐŝďůĞ ŝŵƉƌŽǀĞŵĞŶƚƐ ƌĞƋƵŝƌĞ ŵŝĚͲƚĞƌŵ ĂŶĚ ůŽŶŐͲ
Ŷ ƚĞƌŵƉĞƌƐƉĞĐƚŝǀĞ͘EŽƚĞŶŽƵŐŚĞǀŝĚĞŶĐĞƐǁŚĞƌĞĨŽƵŶĚŽŶ
ŝŵƉƌŽǀĞŵĞŶƚƐŝŶƉůĂĐĞŝŶƚŚĞƚŝŵĞŽĨŝŶƚĞƌǀĞŶƚŝŽŶŽĨƚŚĞ
ĂƐƐĞƐƐŵĞŶƚ͘
Ϯ ĞƐƚŝŶĂƚŝŽŶ Ϯ͘Ă͘Ŷ ĂƐĞĚ ŽŶ ƚŚĞ ĞǀŝĚĞŶĐĞƐ͕ ƚŚĞƌĞ ŝƐ ŝŶ ƉůĂĐĞ ƐƵĐŚ ĂŶ
ŵĂŶĂŐĞŵĞŶƚ ŽƌŐĂŶŝnjĂƚŝŽŶ ŽƌŐĂŶŝnjĂƚŝŽŶ ͗ dŚĞ ƵďƌŽǀŶŝŬ dŽƵƌŝƐƚ ŽĂƌĚ͘ dŚĞ ŐŽĂů ŽĨ
ŽƌŐĂŶŝnjĂƚŝŽŶ͗ ŚĂƐ ƚŚĞƵďƌŽǀŶŝŬdŽƵƌŝƐƚŽĂƌĚŝƐƚŽĞŶĐŽƵƌĂŐĞ͕ŝŵƉƌŽǀĞĂŶĚ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƌĞƐƉŽŶƐŝďŝůŝƚLJ ƉƌŽŵŽƚĞ ƚŚĞ ŽƌŐĂŶŝnjĂƚŝŽŶ ŽĨ ĐƵůƚƵƌĂů͕ ĂƌƚŝƐƚŝĐ͕ ĞĐŽŶŽŵŝĐ͕
ŚĂƐĂŶĞĨĨĞĐƚŝǀĞ ĨŽƌĐŽŽƌĚŝŶĂƚĞĚ ƐƉŽƌƚŝŶŐ ĂŶĚ ŽƚŚĞƌ ĞǀĞŶƚƐ ƚŚĂƚ ĐŽŶƚƌŝďƵƚĞ ƚŽ ƚŚĞ
ŽƌŐĂŶŝnjĂƚŝŽŶ͕ ĂƉƉƌŽĂĐŚƚŽ ĞŶƌŝĐŚŵĞŶƚ ŽĨ ƚŚĞ ƚŽƵƌŝƐƚ ĂƚƚƌĂĐƚŝŽŶƐ ŽĨ ƚŚĞ ĐŝƚLJ͘ KŶĞ ŽĨ
ĚĞƉĂƌƚŵĞŶƚ͕ ƚŚĞ ϯсĚŽĐƵŵĞŶƚƐ͕ ƚŚĞŵĂŝŶŐŽĂůƐ ŝƐ ƚŽĞŶĐŽƵƌĂŐĞ ĂŶĚŽƌŐĂŶŝnjĞ ĂĐƚŝŽŶƚŚĂƚ
ŐƌŽƵƉ͕Žƌ ŵĂŶĂŐĞŵĞŶƚ ĞǀŝĚĞŶĐĞĂŶĚ ƉƌĞƐĞƌǀĞƐ ƚŚĞ ƚŽƵƌŝƐƚ ĂƌĞĂ ĂŶĚ ƉƌŽƚĞĐƚƐ ƚŚĞ ƚŽƵƌŝƐƚ
ĐŽŵŵŝƚƚĞĞ ŽĨƐƵƐƚĂŝŶĂďůĞ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ĞŶǀŝƌŽŶŵĞŶƚ ŝŶ ƚŚĞ ĐŝƚLJ͕ ĂƐ ǁĞůů ĂƐ ƚŽ ĂƐƐŝƐƚ ŝŶ ƚŚĞ
ƌĞƐƉŽŶƐŝďůĞĨŽƌĂ ƚŽƵƌŝƐŵ ĚĞǀĞůŽƉŵĞŶƚ ŽĨ ƚŽƵƌŝƐŵ ŝŶ ƚŚŽƐĞ ƐŝƚĞƐ ƚŚĂƚ ďĞůŽŶŐ ƚŽ
ĐŽŽƌĚŝŶĂƚĞĚ ŵƵŶŝĐŝƉĂůŝƚŝĞƐ Žƌ ƚŽ ƚŚĞ ĐŝƚLJ ƉƌŽƉĞƌ  ďƵƚ ĂƌĞ Ɛƚŝůů ŶŽƚ
ĂƉƉƌŽĂĐŚƚŽ ƚŽƵƌŝƐƚŝĐĂůůLJ ĚĞǀĞůŽƉĞĚ͘ dŚĞ ŽƚŚĞƌ ŐŽĂů ŽĨ ƚŚĞ ƵďƌŽǀŶŝŬ
ƐƵƐƚĂŝŶĂďůĞ dŽƵƌŝƐƚŽĂƌĚŝƐƚŽĐŽůůĞĐƚĂŶĚƉƌŽĐĞƐƐĚĂƚĂŽŶƚŚĞŶƵŵďĞƌŽĨ
ƚŽƵƌŝƐŵ͕ǁŝƚŚ ŐƵĞƐƚƐŝŶƵďƌŽǀŶŝŬŽŶĂĚĂŝůLJ͕ǁĞĞŬůLJĂŶĚŵŽŶƚŚůLJďĂƐŝƐ͘/Ŷ
ŝŶǀŽůǀĞŵĞŶƚďLJ ƚŚŝƐ ƌŽůĞ ĂŶĚ ĞƐƉĞĐŝĂůůLJ ĨŽƌ ƐƵƐƚĂŝŶĂďůĞ ƚŽƵƌŝƐŵ ĐŽŶƚĞŶƚ͕
ƚŚĞƉƌŝǀĂƚĞƐĞĐƚŽƌ hZĂůƐŽŚĂƐĂŶŝŵƉŽƌƚĂŶƚŵŝƐƐŝŽŶƚŽƐƵƉƉŽƌƚ͘&ŝŶĂůůLJ͕ƚŚĞ
ĂŶĚƉƵďůŝĐƐĞĐƚŽƌ͘ ƵďƌŽǀŶŝŬWŽƌƚƵƚŚŽƌŝƚLJ͕ƐƵƉƉŽƌƚĞĚďLJƚŚĞ,ĂƌďŽƌƵƚŚŽƌŝƚLJ
dŚŝƐŐƌŽƵƉŝƐ ĂƌĞ ƐƵƉƉŽƌƚŝŶŐ ƚŚŝƐ ŵŝƐƐŝŽŶ ǁŝƚŚ ĚĂƚĂ͕ ƉƌŽũĞĐƚƐ ĂŶĚ
ƐƵŝƚĞĚƚŽƚŚĞƐŝnjĞ ĐŽŶƚŝŶƵŽƵƐĐŽŵŵƵŶŝĐĂƚŝŽŶƐ͘
ĂŶĚƐĐĂůĞŽĨƚŚĞ Ϯ͘ď͘dŚĞ  dŚĞƵďƌŽǀŶŝŬdŽƵƌŝƐŵŽĂƌĚŚĂƐƚŚĞƌŽůĞŽĨƚŚĞDKŝŶƚŚĞ
ĚĞƐƚŝŶĂƚŝŽŶ͕ĂŶĚ ƉƌŝǀĂƚĞƐĞĐƚŽƌ ϯсĚŽĐƵŵĞŶƚƐ͕ ŝƚLJ͘/ƚŚĂƐƚŚĞDĂLJŽƌĂƐWƌĞƐŝĚĞŶƚ͕Ă^ƵƉĞƌǀŝƐŝŶŐŽĂƌĚ͕Ă
ŚĂƐĚĞĨŝŶĞĚ ĂŶĚƉƵďůŝĐ ĞǀŝĚĞŶĐĞĂŶĚ dŽƵƌŝƐŵ ŽƵŶĐŝů ƌĞƉƌĞƐĞŶƚŝŶŐ ƚŚĞ WƌŝǀĂƚĞ ƐĞĐƚŽƌ ŝŶƚŽ
ƌĞƐƉŽŶƐŝďŝůŝƚŝĞƐ͕ ƐĞĐƚŽƌĂƌĞ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ĚĞĐŝƐŝŽŶƐ ŵĂŬŝŶŐ (Hotels’ Groups, Tour Operators / Travel
ŽǀĞƌƐŝŐŚƚĂŶĚ ŝŶǀŽůǀĞĚŝŶ ŐĞŶƚƐ͕ KdƐ͕ ZĞƐƚĂƵƌĂŶƚƐͿ͕ ĂŶĚ ŽĨ ĐŽƵƌƐĞ ĂŶ ƐƐĞŵďůLJ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƚŚĞ ƌĞƉƌĞƐĞŶƚŝŶŐ Ăůů ƚŚĞ ƐƚĂŬĞŚŽůĚĞƌƐ ŽĨ ƚŚĞ ŝƚLJ ;,ŽƚĞůƐ͕
ĐĂƉĂďŝůŝƚLJĨŽƌƚŚĞ ŽƌŐĂŶŝnjĂƚŝŽŶ DĂƌŝŶĂƐ͕ EĞǁƐ͕ WƌŝǀĂƚĞ ĂĐĐŽŵŵŽĚĂƚŝŽŶƐ ĂŶĚ ĐĂŵƉƐ͕
ŵĂŶĂŐĞŵĞŶƚ ĂŶĚ dƌĂŶƐƉŽƌƚĂƚŝŽŶ͕ dƌĂĚĞ͕ dŽƵƌŝƐŵ ŐĞŶĐŝĞƐ͕ ZĞƐƚĂƵƌĂƚĞƵƌƐ͕
 ŽĨ ĐŽŽƌĚŝŶĂƚŝŽŶŽĨ ĂŶĚƐƉĞĐŝĂůĂĐƚŝǀŝƚŝĞƐͿ͘ĂƐĞĚŽŶƚŚĂƚ͕/ƚƌĞƉƌĞƐĞŶƚƐƚŚĞĐŝƚLJ
ĞŶǀŝƌŽŶŵĞŶƚĂů͕ ƚŽƵƌŝƐŵ of Dubrovnik, the towns Rijeka dubrovačka, Zaton, Orašac,
ĞĐŽŶŽŵŝĐ͕ƐŽĐŝĂů͕ Trsteno and Brsečine, as well as the islands of Lokrum,
ĂŶĚĐƵůƚƵƌĂů Koločep, Lopud and Šipan. By the outcomes on visits and
ŝƐƐƵĞƐ͘ dŚŝƐ ƉĞƌĨŽƌŵĂŶĐĞ͕ ƚŚĞƌĞ ĂƌĞ ƐƚƌŽŶŐ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ ĂŶ ĞĨĨŝĐŝĞŶƚ
group’s activities ƌĞƉƌĞƐĞŶƚĂƚŝŽŶŝƐĂĐŚŝĞǀĞĚ͘
ĂƌĞĂƉƉƌŽƉƌŝĂƚĞůLJ Ϯ͘Đ͘dŚĞ ϮсĚŽĐƵŵĞŶƚƐ /ŶƚŚĞŵĂŶĂŐĞŵĞŶƚƐƚƌƵĐƚƵƌĞ͕ĞdžĐĞƉƚƚŚĞŝƌĞĐƚŽƌ͕ƚŚĞƌĞ
ĨƵŶĚĞĚ͘ ƚŽƵƌŝƐŵ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ŝƐĞŶŽƵŐŚƉĞƌƐŽŶĞůǁŝƚŚĐŽŵƉĞƚŝƚĂŶĐĞŽŶƚŽƵƌŝƐŵďƵƚĂůƐŽ
ŽƌŐĂŶŝnjĂƚŝŽŶŝƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƐƐĞŵďůLJ ǁŝƚŚ ϰϬ ŵĞŵďĞƌƐ ĂŶĚ ŽĂƌĚ ŽŶ ŐŽǀĞƌĂŶĐĞ͘
ƐƵŝƚĞĚƚŽƚŚĞ ,ŽǁĞǀĞƌ͕ƚŚĞƌĞǁĞƌĞĨŽƵŶĚŶŽƚĞŶŽƵŐŚĞǀŝĚĞŶĐĞƐŽŶƚŚĞ
ƐŝnjĞĂŶĚƐĐĂůĞ ƚĂƌŐĞƚƐ–ƌĞůĂƚĞĚƉĞƌĨŽƌŵĂŶĐĞŽĨƚŚĞŽƌŐĂŶŝnjĂƚŝŽŶǁŚŝĐŚ

68 2019 GSTC Destination Assessment - Dubrovnik




ŽĨƚŚĞ ƐŚŽƵůĚ ďĞ ĐŽŶŶĞĐƚĞĚ ǁŝƚŚ ƚŚĞ ƉĞƌƐŽŶĞů ĂŶĚƚŚĞ ůĞǀĞů ŽĨ
ĚĞƐƚŝŶĂƚŝŽŶ ĐĂƉĂĐŝƚLJŝŶƉůĂĐĞ͘
ASSESSMENT METHODOLOGY
Ϯ͘Ě͘ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ƚŚĞƌĞ ǁĞƌĞ ĨŽƵŶĚ ŶŽ ƐƉĞĐŝĨŝĐ
/ŶĚŝǀŝĚƵĂůƐ ƉĞƌƐŽŶǁŚŝĐŚ ǁĂƐ ƌĞƐƉŽŶƐŝďůĞ ŽŶƐƵƐƚĂŝŶĂďůĞ ƚŽƵƌŝƐŵ ŝŶ
ǁŝƚŚŝŶƚŚĞ ƚŚĞƵďƌŽǀŶŝŬdŽƵƌŝƐŵŽĂƌĚ͘dŚĞŽŶůLJĞǀŝĚĞŶĐĞƌĞůĂƚĞĚ
ƚŽƵƌŝƐŵ ǁŝƚŚ ƐƵƐƚĂŝŶĂďůĞ ƚŽƵƌŝƐŵ Ă ƌŽůĞ ĨƌŽŵ ĂŶ ĞdžƚĞƌŶĂů
ŽƌŐĂŶŝnjĂƚŝŽŶ ϮсĚŽĐƵŵĞŶƚƐ ĐŽŶƐƵůƚĂŶƚ ƚŚĂƚ ǁĂƐ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĞ Z^Wd d, /dz
ŚĂǀĞĂƐƐŝŐŶĞĚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ŝŶŝƚŝĂƚŝǀĞ͘dŚĞZĞƐƉĞĐƚƚŚĞŝƚLJĞƐƚĂďůŝƐŚĞĚĂĐƌŽƐƐͲƐĞĐƚŽƌ
ƌĞƐƉŽŶƐŝďŝůŝƚŝĞƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ĚǀŝƐŽƌLJ ŽĂƌĚ ƚŚĂƚ ŝƐ ŝŶƚĞŶĚĞĚ ƚŽ ďĞĐŽŵĞ ƉĂƌƚ ŽĨ ƚŚĞ
ĨŽƌƐƵƐƚĂŝŶĂďůĞ ĨƵƚƵƌĞ ĚĞƐƚŝŶĂƚŝŽŶ ŵĂŶĂŐĞŵĞŶƚ ƐƚƌƵĐƚƵƌĞ͘ EŽǁ͕ ŝƚLJ ŽĨ
ƚŽƵƌŝƐŵ ƵďƌŽǀŶŝŬ ŚĂƐ ŵŽƌĞ ĂĐƚŝǀĞ ƌŽůĞ ŝŶ ĚĞƐƚŝŶĂƚŝŽŶ
ŵĂŶĂŐĞŵĞŶƚ͕ǁŚŝůĞƚŚĞdŽƵƌŝƐŵŽĂƌĚŝƐŵŽƌĞĨŽĐƵƐĞĚŽŶ
ĚĞƐƚŝŶĂƚŝŽŶ ŵĂƌŬĞƚŝŶŐ͘ ,ŽǁĞǀĞƌ͕ ƚŚŝƐ ŝƐ ƚŚĞ ŽŶůLJ ĚŝƌĞĐƚ
ƌĞůĂƚĞĚĐŽŶŶĞĐƚŝŽŶŽĨƚŚĞdŽƵƌŝƐŵŽĂƌĚŽƉĞƌĂƚŝŽŶǁŝƚŚ
^ƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐŵ͕ƚŽŐĞƚŚĞƌǁŝƚŚƐŽŵĞŽƚŚĞƌŝŶŝƚŝĂƚŝǀĞƐ
Žƌ ƌĞƐĞĂƌĐŚ ƉƌŽŐƌĂŵƐ ;ZK^dK͕ ^& sd/KE^ ĂŶĚ
ŽƚŚĞƌͿ͕ǁŚĞƌĞƚŚĞŵĂŝŶƚĂƌŐĞƚƐĞĞŵƐƚŽďĞƚŚĞƉƌŽŵŽƚŝŽŶ
ŽĨƚŚŝƐƐƵďũĞĐƚĂŶĚŶŽƚƚŚĞĐƌĞĂƚŝŽŶŽĨĂƌŽďƵƐƚƐƚƌĂƚĞŐLJŽŶ
ƐƉĞĐŝĨŝĐƐƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐŵ͘
Ϯ͘Ğ͘dŚĞ  ĂƐĞĚŽŶƚŚĞĨŝŶĂŶĐŝĂůŝŶĨŽƌŵĂƚŝŽŶƚŚĂƚǁĞƌĞĚĞůŝǀĞƌĞĚƚŽ
ƚŽƵƌŝƐŵ  ƚŚĞ ĂƐƐĞƐƐŽƌ͕ ƚŚĞƌĞ ĂƌĞ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ ƚŚĞ ƵďƌŽǀŶŝŬ
ŽƌŐĂŶŝnjĂƚŝŽŶŝƐ ϯсĚŽĐƵŵĞŶƚƐ͕ dŽƵƌŝƐŵKƌŐĂŶŝnjĂƚŝŽŶŝƐĂƉƉƌŽƉƌŝĂƚĞůLJĨƵŶĚĞĚĨŽƌŝƚƐƌŽůĞ͘
ĂƉƉƌŽƉƌŝĂƚĞůLJ ĞǀŝĚĞŶĐĞĂŶĚ ,ŽǁĞǀĞƌ͕ŝƚƐŚŽƵůĚďĞƐƚĂƚĞĚŚĞƌĞƚŚĂƚƚŚŝƐĨƵŶĚŝŶŐŝƐŵŽƌĞ
ĨƵŶĚĞĚ͘ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ƌĞůĂƚĞĚǁŝƚŚƚŚĞƐĐŽƉĞŽĨƉƌŽŵŽƚŝŽŶĂŶĚƌĞůĂƚĞĚĂĐƚŝǀŝƚŝĞƐ
ǁŝƚŚ ƚŚĂƚ͕ ĂŶĚ ŶŽƚ ƐŽ ŵƵĐŚ ŝŶ Ă ƌŽůĞ ŽĨ ĐƌĞĂƚŝŽŶ ĂŶĚ
ƐƵƉƉŽƌƚŽĨŽƚŚĞƌĂĐƚŝǀŝƚŝĞƐŽŶƐƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐŵ͘dŚĞƐĞ
ƌŽůĞƐ ĂƌĞ ƚĂŬĞŶ ĨƌŽŵ ŽƚŚĞƌ ĞŶƚŝƚŝĞƐ ŝŶ ƵďƌŽǀŶŝŬ͕ ůŝŬĞ
hZ͕ ǁŚŝĐŚ ŝƐ ĚĞƐŝŐŶŝŶŐ ĂŶĚ ĞdžĞĐƵƚŝŶŐ Ă ƐƵĐĐĞƐƐĨƵů
ŵŝƐƐŝŽŶŽŶh&ƵŶĚĞĚƉƌŽũĞĐƚƐ;ŵĂŝŶůLJͿďƵƚĂůƐŽƚŚĞŝƚLJ
ŽĨ ƵďƌŽǀŶŝŬ ǁŝƚŚ ŝƚƐ ĚĞƉĂƌƚŵĞŶƚƐ͕ ĨŽĐƵƐŝŶŐ ŵĂŝŶůLJ ŝŶ
ŝŶĨƌĂƐƚƌƵĐƚƵƌĞĂŶĚůĞŐŝƐůĂƚŝŽŶŝƐƐƵĞƐ͘
ϯ DŽŶŝƚŽƌŝŶŐ͗ ϯ͘Ă͘ĐƚŝǀĞ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ƚŚĞƌĞ ǁĂƐ ĨŽƵŶĚ ŶŽ ĂĐƚŝǀĞ ĂŶĚ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ŵŽŶŝƚŽƌŝŶŐĂŶĚ ĞŶŽƵŐŚ ŵŽŶŝƚŽƌŝŶŐ ƐLJƐƚĞŵ ŝŶ ƉůĂĐĞ ĨŽƌ ƚŚĞ ŝƚLJ ŽĨ
ŚĂƐĂƐLJƐƚĞŵƚŽ ƉƵďůŝĐ ƵďƌŽǀŶŝŬ ĂďŽƵƚ >> ƚŚĞ ƚŽƵƌŝƐŵ ƌĞůĂƚĞĚ ĂƐƉĞĐƚƐ͘ tŚĂƚ
ŵŽŶŝƚŽƌ͕ƉƵďůŝĐůLJ ƌĞƉŽƌƚŝŶŐŽĨ ǁĂƐ ĨŽƵŶĚ ŝŶƉůĂĐĞǁĞƌĞ ƐĞǀĞƌĂů ŝŶĚŝĐĂƚŽƌƐ ďĂƐĞĚ ŽŶh
ƌĞƉŽƌƚ͕ĂŶĚ ĞŶǀŝƌŽŶŵĞŶƚĂů͕ ƉƌŽũĞĐƚ ;ZK^dKͿ ĂŶĚ ƚŚĞ ŽƵƚĐŽŵĞƐ ŽĨ ƚŚĞ ƌŽĂƚŝĂŶ
ƌĞƐƉŽŶĚƚŽ ĞĐŽŶŽŵŝĐ͕ ϭсĚŽĐƵŵĞŶƚƐ ^ƵƐƚĂŝŶĂďůĞdŽƵƌŝƐŵKďƐĞƌǀĂƚŽƌLJ͕ŝŶǁŚŝĐŚƚŚĞƌĞǁĂƐŶŽ
ĞŶǀŝƌŽŶŵĞŶƚĂů͕ ƐŽĐŝĂů͕ĐƵůƚƵƌĂů͕ ĞdžŝƐƚ ƐƉĞĐŝĨŝĐŝŶĚŝĐĂƚŝŽŶĨŽƌƵďƌŽǀŶŝŬ͘ůƐŽ͕ŝƚǁĂƐŶŽƚĐůĞĂƌŝĨ
ĞĐŽŶŽŵŝĐ͕ƐŽĐŝĂů͕ ƚŽƵƌŝƐŵ͕ĂŶĚ ĂŶLJ ŽƵƚĐŽŵĞƐ ďLJ ƚŚŽƐĞ ŝŶŝƚŝĂƚŝǀĞƐ ǁŚĞƌĞ ƉƵďůŝĐ͕ ĞdžĐĞƉƚ
ĐƵůƚƵƌĂů͕ƚŽƵƌŝƐŵ͕ ŚƵŵĂŶƌŝŐŚƚƐ ƐŽŵĞ ƐƉĞĐŝĨŝĐ ŝŶĨŽƌŵĂƚŝŽŶ ƌĞůĂƚĞĚ ǁŝƚŚ ĞŶǀŝƌŽŶŵĞŶƚĂů
ĂŶĚŚƵŵĂŶƌŝŐŚƚƐ ŝƐƐƵĞƐ ŝƐƐƵĞƐůŝŬĞǁĂƚĞƌƋƵĂůŝƚLJŝŶƚŚĞĂƌĞĂďLJƚŚĞDŝŶŝƐƚƌLJƌĞƉƐ͘
ŝƐƐƵĞƐ͘dŚĞ dŚĞ ŶĞĞĚ ŽĨ ƐƵĐŚ Ă ĨƵƚƵƌĞ ĐĂƉĂĐŝƚLJ ǁĂƐ ŝĚĞŶƚŝĨŝĞĚ ĂůƐŽ
ŵŽŶŝƚŽƌŝŶŐƐLJƐƚĞŵ ĚƵƌŝŶŐ ƚŚĞ ƐŚĂƌĞŚŽůĚĞƌƐ ĚŝƐĐƵƐƐŝŽŶƐ ĂŶĚ ĞƐƉĞĐŝĂůůLJ ǁŝƚŚ
ŝƐƌĞǀŝĞǁĞĚĂŶĚ ƐĐŝĞŶƚŝƐƚƐĨƌŽŵƵŶŝǀĞƌƐŝƚŝĞƐĂŶĚŽƚŚĞƌŝŶƐƚŝƚƵƚŝŽŶƐ͘
ĞǀĂůƵĂƚĞĚ
ϯ͘ď͘  dŚĞƌĞ ǁĂƐ ĨŽƵŶĚ ŶŽƚ ĞŶŽƵŐŚ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ ƚŚĞ
ƉĞƌŝŽĚŝĐĂůůLJ͘
DŽŶŝƚŽƌŝŶŐ  ŵŽŶŝƚŽƌŝŶŐ ƐLJƐƚĞŵƐ ƚŚĂƚ ǁĞƌĞ ŝĚĞŶƚŝĨŝĞĚ ĨŽƌ ƉĂƌƚ ŽĨ ƚŚĞ
ƐLJƐƚĞŵŝƐ ϬсŶŽĚŽĐƵŵĞŶƚƐ ŵŝƐƐŝŽŶŽĨ ϯ͘ĂǁŚĞƌĞƌĞǀŝĞǁĞĚ ĂŶĚ ĞǀĂůƵĂƚĞĚ ŝŶ ĂǀĞƌLJ
ƌĞǀŝĞǁĞĚĂŶĚ ĞdžŝƐƚ ƐLJƐƚĞŵĂƚŝĐǁĂLJ͘tĞŚĂǀĞĨŽƵŶĚŽŶůLJƐŽŵĞĞǀŝĚĞŶĐĞƐĨŽƌ
ĞǀĂůƵĂƚĞĚ ϮϬϭϴ;dKD^ƵďƌŽǀŶŝŬϮϬϭϴ–^ƵƌǀĞLJŽŶĂƚƚŝƚƵĚĞƐĂŶĚ
ƉĞƌŝŽĚŝĐĂůůLJ ĞdžƉĞŶĚŝƚƵƌĞƐ ŽĨ ƚŽƵƌŝƐƚƐ ĂŶĚ ƐĂŵĞͲĚĂLJ ǀŝƐŝƚŽƌƐ ŝŶ
ƵďƌŽǀŶŝŬŝŶϮϬϭϴ
;ŚƚƚƉ͗ͬͬǁǁǁ͘ƚnjĚƵďƌŽǀŶŝŬ͘ŚƌͬůĂŶŐͬϭϯͬƵƐĞƌͺĨŝůĞƐͬŵĂĚĞͬ
dŽŵĂƐйϮϬƵďƌŽǀŶŝŬйϮϬϮϬϭϴ͘ƉĚĨͿ͘

2019 GSTC Destination Assessment - Dubrovnik 69




ϯ͘Đ͘dŽƵƌŝƐŵ ĂƐĞĚ ŽŶ ƚŚĞ ĚŽĐƵŵĞŶƚĂƚŝŽŶ ƚŚĂƚ ǁĂƐ ƉƌŽǀŝĚĞĚ͕ ŝƚ ǁĂƐ
ŝŵƉĂĐƚ ϭсĚŽĐƵŵĞŶƚƐ ĨŽƵŶĚ ƚŚĂƚ ƚŚĞƌĞ ǁĞƌĞ ƐƉĞĐŝĨŝĞĚ ĂŶĚ ƉůĂŶĞĚ ŝŵƉĂĐƚ
ŵŝƚŝŐĂƚŝŽŶ ĞdžŝƐƚ ŵŝƚŝŐĂƚŝŽŶƉƌŽĐĞĚƵƌĞƐĨŽƌƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͘,ŽǁĞǀĞƌ͕
ƉƌŽĐĞĚƵƌĞƐ ƚŚĞƌĞ ǁĞƌĞ ŶŽƚ ŝĚĞŶƚŝĨŝĞĚ ĞŶŽƵŐŚ ĞǀŝĚĞŶĐĞƐ ŽŶ ƚŚĞ
ĨƵŶĚĞĚĂŶĚ ĂĐƚŝǀĂƚŝŽŶŽĨ ƚŚĞƐĞ ŝŶ ƉƌĂĐƚŝĐĞ ĂŶĚŝŶ ǁŚĂƚ ŵĂŶŶĞƌ ƚŚĞLJ
ĂĐƚŝǀĞ ǁĞƌĞĨƵŶĚĞĚ͘
ϰ dŽƵƌŝƐŵ ϰ͘Ă͘^ƉĞĐŝĨŝĐ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ƚŚĞƌĞ ǁĞƌĞ ĨŽƵŶĚ ƐƚƌŽŶŐ
^ĞĂƐŽŶĂůŝƚLJ ƐƚƌĂƚĞŐLJĨŽƌ ĞǀŝĚĞŶĐĞƐƚŽƐƵƉƉŽƌƚƚŚŝƐ͘ƵƌŝŶŐƚŚĞLJĞĂƌ͕ƚŚĞƵďƌŽǀŶŝŬ
DĂŶĂŐĞŵĞŶƚ͗ ŵĂƌŬĞƚŝŶŐŽĨĨͲ dŽƵƌŝƐƚ ŽĂƌĚ ŽƌŐĂŶŝnjĞƐ ŶƵŵĞƌŽƵƐ ŵĂƌŬĞƚŝŶŐ ĂĐƚŝǀŝƚŝĞƐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƐĞĂƐŽŶĞǀĞŶƚƐ ĂŶĚ ƚĂƌŐĞƚĞĚ ƉƌĞƐĞŶƚĂƚŝŽŶƐ ŝŶ ĨŽƌĞŝŐŶ ŵĂƌŬĞƚƐ͕ ǁŝƚŚ ĂŶ
ĚĞĚŝĐĂƚĞƐ ĂŶĚĂƚƚƌĂĐƚŝŶŐ ĞŵƉŚĂƐŝƐŽŶLJĞĂƌͲƌŽƵŶĚŵĂƌŬĞƚƐ͘/ŶϮϬϭϴ͕ƚŚĞĨŽĐƵƐŽĨƚŚĞ
ƌĞƐŽƵƌĐĞƐƚŽ ǀŝƐŝƚŽƌƐLJĞĂƌͲ ƵďƌŽǀŶŝŬdŽƵƌŝƐƚŽĂƌĚĂĐƚŝǀŝƚŝĞƐǁĂƐŽŶƚŚĞĞdžƚĞŶƐŝŽŶŽĨ
ŵŝƚŝŐĂƚĞƐĞĂƐŽŶĂů ƌŽƵŶĚ ƚŚe tourist season in line with the slogan “Dubrovnik ͲĂ
ǀĂƌŝĂďŝůŝƚLJŽĨ City for all seasons”. The benefits of extending the season,
ƚŽƵƌŝƐŵǁŚĞƌĞ ŝŶĂĚĚŝƚŝŽŶƚŽĨŝŶĂŶĐŝĂůĞĨĨĞĐƚƐ͕ĂƌĞLJĞĂƌͲƌŽƵŶĚǁŽƌŬĨŽƌĐĞ
Ϯс
ĂƉƉƌŽƉƌŝĂƚĞ͕ ĞŵƉůŽLJŵĞŶƚƚŚĂƚǁŝůůĞŶƐƵƌĞƚŚĞƋƵĂůŝƚLJŽĨƐĞƌǀŝĐĞ͕ŽƉĞŶ
ĚŽĐƵŵĞŶƚƐĂŶĚ
ǁŽƌŬŝŶŐƚŽďĂůĂŶĐĞ ĨĂĐŝůŝƚŝĞƐƚŚƌŽƵŐŚŽƵƚƚŚĞLJĞĂƌĂŶĚƵůƚŝŵĂƚĞůLJĂǀŝďƌĂŶƚĐŝƚLJ
ĞǀŝĚĞŶĐĞŽĨ
ƚŚĞŶĞĞĚƐŽĨƚŚĞ ǁŚĞƌĞ ďŽƚŚ ĐŝƚŝnjĞŶƐ ĂŶĚ ƚŽƵƌŝƐƚƐ ǁŝůů ĨĞĞů ĐŽŵĨŽƌƚĂďůĞ͘
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ůŽĐĂůĞĐŽŶŽŵLJ͕ dŽĚĂLJ͕ƵďƌŽǀŶŝŬŚĂƐƚŚĞůŽŶŐĞƐƚƐĞĂƐŽŶŝŶƌŽĂƚŝĂǁŝƚŚ
ĐŽŵŵƵŶŝƚLJ͕ ĞdžĐĞůůĞŶƚ ŽĐĐƵƉĂŶĐLJ͕ Ă ƐƚƌŽŶŐ ĐŽŶŐƌĞƐƐ ƐĞĂƐŽŶ͕ Ă ůĂƌŐĞ
ĐƵůƚƵƌĞƐĂŶĚ ŝŶĐƌĞĂƐĞ ŝŶ ƚŽƵƌŝƐƚ ƚƌĂĨĨŝĐ ĨƌŽŵ Ăůů ůĞĂĚŝŶŐ ŵĂƌŬĞƚƐ͕
ĞŶǀŝƌŽŶŵĞŶƚ͕ƚŽ ĞƐƉĞĐŝĂůůLJ ĨƌŽŵ ĚŝƐƚĂŶƚ LJĞĂƌͲƌŽƵŶĚ ŵĂƌŬĞƚƐ͘  ŐƌŽǁŝŶŐ
ŝĚĞŶƚŝĨLJLJĞĂƌͲ ŶƵŵďĞƌŽĨĂŝƌůŝŶĞƐĂƌĞĐŽŶƚŝŶƵŝŶŐƚŚĞŝƌĨůŝŐŚƚƐƚŚƌŽƵŐŚƚŚĞ
ƌŽƵŶĚƚŽƵƌŝƐŵ ŽĨĨͲƐĞĂƐŽŶ͕ ƐƵĐŚ ĂƐ͗ ƌŽĂƚŝĂ ŝƌůŝŶĞƐ͕ dƵƌŬŝƐŚ ŝƌůŝŶĞƐ͕
ŽƉƉŽƌƚƵŶŝƚŝĞƐ͘ ƌŝƚŝƐŚ ŝƌǁĂLJƐ͕ >Kd͕ sƵĞůŝŶŐ͕ ĞŐĞĂŶ ŝƌůŝŶĞƐ ĂŶĚ
ŵĂŝŶƚĂŝŶŝŶŐĚŝƌĞĐƚĨůŝŐŚƚƐĚƵƌŝŶŐƚŚĞǁŝŶƚĞƌǁŝƚŚ&ƌĂŶŬĨƵƌƚ͕
>ŽŶĚŽŶ͕/ƐƚĂŶďƵů͕tĂƌƐĂǁ͕ĂƌĐĞůŽŶĂ͕ZŽŵĞĂŶĚƚŚĞŶƐŝŶ
ŝŶƚĞƌŶĂƚŝŽŶĂůƚƌĂĨĨŝĐ͕ĂŶĚƌŽĂƚŝĂŝƌůŝŶĞƐĂůƐŽǁŝƚŚĂŐƌĞď͘
ĚŝƌĞĐƚŵĂƌŬĞƚŝŶŐĐĂŵƉĂŝŐŶŚĂƐĂůƐŽďĞĞŶĂƌƌĂŶŐĞĚǁŝƚŚ
ŵĞƌŝĐĂŶ ŝƌůŝŶĞƐ ƚŽ ĞƐƚĂďůŝƐŚ Ă ŶĞǁ ĨůŝŐŚƚ ĨƌŽŵ
WŚŝůĂĚĞůƉŚŝĂƚŽƵďƌŽǀŶŝŬ͕ǁŝƚŚƌŝƚŝƐŚŝƌǁĂLJƐĨŽƌǁŝŶƚĞƌ
ĨůŝŐŚƚƐĨƌŽŵ>ŽŶĚŽŶĂŶĚsƵĞůŝŶŐĨƌŽŵĂƌĐĞůŽŶĂĂŶĚZŽŵĞ
ŝŶ ƚŚĞ ǁŝŶƚĞƌ͘ WƌŽũĞĐƚƐ ƚŽ ĞdžƚĞŶĚ ƚŚĞ ƚŽƵƌŝƐƚ ƐĞĂƐŽŶ͗
tŝŶƚĞƌ WƌŽŐƌĂŵ ǁŝƚŚ ĨŽůŬůŽƌĞ ĂŶĚ ŝƚLJ ƚŽƵƌ͕ 'ŽŽĚ &ŽŽĚ
&ĞƐƚŝǀĂů͕ tŝŶƚĞƌ ZĞƐƚĂƵƌĂŶƚƐ͘ ůƐŽ͕ Ă ƐƚƌĂƚĞŐŝĐ ƉƌŽũĞĐƚ ŽĨ
ƌŽĂƚŝĂ ŝƌůŝŶĞƐ͕ ƚŚĞ ƵďƌŽǀŶŝŬ dŽƵƌŝƐƚ ŽĂƌĚ ĂŶĚ ƚŚĞ
ƌŽĂƚŝĂŶ EĂƚŝŽŶĂů dŽƵƌŝƐƚ ŽĂƌĚ ĨŽƌ ƚŚĞ ƵďƌŽǀŶŝŬ Ͳ
&ƌĂŶŬĨƵƌƚĨůŝŐŚƚƐǁĂƐĂŐƌĞĞĚ͕ĂŶĚĂĐĐŽƌĚŝŶŐůLJĂŵĂƌŬĞƚŝŶŐ
ĐĂŵƉĂŝŐŶ͘ůƐŽ͕ƚŚĞWƌŽũĞĐƚZĞƐƉĞĐƚƚŚĞŝƚLJŝĚĞŶƚŝĨŝĞƐƚŚŝƐ
ĂƐŽŶĞŽĨŝƚƐƉƌŝŽƌŝƚŝĞƐĂŶĚŝƐƉůĂŶŶŝŶŐƚŽŝŶŝƚŝĂƚĞĂǁŽƌŬŝŶŐ
ƉĂĐŬĂŐĞ ŽƌŝĞŶƚĞĚ ƚŽ ĂĚĚƌĞƐƐ ƚŚŝƐ ŝƐƐƵĞ ŶŽƚ ŽŶůLJ ƚŚƌŽƵŐŚ
ŵĂƌŬĞƚŝŶŐ ŽĨ ƚŚĞ ĚĞƐƚŝŶĂƚŝŽŶΖƐ ŽĨĨͲƐĞĂƐŽŶ ďƵƚ ĂůƐŽ ƚŽ
ĚĞǀĞůŽƉŶĞǁƐƵƐƚĂŝŶĂďůĞĂůůLJĞĂƌƌŽƵŶĚƚŽƵƌŝƐŵŽĨĨĞƌǁŝƚŚ
ƐƉĞĐŝĂů ŝŶƚĞƌĞƐƚ ƚŽƵƌŝƐŵ͘ dŚŝƐ ǁŝůů ďĞ ƉĂƌƚ ŽĨ ƚŚĞ ŶĞǁ
ĚĞƐƚŝŶĂƚŝŽŶ ŵĂŶĂŐĞŵĞŶƚ ƐƚƌƵĐƚƵƌĞ ƚŽ ďĞ ĞƐƚĂďůŝƐŚĞĚ ŝŶ
ƚŚĞĚĞƐƚŝŶĂƚŝŽŶƚŚƌŽƵŐŚƚŚĞZƚĨƵƚƵƌĞĂĐƚŝǀŝƚŝĞƐ͘

70 2019 GSTC Destination Assessment - Dubrovnik




ϱ ůŝŵĂƚĞŚĂŶŐĞ ϱ͘Ă͘ƵƌƌĞŶƚ ĂƐĞĚ ŽŶ ƚŚĞ ĞǀŝĚĞŶĐĞƐ͕ ƚŚĞƌĞ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ Ă
ĚĂƉƚĂƚŝŽŶ͗ ƐLJƐƚĞŵĨŽƌ ƐLJƐƚĞŵĂƚŝĐ ĂƉƉƌŽĂĐŚ ŽŶ ƚŚĞ ĐůŝŵĂƚĞ ĐŚĂŶŐĞ ĂĚĂƉƚĂƚŝŽŶ
ASSESSMENT METHODOLOGY
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ĐůŝŵĂƚĞĐŚĂŶŐĞ ĂŶĚ ƌŝƐŬ ĂƐƐĞƐƐŵĞŶƚ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĂƚ ŝŶ ƚŚĞ ŝƚLJ ŽĨ
ŚĂƐĂƐLJƐƚĞŵƚŽ ĂĚĂƉƚĂƚŝŽŶĂŶĚ ƵďƌŽǀŶŝŬ͘ KŶ ƚŚĂƚ ƐƵďũĞĐƚ͕ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͕
ŝĚĞŶƚŝĨLJƌŝƐŬƐĂŶĚ ƌŝƐŬĂƐƐĞƐƐŵĞŶƚ ϮсĚŽĐƵŵĞŶƚƐ ƚŽŐĞƚŚĞƌ ǁŝƚŚ hZ ďƵƚ ĂůƐŽ ǁŝƚŚ ŽƚŚĞƌ ĞŶƚŝƚŝĞƐ͕ ŚĂǀĞ
ŽƉƉŽƌƚƵŶŝƚŝĞƐ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ĚĞǀĞůŽƉĞĚĂůŝŵĂƚĞĚĂƉƚĂƚŝŽŶWůĂŶĂŶĚŽƚŚĞƌĂĐƚŝǀŝƚŝĞƐ
ĂƐƐŽĐŝĂƚĞĚǁŝƚŚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŝŶ ŽƌĚĞƌ ƚŽ ŵŽǀĞ ƚŽǁĂƌĚƐ ƚŚĂƚ ĚŝƌĞĐƚŝŽŶ͕ ŝĚĞŶƚŝĨLJŝŶŐ
ĐůŝŵĂƚĞĐŚĂŶŐĞ͘ ĐƌŝƚŝĐĂůŝƐƐƵĞƐĂŶĚĂĚĂƉƚĂƚŝŽŶĂĐƚŝŽŶƐĨŽƌƚŚĞĐŝƚLJ͘ůƐŽ͕ƚŚĞ
dŚŝƐƐLJƐƚĞŵ ZĞƐƉĞĐƚ ƚŚĞ ĐŝƚLJ ŝŶŝƚŝĂƚŝǀĞ ŝƐ ŝŶ ƚŚĞ ƐĂŵĞ ĚŝƌĞĐƚŝŽŶ ĂƐ Ă
ĞŶĐŽƵƌĂŐĞƐ ŚŽƌŝnjŽŶƚĂů ĂƉƉƌŽĂĐŚ ĂŶĚ ƐƵƉƉŽƌƚƐ ƚŚĞƐĞ ĂĐƚŝǀŝƚŝĞƐ͘ dŚŝƐ
ĐůŝŵĂƚĞĐŚĂŶŐĞ ĂĚĂƉƚĂƚŝŽŶƉůĂŶǁĂƐŐĞŶĞƌĂƚĞĚŝŶƚŚĞŝ>ƉƌŽũĞĐƚĂŶĚ
ĂĚĂƉƚĂƚŝŽŶ ĚĞůŝǀĞƌĞĚ ŽŶ EŽǀĞŵďĞƌ ϮϬϭϵ͘ ůŝŵĂƚĞ ĐŚĂŶŐĞƐ ĂƌĞ ŶŽƚ
ƐƚƌĂƚĞŐŝĞƐĨŽƌ ũƵƐƚ ŚŽƌŝnjŽŶƚĂů ŵĞĂƐƵƌĞ ďƵƚ ŚĂƐ ŝƚƐ ŽǁŶ ŐŽĂů ƵŶĚĞƌ ƚŚĞ
ĚĞǀĞůŽƉŵĞŶƚ͕ ƉƌŝŽƌŝƚLJ ^ƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚ ZĞƐŝůŝĞŶĐĞ ǁŚĞƌĞ ƚŚĞ ĐůŝŵĂƚĞ
ƐŝƚŝŶŐ͕ĚĞƐŝŐŶ͕ĂŶĚ ĐŚĂŶŐĞĂĚĂƉƚĂƚŝŽŶĂŶĚƌĞƐŝůŝĞŶĐĞŝƐĚŝƌĞĐƚůLJŝŶĐůƵĚĞĚǁŝƚŚ
ŵĂŶĂŐĞŵĞŶƚŽĨ ĞƐƚĂďůŝƐŚŵĞŶƚ ŽĨ ĐůŝŵĂƚĞ ĐŚĂŶŐĞ ƌŝƐŬ ŵĂŶĂŐĞŵĞŶƚ
ĨĂĐŝůŝƚŝĞƐ͘dŚĞ ƐLJƐƚĞŵƐĂŶĚƐŽůƵƚŝŽŶƐ͘
ƐLJƐƚĞŵ ϱ͘ď͘>ĂǁƐŽƌ ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ƚŚĞƌĞǁĞƌĞĨŽƵŶĚĞǀŝĚĞŶĐĞƐƚŚĂƚ
ĐŽŶƚƌŝďƵƚĞƐƚŽƚŚĞ ƉŽůŝĐŝĞƐƚŽ ƉŽůŝĐŝĞƐ ĂƌĞ ŝŵƉůĞŵĞŶƚĞĚ ŝŶ ŽƌĚĞƌ ƚŽ ŵŝƚŝŐĂƚĞ ĐůŝŵĂƚĞ
ƐƵƐƚĂŝŶĂďŝůŝƚLJĂŶĚ ŵŝƚŝŐĂƚĞ ϮсĚŽĐƵŵĞŶƚƐ ĐŚĂŶŐĞ͕ĞƐƉĞĐŝĂůůLJŝŶƚƌĂŶƐƉŽƌƚĂƚŝŽŶ͘dŚĞƚĞĐŚŶŽůŽŐŝĞƐŽŶ
ƌĞƐŝůŝĞŶĐĞŽĨƚŚĞ ĐůŝŵĂƚĞĐŚĂŶŐĞ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ƚŚĂƚƐĞĐƚŽƌǁĞƌĞŝŶƚƌŽĚƵĐĞĚǀŝĂƚŚĞĐŽŶĐĞƉƚŽĨƐŵĂƌƚĐŝƚŝĞƐ
ĚĞƐƚŝŶĂƚŝŽŶĂŶĚƚŽ ĂŶĚĞŶĐŽƵƌĂŐĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ĨŽƌƚŚŝƐƚĂƌŐĞƚ͘
ƉƵďůŝĐĞĚƵĐĂƚŝŽŶ ƚĞĐŚŶŽůŽŐŝĞƐƚŽ
ŽŶĐůŝŵĂƚĞĨŽƌ ŵŝƚŝŐĂƚĞ
ďŽƚŚƌĞƐŝĚĞŶƚƐĂŶĚ ĐůŝŵĂƚĞĐŚĂŶŐĞ
ƚŽƵƌŝƐƚƐ͘ ϱ͘Đ͘WƌŽŐƌĂŵ ĂƐĞĚ ŽŶ ƚŚĞ ĚŽĐƵŵĞŶƚĂƚŝŽŶ ƚŚĂƚ ǁĂƐ ƉƌŽǀŝĚĞĚ͕ ŝƚ ǁĂƐ
ƚŽĞĚƵĐĂƚĞĂŶĚ ĨŽƵŶĚ ƚŚĂƚ ƚŚĞƌĞ ǁĞƌĞ ƐƉĞĐŝĨŝĞĚ ĂŶĚ ƉůĂŶŶĞĚ ŝŵƉĂĐƚ
ƌĂŝƐĞ ŵŝƚŝŐĂƚŝŽŶƉƌŽĐĞĚƵƌĞƐĨŽƌƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͘ƐƉĞĐŝĂůůLJ
ĂǁĂƌĞŶĞƐƐ ǀŝĂ ƚŚĞ ƉƌŽũĞĐƚ ŝ> ďLJ hZ͘ /ƚ ǁĂƐ ĨŽƵŶĚ ĂůƐŽ ƚŚĂƚ
ϮсĚŽĐƵŵĞŶƚƐĂŶĚ
ĂŵŽŶŐƚŚĞ WƌŽũĞĐƚ ZĞh ŝƐ ĞƐƉĞĐŝĂůůLJ ĨŽĐƵƐĞĚ ŽŶ ƚŽƵƌŝƐŵ͕ ďŽƚŚ
ĞǀŝĚĞŶĐĞŽĨ
ƉƵďůŝĐ͕ƚŽƵƌŝƐŵ ƚŽƵƌŝƐŵƐĞƌǀŝĐĞƉƌŽǀŝĚĞƌƐĂŶĚƚƌĂǀĞůĞƌƐŽŶŚŽǁƚŽŵŝƚŝŐĂƚĞ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ĞŶƚĞƌƉƌŝƐĞƐ͕ ĐůŝŵĂƚĞĐŚĂŶŐĞƐƚŚƌŽƵŐŚƌĞƐƉŽŶƐŝďůĞǁĂƐƚĞŵĂŶĂŐĞŵĞŶƚ
ĂŶĚǀŝƐŝƚŽƌƐ ĂŶĚƌĞƵƐĞƉƌĂĐƚŝĐĞƐ͘,ŽǁĞǀĞƌ͕ƚŚĞƌĞǁĞƌĞŶŽƚŝĚĞŶƚŝĨŝĞĚ
ĂďŽƵƚĐůŝŵĂƚĞ ĞŶŽƵŐŚ ĞǀŝĚĞŶĐĞƐ ŽŶ ƚŚĞ ĂĐƚŝǀĂƚŝŽŶ ŽĨ ƚŚĞƐĞ ŝŶ ƉƌĂĐƚŝĐĞ
ĐŚĂŶŐĞ ĂŶĚ ĞƐƉĞĐŝĂůůLJ ŝŶ ƌĞůĂƚŝŽŶ ǁŝƚŚ ƚŽƵƌŝƐŵ ĞŶƚĞƌƉƌŝƐĞƐ ĂŶĚ
ǀŝƐŝƚŽƌƐ͘DŽƌĞĞǀŝĚĞŶĐĞƐĂƌĞŶĞĞĚĞĚƚŽƐƵƉƉŽƌƚƚŚĞƐĞ͘
ϲ /ŶǀĞŶƚŽƌLJ ŽĨ ϲ͘Ă͘ƵƌƌĞŶƚ ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ŝƚǁĂƐŝĚĞŶƚŝĨŝĞĚĂŶŝŶǀĞŶƚŽƌLJĨŽƌ
ƚŽƵƌŝƐŵ ĂƐƐĞƚƐ Θ ŝŶǀĞŶƚŽƌLJĂŶĚ ƚŚĞ ĐƵůƚƵƌĂů ƐŝƚĞƐ ĂŶĚ ĂƚƚƌĂĐƚŝŽŶƐ
ĂƚƚƌĂĐƚŝŽŶƐ͗ ĐůĂƐƐŝĨŝĐĂƚŝŽŶŽĨ ;ŚƚƚƉ͗ͬͬǁǁǁ͘ƚnjĚƵďƌŽǀŶŝŬ͘ŚƌͬůĂŶŐͬĞŶͬŶĞǁƐͬƐƉŽŵĞŶŝĐŝͬ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƚŽƵƌŝƐŵĂƐƐĞƚƐ ŝŶĚĞdž͘ŚƚŵůͿ͘,ŽǁĞǀĞƌ͕ŝƚǁĂƐŶŽƚĨŽƵŶĚŝŶƉůĂĐĞĂŶĚƵƉͲ
ŚĂƐĂŶƵƉͲƚŽͲĚĂƚĞ͕ ĂŶĚ ƚŽͲĚĂƚĞĂŶŝŶǀĞŶƚŽƌLJĨŽƌŶĂƚƵƌĂůƐŝƚĞƐ͕ĞƐƉĞĐŝĂůůLJŽƵƚƐŝĚĞ
ƉƵďůŝĐůLJĂǀĂŝůĂďůĞ ĂƚƚƌĂĐƚŝŽŶƐ͕ ƚŚĞ ĂƌĞĂ ŽĨ ƚŚĞ ŽůĚ ĐŝƚLJ ĂŶĚ ŝŶ ƚŚĞ ƌĞŐŝŽŶ ƚŚĂƚ ĐŽƵůĚ
ŝŶǀĞŶƚŽƌLJĂŶĚ ŝŶĐůƵĚŝŶŐ ϮсĚŽĐƵŵĞŶƚƐ
ŝŶŝƚŝĂƚĞ ĂŶ ĞŶŐĂŐĞŵĞŶƚ ǁŝƚŚ ƚŚĞ ǀŝƐŝƚŽƌƐ͘ dŚŝƐ ƉĂƌƚ ŝƐ
ĂƐƐĞƐƐŵĞŶƚŽĨŝƚƐ ŶĂƚƵƌĂůĂŶĚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ
ƚŽƵƌŝƐŵĂƐƐĞƚƐĂŶĚ ĐƵůƚƵƌĂůƐŝƚĞƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŝŶĐůƵĚĞĚ ŝŶ ƚŚĞ ĚĞǀĞůŽƉŵĞŶƚ ŽĨƚŚĞ ƐŵĂƌƚ ǀŝƐŝƚŽƌ ĨůŽǁ
ŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵƚŚĂƚŝƐŝŶĚĞǀĞůŽƉŵĞŶƚĂŶĚƚĞƐƚŝŶŐ͘
ĂƚƚƌĂĐƚŝŽŶƐ͕
dŚŝƐƐLJƐƚĞŵŝŶĐůƵĚĞƐŶĂƚƵƌĂůƐŝƚĞƐĞƐƉĞĐŝĂůůLJŽƵƚƐŝĚĞŽĨ
ŝŶĐůƵĚŝŶŐŶĂƚƵƌĂů
ƚŚĞ ĂƌĞĂ ŽĨ ƚŚĞ ŽůĚ ĐŝƚLJ͘ dŚĞ ŵŽďŝůĞ ĂƉƉůŝĐĂƚŝŽŶ ŝƐ
ĂŶĚĐƵůƚƵƌĂůƐŝƚĞƐ͘
ĂǀĂŝůĂďůĞŽŶůŝŶĞďƵƚƐƚŝůůŝŶďĞƚĂƚĞƐƚŝŶŐ͘ůƐŽ͕ĚƵƌŝŶŐƚŚĞ
ƐŚĂƌĞŚŽůĚĞƌƐ ĚŝƐĐƵƐƐŝŽŶ ŝƚ ǁĂƐ ĨŽƵŶĚ ƚŚĂƚ ŵĂŶLJ
ŝŶĨŽƌŵĂƚŝŽŶŝƚĞŵƐƌĞůĂƚĞĚĞƐƉĞĐŝĂůůLJǁŝƚŚƚŚŝƐƉĂƌƚǁĂƐ
ŶŽƚ ƉƵďůŝĐ Žƌ ĞĂƐŝůLJ ƚŽ ĨŝŶĚ͘ ůƐŽ͕ ŝŶ ƐŽŵĞ ĐĂƐĞƐ͕
ŝŶĨŽƌŵĂƚŝŽŶ ƉŽŝŶƚƐ ĨŽƌ ŶĂƚƵƌĂů ƐŝƚĞƐ ǁŚĞƌĞ ŶŽƚ ƵƉ ƚŽ
ĚĂƚĞ͘

2019 GSTC Destination Assessment - Dubrovnik 71




ϳ WůĂŶŶŝŶŐ ϳ͘Ă͘WůĂŶŶŝŶŐ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ŝƚ ǁĂƐ ĨŽƵŶĚ Ă ĐŽŵƉƌĞŚĞŶƐŝǀĞ
ZĞŐƵůĂƚŝŽŶƐ͗ ŽƌnjŽŶŝŶŐ ƐLJƐƚĞŵŽŶƉůĂŶŶŝŶŐƌĞŐƵůĂƚŝŽŶĂŶĚƉƌŽĐĞƐƐƐƵƉƉŽƌƚŝŶŐƚŚŝƐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ŐƵŝĚĞůŝŶĞƐ͕ ŝŶƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͘dŚŝƐƉůĂŶŶŝŶŐƐLJƐƚĞŵ͕ĐŽǀĞƌƐĂůů
ŚĂƐƉůĂŶŶŝŶŐ ƌĞŐƵůĂƚŝŽŶƐ ƚŚĞŶĞĐĞƐƐĂƌLJŝƚĞŵƐ͕ŝƐƵƉĚĂƚĞĚĞǀĞƌLJϮLJĞĂƌƐĂŶĚŝƐƉƵďůŝĐ
ŐƵŝĚĞůŝŶĞƐ͕ ĂŶĚͬŽƌƉŽůŝĐŝĞƐ ĂǀĂŝůĂďůĞ͘ 'ĞŶĞƌĂů hƌďĂŶŝƐƚŝĐ WůĂŶ ŝŶƚĞŐƌĂƚĞƐ ƚŚĞ
ƌĞŐƵůĂƚŝŽŶƐ ƚŚĂƚƉƌŽƚĞĐƚ ϯсĚŽĐƵŵĞŶƚƐ͕ ŝŶǀĞŶƚŽƌŝĞƐ͕ ǀĂůƵĞƐ ĂŶĚ ƚŚĞ ŵĞĐŚĂŶŝƐŵ ŽĨ ƚŚĞ
ĂŶĚͬŽƌƉŽůŝĐŝĞƐ ŶĂƚƵƌĂůĂŶĚ ĞǀŝĚĞŶĐĞĂŶĚ ƉƌĞƐĞƌǀĂƚŝŽŶ ĂŶĚ ƉƌŽƚĞĐƚŝŽŶ ŽĨ ƚŚĞ ŶĂƚƵƌĂů ĂŶĚ ĐƵůƚƵƌĂů
ƚŚĂƚƌĞƋƵŝƌĞ ĐƵůƚƵƌĂů ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ŚĞƌŝƚĂŐĞ͘WůĂŶŝƐĐŽŵƉŝůĞĚƚŚƌŽƵŐŚƉĂƌƚŝĐŝƉĂƚŽƌLJĂƉƉƌŽĂĐŚ
ĞŶǀŝƌŽŶŵĞŶƚĂů͕ ƌĞƐŽƵƌĐĞƐ ĂŶĚ ĂĚŽƉƚĞĚ ĂĨƚĞƌ ƉƵďůŝĐ ŚĞĂƌŝŶŐƐ͘ ůƐŽ͕ ŝƚ ǁĂƐ ĨŽƵŶĚ ŝŶ
ĞĐŽŶŽŵŝĐĂŶĚ ƉůĂĐĞĂŽŶƐĞƌǀĂƚŝŽŶWůĂŶĨŽƌƚŚĞƵĨĨĞƌnjŽŶĞŽĨt,^KůĚ
ƐŽĐŝĂůŝŵƉĂĐƚ ŝƚLJŽĨƵďƌŽǀŶŝŬ͘ŽŶƐĞƌǀĂƚŝŽŶWůĂŶĨŽƌƚŚĞďƵĨĨĞƌnjŽŶĞƐ
ĂƐƐĞƐƐŵĞŶƚĂŶĚ ŽĨ t,^ ĞŶǀŝƐĂŐĞƐ ĂŶĚ ƌĞŐƵůĂƚĞƐ Ăůů ƉŽƐƐŝďůĞ ŶĞŐĂƚŝǀĞ
ŝŶƚĞŐƌĂƚĞ ŝŵƉĂĐƚƚŽƚŚĞŚŝƐƚŽƌŝĐĐŽƌĞŽĨƚŚĞĨƵƚƵƌĞĚĞǀĞůŽƉŵĞŶƚŝŶ
ƐƵƐƚĂŝŶĂďůĞůĂŶĚ ƚŚĞŐŝǀĞŶĂƌĞĂ͘/ŶĂĚĚŝƚŝŽŶ͕ŵĂŶLJƐƵƉƉŽƌƚŝŶŐŝƚĞŵƐǁĞƌĞ
ƵƐĞ͕ĚĞƐŝŐŶ͕ ĨŽƵŶĚ;^ƵƐƚĂŝŶĂďůĞdŽƵƌŝƐŵDŽďŝůŝƚLJ^ƚƵĚLJ͕ZĞŐƵůĂƚŝŽŶŽŶ
ĐŽŶƐƚƌƵĐƚŝŽŶ͕ĂŶĚ ĐŽůŽŐŝĐĂůEĞƚǁŽƌŬ͕ŝƌƉŽƌƚ^ƚƌĂƚĞŐLJ͕ĞƚĐͿ
ĚĞŵŽůŝƚŝŽŶ͘dŚĞ ϳ͘ď͘ ĂƐĞĚŽŶƚŚĞĞǀŝĚĞŶĐĞƐƚŚĂƚǁĞƌĞĨŽƵŶĚ͕ƚŚĞƌĞĂƌĞŝŶƉůĂĐĞ
ŐƵŝĚĞůŝŶĞƐ͕ 'ƵŝĚĞůŝŶĞƐ͕ ŐƵŝĚĞůŝŶĞƐ ĂŶĚ ƉŽůŝĐŝĞƐ ŽŶ ƚŚĞ ŐĞŶĞƌĂů ůĂŶĚ ƵƐĞ͕ ĚĞƐŝŐŶ͕
ƌĞŐƵůĂƚŝŽŶƐ ƌĞŐƵůĂƚŝŽŶƐ ĐŽŶƐƚƌƵĐƚŝŽŶ ĂŶĚ ĚĞŵŽůŝƚŝŽŶ ďƵƚ ŶŽƚ ǁŝƚŚ ƐƉĞĐŝĨŝĐ ĂŶĚ
ĂŶĚͬŽƌƉŽůŝĐŝĞƐ ĂŶĚͬŽƌƉŽůŝĐŝĞƐ ϭс ĚĞŵĂŶĚŝŶŐ ŝĚĞŶƚŝĨŝĐĂƚŝŽŶ ŽĨ ƚŚĞ ƐƵƐƚĂŝŶĂďůĞ ƚĞƌŵŝŶŽůŽŐLJ
ĂƌĞĚĞƐŝŐŶĞĚƚŽ ƚŚĂƚĂĚĚƌĞƐƐ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ŽŶƚŚĞƐĞ͘
ƉƌŽƚĞĐƚŶĂƚƵƌĂů ƐƵƐƚĂŝŶĂďůĞ
ĂŶĚĐƵůƚƵƌĂů ůĂŶĚƵƐĞ͕
ƌĞƐŽƵƌĐĞƐ͕ǁĞƌĞ ĚĞƐŝŐŶ͕
ĐƌĞĂƚĞĚǁŝƚŚ ĐŽŶƐƚƌƵĐƚŝŽŶ͕
ůŽĐĂůŝŶƉƵƚƐĨƌŽŵ ĂŶĚĚĞŵŽůŝƚŝŽŶ
ƚŚĞƉƵďůŝĐĂŶĚĂ ϳ͘Đ͘ ƵƌŝŶŐƚŚĞŽŶͲƐŝƚĞƉĂƌƚŽĨƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ŝƚǁĂƐŝĚĞŶƚŝĨŝĞĚ
ƚŚŽƌŽƵŐŚƌĞǀŝĞǁ 'ƵŝĚĞůŝŶĞƐ͕ ƚŚĂƚ ƚŚĞƌĞ ŝƐ ŝŶ ƉůĂĐĞ Ăůů ƚŚĞ ŶĞĐĞƐƐĂƌLJ ƌĞŐƵůĂƚŝŽŶƐ ĂŶĚ
ƉƌŽĐĞƐƐ͕ĂƌĞ ƌĞŐƵůĂƚŝŽŶƐ ŐƵŝĚĞůŝŶĞƐĨŽƌƚŚĞĚĞĐŝƐŝŽŶŵĂŬŝŶŐďĂƐĞĚŽŶůŽĐĂůŝŶƉƵƚƐ
ƉƵďůŝĐůLJ ĂŶĚͬŽƌƉŽůŝĐŝĞƐ ϮсĚŽĐƵŵĞŶƚƐ ĂŶĚƉƵďůŝĐƌĞǀŝĞǁ͕ĂƐŝƚŝƐĂŶhƌĞŐƵůĂƚŝŽŶĂůƐŽ͘dŚŝƐŝƐĂ
ĐŽŵŵƵŶŝĐĂƚĞĚ͕ ǁĞƌĞĐƌĞĂƚĞĚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ƐƉĞĐŝĨŝĐŐŽĂůŝŶƚŚĞZƚƉƌŽũĞĐƚŝŶƚĞƌǀĞŶƚŝŽŶůŽŐŝĐƵŶĚĞƌƚŚĞ
ĂŶĚĂƌĞĞŶĨŽƌĐĞĚ͘ ǁŝƚŚůŽĐĂů ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƉƌŝŽƌŝƚLJ ŽĨ ^ƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚ ZĞƐŝůŝĞŶĐĞ͘ ,ŽǁĞǀĞƌ͕
ŝŶƉƵƚƐĨƌŽŵƚŚĞ ĂĚĚŝƚŝŽŶĂů ƉƌŽŽĨƐ ŚĂǀĞ ŶŽƚ ƉƌŽǀŝĚĞĚ ŽŶ ƚŚĂƚ ŝŶ ŽƌĚĞƌ ƚŽ
ƉƵďůŝĐĂŶĚĂ ũƵƐƚŝĨLJƚŚĞƉƌŽĐĞƐƐĞĨĨŝĐŝĞŶĐLJ͘
ƚŚŽƌŽƵŐŚ
ƌĞǀŝĞǁƉƌŽĐĞƐƐ
ϳ͘Ě͘WůĂŶŶŝŶŐ ǀĞŶ ƚŚĂƚ ƚŚĞ ƉƵďůŝĐůLJ ĐŽŵŵƵŶŝĐĂƚŝŽŶ ŝƐ Ă ůĞŐŝƐůĂƚŝǀĞ
ŐƵŝĚĞůŝŶĞƐ͕ ϭс ĚĞŵĂŶĚ͕ ĚƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ ǁĂƐ ĨŽƵŶĚ ƐĞǀĞƌĂů
ƌĞŐƵůĂƚŝŽŶƐ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ŝŶƚĞƌǀŝĞǁŽƵƚĐŽŵĞƐŐŝǀĞŶƚŚĂƚƚŚĞĐŽŵŵƵŶŝĐĂƚŝŽŶƉĂƌƚŝƐ
ĂŶĚͬŽƌƉŽůŝĐŝĞƐ ŶŽƚ ĞŶŽƵŐŚ͘ DŽƌĞ ĂĐƚŝŽŶƐ ƐŚŽƵůĚ ďĞ ŵĂĚĞ ŝŶ ƚŚĂƚ
ĂƌĞƉƵďůŝĐůLJ ĚŝƌĞĐƚŝŽŶ͘
ĐŽŵŵƵŶŝĐĂƚĞĚ
ĂŶĚĂƌĞ
ĞŶĨŽƌĐĞĚ


72 2019 GSTC Destination Assessment - Dubrovnik




ϴ ĐĐĞƐƐ ĨŽƌ Ăůů͗ ϴ͘Ă͘WŽůŝĐŝĞƐ KŶKĐƚŽďĞƌϭϯ͕ϮϬϭϱ͕ƚŚĞƵďƌŽǀŶŝŬŝƚLJŽƵŶĐŝůĂĚŽƉƚĞĚ


tŚĞƌĞ ƐƵƉƉŽƌƚŝŶŐ ƚŚĞ^ƚƌĂƚĞŐLJĨŽƌƋƵĂůŝnjĂƚŝŽŶŽĨKƉƉŽƌƚƵŶŝƚŝĞƐĨŽƌWĞƌƐŽŶƐ
ASSESSMENT METHODOLOGY
ĂƉƉƌŽƉƌŝĂƚĞ͕ƐŝƚĞƐ ĂĐĐĞƐƐƚŽ ǁŝƚŚŝƐĂďŝůŝƚŝĞƐĨŽƌƚŚĞƉĞƌŝŽĚĨƌŽŵϮϬϭϱƚŽϮϬϮϬ͘WƌŝŽƌŝƚLJ
ĂŶĚĨĂĐŝůŝƚŝĞƐ͕ ƚŽƵƌŝƐƚƐŝƚĞƐ ĂƌĞĂƐ ŝĚĞŶƚŝĨŝĞĚ ŝŶ ƚŚĞ ^ƚƌĂƚĞŐLJ ĂƌĞ͗ ϭ͘ hƉďƌŝŶŐŝŶŐ ĂŶĚ
ŝŶĐůƵĚŝŶŐƚŚŽƐĞŽĨ ĂŶĚĨĂĐŝůŝƚŝĞƐ͕ ĞĚƵĐĂƚŝŽŶ͕Ϯ͘ŵƉůŽLJŵĞŶƚ͕ϯ͘^ŽĐŝĂůŝŶĐůƵƐŝŽŶĨŽĐƵƐŝŶŐŽŶ
ϮсĚŽĐƵŵĞŶƚƐ
ŶĂƚƵƌĂůĂŶĚ ŝŶĐůƵĚŝŶŐƚŚŽƐĞ ƐŽĐŝĂů ƐĞƌǀŝĐĞƐ͕ ϰ͘ WĂƌƚŶĞƌƐŚŝƉ ǁŝƚŚ Đŝǀŝů ƐŽĐŝĞƚLJ
ĂŶĚĞǀŝĚĞŶĐĞŽĨ
ĐƵůƚƵƌĂů ŽĨŶĂƚƵƌĂů͕ ŽƌŐĂŶŝnjĂƚŝŽŶƐ͕ ϱ͘ ĐĐĞƐƐŝďŝůŝƚLJ ĂŶĚ ƚƌĂŶƐƉŽƌƚ͘ ůƐŽ͕ ŵĂŶLJ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ŝŵƉŽƌƚĂŶĐĞ͕ĂƌĞ ĐƵůƚƵƌĂůĂŶĚ ŝƚĞŵƐ ŝŶ ƚŚĞ ZĞƐƉĞĐƚ ƚŚĞ ĐŝƚLJ ŝŶŝƚŝĂƚŝǀĞ ǁĞƌĞ ƐƵƉƉŽƌƚŝŶŐ
ĂĐĐĞƐƐŝďůĞƚŽĂůů͕ ŚŝƐƚŽƌŝĐ these. Finally, the initiative ‘Dubrovnik Ͳ Ă ŚĞĂůƚŚLJ ƚŽǁŶΖ
ŝŶĐůƵĚŝŶŐƉĞƌƐŽŶƐ ŝŵƉŽƌƚĂŶĐĞĨŽƌ ƐƵƉƉŽƌƚƐ ƚŚĂƚ ĂƐ Ă ĐŽŽƉĞƌĂƚŝŽŶ ďĞƚǁĞĞŶ ƚŚĞ ƵďƌŽǀŶŝŬ
ǁŝƚŚĚŝƐĂďŝůŝƚŝĞƐ /ŶĚŝǀŝĚƵĂůƐǁŝƚŚ ŝƚLJ 'ŽǀĞƌŶŵĞŶƚ ĂŶĚ Đŝǀŝů ƐŽĐŝĞƚLJ ŽƌŐĂŶŝnjĂƚŝŽŶƐ ŝŶ ƚŚĞ
ĂŶĚŽƚŚĞƌƐǁŚŽ ĚŝƐĂďŝůŝƚŝĞƐĂŶĚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ ƚŚĞ ^ƚƌĂƚĞŐLJ ĨŽƌ ƋƵĂůŝnjĂƚŝŽŶ ŽĨ
ŚĂǀĞƐƉĞĐŝĨŝĐ ŽƚŚĞƌƐǁŚŽ KƉƉŽƌƚƵŶŝƚŝĞƐ ĨŽƌ WĞƌƐŽŶƐ ǁŝƚŚ ŝƐĂďŝůŝƚŝĞƐ͘ &ŝŶĂůůLJ͕ ƚŚŝƐ
ĂĐĐĞƐƐ ŚĂǀĞƐƉĞĐŝĨŝĐ ĂůƐŽ ŝŶĐůƵĚĞĚ ŝŶ ƚŚĞ Zƚ ĐƚŝŽŶ WůĂŶ ƵŶĚĞƌ ƚŚĞ WƌŝŽƌŝƚLJ
ƌĞƋƵŝƌĞŵĞŶƚƐ͘ ĂĐĐĞƐƐ ĐĐĞƐƐŝďŝůŝƚLJ ĂŶĚ DŽďŝůŝƚLJ͕ ǁŝƚŚ ƐƉĞĐŝĨŝĐ ŐŽĂů ĨŽĐƵƐĞĚ ŽŶ
tŚĞƌĞƐƵĐŚƐŝƚĞƐ ƌĞƋƵŝƌĞŵĞŶƚƐ͕ ƐƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚ ĂĐĐĞƐƐŝďŝůŝƚLJ ĨŽƌ ĐŚŝůĚƌĞŶ͕ ƉĞƌƐŽŶƐ ǁŝƚŚ
ĂŶĚĨĂĐŝůŝƚŝĞƐĂƌĞ ǁŚĞƌĞ ĚŝƐĂďŝůŝƚLJĂŶĚŽƚŚĞƌƉĞƌƐŽŶƐǁŝƚŚŵŽďŝůŝƚLJŝƐƐƵĞƐ͘
ŶŽƚŝŵŵĞĚŝĂƚĞůLJ ĂƉƉƌŽƉƌŝĂƚĞ
ĂĐĐĞƐƐŝďůĞ͕ĂĐĐĞƐƐ ϴ͘ď͘ džĂŵƉůĞƐ ŽĨ ƚŚĞ ƐŽůƵƚŝŽŶƐ ĨŽƌ ƚŚĞ ƚƌĂŶƐƉŽƌƚ ͗ ^ƉĞĐŝĂůŝnjĞĚ
ŝƐĂĨĨŽƌĚĞĚ ĐĐĞƐƐŝďŝůŝƚLJ ǀĞŚŝĐůĞ ĨŽƌ ƚŚĞ ƚƌĂŶƐƉŽƌƚ͕ dƌĂŶƐƉŽƌƚĞƌ ŝŶ ƚŚĞ ŚŝƐƚŽƌŝĐ ĐŝƚLJ
ƚŚƌŽƵŐŚƚŚĞĚĞƐŝŐŶ ƐŽůƵƚŝŽŶƐĂƌĞ ĐĞŶƚĞƌ͕ >ŝĨƚƐ ĂŶĚ ĞůĞǀĂƚŽƌƐ ŽŶ ƚŚƌĞĞ ƵďƌŽǀŶŝŬ ďĞĂĐŚĞƐ͕
ĂŶĚ ĚĞƐŝŐŶĞĚƚŽ WƵďůŝĐ ƚƌĂŶƐƉŽƌƚ ĂĚĂƉƚĞĚ ƚŽ ƉĞƌƐŽŶƐ ǁŝƚŚ ĚŝƐĂďŝůŝƚŝĞƐ͕
ϮсĚŽĐƵŵĞŶƚƐ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨ ƚĂŬĞŝŶƚŽ DŽďŝůĞƌĂŵƉŝŶƚŚĞ>ĂnjĂƌĞƚŝĐŽŵƉůĞdž͘
ĂŶĚĞǀŝĚĞŶĐĞŽĨ
ƐŽůƵƚŝŽŶƐƚŚĂƚƚĂŬĞ ĂĐĐŽƵŶƚƚŚĞ 
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ŝŶƚŽĂĐĐŽƵŶƚďŽƚŚ ŝŶƚĞŐƌŝƚLJŽĨƚŚĞ
ƚŚĞŝŶƚĞŐƌŝƚLJŽĨƚŚĞ ƐŝƚĞǁŚŝůĞ
ƐŝƚĞĂŶĚƐƵĐŚ ŵĂŬŝŶŐ
ƌĞĂƐŽŶĂďůĞ ƌĞĂƐŽŶĂďůĞ
ĂĐĐŽŵŵŽĚĂƚŝŽŶƐ ĂĐĐŽŵŵŽĚĂƚŝŽ
ĨŽƌƉĞƌƐŽŶƐǁŝƚŚ ŶĨŽƌ
ĂĐĐĞƐƐ ƉĞŽƉůĞ ǁŝƚŚ
ƌĞƋƵŝƌĞŵĞŶƚƐĂƐ ĚŝƐĂďŝůŝƚŝĞƐ
ĐĂŶďĞĂĐŚŝĞǀĞĚ͘
ϵ WƌŽƉĞƌƚLJ ϵ͘Ă͘WŽůŝĐLJŽƌ ĂƐĞĚŽŶƚŚĞĂƐƐĞƐƐŵĞŶƚŽƵƚĐŽŵĞƐ͕ƚŚĞĐŝƚLJŽĨƵďƌŽǀŶŝŬ
ĐƋƵŝƐŝƚŝŽŶƐ͗>ĂǁƐ ůĞŐŝƐůĂƚŝŽŶ͕ Ϯс ĨŽůůŽǁƐĂůůƚŚĞŶĞĐĞƐƐĂƌLJůĞŐŝƐůĂƚŝŽŶŽŶƚŚŝƐĐƌŝƚĞƌŝŽŶ͕ĞǀĞŶ
ĂŶĚƌĞŐƵůĂƚŝŽŶƐ ŝŶĐůƵĚŝŶŐ ĚŽĐƵŵĞŶƚƐĂŶĚ ƚŚŽƵŐŚ ŝƐ ŶŽƚ ƐƚƌĂŝŐŚƚ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĞ ĐŽŶƚĞŶƚ ŽĨ ƚŚĞ
ƌĞŐĂƌĚŝŶŐ ĞŶĨŽƌĐĞŵĞŶƚ ĞǀŝĚĞŶĐĞŽĨ ĚĞƐƚŝŶĂƚŝŽŶ͘,ŽǁĞǀĞƌ͕ŝƚĐŽƵůĚďĞƌĞůĂƚĞĚǁŝƚŚƚŚĞƌŝŐŚƚƐ
ƉƌŽƉĞƌƚLJ ƉƌŽǀŝƐŝŽŶƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨƚŚĞĐŝƚŝnjĞŶƐŽĨƚŚĞŽůĚĐŝƚLJ͕ĨŽƌǁŚŝĐŚƚŚĞƌĞĂƌĞƚĂŬĞŶĂůů
ĂĐƋƵŝƐŝƚŝŽŶƐĞdžŝƐƚ͕ ĞdžŝƐƚƐ ƚŚĞŶĞĐĞƐƐĂƌLJŵĞĂƐƵƌĞƐĂŶĚƐƵƉƉŽƌƚŝŶŐƉŽůŝĐŝĞƐ͘
ĂƌĞĞŶĨŽƌĐĞĚ͕
ϵ͘ď͘WŽůŝĐLJŽƌ ĂƐĞĚŽŶƚŚĞĂƐƐĞƐƐŵĞŶƚŽƵƚĐŽŵĞƐ͕ƚŚĞĐŝƚLJŽĨƵďƌŽǀŶŝŬ
ĐŽŵƉůLJǁŝƚŚ
ůĞŐŝƐůĂƚŝŽŶƚŚĂƚ ĨŽůůŽǁƐĂůůƚŚĞŶĞĐĞƐƐĂƌLJůĞŐŝƐůĂƚŝŽŶŽŶƚŚŝƐĐƌŝƚĞƌŝŽŶ͕ĞǀĞŶ
ĐŽŵŵƵŶĂůĂŶĚ
ĐŽŶƐŝĚĞƌƐ ƚŚŽƵŐŚ ŝƐ ŶŽƚ ƐƚƌĂŝŐŚƚ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĞ ĐŽŶƚĞŶƚ ŽĨ ƚŚĞ
ŝŶĚŝŐĞŶŽƵƐƌŝŐŚƚƐ͕ ϮсĚŽĐƵŵĞŶƚƐ ĚĞƐƚŝŶĂƚŝŽŶ͘,ŽǁĞǀĞƌ͕ŝƚĐŽƵůĚďĞƌĞůĂƚĞĚǁŝƚŚƚŚĞƌŝŐŚƚƐ
ŝŶĚŝŐĞŶŽƵƐ
ĞŶƐƵƌĞƉƵďůŝĐ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ŽĨƚŚĞĐŝƚŝnjĞŶƐŽĨƚŚĞŽůĚĐŝƚLJ͕ĨŽƌǁŚŝĐŚƚŚĞƌĞĂƌĞƚĂŬĞŶĂůů
ƌŝŐŚƚƐĂŶĚ
ĐŽŶƐƵůƚĂƚŝŽŶ͕ĂŶĚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƚŚĞŶĞĐĞƐƐĂƌLJŵĞĂƐƵƌĞƐĂŶĚƐƵƉƉŽƌƚŝŶŐƉŽůŝĐŝĞƐ͘
ĂƵƚŚŽƌŝnjĞƐ
ĚŽŶŽƚĂƵƚŚŽƌŝnjĞ
ƌĞƐĞƚƚůĞŵĞŶƚ
ƌĞƐĞƚƚůĞŵĞŶƚ
ŽŶůLJǁŚĞŶ
ǁŝƚŚŽƵƚƉƌŝŽƌ
ƚŚĞƌĞŝƐ
ŝŶĨŽƌŵĞĚĐŽŶƐĞŶƚ
ŝŶĨŽƌŵĞĚ
ĂŶĚͬŽƌƌĞĂƐŽŶĂďůĞ
ĐŽŶƐĞŶƚĂŶĚͬŽƌ
ĐŽŵƉĞŶƐĂƚŝŽŶ͘
ƌĞĂƐŽŶĂďůĞ
ĐŽŵƉĞŶƐĂƚŝŽŶ

2019 GSTC Destination Assessment - Dubrovnik 73




ϭϬ sŝƐŝƚŽƌ ϭϬ͘Ă͘  ǀŝĚĞŶĐĞƐŽŶƚŚĞĞdžŝƐƚĞŶĐĞŽĨĂƉƵďůŝĐƌĞƉŽƌƚŝŶŐŽĨĚĂƚĂŽŶ


^ĂƚŝƐĨĂĐƚŝŽŶ͗ ŽůůĞĐƚŝŽŶĂŶĚ ϭсĚŽĐƵŵĞŶƚƐ ǀŝƐŝƚŽƌƐĂƚŝƐĨĂĐƚŝŽŶǁĞƌĞŝĚĞŶƚŝĨŝĞĚ͕ďĂƐĞĚŽŶƌĞƉŽƌƚƐůŝŬĞ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƉƵďůŝĐ ĞdžŝƐƚ ƚŚĞ dKD^ ƵďƌŽǀŶŝŬ ϮϬϭϴ͘ ,ŽǁĞǀĞƌ͕ ŝƚ ǁĂƐ ŶŽƚ ĐůĞĂƌ
ŚĂƐĂƐLJƐƚĞŵƚŽ ƌĞƉŽƌƚŝŶŐŽĨ ŚŽǁ ĂŶĚ ŝĨ ŝƚ ŝƐ ĞĨĨŝĐŝĞŶƚ ƚŚĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ ƐƵĐŚ Ă
ŵŽŶŝƚŽƌĂŶĚ ĚĂƚĂŽŶǀŝƐŝƚŽƌ ƉƌŽĐĞƐƐ ĂŶĚ ƚŚĞ ŵĞĂŶƐ ĨŽƌ ƚŚĂƚ ;ĨŽƌ ĞdžĂŵƉůĞ LJĞĂƌůLJ
ƉƵďůŝĐůLJƌĞƉŽƌƚ ƐĂƚŝƐĨĂĐƚŝŽŶ ƌĞƉŽƌƚƐ͕dŽƵƌŝƐŵŽĂƌĚtĞďƐŝƚĞ͕ĞƚĐͿ͘
ǀŝƐŝƚŽƌƐĂƚŝƐĨĂĐƚŝŽŶ͕ ϭϬ͘ď͘^LJƐƚĞŵ /ƚǁĂƐĨŽƵŶĚĚƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚƐĞǀĞƌĂůĞǀŝĚĞŶĐĞƐĨŽƌ
ĂŶĚ͕ŝĨŶĞĐĞƐƐĂƌLJ͕ ƚŽƚĂŬĞĂĐƚŝŽŶ ϭсĚŽĐƵŵĞŶƚƐ ƚŚĞ ĞdžŝƐƚĞŶĐĞ ŽĨ ƐƵĐŚ Ă ƐLJƐƚĞŵĂƚŝĐ ǁĂLJ ĂŶĚ ůĞƐƐ Ă
ƚŽƚĂŬĞĂĐƚŝŽŶƚŽ ƚŽŝŵƉƌŽǀĞ ĞdžŝƐƚ ĐŽŵƉƌĞŚĞŶƐŝǀĞ ƐLJƐƚĞŵ ŝŶ ƉůĂĐĞ͘ ůĞĐƚƌŽŶŝĐ ŵĞĂŶƐ ǁĞƌĞ
ŝŵƉƌŽǀĞǀŝƐŝƚŽƌ ǀŝƐŝƚŽƌ ŵŝƐƐŝŶŐ͘
ƐĂƚŝƐĨĂĐƚŝŽŶ͘ ƐĂƚŝƐĨĂĐƚŝŽŶ
ďĂƐĞĚŽŶ
ŵŽŶŝƚŽƌŝŶŐ
ŝŶĨŽƌŵĂƚŝŽŶ
ϭϭ ^ƵƐƚĂŝŶĂďŝůŝƚLJ ϭϭ͘Ă͘/ŶĚƵƐƚƌLJ  ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ŝƚǁĂƐŝĚĞŶƚŝĨŝĞĚƐĞǀĞƌĂů,ŽƚĞůƐ;ϴ
^ƚĂŶĚĂƌĚƐ͗  ƐƵƉƉŽƌƚĞĚ ϭсĚŽĐƵŵĞŶƚƐ ŝŶŶƵŵďĞƌͿƚŚĂƚǁĞƌĞĐĞƌƚŝĨŝĞĚƵŶĚĞƌĂ'^dƌĞĐŽŐŶŝnjĞĚ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƐƵƐƚĂŝŶĂďůĞ ĞdžŝƐƚ ƐƚĂŶĚĂƌĚ͘/ƚǁĂƐŶŽƚƚŚĞĐĂƐĞĨŽƌƚŚĞdK͕ǁŚĞƌĞŶŽƐƵĐŚ
ŚĂƐĂƐLJƐƚĞŵƚŽ ƚŽƵƌŝƐŵ ŝŶĨŽƌŵĂƚŝŽŶǁĂƐĞƐƚŝŵĂƚĞĚ͘dŚŝƐƌĞƐƵůƚƐŵĂŝŶůLJďĂƐĞĚŽŶ
ƉƌŽŵŽƚĞ ĐĞƌƚŝĨŝĐĂƚŝŽŶŽƌ ƚŚĞĚĞŵĂŶĚŽĨƚŚĞŵĂƌŬĞƚďŝŐƉůĂLJĞƌƐ;ůŝŬĞdh/'ƌŽƵƉͿĂŶĚ
ƐƵƐƚĂŝŶĂďŝůŝƚLJ ĞŶǀŝƌŽŶŵĞŶƚĂů ůĞƐƐďLJĂĐĞŶƚƌĂůĚŝƌĞĐƚŝŽŶŽĨƚŚĞ,ŽƚĞůƐƐŽĐŝĂƚŝŽŶŽƌƚŚĞ
ƐƚĂŶĚĂƌĚƐĨŽƌ ŵĂŶĂŐĞŵĞŶƚ ŝƚLJŽĨƵďƌŽǀŶŝŬ͘,ŽǁĞǀĞƌ͕ƚŚŝƐǁŝůůĐŚĂŶŐĞŝŶƚŚĞŵŝĚĚůĞ
ĞŶƚĞƌƉƌŝƐĞƐ ƐLJƐƚĞŵ ƚŽůŽŶŐƚĞƌŵďLJƚŚĞŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƚŚĞZƚƉƌŽŐƌĂŵ͕
ĐŽŶƐŝƐƚĞŶƚǁŝƚŚ ǁŚĞƌĞƐƵĐŚĂĚŝƌĞĐƚŝŽŶŝƐŐŝǀĞŶ͘
ƚŚĞ'^dƌŝƚĞƌŝĂ͘ ϭϭ͘ď͘ /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞƵƉƚŽϴŚŽƚĞůƐ;ĂůŵŽƐƚϮϬйͿŽĨƚŚĞ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ^ƵƐƚĂŝŶĂďůĞ ϭсĚŽĐƵŵĞŶƚƐ ƚŽƚĂů ĞƐƚŝŶĂƚŝŽŶĐĂƉĂĐŝƚLJƚŽ ďĞ ĐĞƌƚŝĨŝĞĚĂƐ dƌĂǀĞůŝĨĞĨŽƌ
ŵĂŬĞƐƉƵďůŝĐůLJ ƚŽƵƌŝƐŵ ĞdžŝƐƚ ,ŽƚĞůƐ͘,ŽǁĞǀĞƌ͕ƚŚŝƐŝƐƚŚĞƌĞƐƵůƚŽĨĂďŝŐŚŽƚĞůĐŚĂŝŶŝŶ
ĂǀĂŝůĂďůĞĂůŝƐƚŽĨ ĐĞƌƚŝĨŝĐĂƚŝŽŶŽƌ ƌŽĂƚŝĂ;>,ͿĂŶĚŶŽƚĂŶŽǀĞƌĂůůŝŶŝƚŝĂƚŝǀĞ͘
ƐƵƐƚĂŝŶĂďŝůŝƚLJ ĞŶǀŝƌŽŶŵĞŶƚĂů
ĐĞƌƚŝĨŝĞĚŽƌ ŵĂŶĂŐĞŵĞŶƚ
ǀĞƌŝĨŝĞĚ ƐLJƐƚĞŵ
ĞŶƚĞƌƉƌŝƐĞƐ͘ ƌĞĐŽŐŶŝnjĞĚďLJ
ƚŚĞ'^d
ϭϭ͘Đ͘ /ƚ ǁĂƐ ĨŽƵŶĚ ŶŽƚ Ă ƌŽďƵƐƚ ƐLJƐƚĞŵ ŽĨ ŵŽŶŝƚŽƌŝŶŐƚŽƵƌŝƐŵ
DŽŶŝƚŽƌŝŶŐŽĨ ϬсŶŽĚŽĐƵŵĞŶƚƐ ďƵƐŝŶĞƐƐƉĂƌƚŝĐŝƉĂƚŝŽŶŝŶƉůĂĐĞďLJĂŶLJŽƌŐĂŶŝnjĂƚŝŽŶ͕ƉƵďůŝĐ
ƚŽƵƌŝƐŵ ĞdžŝƐƚ ŽƌƉƌŝǀĂƚĞ͘^ŽŵĞĂƉƉůŝĐĂƚŝŽŶƐůŝŬĞdƌĂǁĞůƉƉŽƌŽƚŚĞƌũƵƐƚ
ďƵƐŝŶĞƐƐ ŵĞŶƚŝŽŶŝŶŐƚŚŝƐƚƌĞŶĚĂŶĚĂƌĞŐŝǀŝŶŐƐŽŵĞŝŶĨŽĂďŽƵƚ͘
ƉĂƌƚŝĐŝƉĂƚŝŽŶŝŶ
ƚŽƵƌŝƐŵ
ĐĞƌƚŝĨŝĐĂƚŝŽŶŽƌ
ĞŶǀŝƌŽŶŵĞŶƚĂů
ŵĂŶĂŐĞŵĞŶƚ
ƐLJƐƚĞŵ
ϭϭ͘Ě͘WƵďůŝĐůLJ dŚĞƌĞǁĂƐĨŽƵŶĚŶŽĂǀĂŝůĂďůĞƉƵďůŝĐůLJůŝƐƚŽŶƐƵƐƚĂŝŶĂďŝůŝƚLJ
ĂǀĂŝůĂďůĞůŝƐƚŽĨ ϬсŶŽĚŽĐƵŵĞŶƚƐ ĐĞƌƚŝĨŝĞĚ Žƌ ǀĞƌŝĨŝĞĚ ĞŶƚŝƚŝĞƐ͕ ŶŽƚ ĞǀĞŶ ĨŽƌ ƚŚĞ dŽƵƌ
ƐƵƐƚĂŝŶĂďŝůŝƚLJ ĞdžŝƐƚ KƉĞƌĂƚŽƌƐƚŚĂƚŝƐƌĞůĂƚĞĚǁŝƚŚĂƉĂƌƚŝĐƵůĂƌůLJŝŵƉŽƌƚĂŶƚƉĂƌƚ
ĐĞƌƚŝĨŝĞĚŽƌ ŽĨƚŚĞƚŽƵƌŝƐŵĞĐŽŶŽŵLJ͕ƌƵŝƐŝŶŐ͘
ǀĞƌŝĨŝĞĚ
ĞŶƚŝƚŝĞƐ

74 2019 GSTC Destination Assessment - Dubrovnik




ϭϮ ^ĂĨĞƚLJΘ ϭϮ͘Ă͘KŶŐŽŝŶŐ ĂƐĞĚ ŽŶ ƚŚĞ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ ǁĞƌĞ ŝĚĞŶƚŝĨŝĞĚ ŝŶ ƚŚĞ
^ĞĐƵƌŝƚLJ͗ ĐŽŵƉƵůƐŽƌLJ ĂƐƐĞƐƐŵĞŶƚ͕ ƚŚĞƌĞ ŝƐ Ă ĐŽŵƉƌĞŚĞŶƐŝǀĞ ƐLJƐƚĞŵ ŝŶ ƉůĂĐĞ͕
ASSESSMENT METHODOLOGY
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ŝŶƐƉĞĐƚŝŽŶƐŽĨ ǁĞůůŽƌŐĂŶŝnjĞĚĂŶĚĐŽŶƚƌŽůůĞĚďLJƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬĂŶĚ
ŚĂƐĂƐLJƐƚĞŵƚŽ ĨŝƌĞ͕ĨŽŽĚ ϯсĚŽĐƵŵĞŶƚƐ͕ ƚŚĞ ƌĞůĞǀĂŶƚ ĚĞƉĂƌƚŵĞŶƚ ;ĨŽƌ ĞdžĂŵƉůĞ ĨŝƌĞ ĚĞƉĂƌƚŵĞŶƚ͕
ŵŽŶŝƚŽƌ͕ƉƌĞǀĞŶƚ͕ ŚLJŐŝĞŶĞ͕ĂŶĚ ĞǀŝĚĞŶĐĞĂŶĚ ĞƚĐͿ͘ ůƐŽ͕ ƚŚŝƐ ƐLJƐƚĞŵ ŝƐ ŽĨƚĞŶ ĞǀĂůƵĂƚĞĚ ĚƵĞ ƚŽ ƚŚĞ
ƉƵďůŝĐůLJƌĞƉŽƌƚ͕ ĞůĞĐƚƌŝĐŝƚLJ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ŶĂƚŝŽŶĂůůĞŐŝƐůĂƚŝŽŶŶĞĞĚƐĂŶĚƵƉĚĂƚĞĚ͘
ĂŶĚƌĞƐƉŽŶĚƚŽ ƐĂĨĞƚLJĨŽƌ
ĐƌŝŵĞ͕ƐĂĨĞƚLJ͕ĂŶĚ ƚŽƵƌŝƐŵ
ŚĞĂůƚŚŚĂnjĂƌĚƐ͘ ƉƌŽƉĞƌƚŝĞƐ
ϭϮ͘ď͘^ĂĨĞƚLJ /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞĂůůƚŚĞŶĞĐĞƐƐĂƌLJŵĞĂŶƐƚŽĐŽǀĞƌƚŚŝƐ
ƉƌĞĐĂƵƚŝŽŶƐ ŶĞĞĚĂŶĚƐƵƉƉŽƌƚƐƉĞĐŝĂůĐĞƌƚŝĨŝĐĂƚŝŽŶƐͬĞǀĂůƵĂƚŝŽŶƐůŝŬĞ
ƐƵĐŚĂƐĨŝƌƐƚĂŝĚ Ϯс ůƵĞ&ůĂŐŝŶƐƉĞĐŝĨŝĐďĞĂĐŚĞƐ͘EŽƚĞǀĂůƵĂƚŝŽŶŽƵƚĐŽŵĞƐŽŶ
ƐƚĂƚŝŽŶƐĂƚ ĚŽĐƵŵĞŶƚƐĂŶĚ ŝŵƉƌŽǀĞŵĞŶƚǁĂƐĨŽƵŶĚ͘
ĞĂĐŚĞƐͬ ĞǀŝĚĞŶĐĞŽĨ
ƚŽƵƌŝƐƚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ĂƚƚƌĂĐƚŝŽŶƐŝƚĞƐ

ϭϮ͘Đ͘^LJƐƚĞŵ /ŶƐŝĚĞƚŚĞŽůĚĐŝƚLJďƵƚĂůƐŽƚŚĞŽƚŚĞƌƉĂƌƚƐŽĨƚŚĞŝƚLJŽĨ
ƚŽƉƌĞǀĞŶƚĂŶĚ ϯсĚŽĐƵŵĞŶƚƐ͕ ƵďƌŽǀŶŝŬ͕ ƚŚĞƌĞ ǁĂƐ ĨŽƵŶĚ Ă ƐLJƐƚĞŵ ƚŽ ƉƌĞǀĞŶƚ ĂŶĚ
ƌĞƐƉŽŶĚƚŽ ĞǀŝĚĞŶĐĞĂŶĚ ƌĞƐƉŽŶĚƚŽĐƌŝŵĞ͕ŵĂŝŶůLJďĂƐĞĚŝŶƚŽĂǀĞƌLJĐŽŵƉƌĞŚĞŶƐŝǀĞ
ĐƌŝŵĞ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ƐLJƐƚĞŵŽĨĐĂŵĞƌĂƐƚŚĂƚĂƌĞƐƵƌǀĞŝůůŝŶŐŵŽƐƚŽĨƚŚĞƉĂƌƚƐŽĨ
ƚŚĞĐŝƚLJ͘ĂƐĞĚŽŶƚŚĞĚŝƐĐƵƐƐŝŽŶƐͬŝŶƚĞƌǀŝĞǁƐ͕ƚŚŝƐƐLJƐƚĞŵ
ŝƐ ƵƉĚĂƚŝŶŐ ŽĨƚĞŶ ŝŶ ŽƌĚĞƌƚŽ ƐƵƉƉŽƌƚƚŚĞ ŶĞǁ ŶĞĞĚƐ ĨŽƌ
ƚƌĂŶƐƉŽƌƚĂƚŝŽŶďƵƚĂůƐŽĨŽƌƐĂĨĞƚLJƌĞĂƐŽŶƐ͘
ϭϮ͘Ě͘dĂdžŝ  /ŶƐĞǀĞƌĂůƉĂƌƚƐŽĨƚŚĞŽůĚĐŝƚLJĂŶĚŶĞĂƌƚŚĞƉŽƌƚ͕ďŽĂƌĚƐ
ůŝĐĞŶƐŝŶŐ  ǁŝƚŚ ƉƌŝĐŝŶŐ ŽĨ ƚŚĞ ƚĂdžŝ ƐĞƌǀŝĐĞƐ ǁŚĞƌĞ ŝĚĞŶƚŝĨŝĞĚ͘
ƐLJƐƚĞŵǁŝƚŚ  ,ŽǁĞǀĞƌ͕ ƚŚĞƌĞ ǁĂƐ ŝĚĞŶƚŝĨŝĞĚ ďLJ ůŽĐĂů ƌĞƉŽƌƚƐ ďƵƚ ĂůƐŽ
ĐůĞĂƌƉƌŝĐŝŶŐ ϭсĚŽĐƵŵĞŶƚƐ ĨƌŽŵƚŚĞƐŚĂƌĞŚŽůĚĞƌƐŵĞĞƚŝŶŐƐƚŚĂƚƚŚŝƐŝƐŚƵŐĞŝƐƐƵĞĨŽƌ
ĂŶĚĂŶ ĞdžŝƐƚ ƚŚĞĐŝƚLJ͕ďĞĐĂƵƐĞƚŚĞhZĂŶĚŽƚŚĞƌĞůĞĐƚƌŽŶŝĐƐLJƐƚĞŵƐ͘
ŽƌŐĂŶŝnjĞĚƚĂdžŝ dŚŝƐĂĨĨĞĐƚƐĚƌĂŵĂƚŝĐĂůůLJƚŚĞŚĞĂǀLJƚƌĂŶƐƉŽƌƚĂƚŝŽŶŝƐƐƵĞƐ
ĚŝƐƉĂƚĐŚ ŝŶ ŚŝŐŚƐĞĂƐŽŶŵŽŶƚŚƐ ďƵƚĂůƐŽ ĚĞĐƌĞĂƐĞƐƚŚĞ ƋƵĂůŝƚLJ ŽĨ
ƐLJƐƚĞŵĂƚ ƚŚĞŽĨĨĞƌŝŶŐƐĞƌǀŝĐĞƐŽĨƉƌŝǀĂƚĞƚƌĂŶƐƉŽƌƚĂƚŝŽŶ͘DĞĂƐƵƌĞƐ
ƉŽŝŶƚƐŽĨƚŽƵƌŝƐƚ ĨŽƌƚŚŝƐŝƐƐƵĞƐŚŽƵůĚĂŶĚǁŝůůďĞƚĂŬĞŶŝŶƚŚĞĨƵƚƵƌĞďLJƚŚĞ
ĞŶƚƌLJ DƵŶŝĐŝƉĂůŝƚLJ͘
ϭϮ͘Ğ͘WƵďůŝĐ Ϯс ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ŝƚǁĂƐĨŽƵŶĚĞŶŽƵŐŚŵĂƚĞƌŝĂůƚŽ
ƌĞƉŽƌƚŝŶŐŽĨ ĚŽĐƵŵĞŶƚƐĂŶĚ ƉƌŽŽĨƚŚĞƉƵďůŝĐƌĞƉŽƌƚŝŶŐŽŶƐĂĨĞƚLJĂŶĚƐĞĐƵƌŝƚLJ͕ŵĂŝŶůLJ
ƐĂĨĞƚLJĂŶĚ ĞǀŝĚĞŶĐĞŽĨ ĨƌŽŵ ƚŚĞ ƵďƌŽǀŶŝŬ dŽƵƌŝƐŵ ŽĂƌĚ ƌĞƉŽƌƚŝŶŐ ĂŶĚ
ƐĞĐƵƌŝƚLJ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĐĐĂƐŝŽŶĂůůLJ ďLJ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͘ dŚŝƐ ŝƐ ďĂƐŝĐĂůůLJ
ƌĞƉŽƌƚŝŶŐŽŶƐĂĨĞƚLJŝƐƐƵĞƐĂŶĚŝŶƐƚƌƵĐƚŝŽŶƐ͘
ϭϯ ƌŝƐŝƐΘ ϭϯ͘Ă͘WƵďůŝĐůLJ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ŝƚ ǁĂƐ ŝĚĞŶƚŝĨŝĞĚ ƐĞǀĞƌĂů
ĞŵĞƌŐĞŶĐLJ ĂǀĂŝůĂďůĞĐƌŝƐŝƐ ĚŽĐƵŵĞŶƚƐ;ĨŽƌĞdžĂŵƉůĞƵďƌŽǀŶŝŬŝǀŝůWƌŽƚĞĐƚŝŽŶĐƚŝŽŶ
ŵĂŶĂŐĞŵĞŶƚ͗ ĂŶĚĞŵĞƌŐĞŶĐLJ WůĂŶͿƌĞůĂƚĞĚǁŝƚŚƚŚĞĐƌŝƐŝƐĂŶĚĞŵĞƌŐĞŶĐLJƌĞƐƉŽŶƐĞƉůĂŶƐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƌĞƐƉŽŶƐĞƉůĂŶ ŝŶ ƉůĂĐĞ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĞ ĐŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͘ džĂŵƉůĞƐ ŽĨ
ŚĂƐĂĐƌŝƐŝƐĂŶĚ ƚŚĂƚĐŽŶƐŝĚĞƌƐ ϭс ƚŚĞŵǁĞƌĞƚŚĞDĂũŽƌĐĐŝĚĞŶƚZŝƐŬƐƐĞƐƐŵĞŶƚ͕ƚŚĞDĂƉ
ĞŵĞƌŐĞŶĐLJ ƚŚĞƚŽƵƌŝƐŵ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ŽĨ dŚƌĞĂƚƐ͕ ƚŚĞ ^ĞŝƐŵŝĐ ,ĂnjĂƌĚ ŵĞƌŐĞŶĐLJ WůĂŶ͕ ƚŚĞ
ƌĞƐƉŽŶƐĞƉůĂŶƚŚĂƚ ƐĞĐƚŽƌ ůŝŵĂƚĞ ŚĂŶŐĞ ĚĂƉƚĂƚŝŽŶWůĂŶ ĂŶĚ ŽƚŚĞƌƐ͘ dŚŝƐ ŝƐ ĂůƐŽ
ŝƐĂƉƉƌŽƉƌŝĂƚĞƚŽ ƉĂƌƚ ŽĨ ƚŚĞ ƐƉĞĐŝĨŝĐ ƉƌŝŽƌŝƚLJ ŽĨ ƚŚĞ Zƚ ĐƚŝŽŶ WůĂŶ ǁŝƚŚ
ƚŚĞĚĞƐƚŝŶĂƚŝŽŶ͘ ƉƌŽƉŽƐĞĚ ƌŝƐŬ ŵĂŶĂŐĞŵĞŶƚ ƐLJƐƚĞŵƐ ĂŶĚ ƐŽůƵƚŝŽŶƐ
<ĞLJĞůĞŵĞŶƚƐĂƌĞ ĚĞǀĞůŽƉŵĞŶƚ ĂŶĚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ĂƐ Ă ĐŽŵďŝŶĂƚŝŽŶ ŽĨ
ĐŽŵŵƵŶŝĐĂƚĞĚƚŽ ƐŚŽƌƚͲ͕ ŵŝĚͲĂŶĚ ůŽŶŐͲƚĞƌŵ ŝŶƚĞƌǀĞŶƚŝŽŶƐ͘ KŶĞ ŽĨ ƚŚĞ
ƌĞƐŝĚĞŶƚƐ͕ǀŝƐŝƚŽƌƐ ƐƚƌĂƚĞŐŝĐ ƉƌŽũĞĐƚƐ ŝŶ ƉƌĞƉĂƌĂƚŝŽŶ ŝƐ ĚŝƌĞĐƚůLJ ƚĂƌŐĞƚĞĚ ƚŽ
ĂŶĚĞŶƚĞƌƉƌŝƐĞƐ͘ ƚŚŝƐ͘ ,ŽǁĞǀĞƌ͕ ƚŚĞƌĞ ŝƚ ǁĂƐ ŶŽƚ ŝĚĞŶƚŝĨŝĞĚ ƚŚĞ ŶĞĐĞƐƐĂƌLJ
dŚĞƉůĂŶ ĂĐƚŝŽŶƐŽŶŝŵƉůĞŵĞŶƚĂƚŝŽŶĂŶĚƵƉĚĂƚĞƐĨŽƌŝŵƉƌŽǀĞŵĞŶƚ
ĞƐƚĂďůŝƐŚĞƐ ŽĨ ƚŚĞƐĞ ŝƚĞŵƐ͕ ƚŚĂƚ ƉƌŽďĂďůLJ ĂƌĞ ƚŚĞƌĞ͘ ůƐŽ͕ ŵŽƐƚ ŽĨ

2019 GSTC Destination Assessment - Dubrovnik 75




ƉƌŽĐĞĚƵƌĞƐĂŶĚ ƚŚĞƐĞŵĂƚĞƌŝĂůƐĂƌĞƉƵďůŝĐůLJĂǀĂŝůĂďůĞŝŶŽƌĚĞƌƚŽďĞƵƐĞĚ
ƉƌŽǀŝĚĞƐƌĞƐŽƵƌĐĞƐ ĂůƐŽďLJƚŚĞĐŝƚŝnjĞŶƐ͘
ĂŶĚƚƌĂŝŶŝŶŐĨŽƌ
ƐƚĂĨĨ͕ǀŝƐŝƚŽƌƐ͕ĂŶĚ ϭϯ͘ď͘ ĂƐĞĚ ŽŶ ƚŚĞ ĚŝƐĐƵƐƐŝŽŶƐ ǁŝƚŚ ƚŚĞ ƐŚĂƌĞŚŽůĚĞƌƐ͕ ŝƚ ǁĂƐ
ƌĞƐŝĚĞŶƚƐ͕ĂŶĚŝƐ &ŝŶĂŶĐŝĂůĂŶĚ ϭс ĐŽŶĐůƵĚĞĚƚŚĂƚƐƵĐŚĐĂƉŝƚĂůƐĂƌĞŝŶƉůĂĐĞ͕ďƵƚƚŚŝƐǁĂƐŶŽƚ
ƵƉĚĂƚĞĚŽŶĂ ŚƵŵĂŶĐĂƉŝƚĂů ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ũƵƐƚŝĨŝĞĚďLJƐƉĞĐŝĨŝĐĨŝŶĂŶĐŝĂůŵĞĂŶƐĞǀŝĚĞŶĐĞƐ͘
ƌĞŐƵůĂƌďĂƐŝƐ͘ ƚŽŝŵƉůĞŵĞŶƚ
ƚŚĞĐƌŝƐŝƐĂŶĚ
ĞŵĞƌŐĞŶĐLJ
ƌĞƐƉŽŶƐĞƉůĂŶ
ϭϯ͘Đ͘ƌŝƐŝƐ ƵƌŝŶŐ ƚŚĞ ƐŚĂƌĞŚŽůĚĞƌƐ ĚŝƐĐƵƐƐŝŽŶƐ͕ ƚŚĞƌĞ ǁĞƌĞ ĨŽƵŶĚ
ĂŶĚĞŵĞƌŐĞŶĐLJ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ Ăůů ƚŚĞ ƉůĂŶƐ ĚĞǀĞůŽƉĞĚ ďLJ ĂŶ ŽƉĞŶ
ƌĞƐƉŽŶƐĞƉůĂŶ ĐŽŶƐƵůƚĂƚŝŽŶ ĂŶĚ ĨĞĞĚďĂĐŬƐ ĨƌŽŵ ƚŚĞ ƚŽƵƌŝƐŵ ƐĞĐƚŽƌ ĂƐ
ĚĞǀĞůŽƉĞĚǁŝƚŚ ϭс ǁĞůů ĂƐ ƚŚĞ ƐĐŝĞŶƚŝĨŝĐ ĐŽŵŵƵŶŝƚLJ͘ ,ŽǁĞǀĞƌ͕ ŝƚ ǁĂƐ ŶŽƚ
ŝŶƉƵƚĨƌŽŵƚŚĞ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ĨŽƵŶĚĂŶLJƉƌŽŽĨƐĨŽƌƵƉĚĂƚŝŶŐŽƌĞǀĂůƵĂƚŝŶŐŽĨƚŚĞƐĞƉůĂŶƐ
ƚŽƵƌŝƐŵƉƌŝǀĂƚĞ ĚƵƌŝŶŐŽƌĂĨƚĞƌĂĐƌŝƐŝƐŽƌĞŵĞƌŐĞŶĐLJ͘
ƐĞĐƚŽƌĂŶĚ
ŝŶĐůƵĚŝŶŐ
ĐŽŵŵƵŶŝĐĂƚŝŽŶ
ƉƌŽĐĞĚƵƌĞƐĨŽƌ
ĚƵƌŝŶŐĂŶĚ
ĂĨƚĞƌĂĐƌŝƐŝƐŽƌ
ĞŵĞƌŐĞŶĐLJ
ϭϯ͘Ě͘ƌŝƐŝƐ  'ŝǀĞŶƚŚĞĞǀŝĚĞŶĐĞƐŽĨƚƌĂŝŶŝŶŐ͕ŝƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞƚŚĞ
ĂŶĚĞŵĞƌŐĞŶĐLJ  ŶĞĐĞƐƐĂƌLJ ĚŽĐƵŵĞŶƚĂƚŝŽŶ ŽŶ ƐƚĂĨĨ ƚƌĂŝŶŝŶŐ ŽŶ ĐƌŝƐŝƐ ĂŶĚ
ƌĞƐƉŽŶƐĞƉůĂŶ Ϭс ĞŵĞƌŐĞŶĐLJ ƉůĂŶƐ ůŝŬĞ ƐĞŝƐŵŝĐ ĞǀĞŶƚ͘ ,ŽǁĞǀĞƌ͕ ŝƚ ǁĂƐ
ƉƌŽǀŝĚĞƐ ŶŽĚŽĐƵŵĞŶƚƐ ŽďǀŝŽƵƐŽĨƐƵĐŚĂŶĞǀĞŶƚĚƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ;ƐĞŝƐŵŝĐͿ
ƌĞƐŽƵƌĐĞƐĂŶĚ ĞdžŝƐƚ ƚŚĂƚ ƚƌĂŝŶŝŶŐ ŽŶ ǀŝƐŝƚŽƌƐ ĂŶĚ ƌĞƐŝĚĞŶĐĞƐ ĂƐ ǁĞůů ĂƐ ƐŽŵĞ
ƚƌĂŝŶŝŶŐ ƉƌŽĨĞƐƐŝŽŶĂůƐǁĂƐŶŽƚƚŚĞƌĞ;ĨŽƌĞdžĂŵƉůĞ'ƵŝĚĞƐͿ͘
ĨŽƌƐƚĂĨĨ͕
ǀŝƐŝƚŽƌƐ͕ĂŶĚ
ƌĞƐŝĚĞŶƚƐ
ϭϯ͘Ğ͘ƌŝƐŝƐ  ĂƐĞĚ ŽŶ ƚŚĞ ůŽĐĂů ůĞŐŝƐůĂƚŝŽŶ ŶĞĞĚƐ͕ ƐƵĐŚ Ă ƉƌŽĐĞƐƐ ŝƐ
ĂŶĚĞŵĞƌŐĞŶĐLJ ϭс ĨŽůůŽǁĞĚ ĂŶĚ ŝĚĞŶƚŝĨŝĞĚ Ăƚ ůĞĂƐƚ ŽŶ ƚŚĞ ƐĞŝƐŵŝĐ ĂĐƚŝǀŝƚLJ
ƌĞƐƉŽŶƐĞƉůĂŶ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ĞŵĞƌŐĞŶĐLJƉůĂŶĚŽĐƵŵĞŶƚĂƚŝŽŶ͘
ŝƐƵƉĚĂƚĞĚŽŶĂ
ƌĞŐƵůĂƌďĂƐŝƐ
ϭϰ WƌŽŵŽƚŝŽŶ͗ ϭϰ͘Ă͘  ĂƐĞĚ ŽŶ ƚŚĞ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ ǁĞƌĞ ĐŽůůĞĐƚĞĚ ĚƵƌŝŶŐ ƚŚĞ
WƌŽŵŽƚŝŽŶŝƐ ĞƐƚŝŶĂƚŝŽŶ  ĂƐƐĞƐƐŵĞŶƚ͕ƚŚŝƐǁĂƐĂĐĐƵƌĂƚĞĂŶĚĂĐŚŝĞǀĞĚŝŶƚŚĞĐĂƐĞŽĨ
ĂĐĐƵƌĂƚĞǁŝƚŚ ƉƌŽŵŽƚŝŽŶĂů Ϯс ƵďƌŽǀŶŝŬ͘dŚŝƐĂĐƚŝŽŶǁĂƐƐƵƉƉŽƌƚĞĚǁŝƚŚŵĂŶLJŵĞĂŶƐ͕
ƌĞŐĂƌĚƚŽƚŚĞ ŵĞƐƐĂŐĞƐ ĚŽĐƵŵĞŶƚƐ ůŝŬĞ dŽƵƌŝƐŵ ŽĂƌĚ ǁĞďƐŝƚĞ͕ ŝŶĨŽ ƉŽŝŶƚ͕ ďŽĂƌĚƐ͕
ĚĞƐƚŝŶĂƚŝŽŶĂŶĚ ƚŚĂƚƌĞƉƌĞƐĞŶƚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ĂĚǀĞƌƚŝƐĞŵĞŶƚƐŝŶƚŚĞĐŝƚLJĂŶĚŵŽƌĞ͘ůƐŽ͕ŝƚŝƐƐƵƉƉŽƌƚĞĚ
ŝƚƐƉƌŽĚƵĐƚƐ͕ ůŽĐĂů ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ďLJƚŚĞZĞƐƉĞĐƚƚŚĞŝƚLJ/ŶŝƚŝĂƚŝǀĞďƵƚĂůƐŽǁŝƚŚƚŚĞƌŽĂƚŝĂŶ
ƐĞƌǀŝĐĞƐĂŶĚ ĐŽŵŵƵŶŝƚŝĞƐ ^ŽƵǀĞŶŝƌƐ/ŶŝƚŝĂƚŝǀĞ͕ƚŚĂƚĚŝƌĞĐƚůLJƐƵƉƉŽƌƚƐǀŝĂĂŶĞƚǁŽƌŬŽĨ
ƐƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚ ƐƚŽƌĞƐŝŶƚŚĞŽůĚĐŝƚLJƚŚĞĂƵƚŚĞŶƚŝĐƵďƌŽǀŶŝŬ͘,ŽǁĞǀĞƌ͕ŝƚ
ĐůĂŝŵƐ͘dŚĞ ǀŝƐŝƚŽƌƐ ǁĂƐŶŽƚĨŽƵŶĚĂŶĞǀĂůƵĂƚŝŽŶŽĨƚŚĞƌĞƐƵůƚƐ͘
ƉƌŽŵŽƚŝŽŶĂů ĂƵƚŚĞŶƚŝĐĂůůLJ
ŵĞƐƐĂŐĞƐƚƌĞĂƚ ĂŶĚ
ůŽĐĂů ƌĞƐƉĞĐƚĨƵůůLJ

76 2019 GSTC Destination Assessment - Dubrovnik




ĐŽŵŵƵŶŝƚŝĞƐĂŶĚ ϭϰ͘ď͘ /ŶŵŽƐƚŽĨƚŚĞĐĂƐĞƐ͕ŝƚǁĂƐĨŽƵŶĚƚŚĂƚƚŚĞŵĞƐƐĂŐĞƐǁĞƌĞ


ƚŽƵƌŝƐƚƐ ĞƐƚŝŶĂƚŝŽŶ Ϯс ĂĐĐƵƌĂƚĞ ĨŽƌ ƉƌŽĚƵĐƚƐ ĂŶĚ ƐĞƌǀŝĐĞƐ ĂŶĚ ŶŽƚ ŵŝƐůĞĂĚŝŶŐ͘
ASSESSMENT METHODOLOGY
ĂƵƚŚĞŶƚŝĐĂůůLJĂŶĚ ƉƌŽŵŽƚŝŽŶĂů ĚŽĐƵŵĞŶƚƐĂŶĚ DŽƐƚ ŽĨ ƚŚĞ ƚŝŵĞƐ͕ ƚŚĞ ĐƌĞĂƚĞĚ ďŽĂƌĚƐ ĂŶĚ ŵŽƌĞ ǁĞƌĞ
ƌĞƐƉĞĐƚĨƵůůLJ͘ ŵĞƐƐĂŐĞƐ ĞǀŝĚĞŶĐĞŽĨ ĞdžƚƌĞŵĞůLJ ŚĞůƉĨƵů ĂŶĚ ƐƵƉƉŽƌƚŝŶŐ͕ ŝŶ ŶŐůŝƐŚ ĂŶĚ ŽƚŚĞƌ
ƚŚĂƚĂƌĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ůĂŶŐƵĂŐĞƐ͘
ĂĐĐƵƌĂƚĞŝŶ
ƚŚĞŝƌ
ĚĞƐĐƌŝƉƚŝŽŶŽĨ
ƉƌŽĚƵĐƚƐĂŶĚ
ƐĞƌǀŝĐĞƐ

͘ DĂdžŝŵŝnjĞĞĐŽŶŽŵŝĐďĞŶĞĨŝƚƐƚŽƚŚĞŚŽƐƚĐŽŵŵƵŶŝƚLJĂŶĚ ŵŝŶŝŵŝnjĞŶĞŐĂƚŝǀĞŝŵƉĂĐƚƐ

ϭ ĐŽŶŽŵŝĐ ϭ͘Ă͘ZĞŐƵůĂƌ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ƐĞǀĞƌĂů ŝŶĨŽƌŵĂƚŝŽŶ ĚĂƚĂďĂƐĞƐ


ŵŽŶŝƚŽƌŝŶŐ͗ ŵŽŶŝƚŽƌŝŶŐĂŶĚ ǁĞƌĞ ŝĚĞŶƚŝĨŝĞĚ ĐŽŶƚĂŝŶŝŶŐ ĚĂƚĂ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĞ ƚŽƵƌŝƐƚ
dŚĞĚŝƌĞĐƚĂŶĚ ƌĞƉŽƌƚŝŶŐŽĨ ĞdžƉĞŶĚŝƚƵƌĞ ŝŶĨŽ͕ ƌĞǀĞŶƵĞ ƉĞƌ ĂǀĂŝůĂďůĞ ƌŽŽŵ͕ ĂŶĚ
ŝŶĚŝƌĞĐƚĞĐŽŶŽŵŝĐ ƚŽƵƌŝƐƚ ĞŵƉůŽLJŵĞŶƚ ŝŶĨŽ͘ ƐƉĞĐŝĂůůLJ ĚĂƚĂ ĨƌŽŵ ƚŚĞ ŶĂƚŝŽŶĂů
ĐŽŶƚƌŝďƵƚŝŽŶŽĨ ϭс
ĞdžƉĞŶĚŝƚƵƌĞ ƐƚĂƚŝƐƚŝĐĂůĂƵƚŚŽƌŝƚLJǁĂƐƵƐĞĚŝŶŽƌĚĞƌƚŽĞƐƚĂďůŝƐŚƚŚĞƐĞ
ƚŽƵƌŝƐŵƚŽƚŚĞ ĚŽĐƵŵĞŶƚƐ
ĚĂƚĂ͕ƌĞǀĞŶƵĞ ŝŶƉƵƚƐƚŽdŽƵƌŝƐŵŽĂƌĚƌĞƉŽƌƚƐ͘ůƐŽ͕ƚŚĞĨŝƌƐƚƌĞƉŽƌƚŽĨ
destination’s ĞdžŝƐƚ
ƉĞƌĂǀĂŝůĂďůĞ ƚŚĞ ^ƵƐƚĂŝŶĂďůĞ dŽƵƌŝƐŵ KďƐĞƌǀĂƚŽƌLJ ǁĂƐ ĞdžƚƌĞŵĞůLJ
ĞĐŽŶŽŵLJŝƐ ƌŽŽŵ͕ ŚĞůƉĨƵů͕ ƚŽŐĞƚŚĞƌ ǁŝƚŚ ĚŝƌĞĐƚ ĚĂƚĂ ĨƌŽŵ ƚŚĞ ZK^dK
ŵŽŶŝƚŽƌĞĚĂŶĚ ĞŵƉůŽLJŵĞŶƚ ŝŶĚŝĐĂƚŽƌƐ͘ ,ŽǁĞǀĞƌ͕ ƚŚĞƐĞ ĚĂƚĂ ǁĞƌĞ ŶŽƚ ĐŽůůĞĐƚĞĚ ŝŶ Ă
ƉƵďůŝĐůLJƌĞƉŽƌƚĞĚ ĂŶĚ ĐŽŵƉƌĞŚĞŶƐŝǀĞ ŵĂŶŶĞƌ ĂŶĚ ƚŚĞ ĂĐĐƵƌĂĐLJ ŝƐ ƵŶĚĞƌ
ĂƚůĞĂƐƚĂŶŶƵĂůůLJ͘ /ŶǀĞƐƚŵĞŶƚ question based on the stakeholder’s meetings. More work
dŽƚŚĞĞdžƚĞŶƚ ĚĂƚĂ ŝƐŚĂǀŝŶŐƚŽďĞĚŽŶĞĨŽƌƚŚĞĨƵůůƐĞƚĐŽůůĞĐƚŝŽŶ͘
ĨĞĂƐŝďůĞ͕ƚŚŝƐ 
ƐŚŽƵůĚŝŶĐůƵĚĞ
ǀŝƐŝƚŽƌ
ĞdžƉĞŶĚŝƚƵƌĞ͕
ƌĞǀĞŶƵĞƉĞƌ
ĂǀĂŝůĂďůĞƌŽŽŵ͕
ĞŵƉůŽLJŵĞŶƚĂŶĚ
ŝŶǀĞƐƚŵĞŶƚĚĂƚĂ͘
ϭ͘ď͘ZĞŐƵůĂƌ ĂƐĞĚ ŽŶ ƚŚĞ ŝŶƚĞƌǀŝĞǁƐ ǁŝƚŚ ƚŚĞ ƐƚĂŬĞŚŽůĚĞƌƐ ĂŶĚ
 

ŵŽŶŝƚŽƌŝŶŐĂŶĚ ĞƐƉĞĐŝĂůůLJǁŝƚŚƚŚĞƌĞƉƐĨƌŽŵƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬĞƉƚƐ
ƌĞƉŽƌƚŝŶŐĂƚ ĂŶĚ DŝŶŝƐƚƌŝĞƐ͕ ƚŚĞ ŵŽŶŝƚŽƌŝŶŐ ŽĨ ƚŚĞ ĞĐŽŶŽŵŝĐ
ůĞĂƐƚĂŶŶƵĂůůLJ ĐŽŶƚƌŝďƵƚŝŽŶƐ ŽĨ ƚŽƵƌŝƐŵ ŝƐ ĚŽŶĞ Ăƚ ůĞĂƐƚ ĂŶŶƵĂůůLJ͘
ϭс
ŽĨĚŝƌĞĐƚĂŶĚ ,ŽǁĞǀĞƌ͕ ƚŚĞ ŵŽŶŝƚŽƌŝŶŐ ŽĨ ƚŚĞ ǁŚŽůĞ ĐLJĐůĞ ǁĂƐ ŶŽƚ
ĚŽĐƵŵĞŶƚƐ
ŝŶĚŝƌĞĐƚ ĚĞƐĐƌŝďĞĚ ĞŶŽƵŐŚ ďLJ ƚŚĞ ŽĨĨŝĐŝĂůƐ͕ ĂŶĚ ĞƐƉĞĐŝĂůůLJ ƚŚĞ
ĞdžŝƐƚ
ĞĐŽŶŽŵŝĐ ŝŶĚŝƌĞĐƚƉĂƌƚĂŶĚƚŚĞŵŽŶŝƚŽƌŝŶŐƉƌŽĐĞĚƵƌĞƐ͘
ĐŽŶƚƌŝďƵƚŝŽŶƐ
ŽĨƚŽƵƌŝƐŵ
ϭ͘Đ͘ŽůůĞĐƚŝŽŶ ĂƐĞĚŽŶƚŚĞĚŝƐĐƵƐƐŝŽŶƐĂŶĚŝŶƚĞƌǀŝĞǁƐǁŝƚŚƚŚĞŽĨĨŝĐŝĂů
ĂŶĚƉƵďůŝĐ ƌĞƉƐŽŶƚŚĞĞŵƉůŽLJŵĞŶƚĚĂƚĂ͕ƚŚĞƌĞĂƌĞƌĞƉŽƌƚƐŝŶƉůĂĐĞ
ƌĞƉŽƌƚŝŶŐĂƚ ϭс ĂďŽƵƚƚŚĞĞŵƉůŽLJŵĞŶƚĚĂƚĂĨŽƌƚŽƵƌŝƐŵďƵƚƐŽŵĞƌĞƉŽƌƚƐ
ůĞĂƐƚĂŶŶƵĂůůLJ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ĂƌĞŶŽƚƉƵďůŝĐŽƌƚŚĞƌĞŝƐŶŽĂĐĐƵƌĂƚĞĂŶĚƐƉĞĐŝĨŝĐĚĂƚĂĨŽƌ
ŽĨ ƵďƌŽǀŶŝŬĞǀĞƌLJLJĞĂƌ;ŵĂŝŶůLJƚŚĞƐĞĚĂƚĂĂƌĞĐŽŵŝŶŐĨƌŽŵ
ƚŽƵƌŝƐŵͲ ƚŚĞƐƚĂƚŝƐƚŝĐĂůĂƵƚŚŽƌŝƚLJŽĨƌŽĂƚŝĂͿ͘DŽƌĞǁŽƌŬƐŚŽƵůĚďĞ
ƌĞůĂƚĞĚ ĚŽŶĞ ŝŶ ƚŚĂƚ ĚŝƌĞĐƚŝŽŶ ďLJ ƚŚĞ ƐƉĞĐŝĨŝĐ ĂƵƚŚŽƌŝƚŝĞƐ ĂŶĚ
ĞŵƉůŽLJŵĞŶƚ ŝŶƐƚŝƚƵƚŝŽŶƐĨŽƌĂĐĐƵƌĂƚĞŵŽŶŝƚŽƌŝŶŐĂŶĚƌĞƉŽƌƚƐ͘
ĚĂƚĂ͕
ĚŝƐĂŐŐƌĞŐĂƚĞĚ
ďLJŐĞŶĚĞƌĂŶĚ
ĂŐĞŐƌŽƵƉ

2019 GSTC Destination Assessment - Dubrovnik 77




Ϯ >ŽĐĂůĐĂƌĞĞƌ Ϯ͘Ă͘ /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞĂŶĂĐƚƚŚĂƚƐƵƉƉŽƌƚƐƚŚŝƐŝŶƚŚĞŝƚLJŽĨ


ŽƉƉŽƌƚƵŶŝƚŝĞƐ͗dŚĞ >ĞŐŝƐůĂƚŝŽŶŽƌ  ƵďƌŽǀŶŝŬ͗ ĞĐŝƐŝŽŶ ŽŶ ƚŚĞ ĂĐĐĞƐƐŝŽŶ ŽĨ ƚŚĞ ŝƚLJ ŽĨ
destination’s ƉŽůŝĐŝĞƐ  ƵďƌŽǀŶŝŬƚŽƚŚĞƵƌŽƉĞĂŶĐŚĂƌƚĞƌĨŽƌĞƋƵĂůŝƚLJŽĨǁŽŵĞŶ
ĞŶƚĞƌƉƌŝƐĞƐ ƐƵƉƉŽƌƚŝŶŐ  ĂŶĚŵĞŶŝŶůŽĐĂůůŝĨĞŝƐĞƐƚĂďůŝƐŚĞĚĂŶĚƐƵďŵŝƚƚĞĚƚŽƚŚĞ
ƉƌŽǀŝĚĞĞƋƵĂů ĞƋƵĂů Ϯс ŝƚLJŽƵŶĐŝůŽĨƵďƌŽǀŶŝŬ͘dŚŝƐƉƌŽƉŽƐĂůǁĂƐĂĚŽƉƚĞĚďLJ
ĞŵƉůŽLJŵĞŶƚ͕ ŽƉƉŽƌƚƵŶŝƚŝĞƐ ĚŽĐƵŵĞŶƚƐĂŶĚ ƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬĂŶĚŝƚŝƐƚŚĞŵĂũŽƌƚŽŽůƐŝŶĐĞϮϬϭϴ͘/Ŷ
ƚƌĂŝŶŝŶŐ ŝŶĞŵƉůŽLJŵĞŶƚ ĞǀŝĚĞŶĐĞŽĨ ĂĚĚŝƚŝŽŶ͕ƚŚŝƐŝƐƚŚĞƉƌŝŽƌŝƚLJŽĨƚŚĞZƚWƌŽũĞĐƚ/ŶƚĞƌǀĞŶƚŝŽŶ
ŽƉƉŽƌƚƵŶŝƚŝĞƐ͕ ĨŽƌĂůů͕ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ůŽŐŝĐĂŶĚǁŝůůŝŶǀŽůǀĞĂǁŝĚĞƐĞƚŽĨŵĞĂƐƵƌĞƐĨŽƌ,ZĂŶĚ
ŽĐĐƵƉĂƚŝŽŶĂů ŝŶĐůƵĚŝŶŐ ĐĂƉĂĐŝƚLJ ďƵŝůĚŝŶŐ ĨŽƌ ůŽĐĂů ĂŶĚ ŶŽŶͲůŽĐĂů ǁŽƌŬĨŽƌĐĞ
ƐĂĨĞƚLJ͕ĂŶĚĨĂŝƌ ǁŽŵĞŶ͕ ƉƌŽŵŽƚŝŶŐ Ăůů ŐŽĂůƐ ĂŶĚ ǀĂůƵĞƐ ŵĞŶƚŝŽŶĞĚ ŚĞƌĞ͘ ůƐŽ͕ ŝƚ
ǁĂŐĞƐĨŽƌĂůů͘ LJŽƵƚŚ͕ĚŝƐĂďůĞĚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ƚŚĞ ,ƵŵĂŶ ZĞƐŽƵƌĐĞƐ ĞǀĞůŽƉŵĞŶƚ
ƉĞŽƉůĞ͕ ^ƚƌĂƚĞŐLJŝŶƚŚĞƵďƌŽǀŶŝŬͲEĞƌĞƚǀĂŽƵŶƚLJĨŽƌƚŚĞƉĞƌŝŽĚ
ŵŝŶŽƌŝƚŝĞƐ͕ĂŶĚ ϮϬϭϲͲϮϬϮϬ͕ǁŚĞƌĞƚŚĞĨŽůůŽǁŝŶŐƉƌŝŽƌŝƚŝĞƐǁĞƌĞŝĚĞŶƚŝĨŝĞĚ͗
ŽƚŚĞƌ ϭ <ŶŽǁůĞĚŐĞ ĂŶĚ  ƉƌŽĨŝĐŝĞŶĐLJ ƵƉŐƌĂĚŝŶŐ  ŶĞĞĚĞĚ ĨŽƌ Ă
ǀƵůŶĞƌĂďůĞ ĐŽŵƉĞƚŝƚŝǀĞĞĐŽŶŽŵLJ͖Ϯ͘ĞǀĞůŽƉŵĞŶƚĂŶĚĂĚũƵƐƚŵĞŶƚŽĨ
ƉŽƉƵůĂƚŝŽŶƐ ĞĚƵĐĂƚŝŽŶĂů ĂŶĚ ƐĐŝĞŶƚŝĨŝĐ ƉƌŽŐƌĂŵƐ ƚŽ ŵĞĞƚ ƚŚĞ ŵĂƌŬĞƚ
ŶĞĞĚƐ͖ ϯ͘ Ŷ ŝŶĐƌĞĂƐĞ ŝŶ ƚŚĞ ĞŵƉůŽLJŵĞŶƚ ƌĂƚĞ͕ ƐŽĐŝĂů
ĐŽŚĞƐŝŽŶ ĂŶĚ ƐƚƌĞŶŐƚŚĞŶŝŶŐ ŽĨ ƉĂƌƚŶĞƌƐŚŝƉ Ăƚ ƚŚĞ ůĂďŽƌ
ŵĂƌŬĞƚ͘EŽŽƵƚĐŽŵĞƌĞƉŽƌƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞ͘
Ϯ͘ď͘dƌĂŝŶŝŶŐ /ƚ ǁĂƐ ŝĚĞŶƚŝĨŝĞĚ Ă ŶƵŵďĞƌ ŽĨ ƚƌĂŝŶŝŶŐ ƉƌŽŐƌĂŵƐ ŝŶ ƉůĂĐĞ
ƉƌŽŐƌĂŵƐƚŚĂƚ ůŝŬĞ / – /ŶƐƉŝƌŝŶŐ ĚŝŐŝƚĂů ĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉ ƉƌŽũĞĐƚ ŝƐ
ƉƌŽǀŝĚĞĞƋƵĂů ƌĂƐŵƵƐн ƉƌŽũĞĐƚ ĐŽŽƌĚŝŶĂƚĞĚ ďLJ hE/h ǁŝƚŚ Ăŝŵ ƚŽ
ĂĐĐĞƐƐƚŽ ĚĞǀĞůŽƉ ŽƉĞŶ ĞĚƵĐĂƚŝŽŶ ƉůĂƚĨŽƌŵ ĨŽƌ ďƵŝůĚŝŶŐ ŽĨ ĚŝŐŝƚĂů
Ϯс
ǁŽŵĞŶ͕LJŽƵƚŚ͕ ĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉ ĐŽŵƉĞƚĞŶĐĞƐ ĂŵŽŶŐ LJŽƵƚŚ ĂŶĚ
ĚŽĐƵŵĞŶƚƐĂŶĚ ƐƚƵĚĞŶƚƐ ŝŶ ƉĂƌƚŝĐƵůĂƌ ĂŶĚ >ŝĨĞůŽŶŐ ůĞĂƌŶŝŶŐ ƉƌŽŐƌĂŵŵĞ
ĚŝƐĂďůĞĚ
ĞǀŝĚĞŶĐĞŽĨ “Competence building for employability of unemployed
ƉĞŽƉůĞ͕
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ citizens in the city of Dubrovnik” is run by UNIDU and its
ŵŝŶŽƌŝƚŝĞƐ͕ĂŶĚ
ŽƚŚĞƌ ĚĞǀĞůŽƉŵĞŶƚǁĂƐĨŝŶĂŶĐĞĚďLJĐŝƚLJŽĨƵďƌŽǀŶŝŬǁŝƚŚƚŚĞ
ǀƵůŶĞƌĂďůĞ ĂŝŵƚŽƉƌŽǀŝĚĞƵŶĞŵƉůŽLJĞĚĐŝƚŝnjĞŶƐǁŝƚŚďĂƐŝĐŚŽƌŝnjŽŶƚĂů
ƉŽƉƵůĂƚŝŽŶƐ ƐŬŝůůƐ ƌĞƋƵŝƌĞĚ ĨŽƌ ƐƚĂƌƚŝŶŐ ŽǁŶ ďƵƐŝŶĞƐƐ͘ ůƐŽ͕ ƉƌŽŐƌĂŵ
tKDEEdZWZEhZ^ͲdŚĞƉƵƌƉŽƐĞŽĨƚŚĞWƌŽŐƌĂŵ
ŽĨĚĞŵŝŶŝŵŝƐĂŝĚƚŽǁŽŵĞŶĞŶƚƌĞƉƌĞŶĞƵƌƐŝŶƚŚĞƌĞŐŝŽŶŽĨ
ƵďƌŽǀŶŝŬ ŝƐ ƚŽ ƐƚƌĞŶŐƚŚĞŶ ƉŽƚĞŶƚŝĂůƐ ŽĨ ǁŽŵĞŶ
ĞŶƚƌĞƉƌĞŶĞƵƌƐ͕ĞŶĐŽƵƌĂŐĞƚŚĞŝƌƐĞůĨͲĞŵƉůŽLJŵĞŶƚ͕ĂƐǁĞůů
ĂƐ ƚŽ ƌĞĂůŝnjĞ ŐĞŶĚĞƌ ĞƋƵĂůŝƚLJ ƚŚƌŽƵŐŚ ĞĐŽŶŽŵŝĐ
ĞŵƉŽǁĞƌŝŶŐ ŽĨ ǁŽŵĞŶ͘ dŚĞ ďĂƐŝĐ ƉƌŝŶĐŝƉůĞƐ ŽĨ ƚŚĞ
WƌŽŐƌĂŵĂƌĞŝŶůŝŶĞǁŝƚŚƚŚĞƵƌŽƉĞĂŶĐŚĂƌƚĞƌĨŽƌĞƋƵĂůŝƚLJ
ŽĨ ǁŽŵĞŶ ĂŶĚ ŵĞŶ ŝŶ ůŽĐĂů ůŝĨĞ͘ dŚĞ ĂŝĚƐ ĂƉƉƌŽǀĞĚ ĂŶĚ
ŐƌĂŶƚĞĚ ĨŽůůŽǁŝŶŐ ƚŚŝƐWƌŽŐƌĂŵ ĂƌĞ ĚĞ ŵŝŶŝŵŝƐ ĂŝĚƐ͘ dŚŝƐ
ƉƌŽŐƌĂŵƌĞŐƵůĂƚĞƐĂŝĚƐ͕ ĂĐĐĞƉƚĂďůĞ ĂƉƉůŝĐĂŶƚƐ ĂŶĚƚĞƌŵƐ
ŽĨĂƉƉůŝĐĂƚŝŽŶ͕ƉƵƌƉŽƐĞĂŶĚŵĞĂŶƐŽĨƚŚĞĂŝĚ͕ƚĞƌŵƐĂŶĚ
ĐƌŝƚĞƌŝĂĨŽƌĂŝĚĂůůŽĐĂƚŝŽŶ͕ƉƌŽĐĞĚƵƌĞŽĨĂƉƉƌŽǀŝŶŐƚŚĞĂŝĚ͕
ĂƐǁĞůůĂƐŽďůŝŐĂƚŝŽŶƐŽĨƚŚĞĂŝĚďĞŶĞĨŝĐŝĂƌŝĞƐ͘dŚĞŵĞĂŶƐ
ŽĨĚĞŵŝŶŝŵŝƐĂŝĚĨŽůůŽǁŝŶŐƚŚŝƐƉƌŽŐƌĂŵĂƌĞŐƌĂŶƚƐĂŶĚĂƌĞ
ƉƌŽǀŝĚĞĚ ĨƌŽŵ ƚŚĞ ďƵĚŐĞƚ ŽĨ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ
ĂĐĐŽƌĚŝŶŐƚŽĂǀĂŝůĂďůĞŵĞĂŶƐ͘EŽƌĞƐƵůƚƐŽƌĞǀĂůƵĂƚŝŽŶŽŶ
ƚŚĂƚƉƌŽũĞĐƚƐǁĞƌĞƚƌĂĐĞĚ͘
Ϯ͘Đ͘ ĂƐĞĚŽŶƚŚĞ,ƵŵĂŶZĞƐŽƵƌĐĞƐĞǀĞůŽƉŵĞŶƚ^ƚƌĂƚĞŐLJŝŶ
>ĞŐŝƐůĂƚŝŽŶŽƌ ϯс ƚŚĞƵďƌŽǀŶŝŬͲEĞƌĞƚǀĂŽƵŶƚLJĨŽƌƚŚĞƉĞƌŝŽĚϮϬϭϲͲϮϬϮϬ͕
ƉŽůŝĐŝĞƐ ĚŽĐƵŵĞŶƚƐ͕ ƐĞǀĞƌĂů ŵĞĂƐƵƌĞƐǁĂƐ ŝĚĞŶƚŝĨŝĞĚ ŝŶ ƉůĂĐĞ ůŝŬĞ tŽƌŬĨŽƌĐĞ
ƐƵƉƉŽƌƚŝŶŐ ĞǀŝĚĞŶĐĞĂŶĚ ĂĚĂƉƚĂƚŝŽŶ ƚŽ ĞĐŽŶŽŵŝĐ ŶĞĞĚƐ͕ ĂŶĚ ŵŽďŝůŝƚLJ ƉƌŽŵŽƚŝŽŶ͕
ŽĐĐƵƉĂƚŝŽŶĂů ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ǁŚŝůĞ ŝŶĐƌĞĂƐĞ ŽĨ ŽĐĐƵƉĂƚŝŽŶĂů ƐĂĨĞƚLJ ĨŽƌ Ăůů͘ dŚĞ
ƐĂĨĞƚLJĨŽƌĂůů ŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƚŚĞƐĞŵĞĂƐƵƌĞƐǁĂƐŵŽŶŝƚŽƌĞĚŝŶƚŚĞ
ůĂƐƚϱLJĞĂƌƐ͘

78 2019 GSTC Destination Assessment - Dubrovnik




Ϯ͘Ě͘  ĂƐĞĚ ŽŶ ƚŚĞ ŶŽƚŝĨŝĞĚ ŵĂƚĞƌŝĂů͕ ƚŚĞ EĂƚŝŽŶĂů ƉŽůŝĐLJ ĨŽƌ
>ĞŐŝƐůĂƚŝŽŶŽƌ  ŐĞŶĚĞƌ ĞƋƵĂůŝƚLJ ǁĂƐ ĂĚŽƉƚĞĚ ĨŽƌ ƚŚĞ ƉĞƌŝŽĚ ϮϬϭϭͲϮϬϭϱ͕
ASSESSMENT METHODOLOGY
ƉŽůŝĐŝĞƐ ϯс ĂĨƚĞƌǁŚŝĐŚĂƐŝŵŝůĂƌĚŽĐƵŵĞŶƚĂƚƚŚĞŶĂƚŝŽŶĂůůĞǀĞůĨŽƌƚŚĞ
ƐƵƉƉŽƌƚŝŶŐĨĂŝƌ ĚŽĐƵŵĞŶƚƐ͕ ƐƵďƐĞƋƵĞŶƚƉĞƌŝŽĚǁĂƐŶŽƚĂĚŽƉƚĞĚ͘/ŶƚŚĞĂďƐĞŶĐĞŽĨĂ
ǁĂŐĞƐĨŽƌĂůů͕ ĞǀŝĚĞŶĐĞĂŶĚ ůŽŶŐͲƚĞƌŵŶĂƚŝŽŶĂůƐƚƌĂƚĞŐLJ͕ƚŚĞƵƌŽƉĞĂŶŚĂƌƚĞƌĂŶĚƚŚĞ
ŝŶĐůƵĚŝŶŐ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ĂĚŽƉƚŝŽŶĂĐƚƐĞƌǀĞƐĂƐĂďĂƐŝĐŐƵŝĚĞƚŽĚƌĂĨƚŝŶŐƚŚĞŝƚLJΖƐ
ǁŽŵĞŶ͕LJŽƵƚŚ͕ ĂĐƚŝŽŶ ƉůĂŶ͘ ^Ž͕ ƚŚĞ ĐƚŝŽŶ ƉůĂŶ ŝƐ ĂůŝŐŶĞĚ ǁŝƚŚ ďŽƚŚ
ĚŝƐĂďůĞĚ ĚŽĐƵŵĞŶƚƐͲƚŚĞEĂƚŝŽŶĂů^ƚƌĂƚĞŐLJĂŶĚƚŚĞŚĂƌƚĞƌ͘ůƐŽ͕
ƉĞŽƉůĞ͕ ŝƚǁĂƐŝĚĞŶƚŝĨŝĞĚƚŚĞĂƉƉůŝĐĂƚŝŽŶŽĨŶĂƚŝŽŶĂůůĞŐŝƐůĂƚŝŽŶĨŽƌ
ŵŝŶŽƌŝƚŝĞƐ͕ĂŶĚ ĚŝƐĂďůĞĚƉĞŽƉůĞ͕ŵŝŶŽƌŝƚŝĞƐ͕ĂŶĚŽƚŚĞƌǀƵůŶĞƌĂďůĞ
ŽƚŚĞƌ WŽƉƵůĂƚŝŽŶƐ͘
ǀƵůŶĞƌĂďůĞ
ƉŽƉƵůĂƚŝŽŶƐ
ϯ WƵďůŝĐ ϯ͘Ă͘^LJƐƚĞŵ /ŶƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͕ƚŚĞŐŽǀĞƌŶĂŶĐĞŵŽĚĞůŝŶǀŽůǀĞƐ
WĂƌƚŝĐŝƉĂƚŝŽŶ͗ ĨŽƌŝŶǀŽůǀŝŶŐ ĂůůƚŚĞƉĂƌƚŝĞƐŽŶƚŚĞĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐƉƌŽĐĞƐƐ͕ĨŽůůŽǁŝŶŐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƉƵďůŝĐ͕ƉƌŝǀĂƚĞ͕ ƚŚĞƉƌŽĐĞƐƐĞƐƚŚĂƚĂƌĞŽƌŝŐŝŶĂƚĞĚĨƌŽŵƚŚĞŚŝƐƚŽƌLJŽĨƚŚĞ
ŚĂƐĂƐLJƐƚĞŵƚŚĂƚ ĂŶĚĐŽŵŵƵŶŝƚLJ Ϯс ĐŝƚLJ ĂŶĚƚŚĞ ŶĞǁ ƌƵůĞƐŽĨ ƚŚĞ ƌŽĂƚŝĂŶZĞƉƵďůŝĐ ĂŶĚƚŚĞ
ĞŶĐŽƵƌĂŐĞƐƉƵďůŝĐ ƐƚĂŬĞŚŽůĚĞƌƐŝŶ ĚŽĐƵŵĞŶƚƐĂŶĚ ƵƌŽƉĞĂŶhŶŝŽŶƌƵůĞƐ͘&ŽƌƚŚĞĞƐƚŝŶĂƚŝŽŶDĂŶĂŐĞŵĞŶƚ͕
ƉĂƌƚŝĐŝƉĂƚŝŽŶŝŶ ĚĞƐƚŝŶĂƚŝŽŶ ĞǀŝĚĞŶĐĞŽĨ ƚŚĞ ŵĂũŽƌ ŽƌŐĂŶŝnjĂƚŝŽŶ ŝƐ ƚŚĞ ƵďƌŽǀŶŝŬ dŽƵƌŝƐƚ ŽĂƌĚ͕
ĚĞƐƚŝŶĂƚŝŽŶ ŵĂŶĂŐĞŵĞŶƚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ǁŚŝĐŚ ŚĂƐ ŝƚƐ ŽǁŶ ďŽĚŝĞƐ͗ dŚĞ dŽƵƌŝƐƚ ĐŽƵŶĐŝů͕ ƚŚĞ
ƉůĂŶŶŝŶŐĂŶĚ ƉůĂŶŶŝŶŐĂŶĚ ^ƵƉĞƌǀŝƐŽƌLJ ŽĂƌĚ ĂŶĚ ƚŚĞ ƐƐĞŵďůLJ͘ ůů ƚŚĞ ďŽĚŝĞƐ ĂƌĞ
ĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐ ĚĞĐŝƐŝŽŶͲ ŵĂĚĞ ƵƉ ŽĨ ƉƌŽĨĞƐƐŝŽŶĂůƐ ĂŶĚŵĂũŽƌ ƐƚĂŬĞŚŽůĚĞƌƐ ŝŶƚŚĞ
ŽŶĂŶŽŶŐŽŝŶŐ ŵĂŬŝŶŐ ƚŽƵƌŝƐŵ ŝŶĚƵƐƚƌLJ ŽĨ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͘ ĂƐĞĚ ŽŶ ƚŚĞ
ďĂƐŝƐ͘ stakeholder’s meetings and the interviews, the City has in
ƉůĂĐĞĂƉƌŽĐĞƐƐĨŽƌŶŽƚŽŶůLJŝŶǀŽůǀŝŶŐĂůůƚŚĞƐƚĂŬĞŚŽůĚĞƌƐ
ŝŶƚŚĞŵĂŶĂŐĞŵĞŶƚƉůĂŶŶŝŶŐĂŶĚĚĞĐŝƐŝŽŶŵĂŬŝŶŐďƵƚĂůƐŽ
ƚŽŝŶŶŽǀĂƚĞŝŶƚŚĂƚŵĂƚƚĞƌƐ͘&ŽƌĞdžĂŵƉůĞ͕ĞǀĞƌLJLJĞĂƌŝŶ:ƵůLJ
ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ĂŶŶŽƵŶĐĞƐ ƉƵďůŝĐ ƚĞŶĚĞƌ ĨŽƌ
ŝŶƐƚŝƚƵƚŝŽŶƐ͕ E'KƐ͕ ĂƌƚŝƐƚƐ ĞƚĐ͘ ƚŽ ƉƌŽƉŽƐĞ ĐƵůƚƵƌĂů
ƉƌŽŐƌĂŵƐĨŽƌŶĞdžƚLJĞĂƌ͘KƌŐĂŶŝnjĞƌƐĐĂŶƉƌŽƉŽƐĞƉƌŽŐƌĂŵƐ
ĂŶĚĨƵŶĚƐǁŚŝĐŚƚŚĞLJĂƐŬŝŶŽƌĚĞƌƚŽƌĞĂůŝnjĞƚŚĞƉƌŽŐƌĂŵ͘
dŚĞ ƵůƚƵƌĂů ŽƵŶĐŝů͕ ǁŚŝĐŚ ŝƐ ĂƉƉŽŝŶƚĞĚ ďLJ ƚŚĞ ŝƚLJ
ŽƵŶĐŝů͕ ĞǀĂůƵĂƚĞƐ ƚŚŽƐĞ ƉƌŽŐƌĂŵƐ ĂŶĚ ŐŝǀĞƐ Ă ƉƌŽƉŽƐĂů
ǁŚŝĐŚ ƉƌŽŐƌĂŵƐ ƚŽ ĨŝŶĂŶĐĞ ĂŶĚ ŝŶ ǁŚŝĐŚ ĂŵŽƵŶƚ͘ dŚĞ
ƵůƚƵƌĂůŽƵŶĐŝůŝƐĐŽŶƐŝƐƚĞĚŽĨĐƵůƚƵƌĂůĞdžƉĞƌƚƐ͕ĂƌƚŝƐƚĂŶĚ
ƉĞŽƉůĞ ǁŚŽ ĂƌĞ ĨĂŵŝůŝĂƌ ǁŝƚŚ ĚŝĨĨĞƌĞŶƚ ĂƌĞĂƐ ŽĨ ĐƵůƚƵƌĂů
ĂĐƚŝǀŝƚŝĞƐ͕ ƐŽ ƚŚŝƐ ǁĂLJ ƚŚĞ ĐŝƚLJ ĂĚŵŝŶŝƐƚƌĂƚŝŽŶ ŐŝǀĞƐ ĨƵůů
ĐƌĞĚŝƚ ƚŽ ƚŚĞ ĞdžƉĞƌƚƐ ƚŽ ŵŽĚĞů ƚŚĞ ĂŶŶƵĂů ĐƵůƚƵƌĂů
ƉƌŽŐƌĂŵƐŽĨƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͘ůƐŽ͕ĞǀŝĚĞŶĐĞƐŚĂǀĞ
ďĞĞŶ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ĐŽŶĐĞƌŶŝŶŐ ŽƉĞŶ ĚŝƐĐƵƐƐŝŽŶƐ ŽŶ
ƐĞǀĞƌĂůŝŵƉŽƌƚĂŶƚŝƐƐƵĞƐŽĨƚŚĞƚŽƵƌŝƐŵƐƚƌĂƚĞŐLJƉůĂŶŶŝŶŐ
;ĚŝƐĐƵƐƐŝŽŶƐ ŽŶ ƵďƌŽǀŶŝŬ ^ƚƌĂƚĞŐLJ͕ WůĂŶŶŝŶŐ͕ ĞƚĐͿ͘
,ŽǁĞǀĞƌ͕ ŝƚ ƐŚŽƵůĚ ďĞ ŶŽƚĞĚ ƚŚĂƚ ƐŽŵĞ E'KƐ ĂŶĚ ůŽĐĂů
ƌĞƐŝĚĞŶĐĞƐŐƌŽƵƉƐĂƌĞĂƌŝƐŝŶŐŝƐƐƵĞƐŽŶƚŚĞŝŵƉůĞŵĞŶƚĞĚ
ƉƌŽĐĞƐƐŽĨĚĞĐŝƐŝŽŶŵĂŬŝŶŐĂŶĚǁĂŶƚƐĂďƌŽĂĚĞƌŽƉĞƌĂƚŝŽŶ
ŽĨƚŚĞŐŽǀĞƌŶĂŶĐĞƐƚƌƵĐƚƵƌĞ͕ƚĂŬŝŶŐŵŽƌĞŝŶĂĐĐŽƵŶƚƚŚĞ
ŵĂũŽƌ ŝƐƐƵĞƐ ŽĨ ƚŚĞ ĐŝƚLJ͘  ƌĞǀŝĞǁ ŽĨ ǀĂƌŝŽƵƐ ŽƉŝŶŝŽŶƐ͕
ƐƚĂƚĞŵĞŶƚƐĂŶĚĚĂƚĂƚŚĂƚǁŝůůŚĞůƉƚŚĞƐƚĂŬĞŚŽůĚĞƌƐĂŶĚ
ĚĞĐŝƐŝŽŶͲŵĂŬĞƌƐƚŽĚĞǀĞůŽƉƚŚĞƉůĂŶƚŚĂƚǁŝůůƌĞƐƉĞĐƚƚŚĞ
ǀĂůƵĞŽĨƚŚĞŚŝƐƚŽƌŝĐĐŽƌĞĂƐĂůŝǀŝŶŐĐŝƚLJ͕ďƵƚĂƚƚŚĞƐĂŵĞ
ƚŝŵĞĞŶĂďůĞŶŽƌŵĂůůŝǀŝŶŐĐŽŶĚŝƚŝŽŶƐĨŽƌƚŚĞ;ĞdžŝƐƚŝŶŐĂŶĚ
ŶĞǁͿƉŽƉƵůĂƚŝŽŶŝŶƚŚĞŚŝƐƚŽƌŝĐĐĞŶƚĞƌ͘/ƚƐŚŽƵůĚďĞĐůĞĂƌ
ƚŚĂƚ ƚŚĞ ŚŝƐƚŽƌŝĐ ĐŝƚŝĞƐ ǁŝƚŚŽƵƚ ƉĞƌŵĂŶĞŶƚ ƉŽƉƵůĂƚŝŽŶ͕
ĨŝůůĞĚǁŝƚŚǀŝƐŝƚŽƌƐĐĂŶŶŽƚĐŽŶƚŝŶƵĞƚŽůŝǀĞ͘dŚĞLJĂƌĞĨĂĐŝŶŐ

2019 GSTC Destination Assessment - Dubrovnik 79




ŵĂũŽƌ ƉƌŽďůĞŵƐ ŽĨ ǁŚŝĐŚ ƚŚĞ ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ŝƐ ƚŚĞ


increasing depopulation. The process of “departing” from
ƚŚĞ ĐŝƚLJ ŝƐĂ ƉƌŽĐĞƐƐ ŝŶǁŚŝĐŚŽŶĐĞ ůŝǀĞůLJ ĐŝƚLJ ďĞĐŽŵĞƐĂ
ŵƵƐĞƵŵ ĂŶĚ ŽŶůLJ Ă ƐLJŵďŽů Žƌ Ă Ĩŝůŵ ƐĐĞŶĞ͕ ĂŶ ĞŵƉƚLJ
ƐĐĞŶĞ ĨŽƌ ƚŚĞ ƉĞƌĨŽƌŵĂŶĐĞ ĂŶĚ ƉƌŽĚƵĐƚŝŽŶ ŽĨ ĚŝĨĨĞƌĞŶƚ
ĂƚƚƌĂĐƚŝŽŶƐ ĂŶĚ ůĞƐƐ Ă ƉůĂĐĞ ƚŽ ůŝǀĞ ŝŶ͘  ĐŽŵƉƌĞŚĞŶƐŝǀĞ
DĂŶĂŐĞŵĞŶƚƉůĂŶǁŽƵůĚĐŽŶƐŝĚĞƌƚŚĞǁŝůůŝŶŐŶĞƐƐŽĨƚŚĞ
ĞdžŝƐƚŝŶŐƉŽƉƵůĂƚŝŽŶƚŽƉĂƌƚŝĐŝƉĂƚĞŝŶƚŚĞƉƌŽĚƵĐƚŝŽŶŽĨƚŚĞ
ƉůĂŶĂŶĚƚŽĐŽŶƚƌŝďƵƚĞǁŝƚŚƚŚĞŝƌƐƵŐŐĞƐƚŝŽŶƐĂŶĚƉƌĂĐƚŝĐĂů
ĂĐƚŝŽŶƐ͘ůƐŽ͕ƚŚŝƐŝƐĂůƐŽƉĂƌƚŽĨƚŚĞZƚĐƚŝŽŶWůĂŶǁŝƚŚ
ƚŚĞĨŝƌƐƚƐĞǀĞƌĂůŐŽĂůƐŽĨƚŚĞŝŶƚĞƌǀĞŶƚŝŽŶůŽŐŝĐĨŽĐƵƐĞĚŽŶ
ƉĂƌƚŝĐŝƉĂƚŝŽŶĂŶĚŐŽŽĚŐŽǀĞƌŶĂŶĐĞŵŽĚĞůƐŝŶǁĞůůďĞŝŶŐŽĨ
ůŽĐĂů ƉĞŽƉůĞ ĂŶĚ ĐŽŵŵƵŶŝƚLJ ĂŶĚ ĐĂƉĂĐŝƚLJ ďƵŝůĚŝŶŐ
ĂĐƚŝǀŝƚŝĞƐĂƐǁĞůůĂƐŝŶĚĞƐƚŝŶĂƚŝŽŶŵĂŶĂŐĞŵĞŶƚĂĐƚŝǀŝƚŝĞƐ͘
WĂƌƚŝĐŝƉĂƚŝǀĞďƵĚŐĞƚŝŶŐƉƌŽĐĞƐƐŝƐƐƚĂƌƚĞĚͲƉŝůŽƚǁĂƐĚŽŶĞ
ŝŶ ƵďƌŽǀŶŝŬ WƌŝŵĂƌLJ ƐĐŚŽŽůƐ ĚƵƌŝŶŐ ϮϬϭϵ͕ ŐŽŝŶŐ ŽŶ
ƚŚƌŽƵŐŚ ϮϬϮϬ ƵůƚƵƌĂů ŽƵŶĐŝůƐ ĂƌĞ ϱ Ͳ ĚŝǀŝĚĞĚ ŝŶ ϱ
ĚŝĨĨĞƌĞŶƚĨŝĞůĚƐŽĨĂƌƚͲƵĚŝŽǀŝƐƵĂů͕DƵƐĞƵŵͲŐĂůůĞƌŝĞƐĂŶĚ
heritage protection, Theatre and Dance, Literature… to
ƚŚĞŵ E'KƐ ĂƌĞ ĂĚĚƌĞƐƐŝŶŐ ŽĨĨĞƌŝŶŐ ƉƌŽŐƌĂŵƐ͕ ƚŚĞ
ƐĞůĞĐƚŝŽŶŝƐŵĂĚĞďLJŵĞŵďĞƌƐ͕ĨŝŶĂůĚĞĐŝƐŝŽŶĂƉƉƌŽǀĞĚ
ďLJ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ŽƵŶĐŝů͘ dŚƵƐ͕ Ă ŵŽƌĞ
ĐŽŵƉƌĞŚĞŶƐŝǀĞ ĞǀĂůƵĂƚŝŽŶ ŽĨ ƚŚŝƐ ƉƌŽĐĞƐƐ ƐŚŽƵůĚ ďĞ
ƉƌĞƐĞŶƚĞĚ͕ǁŝƚŚƌĞƐƵůƚƐĂŶĚƚĂƌŐĞƚƐ͘
ϯ͘ď͘WƵďůŝĐ ĂƐĞĚŽŶƚŚĞĨŝŶĚŝŶŐƐĨƌŽŵƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ĞǀŝĚĞŶĐĞƐŽĨ
ŵĞĞƚŝŶŐ;ƐͿƚŽ meetings’ requirement for destination manĂŐĞŵĞŶƚ
ĚŝƐĐƵƐƐ ŝƐƐƵĞƐŚĂǀĞďĞĞŶĨŽƵŶĚ͕ĂƚůĞĂƐƚŽŶĐĞƉĞƌLJĞĂƌ͘,ŽǁĞǀĞƌ͕
ĚĞƐƚŝŶĂƚŝŽŶ ŵŽƌĞĚĂƚĂƐŚŽƵůĚďĞƉƌŽǀŝĚĞĚŝŶŽƌĚĞƌƚŽďĞũƵƐƚŝĨŝĞĚ͘Ɛ
ϭс
ŵĂŶĂŐĞŵĞŶƚ ĂŶ ĞdžĂŵƉůĞ ŽĨ ƐƵĐŚ Ă ƉƌĂĐƚŝĐĂů ŽĐĐĂƐŝŽŶ ĨŽƌ ĚŝƐĐƵƐƐŝŽŶ ͬ
ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ
ŝƐƐƵĞƐĞĂĐŚ ŵĞĞƚŝŶŐǁĂƐƚŚĞWƌŽũĞĐƚZĞƐƉĞĐƚƚŚĞŝƚLJĚǀŝƐŽƌLJŽĂƌĚ
LJĞĂƌ ĂŶĚ ƐƚĂŬĞŚŽůĚĞƌ ŵĞĞƚŝŶŐƐ͘ >ŝƐƚ ŽĨ ƉĂƌƚŝĐŝƉĂŶƚƐ͕ ĐŽůůĞĐƚĞĚ
ĨĞĞĚďĂĐŬƐ ĨƌŽŵ ƉĂƌƚŝĐŝƉĂŶƚƐ ƚŚƌŽƵŐŚ ĚŝƐĐƵƐƐŝŽŶƐ͕
ŝŶƚĞƌǀŝĞǁƐĂŶĚƋƵĞƐƚŝŽŶŶĂŝƌĞƐ͘dŚĞŝŶƉƵƚƐĂƌĞŝŶƚĞŐƌĂƚĞĚ
ŝŶƚŽWƌŽƉŽƐĂůŽĨƚŚĞWƌŽũĞĐƚZĞƐƉĞĐƚƚŚĞŝƚLJĐƚŝŽŶWůĂŶ
ĨŽƌ ƚŚĞ ƉĞƌŝŽĚ ƵƉ ƚŽ ϮϬϮϱ͘ /Ŷ ĂŶLJ ĐĂƐĞ͕ ŝƚ ŚĂƐ ďĞĞŶ
ĞŵƉŚĂƐŝnjĞĚďLJƚŚĞůŽĐĂůƌĞƐŝĚĞŶĐĞƐƚŚĞŝŵƉŽƌƚĂŶĐĞĨŽƌƚŚĞ
ƌĞǀŝƚĂůŝnjĂƚŝŽŶ ŽĨ ƚŚĞ KůĚ ŝƚLJ ƚŚĂƚ ƚŚĞ ŝŶŚĂďŝƚĂŶƚƐ ĂƌĞ
ŵŽƚŝǀĂƚĞĚƚŽĐŽŶƚŝŶƵĞƚŽůŝǀĞŝŶƚŚĞŚŝƐƚŽƌŝĐĐŽƌĞĂƐƚŚĞLJ
ĂƌĞĂƚƚĂĐŚĞĚƚŽŝƚĂŶĚŝƚƐĐƵůƚƵƌĂůĂŶĚŚŝƐƚŽƌŝĐĂůĂƌƚĞĨĂĐƚƐ͘
dŚĞLJǁŽƵůĚůŝŬĞƚŽŝŶĐƌĞĂƐĞƚŚĞƋƵĂůŝƚLJŽĨůŝĨĞƚŚƌŽƵŐŚƚŚĞ
ĞŶĨŽƌĐĞŵĞŶƚ ŽĨ ĚŝĨĨĞƌĞŶƚ ŵĞĂƐƵƌĞƐ͕ ůŝŬĞ ƚŚĞ ŽŶĞƐ
ŵĞŶƚŝŽŶĞĚĞĂƌůŝĞƌ͘
ϰ >ŽĐĂůĐŽŵŵƵŶŝƚLJ ϰ͘Ă͘ZĞŐƵůĂƌ /ƚ ǁĂƐ ŝĚĞŶƚŝĨŝĞĚ ƚŚĞ ŶĞĞĚ ĨŽƌ ƌĞŐƵůĂƌ ŵŽŶŝƚŽƌŝŶŐ ŽĨ ƚŚĞ
ŽƉŝŶŝŽŶ͗  ĐŽůůĞĐƚŝŽŶ͕ resident’s feedback. What was proved is that there is not
>ŽĐĂů ŵŽŶŝƚŽƌŝŶŐ͕ Ă ƉĞƌŵĂŶĞŶƚ ƉƌŽĐĞƐƐ ŝŶ ƉůĂĐĞ͕ ĞŶŽƵŐŚ ĂŶĚ ƌĞŐƵůĂƌ ďƵƚ
communities’ ƌĞĐŽƌĚŝŶŐ͕ĂŶĚ ϭс ŵŽƌĞ Ă ĨŝĞůĚ ŽĨ ƐĐŝĞŶƚŝĨŝĐ ƌĞƐĞĂƌĐŚ ďLJ ƐĞǀĞƌĂů ĚŝĨĨĞƌĞŶƚ
ĂƐƉŝƌĂƚŝŽŶƐ͕ ƉƵďůŝĐ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ŽƌŐĂŶŝnjĂƚŝŽŶƐ͕ĞƐƉĞĐŝĂůůLJƚŚĞŽůĚĐŝƚLJŽĨƵďƌŽǀŶŝŬ͘EŽƚƐŽ
ĐŽŶĐĞƌŶƐ͕ĂŶĚ ƌĞƉŽƌƚŝŶŐŽĨ  ŵĂŶLJƐƚƵĚŝĞƐŚĂǀĞďĞĞŶĞdžĞĐƵƚĞĚĨŽƌƚŚĞƌĞƐƚŽĨƚŚĞĐŝƚLJ͕
ƐĂƚŝƐĨĂĐƚŝŽŶǁŝƚŚ ĚĂƚĂŽŶ ǁŚŝĐŚǁĂƐĂŶŝƐƐƵĞŽŶŵŽŶŝƚŽƌŝŶŐ͘ůƐŽ͕ŵĂŶLJĐŽŶƐƵůƚĂƚŝŽŶ
ĚĞƐƚŝŶĂƚŝŽŶ ƌĞƐŝĚĞŶƚ ƉƌŽĐĞƐƐĞƐŚĂǀĞďĞĞŶĞdžĞĐƵƚĞĚĨŽƌŵĂŶLJŝŵƉŽƌƚĂŶƚŝƐƐƵĞƐ͕
ŵĂŶĂŐĞŵĞŶƚĂƌĞ ĂƐƉŝƌĂƚŝŽŶƐ͕ ůŝŬĞƵďƌŽǀŶŝŬ^ƚƌĂƚĞŐLJ͕ĐƚŝŽŶWůĂŶŶŝŶŐ͕ĞƚĐ͘/ƚŵƵƐƚďĞ
ƌĞŐƵůĂƌůLJ ĐŽŶĐĞƌŶƐĂŶĚ ĐůĞĂƌ ƚŚĂƚ ĐŽŵƉƌĞŚĞŶƐŝŽŶ ŽĨ residents’ perceptions is
ŵŽŶŝƚŽƌĞĚ͕ ƐĂƚŝƐĨĂĐƚŝŽŶ ĐƌƵĐŝĂů ĨŽƌ ƌĞĂůŝƐĂƚŝŽŶ ŽĨ ĂĚĞƋƵĂƚĞ ƚŽƵƌŝƐŵ ĚĞǀĞůŽƉŵĞŶƚ
ƌĞĐŽƌĚĞĚĂŶĚ ǁŝƚŚ ĂŶĚĨŽƌŵƵƚƵĂůƐĂƚŝƐĨĂĐƚŝŽŶŽĨƚŽƵƌŝƐŵĚĞŵĂŶĚĂŶĚƐƵƉƉůLJ͘

80 2019 GSTC Destination Assessment - Dubrovnik




ƉƵďůŝĐůLJƌĞƉŽƌƚĞĚ ĚĞƐƚŝŶĂƚŝŽŶ Therefore, the aim is to test the model of residents’


ŝŶĂƚŝŵĞůLJ ŵĂŶĂŐĞŵĞŶƚ ƉĞƌĐĞƉƚŝŽŶƐ ŽĨ ĞĐŽŶŽŵŝĐ͕ ƐŽĐŝŽͲĐƵůƚƵƌĂů ĂŶĚ
ASSESSMENT METHODOLOGY
ŵĂŶŶĞƌ͘ ĞŶǀŝƌŽŶŵĞŶƚĂůŝŵƉĂĐƚƐŽĨƚŽƵƌŝƐŵŽŶƚŚĞŝƌ΀ƵŶ΁ƐƵƉƉŽƌƚĨŽƌ
ƐƉĞĐŝĨŝĐĨŽƌŵŽĨƚŽƵƌŝƐŵĚĞǀĞůŽƉŵĞŶƚ͘ůůƚŚĞĨŝŶĚŝŶŐƐƐŽ
ĨĂƌŝŶĚŝĐĂƚĞƚŚĂƚƚŚĞƌĞĂƌĞƚǁŽŐƌŽƵƉƐŽĨƐƚĂŬĞŚŽůĚĞƌƐǁŝƚŚ
ƚŚĞ ŵĂũŽƌ ƌĞƐƉŽŶƐŝďŝůŝƚLJ ĨŽƌ ƉƌŽƚĞĐƚŝŽŶ ŽĨ ƚŽƵƌŝƐŵ
development factors: the ‘directly related’ and ‘indirectly
related’ ones.
Ŷ ĞdžĂŵƉůĞ ŽĨ ƐƵĐŚ ĂŶ ĂƉƉƌŽĂĐŚ ŝƐ Ă ƐƚƵĚLJ ƚŚĂƚ ǁĂƐ
ĐŽŶĚƵĐƚĞĚ ĨŽƌ ƚŚĞ /ŶƐƚŝƚƵƚĞ ĨŽƌ ZĞƐƚŽƌĂƚŝŽŶ ŽĨ ƵďƌŽǀŶŝŬ
;KͿƵƐŝŶŐƐĞǀĞƌĂůƐŽĐŝĂůƌĞƐĞĂƌĐŚŵĞƚŚŽĚƐĚƵƌŝŶŐϮϬϭϲ
ĂŶĚ ϮϬϭϳ͕ ĂƐ ƚŚĞ ďĂƐŝƐ ĨŽƌ ƚŚĞ DĂŶĂŐĞŵĞŶƚ ƉůĂŶ ĨŽƌ
ŚŝƐƚŽƌŝĐ ĐŽƌĞ ŽĨ ƵďƌŽǀŶŝŬ͘ dŚĞ Ăŝŵ ŽĨ ƚŚĞ ƐƚƵĚLJ ǁĂƐ ƚŽ
ŐĂƚŚĞƌ ƌĞůĞǀĂŶƚ ĚĂƚĂ ŽŶ ƚŚĞ ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ĂƐƉĞĐƚƐ ŽĨ
ƌĞǀŝƚĂůŝnjĂƚŝŽŶ ŽĨ ƚŚĞ ŚŝƐƚŽƌŝĐ ĐĞŶƚĞƌ ŽĨ ƵďƌŽǀŶŝŬ ƚŚĂƚ ŝƐ
ĨĂĐŝŶŐŵĂũŽƌƉƌŽďůĞŵƐŽĨƚŽƵƌŝƐƚĐŝƚŝĞƐ͗ƐŝŐŶŝĨŝĐĂŶƚůŽƐƐŽĨ
ƉŽƉƵůĂƚŝŽŶ ĂŶĚ ĚĞƚĞƌŝŽƌĂƚŝŽŶ ŽĨ ƋƵĂůŝƚLJ ŽĨ ůŝĨĞ ŽĨ
ŝŶŚĂďŝƚĂŶƚƐ͕ƚŽƵƌŝƐƚĐƌŽǁĚƐĂŶĚƉŽůůƵƚŝŽŶ͘dŚĞĂŝŵǁĂƐƚŽ
ŐŝǀĞ ĨŽĐƵƐ ƚŽ ůŽĐĂů ĐŽŵŵƵŶŝƚLJ ŶĞĞĚƐ ĂŶĚ ƵƌŐĞ ĨŽƌ
ƐƵƐƚĂŝŶĂďůĞ ƚŽƵƌŝƐŵ ƐŽůƵƚŝŽŶƐ͕ ďĂƐĞĚ ŽŶ ƚŚĞ ďĂůĂŶĐĞ
ďĞƚǁĞĞŶ ůŽĐĂů ĐŽŵŵƵŶŝƚLJ͕ ƚŽƵƌŝƐŵ ĂŶĚ ƉƌĞƐĞƌǀĂƚŝŽŶ ŽĨ
ǁŽƌůĚŚĞƌŝƚĂŐĞƐŝƚĞƉƌŽƚĞĐƚĞĚďLJhE^KͲƚŚĞKůĚŝƚLJŽĨ
Dubrovnik, the ”Pearl of Adriatic” as a living city, not only
ĂŶ ĞĐŽŶŽŵŝĐ ƌĞƐŽƵƌĐĞ ĂŶĚ ƚŽƵƌŝƐƚ ĂƚƚƌĂĐƚŝŽŶ͘ ^ƉĞĐŝĂů
ĂƚƚĞŶƚŝŽŶǁĂƐĚĞǀŽƚĞĚƚŽƚŚĞƐƚƵĚLJŽĨƋƵĂůŝƚLJŽĨůŝĨĞĂŶĚ
ƚŚĞ ƌĞůĂƚŝŽŶƐ ďĞƚǁĞĞŶ ƚŽƵƌŝƐŵ ĂŶĚ ĞǀĞƌLJĚĂLJ ůŝĨĞ ŽĨ
ŝŶŚĂďŝƚĂŶƚƐĂŶĚƚŽƚŚĞĨŽƌŵƵůĂƚŝŽŶŽĨƚŚĞƉƌŽƉŽƐŝƚŝŽŶƐĨŽƌ
ƐŽůǀŝŶŐ ƚŚĞŝƌ ĞǀĞƌLJĚĂLJ ƉƌŽďůĞŵƐ͕ ƐƵĐŚ ĂƐ͗ ƚŚĞ ůĂĐŬ ŽĨ
ĂĚĞƋƵĂƚĞĨĂĐŝůŝƚŝĞƐĂŶĚƐĞƌǀŝĐĞƐĨŽƌƚŚĞƉŽƉƵůĂƚŝŽŶůŝǀŝŶŐŝŶ
ƚŚĞŚŝƐƚŽƌŝĐĐĞŶƚĞƌ;ĨŽƌĞdžĂŵƉůĞƐƚŽƌĞƐͿ͕ƚŚĞĚĞƚĞƌŝŽƌĂƚŝŽŶ
ŽĨƉƵďůŝĐƐƉĂĐĞƐ;ƐƚƌĞĞƚƐĂŶĚƐƋƵĂƌĞƐƌĞƋƵŝƌĞƌĞƉĂŝƌǁŽƌŬ͕
ŶĞǁ ƉĂǀĞŵĞŶƚƐ ĂŶĚ ĂĚũƵƐƚŵĞŶƚƐ ĨŽƌ ĞůĚĞƌůLJ ƉĞƌƐŽŶƐ Žƌ
ĚŝƐĂďůĞĚͿ͕ ƉƌŝǀĂƚŝnjĂƚŝŽŶ ŽĨ ƉƵďůŝĐ ƐƉĂĐĞƐ ĂŶĚ ŽǀĞƌ
ĐƌŽǁĚĞĚŶĞƐƐĂŶĚƚŽƵƌŝƐƚŝĨŝĐĂƚŝŽŶĂƐǁĞůůĂƐĚĞƉŽƉƵůĂƚŝŽŶ
ŽĨƚŚĞĐĞŶƚĞƌĂƐǁĞůůĂƐŵĂŶLJŽƚŚĞƌƉƌŽďůĞŵƐ͘
ƐĂĐŽŶĐůƵƐŝŽŶŝƐƚŚĂƚƵŶĐŽŶƚƌŽůůĞĚƚŽƵƌŝƐŵĞdžƉĂŶƐŝŽŶŚĂƐ
impact on residents’ life and on their [un]support for
ƐƉĞĐŝĨŝĐĨŽƌŵŽĨƚŽƵƌŝƐŵĚĞǀĞůŽƉŵĞŶƚ͘
ϰ͘ď͘ &ŽůůŽǁŝŶŐ Ăůů ƚŚĞ ĞǀŝĚĞŶĐĞƐ ĨƌŽŵ ƚŚĞ ĞdžĞĐƵƚĞĚ
ŽůůĞĐƚŝŽŶ͕ ƐƚĂŬĞŚŽůĚĞƌƐŵĞĞƚŝŶŐĂŶĚĚŽĐƵŵĞŶƚƐĞǀĂůƵĂƚŝŽŶ͕ŝƚĐŽƵůĚ
ŵŽŶŝƚŽƌŝŶŐ͕ ďĞ ƐƚĂƚĞĚ ƚŚĂƚ ĐŽůůĞĐƚŝŽŶ͕ ŵŽŶŝƚŽƌŝŶŐ͕ ƌĞĐŽƌĚŝŶŐ ŽĨ ĚĂƚĂ
ƌĞĐŽƌĚŝŶŐ͕ĂŶĚ ŽĐĐƵƌƐŝŶĂƚŝŵĞůLJŵĂŶŶĞƌ͕ŝŶƚŚĞŽƌLJĂŶĚƉƌĂĐƚŝĐĞ͕ǁŝƚŚŶŽ
ƉƵďůŝĐ ĞǀŝĚĞŶĐĞĚĨŽƌĞĨĨŝĐŝĞŶƚƉƵďůŝĐƌĞƉŽƌƚŝŶŐ͘tŚĂƚƐŽŵĞĐŽƵůĚ
ƌĞƉŽƌƚŝŶŐŽĨ ƐĞĞŵŽƌĞŝƐĐŽŶƐƵůƚĂƚŝŽŶƐĂŶĚǁŽƌŬƐŚŽƉƐ͕ǁŝƚŚƌĞƉŽƌƚŝŶŐ
ĚĂƚĂŽĐĐƵƌƐŝŶ ϭс ďƵƚŶŽƚŝŶĂƐƉĞĐŝĨŝĐƚŝŵĞĨƌĂŵĞ;ĂƚůĞĂƐƚƚŚĞƌĞǁĞƌĞŶŽƚ
ĂƚŝŵĞůLJ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ŝĚĞŶƚŝĨŝĞĚ ŝŶ ƚŚĞ ƚŝŵĞ ŽĨ ƚŚĞ ŐŝǀĞŶ ĂƐƐĞƐƐŵĞŶƚͿ͘ /Ŷ ƚŚĞ
ŵĂŶŶĞƌ  ĞdžĂŵƉůĞŽĨϰ͘Ă͕ƚŚĞƐƚƵĚLJďĞŐƵŶǁŝƚŚĂĚĞƐŬƌĞƐĞĂƌĐŚŽĨ
ĚĂƚĂĐŽůůĞĐƚĞĚŝŶǁŽƌŬƐŚŽƉƐŽƌŐĂŶŝnjĞĚĂŶĚĐŽŶĚƵĐƚĞĚďLJ
ƚŚĞ /ŶƐƚŝƚƵƚĞ ĨŽƌ ZĞƐƚŽƌĂƚŝŽŶ ŽĨ ƵďƌŽǀŶŝŬ͕ ǁŚŝĐŚ ǁĂƐ
ĨŽůůŽǁĞĚ ďLJ ĨŽĐƵƐ ŐƌŽƵƉƐ ĂŶĚ ŝŶĚŝǀŝĚƵĂů ŝŶƚĞƌǀŝĞǁƐ ǁŝƚŚ
ƐĞůĞĐƚĞĚ ƌĞƐƉŽŶĚĞŶƚƐ ;ĐŝƚŝnjĞŶƐ͕ E'KƐ͕ ĞĚƵĐĂƚŝŽŶĂů ĂŶĚ
ŽƚŚĞƌŝŶƐƚŝƚƵƚŝŽŶƐǁŚŝĐŚĂƌĞƐŝƚƵĂƚĞĚŝŶƚŚĞŚŝƐƚŽƌŝĐĐĞŶƚĞƌ
ŽƌƚŚĞďƵĨĨĞƌnjŽŶĞͿĂŶĚŝŶƚĞƌŶĂůĐĞŶƐƵƐŽĨƚŚĞƉŽƉƵůĂƚŝŽŶ
ůŝǀŝŶŐŝŶƚŚĞĐĞŶƚĞƌƉƌŽǀŝĚŝŶŐƌĞůĞǀĂŶƚĚĂƚĂĨŽƌƚŚĞƐƵƌǀĞLJ

2019 GSTC Destination Assessment - Dubrovnik 81




ŽĨ ƚŚĞ ƋƵĂůŝƚLJ ŽĨ ůŝĨĞ ŝŶƚŚĞŚŝƐƚŽƌŝĐ ĐĞŶƚĞƌ ŽĨƵďƌŽǀŶŝŬ͘


DŽƌĞ ĂĐƚŝŽŶƐ ƐŚŽƵůĚ ďĞ ĚĞƐŝŐŶĞĚ ĂŶĚ ĞdžĞĐƵƚĞĚ ĨŽƌ ƚŚĞ
ƉƵďůŝĐƌĞƉŽƌƚŝŶŐŽĨƚŚĞŽƵƚĐŽŵĞƐ͘
ϱ >ŽĐĂůĂĐĐĞƐƐ͗ ϱ͘Ă͘WƌŽŐƌĂŵƐ /Ŷ ƚŚĞ ĐŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͕ ŵĂŶLJ ŶĂƚƵƌĂů ĂŶĚ ĐƵůƚƵƌĂů ƐŝƚĞƐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƚŽŵŽŶŝƚŽƌ͕ ŚĂǀĞďĞĞŶŝĚĞŶƚŝĨŝĞĚ͘&ŽƌŵŽƐƚŽĨƚŚĞŵ͕ƐĞǀĞƌĂůƉƌŽŐƌĂŵƐ
ŵŽŶŝƚŽƌƐ͕ƉƌŽƚĞĐƚƐ ƉƌŽƚĞĐƚ͕ĂŶĚ ŚĂǀĞ ďĞĞŶ ŝŶƚƌŽĚƵĐĞĚ ƚŽ ƉƌŽƚĞĐƚ ĂŶĚ ƌĞŚĂďŝůŝƚĂƚĞ Žƌ
ĂŶĚǁŚĞŶ ƌĞŚĂďŝůŝƚĂƚĞŽƌ Ϯс ƌĞƐƚŽƌĞ ƉƵďůŝĐ ĂĐĐĞƐƐ ďLJ ůŽĐĂůƐ ĂŶĚ ĚŽŵĞƐƚŝĐ ǀŝƐŝƚŽƌƐ͘
ŶĞĐĞƐƐĂƌLJ ƌĞƐƚŽƌĞƉƵďůŝĐ ĚŽĐƵŵĞŶƚƐĂŶĚ ƐƉĞĐŝĂůůLJĨŽƌƚŚĞŽůĚĐŝƚLJ͕ǁŚŝĐŚŝƐƵŶĚĞƌƚŚĞhE^K^ŝƚĞ
ƌĞŚĂďŝůŝƚĂƚĞƐŽƌ ĂĐĐĞƐƐďLJůŽĐĂůƐ ĞǀŝĚĞŶĐĞŽĨ ZƵůĞƐ͕ ŵĂũŽƌ ƉƌŽďůĞŵƐ ŝŶĚŝĐĂƚĞĚ ŝŶ ǀĂƌŝŽƵƐ ǁŽƌŬƐŚŽƉƐ
ƌĞƐƚŽƌĞƐůŽĐĂů ĂŶĚĚŽŵĞƐƚŝĐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŝŶĐůƵĚĞĚ ƚŚĞ ĨŽůůŽǁŝŶŐ͗ ĐŽŵŵƵŶĂů ƉƌŽďůĞŵƐ ;ŐĂƌďĂŐĞ͕
ĐŽŵŵƵŶŝƚLJĂĐĐĞƐƐ ǀŝƐŝƚŽƌƐƚŽ ŶŽŝƐĞ͕ ƚŚĞ ůĂĐŬ ŽĨ ƉƵďůŝĐ ƐĂŶŝƚĂƌLJ ƵŶŝƚƐͿ͖ ŝŶĨƌĂƐƚƌƵĐƚƵƌĂů
ƚŽŶĂƚƵƌĂůĂŶĚ ŶĂƚƵƌĂůĂŶĚ ƉƌŽďůĞŵƐ;ŐĞŶĞƌĂůĚĞƚĞƌŝŽƌĂƚŝŽŶŽĨƐƚƌƵĐƚƵƌĂůĐŽŵƉŽŶĞŶƚƐ
ĐƵůƚƵƌĂůƐŝƚĞƐ͘ ĐƵůƚƵƌĂůƐŝƚĞƐ ŽĨƚŚĞĐŝƚLJƐƵĐŚĂƐĞůĞĐƚƌŝĐŝƚLJ͕ǁĂƚĞƌŽƌƐĞǁĞƌĂŐĞƐLJƐƚĞŵ͕
ĚĞƚĞƌŝŽƌĂƚŝŽŶ ŽĨ ƐƚƌĞĞƚƐ͕ ƉĂǀĞŵĞŶƚƐ Žƌ ƉƌŽďůĞŵƐ ǁŝƚŚ
ƉĂƌŬŝŶŐůŽƚƐĂƐƉĂƌƚŽĨŐĞŶĞƌĂůĚĞƚĞƌŝŽƌĂƚŝŽŶŽĨƋƵĂůŝƚLJŽĨ
ůŝĨĞŽĨŝŶŚĂďŝƚĂŶƚƐͿ͕ƉƌŽďůĞŵƐĐŽŶŶĞĐƚĞĚǁŝƚŚĞŵĞƌŐĞŶĐLJ
ƐŝƚƵĂƚŝŽŶƐ;ƚŚĞůĂĐŬŽĨĞŵĞƌŐĞŶĐLJƉůĂŶƐĨŽƌŝŶƚĞƌǀĞŶƚŝŽŶƐ
ĂŶĚƚŚĞƉƌŽďůĞŵŽĨĂĐĐĞƐƐŽĨĞŵĞƌŐĞŶĐLJǀĞŚŝĐůĞƐƐƵĐŚĂƐ
ĂŵďƵůĂŶĐĞ Žƌ ĨŝƌĞ ďƌŝŐĂĚĞƐͿ͖ ƉƌŽďůĞŵƐ ŽĨ ƚŚĞ ƵƐĞ ŽĨ ĐŝƚLJ
ƐƉĂĐĞ;ƉƌŽďůĞŵƐŽĨĨƌĞĞŵŽǀĞŵĞŶƚŝŶƉƵďůŝĐƐƉĂĐĞǁŚŝĐŚ
ŝƐ ĐŽŶŐĞƐƚĞĚ ǁŝƚŚ ƌĞƐƚĂƵƌĂŶƚƐ ĂŶĚ ƚĞƌƌĂĐĞƐͿ ǁŚŝĐŚ ŝƐ
ĐŽŶŶĞĐƚĞĚ ƚŽ ƉƌŽďůĞŵƐ ŽĨ ĂǀĂŝůĂďŝůŝƚLJ ŽĨ ƐĞƌǀŝĐĞƐ
;ŝŶĂĚĞƋƵĂƚĞƐĞƌǀŝĐĞƐĂŶĚŐŽŽĚƐŽĨĨĞƌĞĚŝŶƐŚŽƉƐĞƐƉĞĐŝĂůůLJ
ƚŚĞŽŶĞƐůĂĐŬŝŶŐƉƌŽǀŝƐŝŽŶƐĨŽƌƚŚĞĞǀĞƌLJĚĂLJŶĞĞĚƐŽĨůŽĐĂů
ƉŽƉƵůĂƚŝŽŶ ƉĞƌŵĂŶĞŶƚůLJ ůŝǀŝŶŐ ŝŶ ƚŚĞ ŽůĚ ĐŝƚLJͿ ĨŝŶĂŶĐŝĂů
ƉƌŽďůĞŵƐ;ƚŚĞĐŽƐƚŽĨůŝǀŝŶŐŝŶƚŚĞĐĞŶƚĞƌŝƐŵƵĐŚŚŝŐŚĞƌĨŽƌ
ĐŝƚŝnjĞŶƐͿĂŶĚƉƌŽďůĞŵƐĐŽŶŶĞĐƚĞĚǁŝƚŚůĂƌŐĞƌƐŽĐŝĂůŝƐƐƵĞƐ
;ŶŽŶͲĐŽŵƉůŝĂŶĐĞ ǁŝƚŚůĂǁƐĂŶĚƌĞŐƵůĂƚŝŽŶƐ͕ ŵŝŐƌĂƚŝŽŶŽĨ
ƚŚĞŝŶŚĂďŝƚĂŶƚƐŽĨƚŚĞĐĞŶƚĞƌƚŽŽƚŚĞƌĐŝƚLJĂƌĞĂƐĂŶĚƚŚĞ
ůŝŬĞͿ͘
ŽŶĐĞƌŶŝŶŐƐŽŵĞǁŝĚĞƌĂƐƉĞĐƚƐŽĨƚŚĞŝŵƉƌŽǀĞŵĞŶƚŽĨůŝĨĞ
ŝŶƚŚĞŚŝƐƚŽƌŝĐĞŶƚƌĞƚŚĞĨŽůůŽǁŝŶŐƉƌŝŽƌŝƚLJĂĐƚŝŽŶƐƐŚŽƵůĚ
ďĞĐŽŶƐŝĚĞƌĞĚ͗ŝƚŝƐŶĞĐĞƐƐĂƌLJƚŽĚĞƚĞƌŵŝŶĞŽďũĞĐƚŝǀĞůLJƚŚĞ
ĐĂƌƌLJŝŶŐ ĐĂƉĂĐŝƚLJ ŽĨ ƚŚĞ ŚŝƐƚŽƌŝĐ ĐĞŶƚĞƌ͕ ƉƌŽǀŝĚĞ ĨŽƌ ƚŚĞ
ƌĞĚƵĐƚŝŽŶ ŝŶ ƚŚĞ ŶƵŵďĞƌ ŽĨ ĚĂŝůLJ ǀŝƐŝƚŽƌƐ ĂŶĚ ĞŶĂďůĞ
ƉůĂŶŶŝŶŐ ŽĨ ƚŽƵƌŝƐƚ ǀŝƐŝƚƐ ;ĞƐƉĞĐŝĂůůLJ ƚŚĞ ĐƌƵŝƐŝŶŐ ǀŝƐŝƚŽƌƐͿ
ĂŶĚ ƚŚĞŝƌ ĚŝƐƉĞƌƐŝŽŶ ƚŽ ƚŚĞ ǁŝĚĞƌ ĂƌĞĂƐ ŽĨ ƚŚĞ ƌĞŐŝŽŶ
;ĂǀƚĂƚ͕<ŽŶĂǀůĞ͕^ƚŽŶĂŶĚƚŚĞůŝŬĞͿ͘dŚŝƐǁŝůů ůĞĂĚƚŽƚŚĞ
ƐĂŵĞ ŶƵŵďĞƌ ŽĨ ƚŽƵƌŝƐƚƐ ďĞŝŶŐ ĚŝƐƉĞƌƐĞĚ ƚŽ ƚŚĞ ǁŝĚĞƌ
ĂƌĞĂƐ͘ ůƐŽ ŝƚ ŝƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ƌĞĚƵĐĞ ƚŚĞ ŶƵŵďĞƌ ŽĨ
ƌĞƐƚĂƵƌĂŶƚƐ ;ĂŶĚ ƚŚĞŝƌ ƚĂďůĞƐ ŝŶ ƚŚĞ ƐƚƌĞĞƚƐ ĂŶĚ ƐƋƵĂƌĞƐͿ
ĂŶĚ ŐĞŶĞƌĂůůLJ ƚŽ ƌĞĚƵĐĞ ƚŚĞ ĐŽŶŐĞƐƚŝŽŶ ŽĨ ƚŚĞ ƉƵďůŝĐ
ƐƉĂĐĞƐŽĨƚŚĞĐŽƌĞ͕ĂƐǁĞůůƚŽƉƌŽǀŝĚĞĞĨĨŝĐŝĞŶƚĐŽŶƚƌŽůŽĨ
ƚŚĞ ĐŽŵŵƵŶĂů ŽƌĚĞƌ ;ŶŽŝƐĞ͕ ƉŽůůƵƚŝŽŶ ĞƚĐ͘Ϳ ĂŶĚ ŵŽǀĞ
ŶŝŐŚƚůŝĨĞ ŽƵƚ ŽĨ ǀĞƌLJ ĂĐŽƵƐƚŝĐ ƐŝƚĞƐ ŝŶ ƚŚĞ ĐĞŶƚĞƌ͘ hƌŐĞŶƚ
ĂĐƚŝŽŶƐ ƚŚĂƚ ǁĞƌĞ ĞŵƉŚĂƐŝnjĞĚ ďLJ ƚŚĞ ƌĞƐƉŽŶĚĞŶƚƐ
ŝŶĐůƵĚĞĚŝŶƚŚŝƐƐŽĐŝŽůŽŐŝĐĂůƌĞƐĞĂƌĐŚĐŽƵůĚďĞƐƵŵŵĂƌŝnjĞĚ
ŝŶ ƐĞǀĞƌĂů ŝĚĞĂƐ͕ ŵĞĂƐƵƌĞƐ ĂŶĚ ƉƌŝŽƌŝƚLJ ĂĐƚŝŽŶƐ ƐƵĐŚ ĂƐ͗
ƌĞĐŽŶƐƚƌƵĐƚŝŽŶ ŽĨ ƚŚĞ ĚĞƚĞƌŝŽƌĂƚĞĚ ŚŽƵƐĞƐ ŝŶ ƚŚĞ ĐĞŶƚĞƌ͕
ƐƚŝŵƵůĂƚŝŽŶ ŽĨ ŝŵŵŝŐƌĂƚŝŽŶ ŽĨ ;ĞƐƉĞĐŝĂůůLJͿ LJŽƵŶŐ ĨĂŵŝůŝĞƐ
ƚŚĂƚǁĂŶƚƚŽƐĞƚƚůĞŝŶƚŚĞKůĚŝƚLJ͕ƌĞŐƵůĂƚŝŽŶĂŶĚĐŚĂŶŐĞƐ
ŽĨƚŚĞƐƵƉƉůLJŽĨŐŽŽĚƐƚŽŵĂŬĞƚŚĞŵŵŽƌĞƐƵŝƚĂďůĞƚŽƚŚĞ
ĞǀĞƌLJĚĂLJ ŶĞĞĚƐ ŽĨ ƉĞƌŵĂŶĞŶƚ ƌĞƐŝĚĞŶƚƐ ŝŶ ƚŚĞ ĐĞŶƚĞƌ
ǁŚĞƌĞƚŚĞƌĞŝƐĂůĂĐŬŽĨƉƌŽǀŝƐŝŽŶƐĂŶĚǁŚĞƌĞƚŚĞƉƌŝĐĞƐŽĨ

82 2019 GSTC Destination Assessment - Dubrovnik




ŐŽŽĚƐĂƌĞŚŝŐŚĞƌƚŚĂŶŝŶŽƚŚĞƌƉĂƌƚƐŽĨƚŚĞĐŝƚLJ͕ƌĞŐƵůĂƚŝŽŶ
ŽĨ ƉĂƌŬŝŶŐ ůŽƚƐ ĂŶĚ ƚŝŵĞůLJ ƌĞƐƚƌŝĐƚŝŽŶƐ ŽĨ ŐŽŽĚƐ ƐƵƉƉůLJ͕
ASSESSMENT METHODOLOGY ŽƌŐĂŶŝnjŝŶŐ ƐƉĞĐŝĂů ĐĂƌĞ ĨŽƌ ƚŚĞ LJŽƵŶŐ ƉŽƉƵůĂƚŝŽŶ͕ LJŽƵŶŐ
ĨĂŵŝůŝĞƐ ĂŶĚ ĞůĚĞƌůLJ ŝŶŚĂďŝƚĂŶƚƐ͕ ƐƚƌŝĐƚĞƌ ƌĞŐƵůĂƚŝŽŶ ŽĨ
ƚŽƵƌŝƐƚ ĂĐƚŝǀŝƚŝĞƐ ŝŶ ƚŚĞ ŽǀĞƌĂůů ŽƌŐĂŶŝnjĂƚŝŽŶ ůŝŬĞ ĨŽƌ
ĞdžĂŵƉůĞƚŚĞƌĞƐƚƌŝĐƚŝŽŶŽĨƚŚĞĚĂŝůLJŶƵŵďĞƌŽĨǀŝƐŝƚŽƌƐƚŽ
ŝŵƉŽƌƚĂŶƚƐŝŐŚƚƐŝŶƐŝĚĞƚŚĞKůĚŝƚLJŽĨƵďƌŽǀŶŝŬĂŶĚƚŚĞ
ŶƵŵďĞƌ ŽĨ ĐƌƵŝƐĞƌƐ͘ ůƐŽ͕ ƐƉĞĐŝĂů ĂƚƚĞŶƚŝŽŶ ƐŚŽƵůĚ ďĞ
ĚĞǀŽƚĞĚƚŽƚŚĞƉƵďůŝĐƐƉĂĐĞƚŚĂƚŝƐĂůƌĞĂĚLJĐŽŶŐĞƐƚĞĚĂŶĚ
ƚŽŽŽĐĐƵƉŝĞĚďLJƚŚĞŵŽǀŝŶŐŵĂƐƐŽĨƚŽƵƌŝƐƚƐǁŚŝĐŚŵĂŬĞƐ
ŝƚ ǀĞƌLJ ĚŝĨĨŝĐƵůƚ ĨŽƌ ĂŶLJďŽĚLJ ƚŽ ǁĂůŬ ŝŶ ƚŚĞ ƐƚƌĞĞƚƐ Žƌ
ƐƋƵĂƌĞƐ ǁŝƚŚŝŶ ƚŚĞ ŚŝƐƚŽƌŝĐ ĐĞŶƚĞƌ͕ ĞƐƉĞĐŝĂůůLJ ĨŽƌ ƚŚĞ
ĞůĚĞƌůLJ͘dŽŽŵĂŶLJƵŶŬŶŽǁŶƉĞŽƉůĞŽŶƚŚĞƐƚƌĞĞƚƐ;ƐŚŽƌƚͲ
ƚĞƌŵǀŝƐŝƚŽƌƐĂŶĚƚŽƵƌŝƐƚƐͿĂůƐŽĐŽŶƚƌŝďƵƚĞƚŽƚŚĞƐĞŶƐĞŽĨ
ŝŶƐĞĐƵƌŝƚLJƚŚĂƚŝƐŶŽƚŝĐĞĚƚŽďĞĂŐƌŽǁŝŶŐƉƌŽďůĞŵĨŽƌƚŚĞ
ŝŶŚĂďŝƚĂŶƚƐŽĨƚŚĞŚŝƐƚŽƌŝĐĐĞŶƚĞƌ͘
 ƌĞƉƌĞƐĞŶƚĂƚŝǀĞ ƉƌŽŐƌĂŵ ĨŽƌ ƚŚĞ ǁŚŽůĞ ŝƚLJ ŝƐ ƚŚĞ
‘ZĞƐƉĞĐƚƚŚĞĐŝƚLJ’ program of which some important issues
ƚŚĂƚĚĞƐĐƌŝďĞƐĂƌĞŐŝǀĞŶ͗
• WůĞĂƐĞ ĚŽ ŶŽƚ ƌŝĚĞ Ă ďŝĐLJĐůĞ͕ ŵŽƚŽƌĐLJĐůĞ͕ ŵŽƉĞĚ Žƌ
ĚƌŝǀĞ Ă ĐĂƌ ǁŝƚŚŽƵƚ ŽďƚĂŝŶŝŶŐ ƐƉĞĐŝĂů ƉĞƌŵŝƐƐŝŽŶ
ďĞĨŽƌĞŚĂŶĚ͘
• WůĞĂƐĞŬĞĞƉĚŽŐƐŽŶĂůĞĂƐŚ͘
• WůĞĂƐĞĚŽŶŽƚĚŝƐĐĂƌĚĐŝŐĂƌĞƚƚĞďƵƚƚƐŝŶƉƵďůŝĐƐƉĂĐĞƐ͘
• WůĞĂƐĞĚŽŶŽƚĐŽŶƐƵŵĞĨŽŽĚ͕ďĞǀĞƌĂŐĞƐŽƌŵŝƐďĞŚĂǀĞ
ĂƌŽƵŶĚĐƵůƚƵƌĂůŵŽŶƵŵĞŶƚƐ͘
• dŚĞ ŝƚLJ tĂůůƐ ĂƌĞ ǀĞƌLJ ŚŝŐŚ ĂŶĚ ĐĂŶ ďĞ ĚĂŶŐĞƌŽƵƐ͕
ƉůĞĂƐĞŽďĞLJ
• ƚŚĞƌƵůĞƐ͘
dŚŝƐ ŝŶŝƚŝĂƚŝǀĞ ŝƐ Ă ŐƌĞĂƚ ĞdžĂŵƉůĞ ŝŶ ƉůĂĐĞ ĂŶĚ ŽƉĞƌĂƚŝŽŶ͕
ǁŚŝĐŚ͕ǁŝƚŚƚŚĞƐƵƉƉŽƌƚŽĨŽƚŚĞƌƐƚĂŬĞŚŽůĚĞƌƐůŝŬĞ>/;ŝƚ
ǁĂƐƐŝŐŶĞĚĂŶDKhͿ͕ŝƐĂǀĞƌLJƉŽǁĞƌĨƵůĂŶĚĞĨĨŝĐŝĞŶƚƚŽŽů
ĨŽƌƚŚĞŵŽŶŝƚŽƌŝŶŐĂŶĚŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨĂĐƚŝǀŝƚŝĞƐĨŽƌƚŚĞ
ƐŚĂŬĞŽĨƚŚĞŝƚLJ͘
ϱ͘ď͘ dŚĞ ŵŽŶŝƚŽƌŝŶŐ ŽĨ ďĞŚĂǀŝŽƵƌ ŽĨ ƚŚĞ ůŽĐĂůƐ ƚŽ ƚŚĞ ƚŽƵƌŝƐƚ
DŽŶŝƚŽƌŝŶŐŽĨ ƐŝƚĞƐ ĂŶĚ ĂƚƚƌĂĐƚŝŽŶ ŝƐ ĂŶ ĞƐƉĞĐŝĂůůLJ ŝŵƉŽƌƚĂŶƚ ŝƐƐƵĞ͘
ďĞŚĂǀŝŽƌĂŶĚ ϬсŶŽĚŽĐƵŵĞŶƚƐ &ŝŶĚŝŶŐƐŽĨƌĞƐĞĂƌĐŚƐƚƵĚŝĞƐŝŶĚŝĐĂƚĞƚŚĂƚƚŚĞƌĞŝƐĂĚŝƌĞĐƚ
ĐŚĂƌĂĐƚĞƌŝƐƚŝĐƐ ĞdžŝƐƚ ƌĞůĂƚŝŽŶƐŚŝƉďĞƚǁĞĞŶƌĞƐŝĚĞŶƚƐǁŚŽƉĞƌĐĞŝǀĞƉŽƐŝƚŝǀĞĂŶĚ
ŽĨůŽĐĂů͕ ŶĞŐĂƚŝǀĞ ĞĐŽŶŽŵŝĐ͕ ƐŽĐŝŽͲĐƵůƚƵƌĂů ĂŶĚ ĞŶǀŝƌŽŶŵĞŶƚĂů
ĚŽŵĞƐƚŝĐĂŶĚ ŝŵƉĂĐƚƐ ŽĨ ƚŽƵƌŝƐŵ ĂŶĚ ƚŚĞŝƌ ΀ƵŶ΁ƐƵƉƉŽƌƚ ĨŽƌ ƚŽƵƌŝƐŵ
ĨŽƌĞŝŐŶǀŝƐŝƚŽƌƐ ĚĞǀĞůŽƉŵĞŶƚ͘DŽƐƚŽĨƌĞůĞǀĂŶƚĚŽĐƵŵĞŶƚƐƉŽŝŶƚŽƵƚƚŚĞ
ƚŽƚŽƵƌŝƐƚƐŝƚĞƐ ƌŽůĞ ĂŶĚ ƐŝŐŶŝĨŝĐance of the permanent residents’
ĂŶĚĂƚƚƌĂĐƚŝŽŶƐ ƉĞƌĐĞƉƚŝŽŶƐ ƌĞƐĞĂƌĐŚ ĐŽŶĐĞƌŶŝŶŐ ƚŚĞ ŝƐƐƵĞƐ ƚŚĂƚ ĂƌĞ
ƌĞůĂƚĞĚ ƚŽ ƚŚĞ ƋƵĂůŝƚLJ ƚŽƵƌŝƐŵ ĚĞǀĞůŽƉŵĞŶƚ ĚƵĞ ƚŽ ƚŚĞ
ŚŝŐŚŝŶƚĞƌĂĐƚŝŽŶďĞƚǁĞĞŶůŽĐĂůƌĞƐŝĚĞŶƚƐ͕ƚŽƵƌŝƐƚƐĂŶĚůŽĐĂů
ƚŽƵƌŝƐŵ ĚĞǀĞůŽƉŵĞŶƚ ĞƐƉĞĐŝĂůůLJ ŝŶ ƚŚĞ ĂƌĞĂƐ ƵŶĚĞƌ ƚŚĞ
ƉƌŽƚĞĐƚŝŽŶŽĨhE^K͘dŚĞĨŝŶĚŝŶŐƐŝŶĚŝĐĂƚĞƚŚĞĞdžŝƐƚĞŶĐĞ
ŽĨƚŚƌĞĞĚŝĨĨĞƌĞŶƚƐĞŐŵĞŶƚƐďĂƐĞĚŽŶƌĞƐŝĚĞŶƚƐ’ attitudes
ƚŽǁĂƌĚ ĞŶǀŝƌŽŶŵĞŶƚĂů ƚŽƵƌŝƐŵ ŝŵƉĂĐƚƐ͘ ůƐŽ͕ ĞĚƵĐĂƚŝŽŶ
ĂƐĂƐŽĐŝŽͲĚĞŵŽŐƌĂƉŚŝĐǀĂƌŝĂďůĞ͕ƚŽŐĞƚŚĞƌǁŝƚŚƐƉĂƚŝĂůĂŶĚ
ƚĞŵƉŽƌĂů ŽŶĞƐ ŚĂƐ ďĞĞŶ ĨŽƵŶĚ ƐƚĂƚŝƐƚŝĐĂůůLJ ƐŝŐŶŝĨŝĐĂŶƚ͘
KƵƚĐŽŵĞƐŽĨƚŚŝƐƉĂƉĞƌƐŚŽǁƚŚĞŶĞĐĞƐƐŝƚLJĨŽƌĂƚƚŝƚƵĚĞƐ
ŵŽĚŝĨŝĐĂƚŝŽŶƚŚƌŽƵŐŚƚŚĞƉƌŽĐĞƐƐŽĨŝŶĐƌĞĂƐŝŶŐƌĞƐŝĚĞŶƚƐ’
ůĞǀĞů ŽĨ ĂǁĂƌĞŶĞƐƐ ƚŽǁĂƌĚ ĞŶǀŝƌŽŶŵĞŶƚĂů ƚŽƵƌŝƐŵ

2019 GSTC Destination Assessment - Dubrovnik 83




ŝŵƉĂĐƚƐ͘ >ŽĐĂů ƌĞƐŝĚĞŶƚƐ ĂŶĚ ƚŚĞŝƌ ƉĂƐƐŝǀĞ ĂŶĚ ĂĐƚŝǀĞ


ŝŶǀŽůǀĞŵĞŶƚ ŝŶ ƚŽƵƌŝƐŵ ƉŽůŝĐLJ ŵĂŬŝŶŐ ĂƌĞ ĂŶ ŝŵƉŽƌƚĂŶƚ
ĨĂĐƚŽƌŽĨƋƵĂůŝƚLJĂŶĚƐƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐŵĚĞǀĞůŽƉŵĞŶƚ͘
,ŽǁĞǀĞƌ͕ĂƐĂŐĞŶĞƌĂůŽƵƚĐŽŵĞ͕ŝƐƚŚĂƚƚŚĞƌĞǁĂƐĨŽƵŶĚ
ŶŽ ƐƉĞĐŝĂů ƚŽŽů Žƌ ƉƌŽĐĞƐƐ ŝŶ ƉůĂĐĞ ƚŚĂƚ ŵŽŶŝƚŽƌ ƚŚĞ
ďĞŚĂǀŝŽƵƌŽĨůŽĐĂů͕ůŽĐĂů͕ĚŽŵĞƐƚŝĐĂŶĚĨŽƌĞŝŐŶǀŝƐŝƚŽƌƐƚŽ
ƚŽƵƌŝƐƚƐŝƚĞƐĂŶĚĂƚƚƌĂĐƚŝŽŶƐŝŶƚŚĞĐŝƚLJ͘KŶůLJƐŽŵĞŬŝŶĚŽĨ
ƌĞƉŽƌƚƐƌĞůĂƚĞĚǁŝƚŚƚŚĞhE^KƉƌŽƚĞĐƚŝŽŶƐƚĂƚƵƐ͕ǁŚŝĐŚ
ĂƌĞŶŽƚƵƐĞĨƵůĨŽƌĞdžƚƌĂĐƚŝŶŐǀĂůƵĂďůĞĐŽŶĐůƵƐŝŽŶƐ͘
ϲ dŽƵƌŝƐŵ ϲ͘Ă͘WƌŽŐƌĂŵ  ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ŵĂŶLJ ĞǀŝĚĞŶĐĞƐ ǁĞƌĞ ĨŽƵŶĚ ƚŽ
ĂǁĂƌĞŶĞƐƐΘ ƚŽƌĂŝƐĞ  ƐƵƉƉŽƌƚƐƵĐŚĂŶĂĐƚŝǀŝƚLJ͘dŚĞƐĞĞǀŝĚĞŶĐĞƐĂƌĞƌĞůĂƚĞĚǁŝƚŚ
ĞĚƵĐĂƚŝŽŶ͗  ĂǁĂƌĞŶĞƐƐŽĨ Ϯс ĂǁĂƌĞŶĞƐƐ ƌĂŝƐĞ ŝŶ ƚŚĞ ĐŽŵŵƵŶŝƚLJ͕ ƐĐŚŽŽůƐ͕ ŚŝŐŚĞƌ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ tourism’s role ĚŽĐƵŵĞŶƚƐĂŶĚ ĞĚƵĐĂƚŝŽŶ ĂŶĚ ĞŶƚƌĞƉƌĞŶĞƵƌƐ͘ ,ŽǁĞǀĞƌ͕ ŶŽ ƋƵĂŶƚŝĨŝĞĚ
ƉƌŽǀŝĚĞƐƌĞŐƵůĂƌ ĂŶĚƉŽƚĞŶƚŝĂů ĞǀŝĚĞŶĐĞŽĨ ƌĞƐƵůƚƐŽĨĂŶĞǀĂůƵĂƚŝŽŶŽĨƚŚĞŽƵƚĐŽŵĞƐŚĂǀĞďĞĞŶĨŽƵŶĚ
ƉƌŽŐƌĂŵƐƚŽ ĐŽŶƚƌŝďƵƚŝŽŶ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŝŶƉůĂĐĞ͘^ŽŵĞĞdžĂŵƉůĞƐŽĨƚŚĞĂĐƚŝǀŝƚŝĞƐĂƌĞ͗
ĂĨĨĞĐƚĞĚ ŚĞůĚŝŶ hZ ͬ ,<d,KE Ͳ &Žƌ ĨŝǀĞ ĐŽŶƐĞĐƵƚŝǀĞ LJĞĂƌƐ͕
ĐŽŵŵƵŶŝƚŝĞƐƚŽ ĐŽŵŵƵŶŝƚŝĞƐ͕ ƵďƌŽǀŶŝŬĚĞǀĞůŽƉŵĞŶƚĂŐĞŶĐLJhZŚĂƐďĞĞŶŽƌŐĂŶŝnjŝŶŐ
ĞŶŚĂŶĐĞƚŚĞŝƌ ƐĐŚŽŽůƐ͕ĂŶĚ Ă ĐŽŵƉĞƚŝƚŝŽŶ ĨŽƌ LJŽƵŶŐ ƉƌŽŐƌĂŵŵĞƌƐ ĂŶĚ ĚĞǀĞůŽƉĞƌƐ
ƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨ ŚŝŐŚĞƌ ǁŝƚŚ ƚŚĞ ƚŽƉŝĐ ŽĨ ^ŵĂƌƚ ŝƚLJ͘ ƵƌŝŶŐ ƚŚĞ ĐŽŵƉĞƚŝƚŝŽŶ
ƚŚĞŽƉƉŽƌƚƵŶŝƚŝĞƐ ĞĚƵĐĂƚŝŽŶ ĚĞǀĞůŽƉĞƌƐ ďƵŝůĚ ŶĞǁ ƐŵĂƌƚ ĐŝƚLJ ƉƌŽƚŽƚLJƉĞƐ ŝŶ ũƵƐƚ ϯϲ
ĂŶĚĐŚĂůůĞŶŐĞƐŽĨ ŝŶƐƚŝƚƵƚŝŽŶƐ ŚŽƵƌƐ͘ dŚĞ ŐŽĂů ŽĨ ƚŚĞ ŚĂĐŬĂƚŚŽŶ ŝƐ ƚŽ ĚŝƐƐĞŵŝŶĂƚĞ
ƚŽƵƌŝƐŵ͕ĂŶĚƚŚĞ ŬŶŽǁůĞĚŐĞ͕ƚŽŵŽƚŝǀĂƚĞĚĞǀĞůŽƉĞƌƐĂŶĚŽƚŚĞƌĐŝƚŝnjĞŶƐƚŽ
ŝŵƉŽƌƚĂŶĐĞŽĨ ƵƐĞ ƐŵĂƌƚ ĐŝƚLJ ƚĞĐŚŶŽůŽŐLJ ƚŽ ƐŽůǀĞ ƉƌŽďůĞŵƐ ŝŶ ƚŚĞŝƌ
ƐƵƐƚĂŝŶĂďŝůŝƚLJ͘ ĞǀĞƌLJĚĂLJ ĞŶǀŝƌŽŶŵĞŶƚ͘ KƵƌ ĚĞƐŝƌĞ ŝƐ ƚŽ ĞĚƵĐĂƚĞ ĂŶĚ
ƌĞĐŽŐŶŝnjĞ ƚĂůĞŶƚƐ͕ ĐŽŶŶĞĐƚ ƚŚĞŵ ǁŝƚŚ ĞdžƉĞƌƚƐ ĂŶĚ
ŵĞŶƚŽƌƐ͕ĂŶĚĞŶĂďůĞƚŚĞŵƚŽũŽŝŶƚůLJĚĞǀĞůŽƉƉƌŽũĞĐƚƐƚŚĂƚ͕
ǁŝƚŚ ƚŚĞ ŚĞůƉ ŽĨ ƚĞĐŚŶŽůŽŐLJ͕ ƐŽůǀĞ ƌĞĂů ĐŝƚLJ ƉƌŽďůĞŵƐ͘
DĞŶƚŽƌƐ Ăƚ ŚĂĐŬĂƚŚŽŶ ĂƌĞ LJŽƵŶŐ ƚĂůĞŶƚ ǁŚŽ ŚĂǀĞ ƚŚĞ
ĞdžƉĞƌŝĞŶĐĞ ŽĨ ĐŽŵƉĞƚŝŶŐ Ăƚ ,ĂĐŬĂƚŚŽŶ͕ ǁŝŶŶŝŶŐ ĂǁĂƌĚƐ
ĂŶĚŝŵƉůĞŵĞŶƚŝŶŐƚŚĞŝƌŽǁŶƉƌŽũĞĐƚƐ͘,ĂĐŬĂƚŚŽŶŝƐĂŐƌĞĂƚ
ĞdžĂŵƉůĞ ŽĨ ŝŶǀĞƐƚŝŶŐ ŬŶŽǁůĞĚŐĞ ĂŶĚ ĐƌĞĂƚŝǀŝƚLJ ĨŽƌ ƚŚĞ
ďĞŶĞĨŝƚŽĨƚŚĞĐŽŵŵƵŶŝƚLJ͘
hZ ͬ tKZ<^,KW W>E^ Ͳ Ɛ ƉŽŝŶƚĞĚ ŝŶ EĂƚŝŽŶĂů
ĞǀĞůŽƉŵĞŶƚ ^ƚƌĂƚĞŐLJ ŽĨ ƚŚĞ ZĞƉƵďůŝĐ ŽĨ ƌŽĂƚŝĂ – ϮϬϯϬ
ĂŶĚEĂƚŝŽŶĂů^ŵĂƌƚŝƚLJ^ƚƌĂƚĞŐLJĞĚƵĐĂƚŝŽŶŽĨƚŚĞĞůĚĞƌůLJ
ŝƐ ƐŽŵĞƚŚŝŶŐ ǁĞ ǁŝůů ĂůƐŽ ďĞ ƉƵƚƚŝŶŐ ŽƵƌ ĨŽĐƵƐ ŽŶ ŝŶ ƚŚĞ
ĨŽůůŽǁŝŶŐLJĞĂƌ͘ƵďƌŽǀŶŝŬĚĞǀĞůŽƉŵĞŶƚĂŐĞŶĐLJhZǁŝůů
ďĞ ŽƌŐĂŶŝnjŝŶŐ ƐĞƌŝĞƐ ŽĨ ǁŽƌŬƐŚŽƉƐ ƚĂŝůŽƌĞĚ ĨŽƌ ĞůĚĞƌůLJ
ƉŽƉƵůĂƚŝŽŶ ƚŽ ƐƵŝƚ ƚŚĞŝƌ ŶĞĞĚƐ ƌĞŐĂƌĚŝŶŐ ƵƐŝŶŐ ŵŽĚĞƌŶ
ƚĞĐŚŶŽůŽŐŝĞƐ ĂŶĚ ŵŽƚŝǀĂƚŝŶŐ ƚŚĞŵ ŝŶ ƵƐŝŶŐ ŽƵƌ ĞdžŝƐƚŝŶŐ
^ŵĂƌƚŝƚLJƚĞĐŚŶŽůŽŐŝĞƐ͘
WƌŽũĞĐƚ ZEͺh ͗ ĐƋƵŝƌŝŶŐ ƉůĂĐĞ ďƌĂŶĚŝŶŐ
ĐŽŵƉĞƚĞŶĐĞƐĂƚǁŽƌŬƚŚƌŽƵŐŚĐŽŶƚŝŶƵŝŶŐsdƚŽŝŶĐƌĞĂƐĞ
ƚŚĞ ĂƚƚƌĂĐƚŝǀĞŶĞƐƐ ŽĨ ƵƌŽƉĞĂŶ ĐŝƚŝĞƐ͘ dŚĞ ŐĞŶĞƌĂů
ŽďũĞĐƚŝǀĞ ŽĨ ƚŚĞ ƉƌŽũĞĐƚ ŝƐ ƚŽ ƌĂŝƐĞ ƚŚĞ ĂƚƚƌĂĐƚŝǀĞŶĞƐƐ ŽĨ
ƵƌŽƉĞĂŶĐŝƚŝĞƐƚŚƌŽƵŐŚƚŚĞĞdžĐŚĂŶŐĞŽĨďĞƐƚƉƌĂĐƚŝĐĞƐŽŶ
ƉůĂĐĞ ďƌĂŶĚŝŶŐ ƐƚƌĂƚĞŐŝĞƐ ĚĞƐŝŐŶĞĚ ĂŶĚŝŵƉůĞŵĞŶƚĞĚ ďLJ
ŵƵŶŝĐŝƉĂůŝƚŝĞƐ ŝŶ ŽƌĚĞƌ ƚŽ ĐƌĞĂƚĞ ŵŽƌĞ ĨĂǀŽƵƌĂďůĞ
ĐŽŶĚŝƚŝŽŶĨŽƌůŽĐĂůĚĞǀĞůŽƉŵĞŶƚ
WƌŽũĞĐƚWWZK/͗&ƌŽŵŶĐŝĞŶƚDĂƌŝƚŝŵĞZŽƵƚĞƐƚŽĐŽͲ
dŽƵƌŝƐƚŝĐ ĞƐƚŝŶĂƚŝŽŶƐ͘ WWZK/ ŵĂŝŶ ŽďũĞĐƚŝǀĞ ŝƐ ƚŽ
ƉƌŽŵŽƚĞĂŶĚǀĂůŽƌŝnjĞĐƵůƚƵƌĂůŚĞƌŝƚĂŐĞƐŝŶZ/KEĂƌĞĂďLJ
ĞŶŚĂŶĐŝŶŐ ŵĂŶĂŐĞŵĞŶƚ ĂŶĚ ƉƌŽŵŽƚŝŽŶ ŽĨ ĂŶĐŝĞŶƚ
ŚĂƌďŽƵƌƐƐŝƚĞƐĂƐƚŽƵƌŝƐƚŝĐĚĞƐƚŝŶĂƚŝŽŶƐĂŶĚďLJŝŵƉƌŽǀŝŶŐ

84 2019 GSTC Destination Assessment - Dubrovnik




ƚŚĞŝŶǀŽůǀĞŵĞŶƚŽĨůŽĐĂůĐŽŵŵƵŶŝƚŝĞƐ͘ǁĂƌĞŶĞƐƐƌĂŝƐŝŶŐ
ĂĐƚŝŽŶƐĂŶĚƚŚĞŵĂƚŝĐĞǀĞŶƚƐǁŝůůďĞŝŵƉůĞŵĞŶƚĞĚŝŶǀŝƚŝŶŐ
ASSESSMENT METHODOLOGY ĐŽŵŵĞƌĐŝĂů ŽƉĞƌĂƚŽƌƐ ĂŶĚ ŬĞLJ ƐƚĂŬĞŚŽůĚĞƌƐ ƚŽ ƉƌŽŵŽƚĞ
ŶĞǁĚĞƐƚŝŶĂƚŝŽŶƐĂŶĚƚŽŝŶĐůƵĚĞƚŚĞŵŝŶĞdžŝƐƚŝŶŐƚŽƵƌŝƐƚŝĐ
ĐŝƌĐƵŝƚƐ͘/ŶĂĚĚŝƚŝŽŶƚŽƚŚĞϱƐŵĂůůƐĐĂůĞŝŶǀĞƐƚŵĞŶƚƐƉŝůŽƚ
ƚĞƐƚƐ͕ ƉƌŽũĞĐƚ ŵĂŝŶŽƵƚƉƵƚƐǁŝůůŝŶĐůƵĚĞ͗ Ă ũŽŝŶƚ ƐƚƌĂƚĞŐŝĐ
ƉůĂŶĨŽƌƚŚĞƉƌŽŵŽƚŝŽŶŽĨǀĂůŽƌŝƐĞĚƚŽƵƌŝƐƚŝĐĚĞƐƚŝŶĂƚŝŽŶƐ͕
ƚƌĂŝŶŝŶŐ ƚŽ ƉƌŽĨĞƐƐŝŽŶĂůƐ ŽĨ ƚŚĞ ƚŽƵƌŝƐƚŝĐ ƐĞĐƚŽƌ ĂŶĚ
ƵŶĞŵƉůŽLJĞĚ LJŽƵŶŐ ƉĞŽƉůĞ ĂƐ ĂŶ ĞŶĐŽƵƌĂŐĞŵĞŶƚ ŽĨ
ďƵƐŝŶĞƐƐ ĂŶĚ ƚƌĂĚĞ ĚĞǀĞůŽƉŵĞŶƚ ďĂƐĞĚ ŽŶ ĐƵůƚƵƌĂů
heritage, the network of “ANCIENT ADRION PORTS City”
ƚŽ ƐƚƌĞŶŐƚŚĞŶ ƚŚĞ ƌĞůĂƚŝŽŶƐ ĂŵŽŶŐƐƚ ƚŚĞ ŝŶǀŽůǀĞĚ ĐŝƚŝĞƐ
ƚŚƌŽƵŐŚĂĐŽŶƐŽůŝĚĂƚĞĚĐŽŵŵƵŶŝƚLJƚŚĂƚǁŝůůďĞĞŶůĂƌŐĞĚ
ƚŽŽƚŚĞƌĞdžŝƐƚŝŶŐĂŶĐŝĞŶƚŚĂƌďŽƵƌƐůŽĐĂƚĞĚŝŶƚŚĞZ/KE
ĂƌĞĂ͘WWZK/ĂŝŵƐƚŚĞŶĂƚĂƋƵĂůŝƚĂƚŝǀĞĐŚĂŶŐĞƚŽƵƌŝƐŵ
ĚĞŵĂŶĚǁŝƚŚĂƚƌĂŶƐŶĂƚŝŽŶĂůĂƉƉƌŽĂĐŚĂŶĚĂƚŝŶĐƌĞĂƐŝŶŐ
ǀŝƐŝďŝůŝƚLJŽĨƚŚĞǀĂůŽƌŝƐĞĚŶĞǁĚĞƐƚŝŶĂƚŝŽŶƐ͘
ϳ WƌĞǀĞŶƚŝŶŐ ϳ͘Ă͘>ĂǁƐĂŶĚ /ƚ ǁĂƐ ĨŽƵŶĚ ƉƌŽŽĨƐ ŽĨ ŝŶƚƌŽĚƵĐŝŶŐ Ăůů ƚŚĞ ŶĞĐĞƐƐĂƌLJ
džƉůŽŝƚĂƚŝŽŶ͗ ĂƉƌŽŐƌĂŵƚŽ ůĞŐŝƐůĂƚŝŽŶŝŶƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͕ĐŽŵŝŶŐĞǀĞŶĨƌŽŵƚŚĞ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƉƌĞǀĞŶƚ Ϯс EĂƚŝŽŶĂůŽƌƚŚĞƵƌŽƉĞĂŶ>ĞǀĞů͘ůƐŽ͕ƐƉĞĐŝĂůƉƌŽŐƌĂŵƐĨŽƌ
ŚĂƐůĂǁƐĂŶĚ ĐŽŵŵĞƌĐŝĂů͕ ĚŽĐƵŵĞŶƚƐĂŶĚ ŶŽĚŝƐĐƌŝŵŝŶĂƚŝŽŶǁĂƐĨŽƵŶĚŝŶƉůĂĐĞ͕ĂĚŽƉƚĞĚďLJƚŚĞŝƚLJ
ĞƐƚĂďůŝƐŚĞĚ ƐĞdžƵĂů͕ŽƌĂŶLJ ĞǀŝĚĞŶĐĞŽĨ ŽĨ ƵďƌŽǀŶŝŬ ĂŶĚ ŝŵƉůĞŵĞŶƚĞĚ͘ EŽ ĨĞĞĚďĂĐŬ ŶƵŵďĞƌƐ
ƉƌĂĐƚŝĐĞƐƚŽ ŽƚŚĞƌĨŽƌŵŽĨ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ǁĞƌĞƌĞƉŽƌƚĞĚŚŽǁĞǀĞƌ͘
ƉƌĞǀĞŶƚ ĞdžƉůŽŝƚĂƚŝŽŶ͕
ĐŽŵŵĞƌĐŝĂů͕ ĚŝƐĐƌŝŵŝŶĂƚŝŽŶ͕
ƐĞdžƵĂů͕ŽƌĂŶLJ ŽƌŚĂƌĂƐƐŵĞŶƚ
ŽƚŚĞƌĨŽƌŵŽĨ ŽĨǀŝƐŝƚŽƌƐŽƌ
ĞdžƉůŽŝƚĂƚŝŽŶĂŶĚ ƌĞƐŝĚĞŶƚƐ
ŚĂƌĂƐƐŵĞŶƚŽĨ ϳ͘ď͘>ĂǁƐĂŶĚ  ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ǁĞŚĂǀĞŝĚĞŶƚŝĨŝĞĚƚŚĞůĞŐŝƐůĂƚŝŽŶ
ĂŶLJŽŶĞ͕ ƉƌŽŐƌĂŵƐĂƌĞ  ƐƚƌƵĐƚƵƌĞ ĨŽƌ ƚŚĞ ƐƉĞĐŝĨŝĐ ĂƌĞĂ͕ ďƵƚ ŶŽ ĞǀŝĚĞŶĐĞƐ ǁĞƌĞ
ƉĂƌƚŝĐƵůĂƌůLJŽĨ ƉƵďůŝĐůLJ ϭсĚŽĐƵŵĞŶƚƐ ĨŽƵŶĚĨŽƌƚŚĞƉƵďůŝĐĐŽŵŵƵŶŝĐĂƚŝŽŶŽĨƚŚŝƐ͘
ĐŚŝůĚƌĞŶ͕ ĐŽŵŵƵŶŝĐĂƚĞĚ ĞdžŝƐƚ
ĂĚŽůĞƐĐĞŶƚƐ͕
ǁŽŵĞŶĂŶĚ
ŵŝŶŽƌŝƚŝĞƐ͘dŚĞ
ůĂǁƐĂŶĚ
ĞƐƚĂďůŝƐŚĞĚ
ƉƌĂĐƚŝĐĞƐĂƌĞ
ƉƵďůŝĐůLJ
ĐŽŵŵƵŶŝĐĂƚĞĚ͘
ϴ ^ƵƉƉŽƌƚĨŽƌ ϴ͘Ă͘WƌŽŐƌĂŵƐ ĂƐĞĚŽŶƚŚĞĚŽĐƵŵĞŶƚĂƚŝŽŶĞǀĂůƵĂƚŝŽŶĂŶĚƐƵƉƉŽƌƚĞĚďLJ
ĐŽŵŵƵŶŝƚLJ͗ ĨŽƌĞŶƚĞƌƉƌŝƐĞƐ͕ ƚŚĞ stakeholder’s ǁŽƌŬƐŚŽƉƐ͕ ŝƚ ǁĂƐ ĨŽƵŶĚ ƐĞǀĞƌĂů
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ǀŝƐŝƚŽƌƐ͕ĂŶĚ ƉƌŽŐƌĂŵƐ ŝŶ ƉůĂĐĞ ĨŽƌ ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ ĚĞǀĞůŽƉŵĞŶƚ ƚŽ
ŚĂƐĂƐLJƐƚĞŵƚŽ ƚŚĞƉƵďůŝĐƚŽ ƐƵƉƉŽƌƚ ͬ ĞŶĐŽƵƌĂŐĞ ĨŽƌ ƚŚĞ ƐŚĂŬĞ ŽĨ ƐƵƐƚĂŝŶĂďŝůŝƚLJ͘ dŚĞ
ĞŶĂďůĞĂŶĚ ĐŽŶƚƌŝďƵƚĞ ϭс ĞdžĂŵƉůĞ ŽĨ ƵďƌŽǀŶŝŬ ^ŵĂƌƚ ŝƚLJ ǀŝƐŝŽŶ ĂŶĚ ĐŽŶĐĞƉƚƵĂů
ĞŶĐŽƵƌĂŐĞ ĚŽŶĂƚŝŽŶƐƚŽ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ŵŽĚĞů͕ǁŝƚŚKďũĞĐƚŝǀĞƐ͗
ĞŶƚĞƌƉƌŝƐĞƐ͕ ĐŽŵŵƵŶŝƚLJ YƵĂůŝƚLJ ŽĨ ůŝĨĞ – ƌŝŶŐ ƉƵďůŝĐ ĂĚŵŝŶŝƐƚƌĂƚŝŽŶ ĂŶĚ ƚŚĞ
ǀŝƐŝƚŽƌƐ͕ĂŶĚƚŚĞ ĂŶĚ ĞĚƵĐĂƚŝŽŶĂůƐLJƐƚĞŵĐůŽƐĞƌƚŽƚŚĞĐŝƚŝnjĞŶƐďLJĂůŝŐŶŝŶŐĐŝƚLJ
ƉƵďůŝĐƚŽ ďŝŽĚŝǀĞƌƐŝƚLJ ƐĞƌǀŝĐĞƐǁŝƚŚƚŚĞŶĞĞĚƐŽĨƚŚĞĐŝƚŝnjĞŶƐĂŶĚďLJŵĂŬŝŶŐƚŚĞŵ
ĐŽŶƚƌŝďƵƚĞƚŽ ĐŽŶƐĞƌǀĂƚŝŽŶ ŵŽƌĞĂĐĐĞƐƐŝďůĞ͕ĂĨĨŽƌĚĂďůĞĂŶĚĨĂƐƚĞƌ͘
ĐŽŵŵƵŶŝƚLJĂŶĚ ŝŶŝƚŝĂƚŝǀĞƐ ^ĞƌǀŝĐĞĞĨĨŝĐŝĞŶĐLJ–KƉƚŝŵŝnjĞĐŽƐƚƐ͕ŐĞŶĞƌĂƚĞƐĂǀŝŶŐƐĂŶĚ
ƐƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚͬŽƌ ŝŶĐƌĞĂƐĞ ĞĨĨŝĐŝĞŶĐLJ ŽĨ ƵƚŝůŝƚLJ ƐĞƌǀŝĐĞƐ ƚŚƌŽƵŐŚ ƌĞĂů ƚŝŵĞ
ŝŶŝƚŝĂƚŝǀĞƐ͘ ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ ƐĞƌǀŝĐĞŵĂŶĂŐĞŵĞŶƚ͘
ĚĞǀĞůŽƉŵĞŶƚ ^ŵĂƌƚ ƐĞƌǀŝĐĞƐ ŝŶ ĐƵůƚƵƌĞ ĂŶĚ ƚŽƵƌŝƐŵ – /ŶĐƌĞĂƐĞ ĐŝƚLJ

2019 GSTC Destination Assessment - Dubrovnik 85




ƌĞǀĞŶƵĞƐ ĨƌŽŵ ƚŽƵƌŝƐŵ ĂŶĚ ĐƵůƚƵƌĂů ĂĐƚŝǀŝƚŝĞƐ ďLJ ƵƐŝŶŐ


ƚĞĐŚŶŽůŽŐLJĂŶĚĚĞǀĞůŽƉŝŶŐŶĞǁƐĞƌǀŝĐĞƐ͘
/ŶƚĞƌŶĂůĞĨĨŝĐŝĞŶĐLJ–KƉƚŝŵŝnjĞĂŶĚŝŵƉƌŽǀĞƚŚĞďƵƐŝŶĞƐƐͬ
ŽƌŐĂŶŝnjĂƚŝŽŶĂůƉƌŽĐĞƐƐĞƐĨŽƌƚŚĞĐŝƚLJ
ĂŶĚ Ăůů ƌĞůĞǀĂŶƚ ƐƚĂŬĞŚŽůĚĞƌƐ ďLJ ƵƐŝŶŐ ƚŚĞ ƐŵĂƌƚ ĐŝƚLJ
ĐŽŶĐĞƉƚ͘
ůƐŽ͕ƚŚĞZƚͲ/ŶƚĞƌǀĞŶƚŝŽŶƐWůĂŶĨŽƌϮϬϭϵ
• ZĞƐƉĞĐƚƚŚĞŝƚLJĂŵƉĂŝŐŶ͗ƐƚĂŬĞŚŽůĚĞƌŝŶĨŽƌŵĂƚŝŽŶ
ĂŶĚĐĂƉĂĐŝƚLJďƵŝůĚŝŶŐŽŶƐƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐŵ
• WƌĞƉĂƌĂƚŝŽŶ ŽĨ ůŽŶŐͲƚĞƌŵ ƉƌŽũĞĐƚƐ ;ŵĂƐƚĞƌ ƉůĂŶƐ͕
ƚĞĐŚŶŝĐĂůĚŽĐƵŵĞŶƚĂƚŝŽŶĞƚĐ͘Ϳ
• ^ƵƐƚĂŝŶĂďůĞƵƌďĂŶŵŽďŝůŝƚLJƉůĂŶƐ
• sŝƐŝƚŽƌͬƚƌĂǀĞů ĂŐĞŶĐLJ ŝŶĨŽƌŵĂƚŝŽŶ ĂŶĚ ĚĞƐƚŝŶĂƚŝŽŶ Θ
ǀŝƐŝƚŽƌŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵƐ
• ĞƚĂ ǀĞƌƐŝŽŶͬƚĞƐƚŝŶŐ ŽĨ ƐŵĂƌƚ /ͬ/ ŐĂŵŝĨŝĞĚ ŵŽďŝůĞ
ƐŽůƵƚŝŽŶ
• ůŽƐĞĐŽŽƉĞƌĂƚŝŽŶĂŶĚĐŽŽƌĚŝŶĂƚŝŽŶǁŝƚŚ>/͕ĐƌƵŝƐĞ
ŝŶĚƵƐƚƌLJ͕ƉŽƌƚĂƵƚŚŽƌŝƚŝĞƐĂŶĚƚƌĂǀĞůĂŐĞŶƚƐ
• ϮϬϭϵ ŝƐ ĐƌƵĐŝĂů ĨŽƌ Ăůů͗ ĂŶLJ ŝŶĐŝĚĞŶƚͬĂŐŐƌĂǀĂƚŝŽŶ ǁŝůů
ƵŶĚĞƌŵŝŶĞƚŚĞƚƌƵƐƚŽĨƚŚĞƉƵďůŝĐĂŶĚŵĞĚŝĂ
ůƐŽ͕ƚŚĞŝŶŝƚŝĂƚŝǀĞŽĨƚŚĞƵďƌŽǀŶŝŬ^ŽƵǀĞŶŝƌƐŝƐĂŶŽƚŚĞƌ
ŽŶĞ ƚŚĂƚ ǁĂƐ ŝŵƉůĞŵĞŶƚĞĚŝŶ ŽƌĚĞƌƚŽ ƐƵƉƉŽƌƚƚŚĞ ůŽĐĂů
souvenirs’ shops for contributing to the local community. 
ĞLJŽŶĚƚŚĞƐĞ͕ƚŚĞƌĞǁĂƐŶŽƚĨŽƵŶĚĞŶŽƵŐŚĞǀŝĚĞŶĐĞƐƚŽ
ƐƵƉƉŽƌƚŝŶŝƚŝĂƚŝǀĞƐĨŽƌĞŶƚĞƌƉƌŝƐĞƐ͕ǀŝƐŝƚŽƌƐ͕ĂŶĚƚŚĞƉƵďůŝĐ
ƚŽ ĐŽŶƚƌŝďƵƚĞ ĚŽŶĂƚŝŽŶƐ ƚŽ ďŝŽĚŝǀĞƌƐŝƚLJ ĐŽŶƐĞƌǀĂƚŝŽŶ
ŝŶŝƚŝĂƚŝǀĞƐ͘ KŶůLJ ƚŚĞ ĂĐƚŝǀŝƚŝĞƐ ŝŶ ƚŚĞ /ƐůĂŶĚ ŽĨ >ŽŬƌƵŵ͕
ǁŚŝĐŚ ŝƐ ƚŚĂƚ ĚŝƌĞĐƚŝŽŶ ďƵƚ ŶŽƚ ĞŶŽƵŐŚ ƚŽ ũƵƐƚŝĨLJ
ĐŽŵƉĞƚĞŶĐĞŽĨƚŚŝƐŝŶĚŝĐĂƚŽƌ͘
ϵ ^ƵƉƉŽƌƚŝŶŐůŽĐĂů ϵ͘Ă͘WƌŽŐƌĂŵ KŶĞ ŽĨ ƚŚĞ ŵĂũŽƌ ŝƐƐƵĞƐ ƚŚĂƚ ŝĚĞŶƚŝĨŝĞĚ ĚƵƌŝŶŐ ƚŚĞ
ĞŶƚƌĞƉƌĞŶĞƵƌƐ ƚŽƐƵƉƉŽƌƚĂŶĚ Ϯс ĂƐƐĞƐƐŵĞŶƚ ŝƐ ƚŚĞ ŵŽŶŽͲĐƵůƚƵƌĂů ĐŚĂƌĂĐƚĞƌŝƐƚŝĐ ŽĨ ƚŚĞ
ĂŶĚĨĂŝƌƚƌĂĚĞ͗dŚĞ ďƵŝůĚĐĂƉĂĐŝƚLJ ĚŽĐƵŵĞŶƚƐĂŶĚ ƵďƌŽǀŶŝŬ ĞĐŽŶŽŵŝĐ ŵŽĚĞů͕ ǁŚŝĐŚ ŝƐ dŽƵƌŝƐŵ ƌĞůĂƚĞĚ
ĚĞƐƚŝŶĂƚŝŽŶŚĂƐĂ ŽĨůŽĐĂůĂŶĚ ĞǀŝĚĞŶĐĞŽĨ ƐĞƌǀŝĐĞƐ͘ /Ŷ ŽƌĚĞƌ ƚŽ ĚŝǀĞƌƐŝĨLJ ƚŚĞ ůŽĐĂů ŵŝdžƚƵƌĞ ĂŶĚ
ƐLJƐƚĞŵƚŚĂƚ ƐŵĂůůĂŶĚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŵŝŶŝŵŝnjĞ ƚŚĞ ďƌĂŝŶ ĚƌĂŝŶ͕ ďLJ ƉĂƌĂůůĞů ƐƵƉƉŽƌƚ ŽĨ ůŽĐĂů
ƐƵƉƉŽƌƚƐůŽĐĂůĂŶĚ ŵĞĚŝƵŵͲƐŝnjĞĚ ĞŶƚƌĞƉƌĞŶĞƵƌƐ͕ ƐĞǀĞƌĂů ĂĐƚŝǀŝƚŝĞƐ ǁŚĞƌĞ ĚĞƐŝŐŶĞĚ ĂŶĚ
ƐŵĂůůͲĂŶĚ ĞŶƚĞƌƉƌŝƐĞƐ ĞdžĞĐƵƚĞĚ͘ ^ŽŵĞ ĞdžĂŵƉůĞƐ ĂƌĞ ŐŝǀĞŶ͗ ^ͲƵďƌŽǀŶŝŬ ŝŶ
ŵĞĚŝƵŵͲƐŝnjĞĚ ϮϬϬϮ ďĞŐĂŶ ǁŽƌŬ ŽŶ ƚŚŝƐ ĚĞǀĞůŽƉŵĞŶƚ ƉƌŽŐƌĂŵ͕ ŝŶ
ĞŶƚĞƌƉƌŝƐĞƐ͕ƚŚĂƚ ĐŽůůĂďŽƌĂƚŝŽŶ ǁŝƚŚ E'K K^W͕ &ůŽƌĞŶĐĞ͘ dŚĞ ũŽŝŶƚ ĚƌĂĨƚ
ĚĞǀĞůŽƉƐůŽĐĂů ƉƌŽŐƌĂŵǁĂƐƉƌĞƐĞŶƚĞĚƚŽƚŚĞDŝŶŝƐƚƌLJŽĨ&ŽƌĞŝŐŶĨĨĂŝƌƐ͕
ƐƵƐƚĂŝŶĂďůĞ ǁŚŝĐŚŚĂƐĂĨƵŶĚĨŽƌĨŝŶĂŶĐŝŶŐĚĞǀĞůŽƉŵĞŶƚƉƌŽũĞĐƚƐĂŶĚ
ƉƌŽĚƵĐƚƐĂŶĚ ƉƌŽŐƌĂŵƐŝŶŶĞŝŐŚďŽƌŝŶŐĐŽƵŶƚƌŝĞƐ͘,ŽǁDĂƌĐŚĞZĞŐŝŽŶŝƐ
ƉƌŽŵŽƚĞƐĨĂŝƌ ŽƵƌŶĞŝŐŚďŽƌŝŶŐĚƌŝĂƚŝĐƌĞŐŝŽŶ͕ƚŚĞƉƌŽŐƌĂŵŝƐƉƌĞƐĞŶƚĞĚ
ƚƌĂĚĞƉƌŝŶĐŝƉůĞƐ ƚŽ ƚŚĞŵ͘ 'ŝǀĞŶ ƚŚĂƚ ƚŚŝƐ ǁĂƐ Ă ŶĂƚŝŽŶĂů ĂŶĚ ƌĞŐŝŽŶĂů
ƚŚĂƚĂƌĞďĂƐĞĚŽŶ ŝŶƐƚŝƚƵƚŝŽŶƐ͕ƚŽŽŬLJĞĂƌƐƚŽƉĂƐƐĂůůƉƌŽŐƌĂŵĐŽŵŵŝƐƐŝŽŶƐ͕
the area’s nature ĂŶĚĨŝŶĂůůLJŝŶϮϬϬϳĂŶĚǁĂƐĂƉƉƌŽǀĞĚ͘dŚĞŽǀĞƌĂůůŽďũĞĐƚŝǀĞ
ĂŶĚĐƵůƚƵƌĞ͘ ŽĨ ƚŚĞ ƉƌŽŐƌĂŵ ŝƐ ƚŽ ĐŽŶƚƌŝďƵƚĞ ƚŽ ƐƵƐƚĂŝŶĂďůĞ ĞĐŽŶŽŵŝĐ
dŚĞƐĞŵĂLJŝŶĐůƵĚĞ ĚĞǀĞůŽƉŵĞŶƚŝŶƚŚĞĞŶƚŝƌĞĚƌŝĂƚŝĐĂƌĞĂ͕ƐƚƌĞŶŐƚŚĞŶŝŶŐƚŝĞƐ
ĨŽŽĚĂŶĚ ĂŶĚ ƐŚĂƌŝŶŐ ĞdžƉĞƌŝĞŶĐĞƐ ĂŶĚ ŵĞƚŚŽĚƐ ŽĨ ĐƌŽƐƐͲďŽƌĚĞƌ
ďĞǀĞƌĂŐĞƐ͕ĐƌĂĨƚƐ͕ ĐŽŽƉĞƌĂƚŝŽŶ͘^ƉĞĐŝĨŝĐŽďũĞĐƚŝǀĞƐŽĨƚŚĞƉƌŽŐƌĂŵ͗ĞĚƵĐĂƚĞ
ƉĞƌĨŽƌŵĂŶĐĞĂƌƚƐ͕ ƉŽƚĞŶƚŝĂů ƵƐĞƌƐ ŽĨ ƚŚĞ ƉƌŽŐƌĂŵ͕ ĞƐƚĂďůŝƐŚ Ă ĞŶƚĞƌ ĨŽƌ
ĂŐƌŝĐƵůƚƵƌĂů ZĞƐƉŽŶƐŝďůĞdŽƵƌŝƐŵŽĨƚŚĞĚƌŝĂƚŝĐƌĞŐŝŽŶŝŶƵďƌŽǀŶŝŬ͕
ƉƌŽĚƵĐƚƐ͕ĞƚĐ͘ ǀĂůŽƌŝnjĂƚŝŽŶ ŽĨ ůŽĐĂů ƌĞƐŽƵƌĐĞƐ ĂŶĚ ƉƌŽĚƵĐƚƐ ƚŚƌŽƵŐŚ
ƌĞƐƉŽŶƐŝďůĞ ƚŽƵƌŝƐŵ͕ ŝŶĐƌĞĂƐĞ ĨĂŵŝůLJ ŝŶĐŽŵĞ͕ ĞŵƉŽǁĞƌ

86 2019 GSTC Destination Assessment - Dubrovnik




ƉƌŽĐĞƐƐĞƐ ĂŝŵĞĚ Ăƚ ƐĞůĨͲĞŵƉůŽLJŵĞŶƚ ĂŶĚ ƚŚĞ


ĚĞǀĞůŽƉŵĞŶƚ ŽĨ ƉƌŝǀĂƚĞ ĂŶĚ ŵŝĐƌŽͲĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉ͕
ASSESSMENT METHODOLOGY ƉƌŽŵŽƚĞĐŽŽƉĞƌĂƚŝŽŶĂŶĚŝŶƚĞƌĂĐƚŝŽŶŽĨƉƌŝǀĂƚĞĂŶĚƉƵďůŝĐ
ĞŶƚŝƚŝĞƐŝŶƚŚĞĂƌĞĂŽĨƚŚĞůŽĐĂůĞĐŽŶŽŵLJ͘
dŚĞ ĂĐƚŝǀŝƚŝĞƐ ŽĨ ƚŚŝƐ ƉƌŽŐƌĂŵ ůĂƌŐĞůLJ ǁŝůů ĂƉƉůLJ ƚŽ ƚŚĞ
ĞdžĐŚĂŶŐĞ ŽĨ ŬŶŽǁůĞĚŐĞ ĂŶĚ ĞdžƉĞƌŝĞŶĐĞ ďĞĐĂƵƐĞ ƚŚĞ
ĚƌŝĂƚŝĐŝƐƉĞƌĐĞŝǀĞĚŵŽƌĞĂƐĂƐŚĂƌĞĚƌĞƐŽƵƌĐĞƌĂƚŚĞƌƚŚĂŶ
ŐĞŽŐƌĂƉŚŝĐĂů ďĂƌƌŝĞƌƐ͘ WƌŽŐƌĂŵ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƉƌŽǀŝĚĞƐ
ĞdžĐĞƉƚŝŽŶĂůŝŵƉŽƌƚĂŶĐĞŽĨƚŚŝƐƉĂƌƚŽĨƚŚĞĚƌŝĂƚŝĐĐŽĂƐƚ͕
ƐŝŶĐĞƚŚĞĐƌĞĂƚŝŽŶŽĨƚŚĞĞŶƚĞƌĨŽƌZĞƐƉŽŶƐŝďůĞdŽƵƌŝƐŵŝŶ
ƚŚĞ ĐŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͕ ŝŶ ƚŚĞ ĐŽŶƚĞdžƚ ŽĨ ƵƌŽƉĞĂŶ
ŝŶƚĞŐƌĂƚŝŽŶ͕ŝƚŝƐĞdžƚƌĞŵĞůLJŝŵƉŽƌƚĂŶƚĨŽƌƚŚĞĞŶƚŝƌĞƌĞŐŝŽŶ͘
^dZdhW Dz Ͳ ^ƚĂƌƚƵƉ ĐĂĚĞŵLJ ŝƐ Ă ƐĞƚ ŽĨ
ĞŶƚƌĞƉƌĞŶĞƵƌŝĂů ǁŽƌŬƐŚŽƉƐ͘ dŚƌŽƵŐŚŽƵƚ ƚŚĞ LJĞĂƌ ƵƐƵĂůůLJ
ǁĞŽƌŐĂŶŝnjĞĂƌŽƵŶĚϱϬǁŽƌŬƐŚŽƉƐǁŚŝĐŚƉƌŽǀŝĚĞƐďƵĚĚŝŶŐ
ĞŶƚƌĞƉƌĞŶĞƵƌƐǁŝƚŚƚŚĞƐŬŝůůƐĂŶĚŬŶŽǁůĞĚŐĞƚŽĐŽŵĞƵƉ
ǁŝƚŚďƵƐŝŶĞƐƐŝĚĞĂƐĂŶĚĚĞǀĞůŽƉƚŚĞŝƌŽǁŶǀĞŶƚƵƌĞƐ͘ŶĚ
ƚŚŝƐ ŝŶĐůƵĚĞƐ ŚĞůƉŝŶŐ ƚŚĞŵ ƚŽ ůĞĂƌŶ ĂďŽƵƚ ĐŽƌĞ ďƵƐŝŶĞƐƐ
ĂƌĞĂƐƐƵĐŚĂƐĨŝŶĂŶĐĞ͕ƐĂůĞƐ͕ŵĂƌŬĞƚŝŶŐ͕ŵĂŶĂŐĞŵĞŶƚĂŶĚ
ĂĐĐŽƵŶƚŝŶŐ͕ŶŽƚƚŽŵĞŶƚŝŽŶ͕ďƌŽĂĚĞƌƌĂŶŐŝŶŐƐŬŝůůƐƐƵĐŚĂƐ
ĂĚĂƉƚĂďŝůŝƚLJ͕ ĞĨĨĞĐƚŝǀĞ ĐŽŵŵƵŶŝĐĂƚŝŽŶ͕ ĂŶĚ ĐŽŶĨŝĚĞŶĐĞ͘
dŚĞ ĂĚǀĂŶƚĂŐĞ ŽĨ ůĞĂƌŶŝŶŐ ĞŶƚƌĞƉƌĞŶĞƵƌŝĂů ƐŬŝůůƐ ŝƐ ƚŚĂƚ
ƚŚĞLJ ĂƌĞ ŶŽƚ ƵŶŝƋƵĞůLJ ƌĞůĞǀĂŶƚ ƚŽ Ă ĐĂƌĞĞƌ ĂƐ ĂŶ
ĞŶƚƌĞƉƌĞŶĞƵƌ͘dŚĞƐŬŝůůƐŶĞĞĚĞĚƚŽƐƚĂƌƚLJŽƵƌŽǁŶďƵƐŝŶĞƐƐ
ĂƌĞ ƌĞůĞǀĂŶƚ ŝŶ ĂŶLJ ĨŝĞůĚ ĂŶĚ ǁŽƵůĚ ĂůƐŽ ďĞ ĚĞƐŝƌĂďůĞ
ĂƚƚƌŝďƵƚĞƐ ĨŽƌ ďĞŝŶŐ ĂŶ ĞŵƉůŽLJĞĞ͘ /Ŷ ĨĂĐƚ͕ ŚĂǀŝŶŐ Ă ǁŝĚĞ
ƌĂŶŐĞŽĨďƵƐŝŶĞƐƐͲƌĞůĞǀĂŶƚƐŬŝůůƐĂĐƋƵŝƌĞĚƚŚƌŽƵŐŚ^ƚĂƌƚƵƉ
ĐĂĚĞŵLJǁŽƌŬƐŚŽƉƐǁŽƵůĚŵĂŬĞLJŽƵĂŶŝĚĞĂůĐĂŶĚŝĚĂƚĞ
ŝŶŵŽƐƚĨŝĞůĚƐ͘
ƵďƌŽǀŶŝŬ ƵƐŝŶĞƐƐ /ŶĐƵďĂƚŽƌ Ͳ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ
ĞǀĞůŽƉŵĞŶƚ ŐĞŶĐLJ hZ ŝƐ ĂĐƚŝŶŐ ĂƐ ŽŶĞ ŽĨ ƚŚĞ ƚǁŽ
ŽĨĨŝĐŝĂů ƵƐŝŶĞƐƐ ^ƵƉƉŽƌƚ /ŶƐƚŝƚƵƚŝŽŶƐ͘ ĞƚǁĞĞŶϮϬϭϰ ĂŶĚ
ϮϬϭϲĂƌŽƵŶĚϭϳϬ͕ϬϬϬ͘ϬϬhZǁĂƐŝŶǀĞƐƚĞĚŝŶƚŚĞƵƐŝŶĞƐƐ
/ŶĐƵďĂƚŽƌ ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ͘ tŝƚŚŝŶ ƚŚĞ ůĂƐƚ ĨŝǀĞ LJĞĂƌƐ͕ ƚŚĞ
ƵƐŝŶĞƐƐ/ŶĐƵďĂƚŽƌƉƌŽǀŝĚĞĚƐƉĂĐĞĂŶĚƐƵƉƉŽƌƚƚŽϯϲƐƚĂƌƚͲ
ƵƉƐ͘KƵƚŽĨƚŚĞƐĞϯϲƐƚĂƌƚͲƵƉƐ͕ϯϬĂƌĞĐƵƌƌĞŶƚůLJŽƉĞƌĂƚŝŶŐ
ĂŶĚ ĚĞǀĞůŽƉŝŶŐ͕ ǁŚŝůĞ ϲ ŽĨ ƚŚĞŵ ŚĂǀĞ ĐůŽƐĞĚ͘ dŚĞ
ƐƵďƐĞƋƵĞŶƚ ƐƵĐĐĞƐƐ ƌĂƚĞ ŝƐ ϴϯй͘ ,ŽǁĞǀĞƌ͕ ŶŽ ŽƵƚĐŽŵĞƐ
ĞǀĂůƵĂƚŝŽŶǁĂƐĨŽƵŶĚŝŶƉůĂĐĞ͘&ŝŶĂůůLJ͕ƚŚŝƐŝƐĂůƐŽŝŶĐůƵĚĞĚ
ŝŶƚŽ ƚŚĞ Zƚ ĐƚŝŽŶ WůĂŶ ƵŶĚĞƌ ƚŚĞ WƌŝŽƌŝƚLJ YƵĂůŝƚLJ ĂŶĚ
ŝǀĞƌƐŝĨŝĐĂƚŝŽŶ ŽĨ dŽƵƌŝƐƚ KĨĨĞƌ ĂŶĚ ^ƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚ
ZĞƐŝůŝĞŶĐĞ͘/ƚǁĂƐĂůƐŽŝŶǀŽůǀĞĚŝŶƚŚĞdĞƌŵƐŽĨZĞĨĞƌĞŶĐĞ
ĨŽƌ ƚŚĞ ĚĞƐŝŐŶ ĂŶĚƌĞĐŽŶƐƚƌƵĐƚŝŽŶ ŽĨ ƚŚĞ ^ƵŵŵĞƌ ,ŽƵƐĞ
Gučetić where thisŝƐƉĂƌƚŽĨƚŚĞƉƌŽŐƌĂŵŽĨƚŚĞƐƵŵŵĞƌ
ŚŽƵƐĞ ǁŝƚŚƐŚŽƉƉƌŽŵŽƚŝŶŐ ůŽĐĂůƉƌŽĚƵĐƚƐ ďƵƚ ĂůƐŽ ůŽĐĂů
ĐƵůƚƵƌĂů ĂŶĚ ĐƌĞĂƚŝǀĞ ĞŶƚƌĞƉƌĞŶĞƵƌŝĂů ĂĐƚŝǀŝƚLJ ŝŶĐƵďĂƚŝŽŶ
ĂŶĚĚĞǀĞůŽƉŵĞŶƚ͘
ϵ͘ď͘WƌŽŐƌĂŵ  ĂƐĞĚŽŶƚŚĞŽƵƚĐŽŵĞƐŽĨƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ƚŚĞƌĞǁĂƐŶŽƚ
ĞŶĐŽƵƌĂŐĞƐ ϭс ĞŶŽƵŐŚĂĐƚŝǀŝƚŝĞƐŝŶƉůĂĐĞƚŽũƵƐƚŝĨLJĂŶĞdžƚĞŶĚĞĚƉƌŽŐƌĂŵ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ĨŽƌĞŶĐŽƵƌĂŐĞƐĞŶƚĞƌƉƌŝƐĞƐƚŽƉƵƌĐŚĂƐĞŐŽŽĚƐĂŶĚƐĞƌǀŝĐĞƐ
ƉƵƌĐŚĂƐĞ >K>>z͘^ŽŵĞĞdžĂŵƉůĞƐŽĨĂĐƚŝǀŝƚŝĞƐƚŚĂƚƚŚĞƵďƌŽǀŶŝŬ
ŐŽŽĚƐĂŶĚ dŽƵƌŝƐŵŽĂƌĚŚĂǀĞďĞĞŶŝŵƉůĞŵĞŶƚĞĚŝƐƐƚƌĂŝŐŚƚƌĞůĂƚĞĚ
ƐĞƌǀŝĐĞƐůŽĐĂůůLJ ǁŝƚŚ ŐĂƐƚƌŽŶŽŵLJ͘ &Žƌ ĞdžĂŵƉůĞ͕ ƵďƌŽǀŶŝŬ dŽƵƌŝƐƚ ŽĂƌĚ
ŽƌŐĂŶŝnjĞ&ŽŽĚ&ĞƐƚŝǀĂůĂƐǁĞůůĂƐƐŽŵĞŽƚŚĞƌŐĂƐƚƌŽŶŽŵŝĐ

2019 GSTC Destination Assessment - Dubrovnik 87




ĞǀĞŶƚƐ͗ ĂŬĞ WĂƌƚLJ͕ ^ƚƌĂǁďĞƌƌŝĞƐ ĚĂLJ͕ KLJƐƚĞƌƐ ĂLJ͕


sĞůĞŶƚŝŶĞΖƐ'ĂƐƚƌŽĂLJƐ͕ŽĚĨŝƐŚĂLJƐĂŶĚ^ƉƌŝŶŐ'ŽƵƌŵĞƚ
tĞĞŬ͘ Ͳ'ŽŽĚ &ŽŽĚ &ĞƐƚŝǀĂů͗
ŚƚƚƉ͗ͬͬǁǁǁ͘ƚnjĚƵďƌŽǀŶŝŬ͘ŚƌͬůĂŶŐͬĞŶͬŶĞǁƐͬŐŽŽĚͺĨŽŽĚͺĨĞ
ƐƚͬŝŶĚĞdž͘Śƚŵů
ϵ͘Đ͘WƌŽŐƌĂŵ dŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚĂŶĚĞŶŽƵŐŚĂĐƚŝǀŝƚLJƚŚĂƚǁĂƐĨŽƵŶĚŝƐ
ƚŽƉƌŽŵŽƚĞ ƚŚĞ ƵƚŚĞŶƚŝĐĂůůLJ ƌŽĂƚŝĂŶ Ͳ ^ŝŶĐĞ ϮϬϭϭ͕ ƚŚĞ ƵďƌŽǀŶŝŬ
ĂŶĚĚĞǀĞůŽƉ dŽƵƌŝƐƚ ŽĂƌĚ ŚĂƐ ďĞĞŶ ŵĂƌŬŝŶŐ ƉŽŝŶƚƐ ŽĨ ƐĂůĞ ǁŝƚŚ ƚŚĞ
ůŽĐĂů Ϯс sign “Authentically Croatian” where only Croatian and
ƐƵƐƚĂŝŶĂďůĞ ĚŽĐƵŵĞŶƚƐĂŶĚ ƵďƌŽǀŶŝŬƐŽƵǀĞŶŝƌƐĂƌĞŽĨĨĞƌĞĚŽŶƐĂůĞ͘dŚŝƐĞŶĐŽƵƌĂŐĞƐ
ƉƌŽĚƵĐƚƐďĂƐĞĚ ĞǀŝĚĞŶĐĞŽĨ ĂŶĚ ƐƵƉƉŽƌƚƐ ƚŚĞ ƉƌŽĚƵĐƚŝŽŶ ĂŶĚ ƐĂůĞ ŽĨ ƚƌĂĚŝƚŝŽŶĂů
ŽŶůŽĐĂůŶĂƚƵƌĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽƌŝŐŝŶĂů ƐŽƵǀĞŶŝƌƐ ĂŶĚ ĞŶŚĂŶĐĞƐ ƚŚĞ ƋƵĂůŝƚLJ ŽĨ ƚŚĞ
ĂŶĚĐƵůƚƵƌĞ ƐŽƵǀĞŶŝƌ ŽĨĨĞƌ͕ ǁŚŝůĞ ĂůƐŽ ŵĂŬŝŶŐ ŝƚ ĞĂƐŝĞƌ ĨŽƌ ŐƵĞƐƚƐ ƚŽ
ĨŝŶĚ ƋƵĂůŝƚLJ ƉƌŽĚƵĐƚƐ͘  ĂĐŚ LJĞĂƌ͕ Ă ďƌŽĐŚƵƌĞ ŝƐ ƉƌŝŶƚĞĚ
ĐŽŶƚĂŝŶŝŶŐĂůŝƐƚŽĨƉŽŝŶƚƐŽĨƐĂůĞďĞĂƌŝŶŐƚŚĞƐŝŐŶ͘&Žƌ
ϮϬϭϵ͕ ƐĞǀĞƌĂů ŵŽƌĞ ƚŚĂŶ ϯϬ ƐŚŽƉƐ ƉĂƌƚŝĐŝƉĂƚĞĚ ŝŶ ƚŚĂƚ
ƉƌŽŐƌĂŵ͘ ůƐŽ͕ ĞdžƉĞƌŝĞŶĐĞ ŵĂŶĂŐĞŵĞŶƚ ƐŽůƵƚŝŽŶƐ ĂŶĚ
ƉůĂƚĨŽƌŵƐ;dƌĂǁĞůůĂƉƉ͕ĞƚĐͿĂƌĞƐƵƉƉŽƌƚŝŶŐƚŚĂƚ͘
ϵ͘Ě͘WƌŽŐƌĂŵ dŚĞƌĞ ǁĂƐ ĨŽƵŶĚ ŶŽƚ ĞŶŽƵŐŚ ĞǀŝĚĞŶĐĞƐ ƚŽ ƐƵƉƉŽƌƚ ƚŚŝƐ
 

ƚŽŝŶĐůƵĚĞůŽĐĂů ĂĐƚŝǀŝƚLJ͘dŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚĂĐƚŝŽŶŝƐƚŚĞĂĚĂƉƚŝŽŶďLJƚŚĞ
ĂƌƚŝƐĂŶƐ͕ ϭс ŝƚLJ ŽƵŶĐŝů ŽĨ ƵďƌŽǀŶŝŬ ŽĨ Ă WƌŽŐƌĂŵ ŽĨ ĨŽƐƚĞƌŝŶŐ
ĨĂƌŵĞƌƐĂŶĚ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ĚĞǀĞůŽƉŵĞŶƚŽĨƐŵĂůůĂŶĚŵĞĚŝƵŵͲƐŝnjĞĚĞŶƚĞƌƉƌŝƐĞƐǁŝƚŚ
ƐƵƉƉůŝĞƌƐŝŶƚŚĞ ƚŚĞ ƉƵƌƉŽƐĞ ŽĨ ĨŽƵŶĚŝŶŐ͕ ŽƉĞƌĂƚŝŶŐ ĂŶĚ ƌĞƐƚƌƵĐƚƵƌŝŶŐ ŽĨ
ƚŽƵƌŝƐŵǀĂůƵĞ ƐŵĂůů ĂŶĚ ŵĞĚŝƵŵ ĞŶƚĞƌƉƌŝƐĞƐ͘ dŚĞ ŵĞŶƚŝŽŶĞĚ ƉƌŽŐƌĂŵ
ĐŚĂŝŶ ĨŽƐƚĞƌƐĞŶƚƌĞƉƌĞŶĞƵƌŝĂůƉƌŽŐƌĂŵƐƚŚĂƚŵĞĞƚƚŚĞĨŽůůŽǁŝŶŐ
ĐƌŝƚĞƌŝĂ͗ ,ŝŐŚĞƌ ĞŵƉůŽLJŵĞŶƚ͕ ĞŵƉůŽLJŵĞŶƚ ŽĨ ŚŝŐŚůLJ
ƋƵĂůŝĨŝĞĚ ƉƌŽĨĞƐƐŝŽŶĂůƐ͕ ĞƐƉĞĐŝĂůůLJ ƚŚĞ LJŽƵŶŐ ŽŶĞƐ͕
ǀĂůŽƌŝnjĂƚŝŽŶŽĨŚƵŵĂŶƌĞƐŽƵƌĐĞƐ͕ĞdžƉŽƌƚͲŽƌŝĞŶƚĂƚŝŽŶ͕ŚŝŐŚ
ƉƌŽĨŝƚĂďŝůŝƚLJ͕ŵŽĚĞƌŶŝnjĂƚŝŽŶŽĨƚĞĐŚŶŽůŽŐLJĂŶĚĂƚƚƌĂĐƚŝŶŐ
ŽĨ ĐĂƉŝƚĂů͘ &ƵƌƚŚĞƌŵŽƌĞ͕ ŝƚ ŝƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ĞŵƉŚĂƐŝnjĞ
ŽƉƚŝŵĂů ƵƐĞ ŽĨ ůŽĐĂƚŝŽŶ͕ ŐĞŽͲƚƌĂĨĨŝĐ͕ ĞŶĞƌŐLJ ĂŶĚ ŽƚŚĞƌ
ďĞŶĞĨŝƚƐ͕ĂƐǁĞůůĂƐŝŵƉƌŽǀĞŵĞŶƚŽĨůŝĨĞƋƵĂůŝƚLJǁŝƚŚĂŚŝŐŚ
ĚĞŐƌĞĞŽĨĞĐŽůŽŐŝĐĂůĂǁĂƌĞŶĞƐƐ͘dŚĞƌĞŝƐĂůƐŽƚŚĞĐƌŝƚĞƌŝŽŶ
ŽĨ ĞŶĞƌŐLJ ĂŶĚ ĐŽƐƚ ĞĨĨŝĐŝĞŶĐLJ͕ ŽƌŝĞŶƚĂƚŝŽŶ ƚŽǁĂƌĚƐ
ĚĞǀĞůŽƉŵĞŶƚ ĂŶĚ ǀĞƌŝĨŝĐĂƚŝŽŶ ŽĨ ƚŚĞ ƋƵĂůŝƚLJ ŽĨ ƉƌŽĚƵĐƚƐ
ĂŶĚ ƐĞƌǀŝĐĞƐ͕ ƚĞĐŚŶŽůŽŐLJͲďĂƐĞĚ ƵƉŐƌĂĚŝŶŐ ŽĨ ǁŽƌŬ ĂŶĚ
ŚŝŐŚĞƌůĞǀĞůŽĨƉƌŽĐĞƐƐŝŶŐ͕ŵĂŝŶƚĞŶĂŶĐĞĂŶĚĚĞǀĞůŽƉŵĞŶƚ
ŽĨ ƚƌĂĚŝƚŝŽŶĂů ĐƌĂĨƚƐ ŝŶ ƐŚŽƌƚ ƐƵƉƉůLJ͕ ĂƐ ǁĞůů ĂƐ  ŽĨ
ŵĂŶƵĨĂĐƚƵƌŝŶŐĐƌĂĨƚƐŽĨĞĐŽŶŽŵŝĐƐŝŐŶŝĨŝĐĂŶĐĞĨŽƌƚŚĞŝƚLJ͘

 DĂdžŝŵŝnjĞ ďĞŶĞĨŝƚƐ ƚŽ ĐŽŵŵƵŶŝƚŝĞƐ͕ǀŝƐŝƚŽƌƐ͕ĂŶĚĐƵůƚƵƌĞ͖ŵŝŶŝŵŝnjĞŶĞŐĂƚŝǀĞŝŵƉĂĐƚƐ

ϭ ƚƚƌĂĐƚŝŽŶ ϭ͘Ă͘ ĂƐĞĚ ŽŶ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ ŽƵƚĐŽŵĞ͕ D/E/^dZz K&
ƉƌŽƚĞĐƚŝŽŶ͗  DĂŶĂŐĞŵĞŶƚ h>dhZ ĞƐƚĂďůŝƐŚĞƐ ƚŚĞ ƉŽůŝĐŝĞƐ ĂŶĚ ƐƚƌĂƚĞŐŝĞƐ ƚŽ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƐLJƐƚĞŵƚŽ Ϯс ƉƌŽƚĞĐƚ͕ ƉƌĞƐĞƌǀĞ͕ ĞŶŚĂŶĐĞ ĂŶĚ ĨŽƐƚĞƌ ƚŚĞ ƐƵƐƚĂŝŶĂďůĞ
ŚĂƐĂƉŽůŝĐLJĂŶĚ ƉƌŽƚĞĐƚŶĂƚƵƌĂů ĚŽĐƵŵĞŶƚƐĂŶĚ ƵƐĞ ŽĨ ƚŚĞ ĐƵůƚƵƌĂů ŚĞƌŝƚĂŐĞ͘ ƌŽĂƚŝĂ ĚĞǀĞůŽƉĞĚ ƚŚĞ
ƐLJƐƚĞŵƚŽ ĂŶĚĐƵůƚƵƌĂů ĞǀŝĚĞŶĐĞŽĨ
ŵĞĐŚĂŶŝƐŵŽĨƚŚĞŵĂŶĂŐĞŵĞŶƚŽĨƚŚĞĐƵůƚƵƌĂůŚĞƌŝƚĂŐĞ
ĞǀĂůƵĂƚĞ͕ ƐŝƚĞƐ͕ŝŶĐůƵĚŝŶŐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ƚŚƌŽƵŐŚ ƚŚĞ DŝŶŝƐƚƌLJ ŽĨ ƵůƚƵƌĞ ĂŶĚ ŝƚƐ ŽƵŶƚLJͲďĂƐĞĚ
ƌĞŚĂďŝůŝƚĂƚĞ͕ĂŶĚ ďƵŝůƚŚĞƌŝƚĂŐĞ ŶĞƚǁŽƌŬ ŽĨ ƚŚĞ ŽŶƐĞƌǀĂƚŝŽŶ ĞƉĂƌƚŵĞŶƚƐ͘
ĐŽŶƐĞƌǀĞŶĂƚƵƌĂů ĂŶĚƌƵƌĂůĂŶĚ ŽŶƐĞƌǀĂƚŝŽŶ ĞƉĂƌƚŵĞŶƚ ŝŶ ƵďƌŽǀŶŝŬ ŝƐ ƌĞƐƉŽŶƐŝďůĞ
ĂŶĚĐƵůƚƵƌĂůƐŝƚĞƐ͕ ƵƌďĂŶƐĐĞŶŝĐ ĨŽƌŝŵƉůĞŵĞŶƚŝŶŐƚŚĞůĂǁĂŶĚŽƚŚĞƌƌĞŐƵůĂƚŝŽŶƐ͕ƌĞůĂƚŝŶŐ
ŝŶĐůƵĚŝŶŐďƵŝůƚ ǀŝĞǁƐ
ƚŚĞ ĐƵůƚƵƌĂů ŚĞƌŝƚĂŐĞ ŝŶ ƚŚĞ ĞŶƚŝƌĞ ĂƌĞĂ ŽĨ ƚŚĞ ŽƵŶƚLJ
ŚĞƌŝƚĂŐĞ;ŚŝƐƚŽƌŝĐ
Dubrovačko –ŶĞƌĞƚǀĂŶƐŬĂĂŶĚƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬĂƐ
ĂŶĚ

88 2019 GSTC Destination Assessment - Dubrovnik




ĂƌĐŚĂĞŽůŽŐŝĐĂůͿ ǁĞůů͘ůƐŽ͕ƚŚŝƐĂůƐŽĚŝƌĞĐƚůLJŝŶǀŽůǀĞĚŝŶƚŚĞZƚ ĐƚŝŽŶ


ĂŶĚƌƵƌĂůĂŶĚ ƉůĂŶƵŶĚĞƌƚŚĞƉƌŝŽƌŝƚLJ^ƵƐƚĂŝŶĂďŝůŝƚLJĂŶĚZĞƐŝůŝĞŶĐĞŝŶϱ
ASSESSMENT METHODOLOGY
ƵƌďĂŶƐĐĞŶŝĐ ŐŽĂůƐƵŶĚĞƌƚŚŝƐƉƌŝŽƌŝƚLJ͘
ǀŝĞǁƐ͘ /Ŷ ĂĚĚŝƚŝŽŶ͕ ƚŚĞ /ŶƐƚŝƚƵƚĞ ĨŽƌ ZĞƐƚŽƌĂƚŝŽŶ ŽĨ ƵďƌŽǀŶŝŬ
ǁĂƐ ĚĞůĞŐĂƚĞĚ ĐŽŽƌĚŝŶĂƚŝŶŐ ƌŽůĞ ŝŶ ƉƌŽĚƵĐƚŝŽŶ ŽĨ ƚŚĞ
DĂŶĂŐĞŵĞŶƚ WůĂŶ ĨŽƌ ƚŚĞ tŽƌůĚ ,ĞƌŝƚĂŐĞ ^ŝƚĞ
ƵďƌŽǀŶŝŬŝŶĞĐĞŵďĞƌϮϬϭϰ͘ŶĞdžƉĞƌƚĐŽŵŵŝƚƚĞĞĨŽƌ
ƚŚĞƉůĂŶƉƌĞƉĂƌĂƚŝŽŶǁĂƐĂƉƉŽŝŶƚĞĚĐŽŶƐŝƐƚŝŶŐŽĨƐĞǀĞŶ
ŵĞŵďĞƌƐ ĨƌŽŵ ƚŚĞ ĨŽůůŽǁŝŶŐ ĨŝĞůĚƐ͗ ĐŽŶƐĞƌǀĂƚŝŽŶ͕
ƵƌďĂŶŝƐŵ ĂŶĚ ƚƌĂĨĨŝĐ ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ͕ ĚĞŵŽŐƌĂƉŚLJ ĂŶĚ
ƐŽĐŝŽůŽŐLJ͕ ƚŽƵƌŝƐŵ ĂŶĚ ĞĐŽŶŽŵLJ͕ ĂŶĚ ĐƵůƚƵƌĂů
ŵĂŶĂŐĞŵĞŶƚ͘ dŚĞ ĐŽŵŵŝƚƚĞĞ ŚĂƐ ƉƌĞƉĂƌĞĚ ŐƵŝĚĞůŝŶĞƐ
ĨŽƌƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨĂDĂŶĂŐĞŵĞŶƚWůĂŶĐŽŶƐŝƐƚŝŶŐ
ĨƌŽŵƚŚĞĨŽůůŽǁŝŶŐƉƌŝŽƌŝƚŝĞƐ͗
ϭ͘ WƌĞƐĞƌǀĂƚŝŽŶ ĂŶĚ ŝŵƉƌŽǀĞŵĞŶƚ ŽĨ ƚŚĞ ƐƚĂƚĞ ŽĨ ƚŚĞ
ƉƌŽƚĞĐƚĞĚŚŝƐƚŽƌŝĐĂůƵƌďĂŶĨƌĂŵĞǁŽƌŬ
Ϯ͘WƌĞƐĞƌǀĂƚŝŽŶĂŶĚĂĨĨŝƌŵĂƚŝŽŶŽĨƚŚĞĐƵůƚƵƌĂůŝĚĞŶƚŝƚLJ
ŽĨƚŚĞĐŝƚLJ
ϯ͘>ŝĨĞŝŶƚŚĞŝƚLJ
ϰ͘^ƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐŵĚĞǀĞůŽƉŵĞŶƚ
ϱ͘^ĞĐƵƌŝƚLJ
ϲ͘dƌĂĨĨŝĐĐŽŶŶĞĐƚŝŽŶ͕
ϳ͘ŽŶƚĞŵƉŽƌĂƌLJΗƵďƌŽǀŶŝŬ^ƚĂƚƵƚĞΗ͘
dŚĞ ŝĚĞŶƚŝĨŝĞĚ ƉƌŽďůĞŵƐ ƚŚĂƚ ƚŚĞ DĂŶĂŐĞŵĞŶƚ WůĂŶ
ƐŚŽƵůĚƚĂŬĞĂƉƉƌŽƉƌŝĂƚĞŵĞĂƐƵƌĞƐĂƌĞ͗
Ͳ/ŶĨƌĂƐƚƌƵĐƚƵƌĞ;ƉŽŽƌƐƚĂƚĞŽĨƐĞǁĂŐĞ͕ĞůĞĐƚƌŝĐŝƚLJ͕ǁĂƚĞƌ
ƐƵƉƉůLJ ŶĞƚǁŽƌŬƐ͖ ĚĂŵĂŐĞĚ ƉĂǀĞŵĞŶƚƐ͖ ƚŚĞ
ĚĞƚĞƌŝŽƌĂƚŝŽŶ ŽĨ ĐĞƌƚĂŝŶ ƵƌďĂŶ ĚŝƐƚƌŝĐƚƐ͖ ŝŶĂĚĞƋƵĂƚĞ
ŚĞĂƚŝŶŐĂŶĚĐŽŽůŝŶŐƐLJƐƚĞŵͿ
Ͳ ŽŵŵƵŶĂů ;ŝŶƐƵĨĨŝĐŝĞŶƚ ŶƵŵďĞƌ ŽĨ ƉƵďůŝĐ ƌĞƐƚƌŽŽŵƐ͕
ŐĂƌďĂŐĞĐŽůůĞĐƚŝŽŶ͕ĞdžĐĞƐƐŝǀĞŶŽŝƐĞ͕ŽďƐŽůĞƚĞƚƌĂŶƐƉŽƌƚ
ĐĂƌƚƐ͕ ůŝŐŚƚ ƉŽůůƵƚŝŽŶ͕ ŽďƐƚƌƵĐƚĞĚ ƉĞĚĞƐƚƌŝĂŶ ƚƌĂĨĨŝĐ͕
ŵŝƐƵƐĞŽĨƉƵďůŝĐƐƉĂĐĞ͕ůĂĐŬŽĨƌĞŐƵůĂƚŝŽŶƐĚĞĨŝŶŝŶŐƌƵůĞƐ
ƌĞůĂƚĞĚ ƚŽ ƚŚĞ ƵŶŝĨŽƌŵŝƚLJ ĂŶĚ ĂƉƉƌŽƉƌŝĂƚĞŶĞƐƐ ŽĨ
ĂĚǀĞƌƚŝƐĞŵĞŶƚƐ͕ ƚĞŶƚƐ͕ ƐƵŶƐŚĂĚĞƐ͕ ƚĂďůĞ ĚŝŵĞŶƐŝŽŶƐ͕
ƌƵůĞƐŽĨĐŽŶĚƵĐƚǁŝƚŚŝŶƚŚĞŚŝƐƚŽƌŝĐĂůůŽĐĂƚŝŽŶƐ͘Ϳ
Ͳ^ŽĐŝŽůŽŐŝĐĂůĂŶĚĚĞŵŽŐƌĂƉŚŝĐ;ĚĞĐůŝŶĞŝŶƋƵĂůŝƚLJŽĨůŝĨĞ͕
ƵŶĐŽŶƚƌŽůůĞĚ ĞŵŝŐƌĂƚŝŽŶ ŽĨ ƚŚĞ ƉŽƉƵůĂƚŝŽŶ ĨƌŽŵ ƚŚĞ
ŚŝƐƚŽƌŝĐĂůƐŝƚĞͿ
Ͳ dƌĂĨĨŝĐ ;ƐŽůǀŝŶŐ ƚŚĞ ƉƌŽďůĞŵ ŽĨ ĨƌĞƋƵĞŶƚ ƚƌĂĨĨŝĐ ĂŶĚ
ƉĞĚĞƐƚƌŝĂŶĐŽůůĂƉƐĞƐͿ
Ͳ hƌďĂŶ ƉůĂŶŶŝŶŐ ;ĚĞĨŝŶŝŶŐ ƐƉĂƚŝĂů ƉůĂŶŶŝŶŐ
ĚŽĐƵŵĞŶƚĂƚŝŽŶƚŚĂƚĂĚĚƌĞƐƐĞƐƚŚĞŝƐƐƵĞƐŽĨĚĞƚĂŝůĞĚƵƐĞ
ŽĨƚŚĞƐƉĂĐĞͿ
ͲŵĞƌŐĞŶĐLJƐŝƚƵĂƚŝŽŶƐ;ĂĐƚŝŽŶƐĚƵƌŝŶŐĞĂƌƚŚƋƵĂŬĞ͕ĨŝƌĞ͕
ĚĞĨŝŶŝƚŝŽŶŽĨĞǀĂĐƵĂƚŝŽŶƉĂƚŚƐͿ
ůƐŽ͕ /ŶƚĞŐƌĂƚĞĚ ĚĞǀĞůŽƉŵĞŶƚ ĐƵůƚƵƌĂů ŚĞƌŝƚĂŐĞ
ŵĂŶĂŐĞŵĞŶƚĂŶĚĚĞǀĞůŽƉŵĞŶƚƉƌŽŐƌĂŵŝƐƉĂƌƚŽĨƚŚĞ
ZĞƐƉĞĐƚ ƚŚĞ ŝƚLJ ĐƚŝŽŶ ƉůĂŶ ǁŝƚŚŝŶ ƚŚĞ /ŶƚĞŐƌĂƚĞĚ
ĚĞǀĞůŽƉŵĞŶƚƉƌŽŐƌĂŵŵĞƵďƌŽǀŶŝŬϮϬϯϬǁŝƚŚƐƉĞĐŝĂů
ĨŽĐƵƐ ŽŶ ŝŶƚĞŐƌĂƚĞĚ ƌĞƐƚŽƌĂƚŝŽŶ͕ ƌĞĂĐƚŝǀĂƚŝŽŶ ĂŶĚ

2019 GSTC Destination Assessment - Dubrovnik 89




ŵĂŶĂŐĞŵĞŶƚ ŽĨ ƚŚĞ ŚĞƌŝƚĂŐĞ ŽĨ ƵďƌŽǀŶŝŬ ƐƵŵŵĞƌ


houses starting with Summer House Gučetić which is
ƉůĂŶŶĞĚ ƚŽ ďĞĐŽŵĞ Ă ƐŽĐŝŽͲĐƵůƚƵƌĂů͕ ŵĞŵŽƌŝĂů ĂŶĚ
creative centre Ruđer Bošković.
ϭ͘ď͘  ĂƐĞĚŽŶƚŚĞĂƐƐĞƐƐŵĞŶƚŽƵƚĐŽŵĞ͕ĂŶ/E/s/h>dKE
DĂŶĂŐĞŵĞŶƚ ϮсĚŽĐƵŵĞŶƚƐĂŶĚWZKdd/KE ŽĨ ĐƵůƚƵƌĂůͲŚŝƐƚŽƌŝĐ ĂŶĚ ƵƌďĂŶŝƐƚŝĐ ĂƌĞĂ ŽĨ
ƐLJƐƚĞŵƚŽ ĞǀŝĚĞŶĐĞŽĨ ƵďƌŽǀŶŝŬ͕ͲϯϴϭϴǁĂƐĨŽƵŶĚŝŶƉůĂĐĞ͘ĐƚƌĞƉƌĞƐĞŶƚƚŚĞ
ŵŽŶŝƚŽƌ͕ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƐƚĂƚĞŵĞŶƚ ŽĨ ƐŝŐŶŝĨŝĐĂŶĐĞ ĨŽƌ ƚŚĞ ŚŝƐƚŽƌŝĐĂů ĐŽƌĞ ŽĨ
ŵĞĂƐƵƌĞ͕ĂŶĚ ƵďƌŽǀŶŝŬ ǁŝƚŚ ƚŚĞ ĐŚĂƌĂĐƚĞƌ ĂŶĚ ǀĂůƵĞ ĚĞŐƌĞĞ ŽĨ ƚŚĞ
ŵŝƚŝŐĂƚĞ ĂƌĞĂƐŽĨƚŚĞŝƚLJ͘/ŶĂĐĐŽƌĚĂŶĐĞƚŽƚŚĞǀĂůƵĞƐŽĨƚŚĞĂƌĞĂƐ͕
ƚŽƵƌŝƐŵ Đƚ ƌĞŐƵůĂƚĞƐ ƚŚĞ ůĂŶĚ ƵƐĞ͕ ĐŽŶƐƚƌƵĐƚŝŽŶ͕ ƉƌŽƚĞĐƚŝŽŶ ĂŶĚ
ŝŵƉĂĐƚƐŽŶ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ ƚŚĞ ĐŽŶƐĞƌǀĂƚŝŽŶ ƉƌŝŶĐŝƉůĞƐ ŽŶ ƚŚĞ
ƐŝƚĞƐĂŶĚ ůŝƐƚĞĚ ďƵŝůƚ ŚĞƌŝƚĂŐĞ͘ ůƐŽ͕ ŝƚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ƐĞǀĞƌĂů
ĂƚƚƌĂĐƚŝŽŶƐ ƐLJƐƚĞŵƐͬĂƉƉůŝĐĂƚŝŽŶƐͬƉůĂƚĨŽƌŵƐƚŚĂƚũƵƐƚŝĨLJƚŚĞŶĞĞĚƐ͘
džĂŵƉůĞƐĂƌĞŐŝǀĞŶ͗
dƌĂǁĞůƉƉͲdŚŝƐĂƉƉůŝĐĂƚŝŽŶŝƐĂƉĂƌƚŽĨƐŵĂƌƚǀŝƐŝƚŽƌĨůŽǁ
ĂŶĚǀŝƐŝƚŽƌĞdžƉĞƌŝĞŶĐĞŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵƚŚĂƚŝŶǀŽůǀĞƐ
ĞůĞŵĞŶƚƐ ŽĨ ĂĐƚŝŽŶ ƉůĂŶ ƌĞĐŽŵŵĞŶĚĂƚŝŽŶƐ͕ ǀŝƐŝƚŽƌ
ŝŶĨŽƌŵĂƚŝŽŶ ĂŶĚ ĂǁĂƌĞŶĞƐƐ ƌĂŝƐŝŶŐ ŽŶ ƐƵƐƚĂŝŶĂďŝůŝƚLJ
ƐƚĂŶĚĂƌĚƐ͕ ƌĞĂů ƚŝŵĞ ǀŝƐŝƚŽƌ ĨůŽǁͬĐƌŽǁĚ ŵŽŶŝƚŽƌŝŶŐ͕ ƌĞĂů
ƚŝŵĞ ƌŽƵƚŝŶŐ ĐŽŵďŝŶŝŶŐ ĂǀĂŝůĂďůĞ ƚŝŵĞ͕ ƌĞůĞǀĂŶƚ ǀŝƐŝƚŽƌ
ŝŶƚĞƌĞƐƚƐ ĂŶĚ ŵŽŽĚƐ ǁŝƚŚ ĚĞƐƚŝŶĂƚŝŽŶ ĂƚƚƌĂĐƚŝŽŶƐ ĂŶĚ
ǀŝƐŝƚĂƚŝŽŶ ƌĞĐŽŵŵĞŶĚĂƚŝŽŶƐ͕ ǁŝƚŚ ƐƵƐƚĂŝŶĂďŝůŝƚLJ
ŐĂŵŝĨŝĐĂƚŝŽŶĞůĞŵĞŶƚƐ͘
ƵďƵďƌŽǀŶŝŬ ǀŝƐŝƚŽƌ Ͳ tŝƚŚŝŶ ƚŚĞ ^ŵĂƌƚ ŝƚLJ ƉůĂƚĨŽƌŵ
ĚĞǀĞůŽƉĞĚďLJhZĂŶĚƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͕ƵďƌŽǀŶŝŬ
sŝƐŝƚŽƌƐͲsŝƐŝƚŽƌƐŽƵŶƚŝŶŐ^LJƐƚĞŵǁĂƐĞƐƚĂďůŝƐŚĞĚ͘dŚŝƐŝƐ
Ă ŬĞLJ ŽůĚ ĐŝƚLJ ǀŝƐŝƚŽƌƐ ŵĂŶĂŐĞŵĞŶƚ ƚŽŽů ;ĨŽƌ ŝŶƐƚŝƚƵƚŝŽŶƐ
ƐƵĐŚĂƐ/ŶƐƚŝƚƵƚĞĨŽƌZĞƐƚŽƌĂƚŝŽŶŽĨƵďƌŽǀŶŝŬ͕ƵďƌŽǀŶŝŬ
^ƵŵŵĞƌ &ĞƐƚŝǀĂů͕ WƵďůŝĐ ŝŶƐƚŝƚƵƚŝŽŶ >ŽŬƌƵŵ ƌĞƐĞƌǀĞ͕
&ŝƌĞĨŝŐŚƚĞƌƐ͕ ŽŵŵƵŶĂů ŵĂŶĂŐĞŵĞŶƚ͕ ĞƚĐ͘Ϳ ďĞĐĂƵƐĞ ŝƚ
ƉƌŽǀŝĚĞƐĐƵƌƌĞŶƚĂŶĚŚŝƐƚŽƌŝĐĂůŝŶƐŝŐŚƚŝŶƚŽǀŝƐŝƚŽƌƐΖĞŶƚƌŝĞƐ
ĂŶĚ ĞdžŝƚƐ͕ ƚƌĞŶĚ ĨŽƌĞĐĂƐƚƐ͕ ĂŶĚ ŐĞŶĞƌĂů ƚƌĂĐŬŝŶŐ ŽĨ ƐŝƚĞ
ǀŝƐŝƚŽƌƐΖ ĚŝƐƚƌŝďƵƚŝŽŶ͘ ^ŝŶĐĞ ƚŚĞ ƉƌŽũĞĐƚ ŝŶ ƚŚĞ ƚĞƐƚ ƉŚĂƐĞ
ůĂĐŬƐ ĚĂƚĂ ŽŶƚŚĞ ƌĞůŝĂďŝůŝƚLJůĞǀĞů ŽĨ ĐŽƵŶƚŝŶŐ͕ ƉƌĞĚŝĐƚŝŽŶ͕
ĂŶĚƐƉĂƚŝĂůĚŝƐƚƌŝďƵƚŝŽŶŽĨǀŝƐŝƚƐ͘ŽŵƉůĞƚĞĨƵŶĐƚŝŽŶĂůŝƚLJŽĨ
ƚŚĞ ƐLJƐƚĞŵ ŝƐ ĞdžƉĞĐƚĞĚ ĂĨƚĞƌ ĐŽŵƉůĞƚŝŽŶ ŽĨ ƚŚĞ
ƉƌŽĐƵƌĞŵĞŶƚ ƉƌŽĐĞƐƐ ŽĨ ĞƋƵŝƉŵĞŶƚ ĂŶĚ ƐŽĨƚǁĂƌĞ͘ dŚĞ
ĞdžƉĞĐƚĞĚ ƌĞƐƵůƚ;ƚĂƌŐĞƚͿ ŽĨƚŚŝƐ ƉƌŽĐƵƌĞŵĞŶƚ ŝƐ ďLJ ƚŝŵĞůLJ
ŝŶĨŽƌŵĂƚŝŽŶƚŽĐƌĞĂƚĞĂĐŽŶƚŝŶƵŽƵƐĨůŽǁŽĨǀŝƐŝƚŽƌƐƚŽƚŚĞ
ŵŽƐƚ ǀŝƐŝƚĞĚ ůŽĐĂƚŝŽŶƐ ŽĨ ƚŚĞ ŽůĚ ĐŝƚLJ ŝŶ ŽƌĚĞƌ ƚŽ ĂǀŽŝĚ
ŽǀĞƌĐƌŽǁĚŝŶŐŽƌĐŽŶŐĞƐƚŝŽŶŽĨĂŶĂƌĞĂĂƚƚŚĞƐĂŵĞƚŝŵĞ͕
ĂŶĚƚŽƉƌŽǀŝĚĞďĞƚƚĞƌƐĞƌǀŝĐĞĂŶĚĞǀĞŶůLJƐƵƐƚĂŝŶĂďůĞƵƐĞ
ŽĨĐƵůƚƵƌĂůĂŶĚŶĂƚƵƌĂůƌĞƐŽƵƌĐĞƐŽĨƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͘
ƵďƵďƌŽǀŶŝŬ LJĞ Ͳ Ŷ ŝŶƚĞƌĂĐƚŝǀĞ ǁĞď ƉůĂƚĨŽƌŵ ĞŶĂďůŝŶŐ
ĚŝƌĞĐƚ ĐŽŵŵƵŶŝĐĂƚŝŽŶ ďĞƚǁĞĞŶ ĐŝƚŝnjĞŶƐ ĂŶĚ ƚŚĞ
ĂĚŵŝŶŝƐƚƌĂƚŝǀĞ ďŽĚŝĞƐ ŽĨ ƚŚĞ ŝƚLJ ŝŶĐůƵĚŝŶŐ ĂƐ ĐŽŵŵƵŶĂů
ƵƚŝůŝƚLJ ĐŽŵƉĂŶŝĞƐ͕ ĂŝŵŝŶŐ ƚŽ ĞĨĨĞĐƚŝǀĞůLJ ĂĚĚƌĞƐƐ
ĐŽŵŵƵŶĂůͬŽƉĞƌĂƚŝŽŶĂů ŝƐƐƵĞƐ͘ ŝƚŝnjĞŶƐ ĂƌĞ ƵƐŝŶŐ ƚŚŝƐ
ĂƉƉůŝĐĂƚŝŽŶ ƚŽ ƉƌŽǀŝĚĞ ŽŶůŝŶĞ ƌĞƉŽƌƚŝŶŐ ŽĨ
ƉƌŽďůĞŵƐͬĐŽŵƉůĂŝŶƚƐƚŚƌŽƵŐŚƚŚĞƉŚŽƚŽ͕ĂĚĞƐĐƌŝƉƚŝŽŶΘ
ůŽĐĂƚŝŽŶ͘ dŚĞŶ ŝƚLJ ^ĞƌǀŝĐĞ ĂĐƚƐ ƚŽ ƌĞƐŽůǀĞ ƚŚĞ ƉƌŽďůĞŵ
^WǁŚŝůĞĐŝƚŝnjĞŶƌĞĐĞŝǀĞƐƌĞƐƉŽŶƐĞǁŝƚŚŝŶϮϰŚ͘

90 2019 GSTC Destination Assessment - Dubrovnik




Ϯ sŝƐŝƚŽƌ Ϯ͘Ă͘ /ƚǁĂƐĨŽƵŶĚƚŚĞĞŶŽƵŐŚĞǀŝĚĞŶĐĞƐŽŶƚŚĞŽƉĞƌĂƚŝŽŶŽĨ


ŵĂŶĂŐĞŵĞŶƚ͗dŚĞ ĚŵŝŶŝƐƚƌĂƚŝǀĞ Ă ŵĂŶĂŐĞŵĞŶƚ ƉůĂŶ ŝŶ ƉůĂĐĞ͘ /Ŷ ^ĞƉ ϮϬϭϳ͕ ƚŚĞ
ASSESSMENT METHODOLOGY
ĚĞƐƚŝŶĂƚŝŽŶŚĂƐĂ ŵĞĐŚĂŶŝƐŵ ϮсĚŽĐƵŵĞŶƚƐ DĂŶĂŐĞŵĞŶƚ WůĂŶ ŽĨ ƚŚĞ WƌŽƚĞĐƚĞĚ DŽŶƵŵĞŶƚ
ǀŝƐŝƚŽƌ ƌĞƐƉŽŶƐŝďůĞĨŽƌ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ŽŵƉůĞdž ŽĨ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ŝƐ ďƌŽƵŐŚƚ ĂŶĚ
ŵĂŶĂŐĞŵĞŶƚ ŝŵƉůĞŵĞŶƚŝŶŐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ĂĚŽƉƚĞĚ͘ dŚĞ ŽŶĐĞƉƚ ŽĨ ƚŚĞ DĂŶĂŐĞŵĞŶƚ WůĂŶ
ƐLJƐƚĞŵĨŽƌ ǀŝƐŝƚŽƌ ĚĞƚĞƌŵŝŶĞƐ͗
ĂƚƚƌĂĐƚŝŽŶƐŝƚĞƐ ŵĂŶĂŐĞŵĞŶƚ ϭ͘ ĂƐŝĐĐŽŶƚĞŶƚƐŽĨƚŚĞDĂŶĂŐĞŵĞŶƚWůĂŶ
ƚŚĂƚŝŶĐůƵĚĞƐ ƉůĂŶƐĂŶĚ Ϯ͘ ŝŵƐ͕ǀŝƐŝŽŶ͕ƉƌŝŽƌŝƚŝĞƐĂŶĚŵĞĂƐƵƌĞƐ
ŵĞĂƐƵƌĞƐƚŽ ŽƉĞƌĂƚŝŽŶƐ ϯ͘ ŽĐƵŵĞŶƚĂƚŝŽŶĂŶĚƐƚƵĚLJďĂĐŬŐƌŽƵŶĚ
ƉƌĞƐĞƌǀĞ͕ƉƌŽƚĞĐƚ͕
ϰ͘ WƌŽĐĞĚƵƌĞŽĨďƌŝŶŐŝŶŐƚŚĞDĂŶĂŐĞŵĞŶƚWůĂŶ
ĂŶĚĞŶŚĂŶĐĞ
dŚĞ ďĂƐŝĐ Ăŝŵ ŽĨ ƚŚĞ DĂŶĂŐĞŵĞŶƚ WůĂŶ ŝƐ ƚŽ ĐƌĞĂƚĞ
ŶĂƚƵƌĂůĂŶĚ
ƉƌĞĐŽŶĚŝƚŝŽŶƐ ĨŽƌ ŵĂŶĂŐĞŵĞŶƚ ŽĨ ƚŚĞ ƉƌŽƚĞĐƚĞĚ
ĐƵůƚƵƌĂůĂƐƐĞƚƐ͘
ŵŽŶƵŵĞŶƚĐŽŵƉůĞdžŽĨƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͕ŝŶŽƌĚĞƌƚŽ
ƉƌĞƐĞƌǀĞ ĂŶĚ ŝŵƉƌŽǀĞ ƚŚĞ ĨĞĂƚƵƌĞƐ ŽĨ ƚŚĞ ƵŶŝǀĞƌƐĂů
ǀĂůƵĞƵŶĚĞƌƚŚĞhE^KƉƌŽƚĞĐƚŝŽŶ͕ǁŝƚŚƐŝŵƵůƚĂŶĞŽƵƐ
ĚĞǀĞůŽƉŵĞŶƚ ŽĨ ĐŽŶƚĞŵƉŽƌĂƌLJ ůŝĨĞ ŽĨ ƚŚĞ ŝƚLJ͘ >ŽŶŐͲ
ƚĞƌŵǀŝƐŝŽŶŽĨŵĂŶĂŐĞŵĞŶƚŽĨƚŚĞƉƌŽƚĞĐƚĞĚŵŽŶƵŵĞŶƚ
ĐŽŵƉůĞdž ŽĨ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ŝƐ ďĂƐĞĚ ŽŶ ƚŚĞ
ƉŽƐƚƵůĂƚĞƚŚĂƚƚŚĞŝƚLJƐŚŽƵůĚďĞ–ĂĐŝƚLJ͖ĂĐŝƚLJǁŚŝĐŚŝƐ
ĂĐŽŵƉůĞdž͕ŶƵĂŶĐĞĚĂŶĚůŝǀĞƐLJƐƚĞŵŵĂĚĞďLJĐŽŵďŝŶĞĚ͕
ƐŝŵƵůƚĂŶĞŽƵƐĂŶĚŚĂƌŵŽŶŝnjĞĚĨĂĐƚŽƌƐ͗ŵŽŶƵŵĞŶƚƐĂŶĚ
ĐŽŶƐƚƌƵĐƚŝŽŶƐ͕ ĐƵůƚƵƌĞ͕ ƉŽƉƵůĂƚŝŽŶ͕ ƚŽƵƌŝƐŵ͕ ƐĂĨĞƚLJ͕
ƚƌĂĨĨŝĐĂŶĚŝƚƐƐƚĂƚƵƐ͘
dŚĞDĂŶĂŐĞŵĞŶƚWůĂŶĐŽŶƚĂŝŶƐWƌŝŽƌŝƚŝĞƐ͗
ϭ͘ WƌĞƐĞƌǀĂƚŝŽŶ ĂŶĚ ŝŵƉƌŽǀĞŵĞŶƚŽĨƚŚĞƐƚĂƚĞ ŽĨ
ƚŚĞƉƌŽƚĞĐƚĞĚŚŝƐƚŽƌŝĐĂůƵƌďĂŶĐŽŵƉůĞdž
Ϯ͘ WƌĞƐĞƌǀĂƚŝŽŶ ĂŶĚ ĂĨĨŝƌŵĂƚŝŽŶ ŽĨ ƚŚĞ ĐƵůƚƵƌĂů
ŝĚĞŶƚŝƚLJŽĨƚŚĞĐŝƚLJ
ϯ͘ >ŝĨĞŝŶƚŚĞŝƚLJ
ϰ͘ ^ƵƐƚĂŝŶĂďůĞƚŽƵƌŝƐƚĚĞǀĞůŽƉŵĞŶƚ
ϱ͘ ^ĂĨĞƚLJ
ϲ͘ ŽŶŶĞĐƚŝŽŶĂŶĚ
ϳ͘ Contemporary “Dubrovnik statute”.
&ŝŶĂůůLJ͕ƚŚĞŶĞǁƐŵĂƌƚƐŽůƵƚŝŽŶƐƉůĂŶŶĞĚƵŶĚĞƌƚŚĞZƚ
ĐƚŝŽŶƉůĂŶŝŶĐůƵĚĞƚŚĞƐĞĂƐǁĞůů͘
ϯ sŝƐŝƚŽƌďĞŚĂǀŝŽƌ͗ ϯ͘Ă͘ƵůƚƵƌĂů ϮсĚŽĐƵŵĞŶƚƐ It was found in place guidelines for visitors’ behavior in
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ĂŶĚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ƐŝƚĞƐ͘dŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚǁĞƌĞƚŚĞŽŶĞĨƌŽŵƚŚĞZĞƐƉĞĐƚ
ŚĂƐƉƵďůŝƐŚĞĚĂŶĚ ĞŶǀŝƌŽŶŵĞŶƚĂů ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƚŚĞŝƚLJŝŶŝƚŝĂƚŝǀĞĂŶĚƚŚĞŽŶĞĨŽƌƚŚĞ>ŽŬƌƵŵ/ƐůĂŶĚ͘ŽƚŚ
ƉƌŽǀŝĚĞĚ ŐƵŝĚĞůŝŶĞƐĨŽƌ ĂƌĞŝŶƉůĂĐĞĂŶĚĂĐƚŝǀĞ͕ŚŽǁĞǀĞƌƚŚĞƌĞǁĂƐŶŽƚŝĚĞŶƚŝĨŝĞĚ
ŐƵŝĚĞůŝŶĞƐĨŽƌ ǀŝƐŝƚŽƌďĞŚĂǀŝŽƌ ĂŶLJĞǀĂůƵĂƚŝŽŶŽƵƚĐŽŵĞŽĨƚŚĞĞĨĨĞĐƚŝǀĞŶĞƐƐ͘
ƉƌŽƉĞƌǀŝƐŝƚŽƌ ŝŶƐŝƚĞƐ
ďĞŚĂǀŝŽƌĂƚ
ϯ͘ď͘ŽĚĞŽĨ /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞĂĐŽĚĞŽĨƉƌĂĐƚŝĐĞĨŽƌƚŚĞƚŽƵƌŐƵŝĚĞƐ
ƐĞŶƐŝƚŝǀĞƐŝƚĞƐ͘
ƉƌĂĐƚŝĐĞĨŽƌ ϭс ĂŶĚ ƚŽƵƌ ŽƉĞƌĂƚŽƌƐ͘ ,ŽǁĞǀĞƌ͕ ƚŚĞƌĞ ǁĂƐ ŶŽƚ ĨŽƵŶĚ
^ƵĐŚŐƵŝĚĞůŝŶĞƐĂƌĞ
ƚŽƵƌŐƵŝĚĞƐ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ĞŶŽƵŐŚĞǀŝĚĞŶĐĞƐŽĨƚŚĞŝŵƉůĞŵĞŶƚĂƚŝŽŶĂƚƚŚĞŵĞŵďĞƌƐ͕
ĚĞƐŝŐŶĞĚƚŽ
ĂŶĚƚŽƵƌ ŶŽƚĞŶŽƵŐŚƚƌĂŝŶŝŶŐƉƌŽďĂďůLJĂůƐŽƚŚĞĐĂƐĞ͘
ŵŝŶŝŵŝnjĞĂĚǀĞƌƐĞ
ŽƉĞƌĂƚŽƌƐ
ŝŵƉĂĐƚƐŽŶ
ƐĞŶƐŝƚŝǀĞƐŝƚĞƐĂŶĚ
ƐƚƌĞŶŐƚŚĞŶƉŽƐŝƚŝǀĞ
ǀŝƐŝƚŽƌďĞŚĂǀŝŽƌƐ͘

2019 GSTC Destination Assessment - Dubrovnik 91




ϰ ƵůƚƵƌĂů,ĞƌŝƚĂŐĞ ϰ͘Ă͘>ĂǁƐŽƌ ϯс /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞĂůůƚŚĞŶĞĐĞƐƐĂƌLJůĞŐŝƐůĂƚŝŽŶŝƚĞŵƐƚŽ


WƌŽƚĞĐƚŝŽŶ͗ ƌĞŐƵůĂƚŝŽŶƐƚŽ ĚŽĐƵŵĞŶƚƐ͕ ũƵƐƚŝĨLJƚŚĞŶĞĞĚƐŽĨƚŚŝƐĐƌŝƚĞƌŝŽŶƐ͘DŽƌĞ͗
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƉƌŽƚĞĐƚ ĞǀŝĚĞŶĐĞ͕ĂŶĚ >t K& WZKdd/KE E WZ^Zsd/KE K& d,
ŚĂƐůĂǁƐ ŚŝƐƚŽƌŝĐĂůĂŶĚ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ h>dhZ>,Z/d';EEϲϵͬϵϵ͕ϭϱϭͬϬϯ͕ϭϱϳͬϬϯ͕ϭϬϬͬϬϰ͕
ŐŽǀĞƌŶŝŶŐƚŚĞ ĂƌĐŚĂĞŽůŽŐŝĐĂů ϴϳͬϬϵ͕ ϴϴͬϭϬ͕ ϲϭͬϭϭ͕ ϮϱͬϭϮ͕ ϭϯϲͬϭϮ͕ ϭϱϳͬϭϯ͕ ϭϱϮͬϭϰ͕
ƉƌŽƉĞƌƐĂůĞ͕ƚƌĂĚĞ͕ ĂƌƚŝĨĂĐƚƐ ϵϴͬϭϱ͕ ϰϰͬϭϳ͕ ϵϬͬϭϴ͘Ϳ >Ăǁ ŽŶ ĐƵůƚƵƌĂů ŚĞƌŝƚĂŐĞ ŝƐ ƚŚĞ
ĚŝƐƉůĂLJ͕ŽƌŐŝĨƚŝŶŐ ŝŶĐůƵĚŝŶŐƚŚŽƐĞ ĂĚŵŝŶŝƐƚƌĂƚŝǀĞƉƌŽƚĞĐƚŝŽŶƚŚĂƚƌĞŐƵůĂƚĞƐĂŶLJĂĐƚŝǀŝƚLJƚŚĂƚ
ŽĨŚŝƐƚŽƌŝĐĂůĂŶĚ ůŽĐĂƚĞĚƵŶĚĞƌ ŵŝŐŚƚ ŚĂǀĞ ƚŚĞ ŝŵƉĂĐƚ ƚŽ ĂŶLJ ƚLJƉĞ ŽĨ ƚŚĞ ůŝƐƚĞĚ ĐƵůƚƵƌĂů
ĂƌĐŚĂĞŽůŽŐŝĐĂů ǁĂƚĞƌĂŶĚ ŚĞƌŝƚĂŐĞ͗ ŝŵŵŽǀĂďůĞ͕ ŵŽǀĂďůĞ ĂŶĚ ŝŶƚĂŶŐŝďůĞ͕ ŝŶĐůƵĚŝŶŐ
ĂƌƚŝĨĂĐƚƐ͘ ĞǀŝĚĞŶĐĞŽĨ ƚŚĞ ŚŝƐƚŽƌŝĐĂů ĐŽƌĞƐ ĂŶĚ ĂƌĐŚĂĞŽůŽŐŝĐĂů ƐŝƚĞƐ ĂƐ ǁĞůů͘
ƚŚĞŝƌ WĞƌŵŝƐƐŝŽŶ ĨŽƌ ĂŶLJ ĂĐƚŝǀŝƚLJ ŝƐ ŝƐƐƵĞĚ ďLJ ŽŶƐĞƌǀĂƚŝŽŶ
ĞŶĨŽƌĐĞŵĞŶƚ ĞƉĂƌƚŵĞŶƚƐ͕DŝŶŝƐƚƌLJŽĨƵůƚƵƌĞ͘
Z'h>d/KE KE Z,K>K'/> ysd/KE^ ;EE
ϭϬϮͬϮϬϭϬͿ&ŽůůŽǁŝŶŐƌĞŐƵůĂƚŝŽŶĞƐƚĂďůŝƐŚĞĚƚŚĞƐĞƚŽĨƌƵůĞƐ
ŽŶ ůŝĐĞŶƐĞĚ ĂƌĐŚĂĞŽůŽŐŝƐƚƐ͕ ŵĞƚŚŽĚŽůŽŐLJ ŽĨ ĞdžĐĂǀĂƚŝŽŶƐ͕
ƌĞƉŽƌƚŝŶŐ ĂŶĚ ƐƚŽƌĂŐĞ ŽĨ ƚŚĞ ĂƌƚĞĨĂĐƚƐ ĚŝƐĐŽǀĞƌĞĚ ĚƵƌŝŶŐ
ƚŚĞ ĞdžĐĂǀĂƚŝŽŶ ĂŶĚ ƚŚĞ ĨŝĞůĚ ƐƵƌǀĞLJ ǁĞĂƚŚĞƌ ƚŚĞ ƐŝƚĞ ŝƐ
ƉůĂĐĞĚŝŶůĂŶĚ͕ĐŽĂƐƚĂůŽƌƵŶĚĞƌǁĂƚĞƌ͘WĞƌŵŝƐƐŝŽŶĨŽƌĂŶLJ
ĂĐƚŝǀŝƚLJŝƐŝƐƐƵĞĚďLJŽŶƐĞƌǀĂƚŝŽŶĞƉĂƌƚŵĞŶƚƐ͕DŝŶŝƐƚƌLJŽĨ
ƵůƚƵƌĞ͘ /Ŷ ƚŚĞ ĐĂƐĞ ŽĨ ƚŚĞ ƵŶĚĞƌǁĂƚĞƌ ĂĐƚŝǀŝƚLJ ƚŚĞ
Es/'d/KE K ;EE ϭϴϭͬϬϰ͕ ϳϲͬϬϳ͕ ϭϰϲͬϬϴ͕ ϲϭͬϭϭ͕
ϱϲͬϭϯ͕Ϯϲͬϭϱ͕ϭϳͬϭϵŝƐĂƉƉůŝĞĚĂƐǁĞůů͘
/ŶďŽƚŚĐĂƐĞƐ͕ĞǀŝĚĞŶĐĞƐŚĂǀĞďĞĞŶĨŽƵŶĚŝŶƉůĂĐĞĨŽƌƚŚĞ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶĂŶĚĞǀĂůƵĂƚŝŽŶŽĨƚŚŝƐ͘ůƐŽ͕ĂƉƌŽĐĞĚƵƌĞ
ŽĨĂĚŽƉƚŝŶŐƵůƚƵƌĂůWƵďůŝĐEĞĞĚƐŽĨƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ
ǁĂƐĨŽƵŶĚŝŶƉůĂĐĞŝŶ
ŚƚƚƉƐ͗ͬͬǁǁǁ͘ĚƵďƌŽǀŶŝŬ͘ŚƌͬǀŝũĞƐƚŝͬĂŬƚŝͲƵƉƌĂǀŶŽŐͲŽĚũĞůĂͲ
Ϯϰ
ϰ͘ď͘WƌŽŐƌĂŵ &ŽƌƚŚŝƐŝŶĚŝĐĂƚŽƌ͕ƚŚĞŶĞĐĞƐƐĂƌLJůĞŐŝƐůĂƚŝǀĞŝƚĞŵǁĂƐĨŽƵŶĚ
ƚŽƉƌŽƚĞĐƚĂŶĚ ŝŶƉůĂĐĞĂŶĚƉƌŽŽĨƐŽĨƉĂƌƚŝĂůŝŵƉůĞŵĞŶƚĂƚŝŽŶĚƵƌŝŶŐƚŚĞ
ĐĞůĞďƌĂƚĞ ϮсĚŽĐƵŵĞŶƚƐ ůŽĐĂůĨĞƐƚŝǀĂů͘DŽƌĞ͗KEsEd/KEKEWZKdd/KEK&
ŝŶƚĂŶŐŝďůĞ ĂŶĚĞǀŝĚĞŶĐĞŽĨ d,/EdE'/>,Z/d'͘ŽŶǀĞŶƚŝŽŶŽŶƉƌŽƚĞĐƚŝŽŶŽĨ
ĐƵůƚƵƌĂů ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƚŚĞ ŝŶƚĂŶŐŝďůĞ ĐƵůƚƵƌĂů ŚĞƌŝƚĂŐĞ ŝƐ ƌĂƚŝĨŝĞĚ ďLJ ƌŽĂƚŝĂŶ
ŚĞƌŝƚĂŐĞ;Ğ͘Ő͕͘ ƉĂƌůŝĂŵĞŶƚ ŝŶ ϮϬϬϱ͘ ^ŝŶĐĞ ƚŚĂƚ ƚŝŵĞ ƚŚĞƌĞ ĂƌĞ ůŽƚƐ ŽĨ
/ŶĐůƵĚĞƐƐŽŶŐ͕ ĞůĞŵĞŶƚƐ ŽĨ ůŽĐĂů ƚƌĂĚŝƚŝŽŶƐ͕ ĚŝĂůĞĐƚƐ͕ ƐŬŝůůƐ ĂŶĚ ĐƵƐƚŽŵƐ
ŵƵƐŝĐ͕ĚƌĂŵĂ͕ ƚŚĂƚĂƌĞƉƌŽƚĞĐƚĞĚĂŶĚƐƵƉƉŽƌƚĞĚĨƌŽŵŶĂƚŝŽŶĂůĂŶĚůŽĐĂů
ƐŬŝůůƐĂŶĚ ĂƵƚŚŽƌŝƚŝĞƐŝŶŽƌĚĞƌƚŽĐŚĞƌŝƐŚƚŚĞŵĂŶĚƚƌĂŶƐŵŝƚƚŚĞŵƚŽ
ĐƌĂĨƚƐͿ ƚŚĞ ĨƵƚƵƌĞ ŐĞŶĞƌĂƚŝŽŶƐ͘ ƌŽĂƚŝĂ ŝƐ ŽŶĞ ŽĨ ƚŚĞ ƌŝĐŚĞƐƚ
ĐŽƵŶƚƌŝĞƐǁŝƚŚŝŶƚĂŶŐŝďůĞŚĞƌŝƚĂŐĞŽŶƚŚĞhE^K>ŝƐƚ͕ĂŶĚ
ŝƚLJŽĨƵďƌŽǀŶŝŬĨŽƌĐĞŶƚƵƌŝĞƐŬĞĞƉƐƚŚĞƚƌĂĚŝƚŝŽŶŽĨƚŚĞ
&ĞƐƚ ŽĨ ^ĂŝŶƚ ůĂƐŝƵƐ ƚŚĂƚ ŝƐ ŝŶ ƚŚĞ hE^K ůŝƐƚ ŽĨ ƚŚĞ
ŝŶƚĂŶŐŝďůĞ ŚĞƌŝƚĂŐĞ ƐŝŶĐĞ ϮϬϬϵ͘ ůƐŽ͕ ƚŚŝƐ ŝƐ ƉĂƌƚ ŽĨ ƚŚĞ
WƌŝŽƌŝƚLJ YƵĂůŝƚLJ ĂŶĚ ďƵŶĚĂŶĐĞͬŝǀĞƌƐŝĨŝĐĂƚŝŽŶ ŽĨ ƚŚĞ
dŽƵƌŝƐŵKĨĨĞƌ͘
ϱ ^ŝƚĞ ϱ͘Ă͘ dŚĞƵďƌŽǀŶŝŬdŽƵƌŝƐŵŽĂƌĚ'ƵŝĚĞŝƐĐŽǀĞƌŝŶŐƚŚŝƐŶĞĞĚ
/ŶƚĞƌƉƌĞƚĂƚŝŽŶ͗ /ŶƚĞƌƉƌĞƚŝǀĞ ǁŚŝĐŚŝƐĂĨƵůůĂŶĚĐŽŵƉƌĞŚĞŶƐŝǀĞĚŽĐƵŵĞŶƚ͘ůƐŽsŝƐŝƚŽƌ
ĐĐƵƌĂƚĞ ŝŶĨŽƌŵĂƚŝŽŶ Ϯс ŝŶĨŽƌŵĂƚŝŽŶ ĂďŽƵƚ ƐŝƚĞƐĐŽƵůĚ ďĞ ĨŽƵŶĚ ŝŶ
ŝŶƚĞƌƉƌĞƚŝǀĞ ĂǀĂŝůĂďůĞƚŽ ĚŽĐƵŵĞŶƚƐĂŶĚ ŚƚƚƉ͗ͬͬǁǁǁ͘ƚnjĚƵďƌŽǀŶŝŬ͘ŚƌͬůĂŶŐͬĞŶͬŶĞǁƐͬƐƉŽŵĞŶŝĐŝͬŝŶĚ
ŝŶĨŽƌŵĂƚŝŽŶŝƐ ǀŝƐŝƚŽƌƐŝŶ ĞǀŝĚĞŶĐĞŽĨ Ğdž͘Śƚŵů
ƉƌŽǀŝĚĞĚĂƚ ƚŽƵƌŝƐƚŽĨĨŝĐĞƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ŶĂƚƵƌĂůĂŶĚ ĂŶĚĂƚŶĂƚƵƌĂů
ĐƵůƚƵƌĂůƐŝƚĞƐ͘dŚĞ ĂŶĚĐƵůƚƵƌĂů
ŝŶĨŽƌŵĂƚŝŽŶŝƐ ƐŝƚĞƐ

92 2019 GSTC Destination Assessment - Dubrovnik




ĐƵůƚƵƌĂůůLJ ϱ͘ď͘ ϯс /ƚǁĂƐĨŽƵŶĚĞŶŽƵŐŚƉƌŽŽĨƐŽŶƚŚĂƚŝƐƐƵĞŝŶƉůĂĐĞ͘dŚĞŝƚLJ


ĂƉƉƌŽƉƌŝĂƚĞ͕ /ŶƚĞƌƉƌĞƚŝǀĞ ĚŽĐƵŵĞŶƚƐ͕ ŽĨƵďƌŽǀŶŝŬŚĂƐƐƚĂƌƚĞĚƉƌĞƉĂƌŝŶŐƚŚĞƉƌŽũĞĐƚŽĨŵĂƌŬŝŶŐ
ASSESSMENT METHODOLOGY
ĚĞǀĞůŽƉĞĚǁŝƚŚ ŝŶĨŽƌŵĂƚŝŽŶŝƐ ĞǀŝĚĞŶĐĞ͕ĂŶĚ ĐƵůƚƵƌĂůͲŚŝƐƚŽƌŝĐ ŵŽŶƵŵĞŶƚƐ ŝŶ ƚŚĞ KůĚ ŝƚLJ ĞŶƚƌĞ
ĐŽŵŵƵŶŝƚLJ ĐƵůƚƵƌĂůůLJ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ ;hE^K ^ŝƚĞͿ͕ ĨŽůůŽǁŝŶŐ /KDK^ͬhE^K ŽŵŵŝƐƐŝŽŶ
ĐŽůůĂďŽƌĂƚŝŽŶĂŶĚ ĂƉƉƌŽƉƌŝĂƚĞ ƌĞĐŽŵŵĞŶĚĂƚŝŽŶ ĨƌŽŵ ϮϬϭϱ͕ ĂŶĚ ƌĞĐŽŵŵĞŶĚĂƚŝŽŶ ƚŚĂƚ
ĐŽŵŵƵŶŝĐĂƚĞĚŝŶ ƚŚĞŵĂƌŬƐŚŽƵůĚďĞŝŶĐŽŶƐƉŝĐƵŽƵƐĂŶĚĂĚĂƉƚĞĚƚŽŵŽĚĞƌŶ
ůĂŶŐƵĂŐĞƐ ƚĞĐŚŶŽůŽŐŝĞƐ͘ dŚĞ ŐƌĂƉŚŝĐ ĚĞƐŝŐŶ ǁŝůů ďĞ ƉƌŽĚƵĐĞĚ ďLJ
ƉĞƌƚŝŶĞŶƚƚŽ renowned Croatian designer Orsat Franković. He will
ǀŝƐŝƚŽƌƐ͘ ŝŶĐŽƌƉŽƌĂƚĞ/ĞĂĐŽŶ–ĂŵŽĚĞƌŶtŝ&ŝƐŝŐŶĂůƌĞůĂLJŝŶƚŽƚŚĞ
ŵĂƌŬ͕ ĂƐ ƌĞĐŽŵŵĞŶĚĞĚ ďLJ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ
ĞǀĞůŽƉŵĞŶƚ ŐĞŶĐLJ – hZ͘  dŚŝƐ ĐŽŵďŝŶĂƚŝŽŶ ŽĨ
ƚĞĐŚŶŽůŽŐLJĂŶĚǀŝƐƵĂůĞdžƉĞƌŝĞŶĐĞǁŝůůĞŶĂďůĞǀŝƐŝƚŽƌƐĂŶĚ
ƚŽƵƌŝƐƚƐ ƚŽ ŐĞƚ ĂĐƋƵĂŝŶƚĞĚ ǁŝƚŚ ƚŚĞ ĐƵůƚƵƌĂůͲŚŝƐƚŽƌŝĐ
ŵŽŶƵŵĞŶƚƐ͘ dŚĞƌĞ ĂƌĞ ϱϮ ƉƌŽƚĞĐƚĞĚ ƐĞůĨͲĐŽŶƚĂŝŶĞĚ
ŵŽŶƵŵĞŶƚƐŝŶƚŚĞKůĚŝƚLJĞŶƚƌĞ͘ĨƚĞƌĂĚŽƉƚŝŽŶŽĨƚŚĞ
ƉƌŽƉŽƐĂů͕ĂĚũƵƐƚŵĞŶƚƚŽĐŽŶƐĞƌǀĂƚŝŽŶŝŶƐƚƌƵĐƚŝŽŶƐĂŶĚƚŚĞ
ĂƉƉƌŽǀĂůďLJƚŚĞŽŶƐĞƌǀĂƚŝŽŶĞƉĂƌƚŵĞŶƚŽĨƚŚĞDŝŶŝƐƚƌLJ
ŽĨ ƵůƚƵƌĞ ŝŶ ƵďƌŽǀŶŝŬ͕ ƚŚĞ ƉƌŽƉŽƐĂů ǁŝůů ďĞ ƐĞŶƚ ƚŽ
hE^K ĐŽŵƉĞƚĞŶƚ ďŽĚŝĞƐ ĨŽƌ ĨƵƌƚŚĞƌ ĞdžĂŵŝŶĂƚŝŽŶ͘
ĂƐĞĚ ŽŶ ƚŚĞ ŽďƚĂŝŶĞĚ ĂƉƉƌŽǀĂůƐ͕ WƌŽũĞĐƚ ĂƉƉůŝĐĂƚŝŽŶ ŝƐ
ĞdžƉĞĐƚĞĚŝŶϮϬϮϬ͘
ϱ͘Đ͘ /ƚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ Ă ƉƌŽĐĞĚƵƌĞ ŽĨ ĂĚŽƉƚŝŶŐ ƵůƚƵƌĂů
/ŶƚĞƌƉƌĞƚŝǀĞ WƵďůŝĐEĞĞĚƐŽĨƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬǁĂƐĨŽƵŶĚŝŶƉůĂĐĞ
ŝŶĨŽƌŵĂƚŝŽŶŝƐ ϭсĚŽĐƵŵĞŶƚƐ ŝŶ ŚƚƚƉƐ͗ͬͬǁǁǁ͘ĚƵďƌŽǀŶŝŬ͘ŚƌͬǀŝũĞƐƚŝͬĂŬƚŝͲƵƉƌĂǀŶŽŐͲ
ĚĞǀĞůŽƉĞĚ ĞdžŝƐƚ ŽĚũĞůĂͲϮϰ͘ ,ŽǁĞǀĞƌ͕ ŶŽƚ ĞŶŽƵŐŚ ƉƌŽŽĨƐ ǁĞƌĞ ĨŽƵŶĚ ŝŶ
ǁŝƚŚ ƉůĂĐĞƚŽũƵƐƚŝĨLJƚŚĞŝŵƉůĞŵĞŶƚĂƚŝŽŶ͘
ĐŽŵŵƵŶŝƚLJ
ĐŽůůĂďŽƌĂƚŝŽŶ
ϱ͘Ě͘  ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ĞǀŝĚĞŶĐĞƐǁĞƌĞĨŽƵŶĚŝŶƉůĂĐĞŝŶ
/ŶƚĞƌƉƌĞƚŝǀĞ Ϯс ƚŚĞdŽƵƌŝƐŵŽĂƌĚtĞďƐŝƚĞďƵƚĂůƐŽŝŶƉůĂĐĞŝŶƚŚĞƐŝƚĞƐ
/ŶĨŽƌŵĂƚŝŽŶŝƐ ĚŽĐƵŵĞŶƚƐĂŶĚ ĂǀĂŝůĂďůĞ;ŚƚƚƉ͗ͬͬǁǁǁ͘ƚnjĚƵďƌŽǀŶŝŬ͘ŚƌͿ͘
ĂǀĂŝůĂďůĞŝŶ ĞǀŝĚĞŶĐĞŽĨ
ůĂŶŐƵĂŐĞƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ƉĞƌƚŝŶĞŶƚƚŽ
ǀŝƐŝƚŽƌƐ
ϱ͘Ğ͘dŽƵƌŐƵŝĚĞ ϭсĚŽĐƵŵĞŶƚƐ Based on the stakeholder’s discussion, this is achieved,
ƚƌĂŝŶŝŶŐŝŶƚŚĞ ĞdžŝƐƚ ǁŚŝĐŚ ŝƐ ĂůƐŽ ƐƵƉƉŽƌƚĞĚ ďLJĂ ĚŽĐƵŵĞŶƚ͘,ŽǁĞǀĞƌ͕ ŵŽƌĞ
ƵƐĞŽĨ ƉƌŽŽĨƐĂƌĞŶĞĞĚĞĚĨŽƌƚŚĞĞĨĨŝĐŝĞŶƚŝŵƉůĞŵĞŶƚĂƚŝŽŶŐŝǀĞŶ
ŝŶƚĞƌƉƌĞƚŝǀĞ ƚŚĂƚƚŚĞƌĞŝƐŵĂŶLJƚŽƵƌŐƵŝĚĞƐ͕ĞƐƉĞĐŝĂůůLJŝŶŚŝŐŚƐĞĂƐŽŶ͕
ŝŶĨŽƌŵĂƚŝŽŶ ĂŶĚƚŚĞƌĞǁĞƌĞĚŽƵďƚƐĂďŽƵƚƚŚĞƌĞƐƵůƚƐ͘
ϲ /ŶƚĞůůĞĐƚƵĂů ϲ͘Ă͘>ĂǁƐ͕ dŚĞƌĞ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ƐĞǀĞƌĂů ůĂǁƐ ĂďŽƵƚ ƚŚŝƐ ŝƐƐƵĞ͘
WƌŽƉĞƌƚLJ͗  ƌĞŐƵůĂƚŝŽŶƐŽƌ ůƐŽ͕ ƐŝŶĐĞ ϮϬϭϭ͕ ƚŚĞ ƵďƌŽǀŶŝŬ dŽƵƌŝƐƚ ŽĂƌĚ ŚĂƐ ďĞĞŶ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƉƌŽŐƌĂŵƐƚŽ Ϯс ŵĂƌŬŝŶŐ ƉŽŝŶƚƐ ŽĨ ƐĂůĞ ǁŝƚŚ ƚŚĞ ƐŝŐŶ “Authentically
ŚĂƐĂƐLJƐƚĞŵƚŽ ƉƌŽƚĞĐƚ ĚŽĐƵŵĞŶƚƐĂŶĚ Croatian” where only Croatian and Dubrovnik souvenirs
ĐŽŶƚƌŝďƵƚĞƚŽƚŚĞ ŝŶƚĞůůĞĐƚƵĂů ĞǀŝĚĞŶĐĞŽĨ ĂƌĞ ŽĨĨĞƌĞĚ ŽŶ ƐĂůĞ͘ dŚŝƐ ĞŶĐŽƵƌĂŐĞƐ ĂŶĚ ƐƵƉƉŽƌƚƐ ƚŚĞ
ƉƌŽƚĞĐƚŝŽŶĂŶĚ ƉƌŽƉĞƌƚLJƌŝŐŚƚƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƉƌŽĚƵĐƚŝŽŶ ĂŶĚ ƐĂůĞ ŽĨ ƚƌĂĚŝƚŝŽŶĂů ŽƌŝŐŝŶĂů ƐŽƵǀĞŶŝƌƐ ĂŶĚ
ƉƌĞƐĞƌǀĂƚŝŽŶŽĨ ŽĨůŽĐĂů ĞŶŚĂŶĐĞƐ ƚŚĞ ƋƵĂůŝƚLJ ŽĨ ƚŚĞ ƐŽƵǀĞŶŝƌ ŽĨĨĞƌ͕ ǁŚŝůĞ ĂůƐŽ
ŝŶƚĞůůĞĐƚƵĂů /ŶĚŝǀŝĚƵĂůƐĂŶĚ ŵĂŬŝŶŐŝƚĞĂƐŝĞƌĨŽƌŐƵĞƐƚƐƚŽĨŝŶĚƋƵĂůŝƚLJƉƌŽĚƵĐƚƐ͘
ƉƌŽƉĞƌƚLJƌŝŐŚƚƐŽĨ ĐŽŵŵƵŶŝƚŝĞƐ
ĐŽŵŵƵŶŝƚŝĞƐĂŶĚ
ŝŶĚŝǀŝĚƵĂůƐ͘

2019 GSTC Destination Assessment - Dubrovnik 93




 DĂdžŝŵŝnjĞďĞŶĞĨŝƚƐƚŽƚŚĞĞŶǀŝƌŽŶŵĞŶƚĂŶĚŵŝŶŝŵŝnjĞŶĞŐĂƚŝǀĞŝŵƉĂĐƚƐ

ϭ ŶǀŝƌŽŶŵĞŶƚĂů ϭ͘Ă͘ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ ĞdžĞĐƵƚŝŽŶ͕ ŵĂŶLJ ĞǀŝĚĞŶĐĞƐ


ƌŝƐŬƐ͗  ^ƵƐƚĂŝŶĂďŝůŝƚLJ ŝĚĞŶƚŝĨŝĞĚ ƚŽ ĐŽǀĞƌ ƚŚŝƐ ŶĞĞĚ͘ ƐƉĞĐŝĂůůLJ ǁŚĞŶ ƚŚŝƐ ŝƐ Ă
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ĂƐƐĞƐƐŵĞŶƚŽĨ  EĂƚŝŽŶĂůͬhĚĞŵĂŶĚ͘&ŝƌƐƚůLJ͕ĂŵĂũŽƌƐƚƵĚLJƚŚĂƚƐƵƉƉŽƌƚƐ
ŚĂƐŝĚĞŶƚŝĨŝĞĚ ƚŚĞĚĞƐƚŝŶĂƚŝŽŶ ϭс ƚŚŝƐŝƐƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ^ƚƌĂƚĞŐŝĐŶǀŝƌŽŶŵĞŶƚĂůƐƚƵĚLJ
ĞŶǀŝƌŽŶŵĞŶƚĂů ǁŝƚŚŝŶƚŚĞůĂƐƚ ĚŽĐƵŵĞŶƚƐ ŚƚƚƉ͗ͬͬǁǁǁ͘ĚƵďƌŽǀŶŝŬ͘ŚƌͬƵƉůŽĂĚƐͬϮϬϭϴϭϬϬϭͬWƌŽŐƌĂŵͺnj
ƌŝƐŬƐĂŶĚŚĂƐĂ ĨŝǀĞLJĞĂƌƐ͕ ĞdžŝƐƚ ĂƐƚŝƚĞͺŽŬŽůŝƐĂͺƵƐǀŽũĞŶŽ͘ƉĚĨ͘
ƐLJƐƚĞŵŝŶƉůĂĐĞƚŽ ŝĚĞŶƚŝĨLJŝŶŐ /ŶĂĚĚŝƚŝŽŶ͕ƚŚĞůŝŵĂƚĞĚĂƉƚĂƚŝŽŶWůĂŶƵďƌŽǀŶŝŬǁŚŝĐŚ
ĂĚĚƌĞƐƐƚŚĞŵ͘ ĞŶǀŝƌŽŶŵĞŶƚĂů ǁĂƐƉƵďůŝƐŚĞĚŝŶEŽǀϮϬϭϵŝƐĐŽǀĞƌŝŶŐŝŶŵĂŶLJŝƚĞŵƐƚŚĞ
ƌŝƐŬƐ ĚĞƐĐƌŝďĞĚ ŶĞĞĚ͘ DŽƌĞŽǀĞƌ͕ /> ƉƌŽũĞĐƚ ŽǀĞƌĂůů ŝƐ ƚŽ
ƐƵƉƉŽƌƚ ůŽĐĂů ƉƵďůŝĐ ĂĚŵŝŶŝƐƚƌĂƚŝŽŶƐ ƚŽ ƚĂŬĞ ĂƉƉƌŽƉƌŝĂƚĞ
ĚĞĐŝƐŝŽŶƐƌĞůĂƚĞĚƚŽĐůŝŵĂƚĞĂĚĂƉƚĂƚŝŽŶŵĞĂƐƵƌĞƐĂŶĚƚŽ
ĚĞǀĞůŽƉ ĐŽŚĞƌĞŶƚ ĂŶĚ ĂƉƉƌŽƉƌŝĂƚĞ ĐůŝŵĂƚĞ ĂĚĂƉƚĂƚŝŽŶ
ƉůĂŶƐĨŽƌďŽƚŚƌŽĂƚŝĂŶĂŶĚ/ƚĂůŝĂŶƚĞƌƌŝƚŽƌŝĞƐ͘dŚĞƉƌŽũĞĐƚ
ƚĞŶĚƐƚŽĂĐŚŝĞǀĞƚŚŝƐŽďũĞĐƚŝǀĞƚŚƌŽƵŐŚĂƐŚĂƌĞĚƉƌŽĐĞƐƐ
ŽĨ ŬŶŽǁůĞĚŐĞ ĐŽŶƐƚƌƵĐƚŝŽŶ ĂŶĚ ƚŚƌŽƵŐŚ ƚŚĞ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ Ă ĐŽŵŵŽŶ ^^ Ͳ ĞĐŝƐŝŽŶ ^ƵƉƉŽƌƚ
^LJƐƚĞŵĚĞǀĞůŽƉĞĚďLJĐĂƉŝƚĂůŝnjŝŶŐƚŚĞ^^ĐƌĞĂƚĞĚǁŝƚŚŝŶ
ƚŚĞƉƌŽũĞĐƚdZZ;^ŽƵƚŚͲĂƐƚƵƌŽƉĞͿ͘
^ŽŵĞĞdžĂŵƉůĞƐŽĨƐĞĐƚŽƌŝĂůŝŶŝƚŝĂƚŝǀĞƐƚŽƐƵƉƉŽƌƚƚŚĞŝƚLJ
ŽĨƵďƌŽǀŶŝŬĂƌĞŐŝǀĞŶďĞůŽǁ͘
hZKsE/< WKZd hd,KZ/dz ;dŚĞ WŽƌƚ ƵƚŚŽƌŝƚLJ ŝƐ ŝŶ
ϭϬϬйŽǁŶĞĚďLJƚŚĞ'ŽǀĞƌŶŵĞŶƚŽĨZĞƉƵďůŝĐŽĨƌŽĂƚŝĂ͕ŝĞ͘
ƚŚĞDŝŶŝƐƚƌLJŽĨ^ĞĂ͕dƌĂŶƐƉŽƌƚ͕ĂŶĚ/ŶĨƌĂƐƚƌƵĐƚƵƌĞ͘ŝƚLJŽĨ
ƵďƌŽǀŶŝŬ ƐƵďŵŝƚƐ ŝƚƐ ƌĞƉƌĞƐĞŶƚĂƚŝǀĞ ƚŽ ƚŚĞ 'ŽǀĞƌŶŝŶŐ
ŽƵŶĐŝůŝŶĂĐĐŽƌĚĂŶĐĞǁŝƚŚƚŚĞ>ĂǁŽŶŵĂƌŝƚŝŵĞĚŽŵĂŝŶ
ĂŶĚƐĞĂƉŽƌƚƐ͘sŝĂƚŚŝƐ͕ƚŚĞŬĞLJƉůĂŶŶĞƌƐŽĨƚŽƵƌŝƐŵƉŽůŝĐLJ
ŚĂǀĞ ŝŶĨůƵĞŶĐĞ ŽŶ ƉŽůŝĐŝĞƐ ĂŶĚ ƉƌĂĐƚŝĐĞƐ ƚŚĂƚ ŝŵƉĂĐƚ ƚŚĞ
ŝƐƐƵĂŶĐĞ ŽĨ ƉŽƌƚ ĂƌƌŝǀĂůƐ͕ ŝŶ ƚĞƌŵƐ ŽĨ ŽǀĞƌĂůů ǀŽůƵŵĞ ĂŶĚ
ŵŽƌĞ ƐƉĞĐŝĨŝĐ ŵĂƚƚĞƌƐ ŽĨ ĂƌƌŝǀĂů ƚŝŵĞƐ ĂŶĚ ǀŽůƵŵĞ ďLJ
ŚŽƵƌͬĚĂLJͬĞƚĐͿ
▪ ĐŽŽƌĚŝŶĂƚĞ ƉŽƌƚ ƉůĂŶƐ ĐŽŶƐƚĂŶƚůLJ ǁŝƚŚ ƚŚĞ ĐŽƵŶƚLJ
ĞŶǀŝƌŽŶŵĞŶƚĂůƉƌŽƚĞĐƚŝŽŶƉůĂŶƐ
▪ ĐŽŶƐƚĂŶƚ ŝŵƉƌŽǀĞŵĞŶƚ ŽĨ ƚŚĞ ƐLJƐƚĞŵ ĨŽƌ ƚŚĞ
ĐŽůůĞĐƚŝŽŶ ĂŶĚ ƚƌĂŶƐƉŽƌƚ ŽĨ ŚĂnjĂƌĚŽƵƐ ƐƵďƐƚĂŶĐĞƐ͕
ǁŚŝĐŚ ƐŚŽƵůĚ ĂůƐŽ ďĞ ŵĂĚĞ ƉŽƐƐŝďůĞ ĨŽƌ ƐŚŝƉƐ Ăƚ
ĂŶĐŚŽƌĂŐĞ
▪ ĚĞƚĞƌŵŝŶĞ ĂŶĚ ŵĂŝŶƚĂŝŶ ƚŚĞ ŵŝŶŝŵƵŵ ůĞǀĞů
ŶĞĐĞƐƐĂƌLJ ĂŶĚ ƐƵŝƚĂďůĞ ĞƋƵŝƉŵĞŶƚ ĨŽƌ ƚŚĞ ďĂƚƚůĞ
ĂŐĂŝŶƐƚƉŽůůƵƚŝŽŶŝŶƚŚĞƉŽƌƚĂƌĞĂ͕ĨŽƌƚŚĞŽƉĞƌĂƚŽƌƐŝŶ
ƚŚĞƉŽƌƚ
▪ ŝŶ ĐŽŽƉĞƌĂƚŝŽŶ ǁŝƚŚ ƚŚĞ ĐŽƵŶƚLJ ĂŶĚ ĐŝƚLJ
ĂĚŵŝŶŝƐƚƌĂƚŝǀĞ ďŽĚŝĞƐ͕ ƚŽ ĐŽŶƚŝŶƵĞ ƚŽ ƐƵƉƉŽƌƚ Ă
ĐŽŶƚƌĂĐƚ ǁŝƚŚ ƐƉĞĐŝĂůŝnjĞĚ ĐŽŵƉĂŶLJ ǁŚŝĐŚ ƉŽƐƐĞƐƐ Ă
ŵƵůƚŝƉƵƌƉŽƐĞ ƐĞůĨͲƉŽǁĞƌĞĚ ǀĞƐƐĞů ŽĨ ƐƵŝƚĂďůĞ
ĐŚĂƌĂĐƚĞƌŝƐƚŝĐƐĨŽƌƌĞŵŽǀŝŶŐƉŽůůƵƚŝŽŶ
▪ ŝŶŚĂƌŵŽŶLJǁŝƚŚƚŚĞĚLJŶĂŵŝĐƐŽĨƚŚĞĐŽŶƐƚƌƵĐƚŝŽŶŽĨ
ƚŚĞ ŚĂƌďŽƵƌ͕ ƚŽ ƉĞƌĨŽƌŵ ƚŚĞ ĞdžƉĂŶƐŝŽŶ ĂŶĚ
ŝŶƚĞŐƌĂƚŝŽŶ ŽĨ Ă ƐĞǁĂŐĞ ƐLJƐƚĞŵ ĨŽƌ ƚŚĞ ƉŽƌƚ ĂƌĞĂ
ǁŝƚŚŝŶƚŚĞƵƚŝůŝƚŝĞƐƐLJƐƚĞŵŽĨƚŚĞĐŝƚLJŽĨƵďƌŽǀŶŝŬ
>K<ZhDZ^ZsWůĂŶƐ
ŽŶĨƌŽŶƚŝŶŐ ƚŚĞ ĐŽŶƚĞŵƉŽƌĂƌLJ ĐŚĂůůĞŶŐĞƐ ŽĨ ŵĂŶĂŐŝŶŐ
ĞŶƚƌƵƐƚĞĚǀĂůƵĞƐ͕ƚŚĞWƵďůŝĐ/ŶƐƚŝƚƵƚŝŽŶ“Special Reserve of

94 2019 GSTC Destination Assessment - Dubrovnik




forest vegetation Island Lokrum” has, since 2015, initiated


Ă ƉƌŽŐƌĂŵ ŽĨ ŶĂƚƵƌĂůŝƐƚŝĐ ƌĞƐĞĂƌĐŚ ƚŽ ŝŵƉƌŽǀĞ ƚŚĞ
ASSESSMENT METHODOLOGY ŵĂŶĂŐĞŵĞŶƚ ŽĨ ƚŚĞ ƌĞƐĞƌǀĞ͘ ĂƚĂ ŽŶ ĂŶŝŵĂůƐ ĂŶ ŝŵƉĂĐƚ
ĂƐƐĞƐƐŵĞŶƚ ŽŶ ĂŶŝŵĂůƐ ŚĂƐ ďĞĞŶ ĐŽůůĞĐƚĞĚ ďLJ ƚŚĞ ƉƵďůŝĐ
ŝŶƐƚŝƚƵƚŝŽŶŝŶƚŚĞ ĨƌĂŵĞ ŽĨŶƵŵĞƌŽƵƐ ƐƵƌǀĞLJƐ ŽŶĂŶŝŵĂůƐ
;ϮϬϭϲͲϮϬϭϵͿ͕ ďƵƚ ƉĂƌƚ ŽĨ ƚŚĞ ĚĂƚĂ ŚĂƐ ŶŽƚ LJĞƚ ďĞĞŶ
ƉƵďůŝƐŚĞĚ ŝŶ ƐĐŝĞŶƚŝĨŝĐ ƉĂƉĞƌƐ͘  WƵďůŝĐ ŝŶƐƚŝƚƵƚŝŽŶ >ŽŬƌƵŵ
ZĞƐĞƌǀĞ ƉůĂŶƐ ƚŽ ĐŽŶƚŝŶƵĞ ŵŽƌĞ ĚĞƚĂŝůĞĚ ƌĞƐĞĂƌĐŚ ǁŝƚŚ
ƌĞĨĞƌĞŶĐĞƚŽƚŚĞďŝƌĚĂŶĚďĂƚĨĂƵŶĂ͘
ϭ͘ď͘^LJƐƚĞŵŝŶ /ƚǁĂƐŶŽƚŝĚĞŶƚŝĨŝĞĚĂƐLJƐƚĞŵŝŶƉůĂĐĞƚŽŝĚĞŶƚŝĨŝĞĚƌŝƐŬƐŝŶ
ƉůĂĐĞƚŽ Ă ĐŽŵƉƌĞŚĞŶƐŝǀĞ ǁĂLJ͘ ^ĞǀĞƌĂů ^ƚƵĚŝĞƐ ĂŶĚ ŽƌƉŽƌĂƚŝŽŶƐ
ĂĚĚƌĞƐƐ ϬсŶŽĚŽĐƵŵĞŶƚƐ ǁŝƚŚ ŵĂŶLJ ĞŶƚŝƚŝĞƐ͕ ĨƌŽŵ ƌŽĂƚŝĂ͕ ŚĂǀĞ ĞdžĞĐƵƚĞĚ ƵŶƚŝů
ŝĚĞŶƚŝĨŝĞĚƌŝƐŬƐ ĞdžŝƐƚ ƚŽĚĂLJ ƚŚĞ ƌĞƋƵĞƐƚĞĚ ƐƚƵĚŝĞƐ͘  ĐĞŶƚƌĂů ƌŽůĞ Žƌ Ă ƐLJƐƚĞŵ
ƐŚŽƵůĚ ƉůĂĐĞ ŝŶ ŽƌĚĞƌ ƚŽ ĐŽǀĞƌ ƚŚŝƐ ŶĞĞĚ ŝŶ ƚŚĞ ĨƵƚƵƌĞ͕
ŐŝǀĞŶ ƚŚĂƚ ƚŚĞ ĞŶǀŝƌŽŶŵĞŶƚĂů ĐŚĂůůĞŶŐĞƐ ĂŶĚ ƌŝƐŬƐ ĂƌĞ
ŐĞƚƚŝŶŐŵŽƌĞŝŵƉŽƌƚĂŶƚ͘
Ϯ WƌŽƚĞĐƚŝŽŶŽĨ Ϯ͘Ă͘ 'ŝǀĞŶ ƚŚĂƚ Ă ůĂƌŐĞ ĂƌĞĂ ŝŶ ƵďƌŽǀŶŝŬ ZĞŐŝŽŶ ŝƐ EĂƚƵƌĂ
ƐĞŶƐŝƚŝǀĞ DĂŝŶƚĂŝŶĞĚ ϮϬϬϬ͕ Ă ĚĞƚĂŝůĞĚ ĂŶĂůLJƐŝƐ ĂŶĚ ĚĂƚĂ ĂƌĞ ŝŶ ƉůĂĐĞ͘ dŚĞ
ĞŶǀŝƌŽŶŵĞŶƚƐ͗ ĂŶĚƵƉĚĂƚĞĚ Ϯс ŐŽǀĞƌŶŝŶŐ ůĞŐŝƐůĂƚŝŽŶ ĨŽƌ ƚŚĞ ƐƵďũĞĐƚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ŝŶǀĞŶƚŽƌLJŽĨ ĚŽĐƵŵĞŶƚƐĂŶĚ ĂŶĚŝƐĚĞƐĐƌŝďĞĚďĞůŽǁ͗
ŚĂƐĂƐLJƐƚĞŵƚŽ ƐĞŶƐŝƚŝǀĞĂŶĚ ĞǀŝĚĞŶĐĞŽĨ KƌĚŝŶĂŶĐĞŽŶƚŚĞůŝƐƚŽĨŚĂďŝƚĂƚƚLJƉĞƐ͕ŚĂďŝƚĂƚŵĂƉƐĂŶĚ
ŵŽŶŝƚŽƌƚŚĞ ƚŚƌĞĂƚĞŶĞĚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ĞŶĚĂŶŐĞƌĞĚĂŶĚƌĂƌĞŚĂďŝƚĂƚƚLJƉĞƐ;K'ϴϴͬϭϰͿ
ĞŶǀŝƌŽŶŵĞŶƚĂů ǁŝůĚůŝĨĞĂŶĚ dŚŝƐKƌĚŝŶĂŶĐĞĞƐƚĂďůŝƐŚĞƐĂůŝƐƚŽĨŚĂďŝƚĂƚƚLJƉĞƐ͕ĂŵĂƉŽĨ
ŝŵƉĂĐƚŽĨ ŚĂďŝƚĂƚƐ ŚĂďŝƚĂƚƐĂŶĚĞŶĚĂŶŐĞƌĞĚĂŶĚƌĂƌĞŚĂďŝƚĂƚƚLJƉĞƐ͕ŝŶĐůƵĚŝŶŐ
ƚŽƵƌŝƐŵ͕ĐŽŶƐĞƌǀĞ ƉƌŝŽƌŝƚLJ ŚĂďŝƚĂƚƚLJƉĞƐ ŽĨ ŝŶƚĞƌĞƐƚƚŽƚŚĞƵƌŽƉĞĂŶhŶŝŽŶ͕
ŚĂďŝƚĂƚƐ͕ƐƉĞĐŝĞƐ͕ ǁŚŝĐŚŵƵƐƚďĞŵĂŝŶƚĂŝŶĞĚŝŶĂĨĂǀŽƌĂďůĞƐƚĂƚĞ͘dŚĞƚLJƉĞƐ
ĂŶĚĞĐŽƐLJƐƚĞŵƐ͕ ŽĨ ŚĂďŝƚĂƚ ƚLJƉĞƐ ĞƐƚĂďůŝƐŚĞĚ ďLJ ƚŚŝƐ KƌĚŝŶĂŶĐĞ ŝƐ ŝŶ
ĂŶĚƉƌĞǀĞŶƚƚŚĞ ĂĐĐŽƌĚĂŶĐĞ ǁŝƚŚ ƚŚĞ ƌĞůĞǀĂŶƚ ƵƌŽƉĞĂŶ ŚĂďŝƚĂƚ ƚLJƉĞ
ŝŶƚƌŽĚƵĐƚŝŽŶŽĨ ĐůĂƐƐŝĨŝĐĂƚŝŽŶƐ͘
ŝŶǀĂƐŝǀĞƐƉĞĐŝĞƐ͘ KƌĚŝŶĂŶĐĞ ŽŶ ĐŽŶƐĞƌǀĂƚŝŽŶ ŽďũĞĐƚŝǀĞƐ ĂŶĚ ďĂƐŝĐ
ŵĞĂƐƵƌĞƐĨŽƌĐŽŶƐĞƌǀĂƚŝŽŶŽĨďŝƌĚƐŝŶĞĐŽůŽŐŝĐĂůŶĞƚǁŽƌŬ
;K'ϭϱͬϭϰͿ
dŚŝƐ ŽƌĚŝŶĂŶĐĞ ƉƌĞƐĐƌŝďĞƐ ĐŽŶƐĞƌǀĂƚŝŽŶ ŽďũĞĐƚŝǀĞƐ ĂŶĚ
ďĂƐŝĐ ŵĞĂƐƵƌĞƐ ĨŽƌ ƚŚĞ ĐŽŶƐĞƌǀĂƚŝŽŶ ŽĨ ƚŚĞ ƚĂƌŐĞƚ ďŝƌĚ
ƐƉĞĐŝĞƐ ŝŶ ĞĐŽůŽŐŝĐĂů ŶĞƚǁŽƌŬ ĂƌĞĂƐ ĂŶĚ ƚŚĞ ǁĂLJ
ĐŽŶƐĞƌǀĂƚŝŽŶŵĞĂƐƵƌĞƐĂƌĞŝŵƉůĞŵĞŶƚĞĚ͘dŚŝƐKƌĚŝŶĂŶĐĞ
ĞŶƐƵƌĞƐ ƚŚĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ ƚŚĞ ĨŽůůŽǁŝŶŐ ƵƌŽƉĞĂŶ
hŶŝŽŶ ŝƌĞĐƚŝǀĞƐ͗ ,ďŝƚĂƚƐ ĂŶĚ ďŝƌĚ ĚŝƌĞĐƚŝǀĞ͘ dŚĞ
ĐŽŶƐĞƌǀĂƚŝŽŶŽďũĞĐƚŝǀĞƐĂŶĚďĂƐŝĐĐŽŶƐĞƌǀĂƚŝŽŶŵĞĂƐƵƌĞƐ
ŽĨ ƚŚĞ ƚĂƌŐĞƚ ďŝƌĚ ƐƉĞĐŝĞƐ ĨŽƌ ĞĂĐŚ ŝŶĚŝǀŝĚƵĂů ŝƌĚ
ŽŶƐĞƌǀĂƚŝŽŶƌĞĂĂƌĞĚĞĨŝŶĞĚŝŶŶŶĞdž/ŽĨƚŚŝƐKƌĚŝŶĂŶĐĞ͘
dŚĞ ďĂƐŝĐ ďŝƌĚ ĐŽŶƐĞƌǀĂƚŝŽŶ ŵĞĂƐƵƌĞƐ ŝŶ ŶŶĞdž / ŽĨ ƚŚŝƐ
KƌĚŝŶĂŶĐĞ ŝƐ ŝŵƉůĞŵĞŶƚĞĚ ǁŝƚŚŝŶ ƚŚĞ ĨƌĂŵĞǁŽƌŬ ŽĨ
ŶĂƚƵƌĂů ƌĞƐŽƵƌĐĞ ŵĂŶĂŐĞŵĞŶƚ ƉůĂŶƐ͕ ƐƉĂƚŝĂů ƉůĂŶŶŝŶŐ
ĚŽĐƵŵĞŶƚƐ͕ ĞĐŽůŽŐŝĐĂů ŶĞƚǁŽƌŬ ŵĂŶĂŐĞŵĞŶƚ ƉůĂŶƐ ĂŶĚ
ƐƚƌŝĐƚůLJƉƌŽƚĞĐƚĞĚƐƉĞĐŝĞƐŵĂŶĂŐĞŵĞŶƚƉůĂŶƐ͘
ZĞŐƵůĂƚŝŽŶŽŶĞĐŽůŽŐŝĐĂůŶĞƚǁŽƌŬ;K'ϴϬͬϭϵͿ
dŚŝƐ ZĞŐƵůĂƚŝŽŶ ĞƐƚĂďůŝƐŚĞƐ Ă ůŝƐƚ ŽĨ ƐƉĞĐŝĞƐ ĂŶĚ ŚĂďŝƚĂƚƐ
ǁŚŽƐĞ ĐŽŶƐĞƌǀĂƚŝŽŶ ƌĞƋƵŝƌĞƐ ƚŚĞ ĚĞƚĞƌŵŝŶĂƚŝŽŶ ŽĨ ƚŚĞ
ĞĐŽůŽŐŝĐĂů ŶĞƚǁŽƌŬ ĂƌĞĂ ;ƌĞĨĞƌĞŶĐĞ ůŝƐƚ ŽĨ ƐƉĞĐŝĞƐ ĂŶĚ
ŚĂďŝƚĂƚƐͿ͕ ŝŶĐůƵĚŝŶŐ ƉƌŝŽƌŝƚLJ ǁŝůĚ ƐƉĞĐŝĞƐ ĂŶĚ ƉƌŝŽƌŝƚLJ
ŶĂƚƵƌĂůŚĂďŝƚĂƚƚLJƉĞƐ͕ĞdžƉĞƌƚĐƌŝƚĞƌŝĂĨŽƌƚŚĞĚĞƚĞƌŵŝŶĂƚŝŽŶ
ŽĨ ǀWKs^ ĂŶĚ WKWƐ ĐƌŝƚĞƌŝĂ ĂĐĐŽƌĚŝŶŐ ƚŽ ǁŚŝĐŚ dŚĞ
ƵƌŽƉĞĂŶŽŵŵŝƐƐŝŽŶĞǀĂůƵĂƚĞƐƚŚĞǀWKs^ŝŶƚĞƌŵƐŽĨŝƚƐ

2019 GSTC Destination Assessment - Dubrovnik 95




ƌĞůĞǀĂŶĐĞ ƚŽ ƚŚĞ ƵƌŽƉĞĂŶ hŶŝŽŶ͕ ƚŚĞ ŵŽĚĞ ŽĨ


ŝĚĞŶƚŝĨŝĐĂƚŝŽŶĂŶĚƚŚĞůŝƐƚŽĨǀWKs^͕
WKs^͕WWKs^ŝWKWͲĂǁŝƚŚƚŚĞŝƌƌĞƐƉĞĐƚŝǀĞƚĂƌŐĞƚƐƉĞĐŝĞƐ͕
ŝĞ ŚĂďŝƚĂƚ ƚLJƉĞƐ ŽĨ ƚŚĞƐĞ ĂƌĞĂƐ͕ ƚŚĞ ǁĂLJ ďŽƌĚĞƌƐ ĂƌĞ
ĚŝƐƉůĂLJĞĚĂŶĚƚŚĞŵĂƉŽĨǀWKs^͕WKs^͕WWKs^ĂŶĚWKW͕
ĂƐ ǁĞůů ĂƐ Ă ǁĂLJ ŽĨ ƐŚŽǁŝŶŐ ƚŚĞ njŽŶŝŶŐ ŽĨ Ăůů ƚŚĞ ĂďŽǀĞ
ĂƌĞĂƐŝŶƌĞůĂƚŝŽŶƚŽƚŚĞĚŝƐƚƌŝďƵƚŝŽŶŽĨƚĂƌŐĞƚƐƉĞĐŝĞƐĂŶĚ
ŚĂďŝƚĂƚƚLJƉĞƐ͘
EĂƚƵƌĞƉƌŽƚĞĐƚŝŽŶĂĐƚ;K'ϴϬͬϭϯ͕ϭϱͬϭϴ͕ϭϰͬϭϵͿ
dŚŝƐĐƚƌĞŐƵůĂƚĞƐƚŚĞƐLJƐƚĞŵŽĨƉƌŽƚĞĐƚŝŽŶĂŶĚĐŽŵƉůĞƚĞ
ĐŽŶƐĞƌǀĂƚŝŽŶŽĨŶĂƚƵƌĞĂŶĚŝƚƐƉĂƌƚƐĂŶĚŽƚŚĞƌŝƐƐƵĞƐŝŶƚŚŝƐ
ƌĞŐĂƌĚ͘
dŚĞ ĨŽůůŽǁŝŶŐ ŝƌĞĐƚŝǀĞƐ ŽĨ ƚŚĞ ƵƌŽƉĞĂŶ hŶŝŽŶ ĂƌĞ
ƚƌĂŶƐƉŽƐĞĚŝŶƚŽƚŚĞůĞŐĂůŽƌĚĞƌŽĨƚŚĞZĞƉƵďůŝĐŽĨƌŽĂƚŝĂ
ďLJƚŚŝƐĐƚ͗
–,ĂďŝƚĂƚĚŝƌĞĐƚŝǀĞϵϮͬϰϯͬ
–ŝƌĚƐĚŝƌĞĐƚŝǀĞϮϬϬϵͬϭϰϳ/EZ o zaštiti divljih ptica (SL L 20,
Ϯϲ͘ϭ͘ϮϬϭϬ͘Ϳ
EĂƚƵƌĞ ƉƌŽƚĞĐƚŝŽŶ ĂĐƚ ŝĚĞŶƚŝĨŝĞƐ ŶŝŶĞ ĐĂƚĞŐŽƌŝĞƐ ŽĨ
ƉƌŽƚĞĐƚĞĚĂƌĞĂƐ͘EĂƚŝŽŶĂůĐĂƚĞŐŽƌŝĞƐůĂƌŐĞůLJĐŽƌƌĞƐƉŽŶĚƚŽ
ŽŶĞŽĨƚŚĞŝŶƚĞƌŶĂƚŝŽŶĂůůLJƌĞĐŽŐŶŝnjĞĚ/hEƉƌŽƚĞĐƚĞĚĂƌĞĂ
ĐĂƚĞŐŽƌŝĞƐ͘/ƚĂůƐŽƌĞŐƵůĂƚĞƐŵĂŶĂŐĞŵĞŶƚĂŶĚƉƌŽƚĞĐƚŝŽŶ
ŽĨĞĐŽůŽŐŝĐĂůŶĞƚǁŽƌŬ͘
Ϯ͘ď͘  dŚĞƌĐŚŝǀĞŽĨWƵďůŝĐŝŶƐƚŝƚƵƚŝŽŶĨŽƌƚŚĞŵĂŶĂŐĞŵĞŶƚŽĨ
DĂŶĂŐĞŵĞŶƚ Ϯс ƉƌŽƚĞĐƚĞĚ ĂƌĞĂƐ ŝƐ ƚŚĞ ƌĞƐƉŽŶƐŝďůĞ ĞŶƚŝƚLJ ĨŽƌ ƵďƌŽǀŶŝŬͲ
ƐLJƐƚĞŵƚŽ ĚŽĐƵŵĞŶƚƐĂŶĚ EĞƌĞƚǀĂ ĐŽƵŶƚLJ ;ĐŽƐLJƐƚĞŵ ƐĞƌǀŝĐĞƐ ŝŶ ƉƌŽƚĞĐƚĞĚ
ŵŽŶŝƚŽƌ ĞǀŝĚĞŶĐĞŽĨ significant landscape Rijeka dubrovačka, Natural and
ŝŵƉĂĐƚƐĂŶĚƚŽ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ landscape valorization in Rijeka dubrovačka, reptilian
ƉƌŽƚĞĐƚ ĨĂƵŶĂ ŝŶ ZŝũĞŬĂ ĚƵďƌŽǀačka etc). Archive of PƵďůŝĐ
ĞĐŽƐLJƐƚĞŵƐ͕ ŝŶƐƚŝƚƵƚŝŽŶ ĨŽƌ ƚŚĞ ŵĂŶĂŐĞŵĞŶƚ ŽĨ ƉƌŽƚĞĐƚĞĚ ĂƌĞĂƐ ŝŶ
ƐĞŶƐŝƚŝǀĞ ƵďƌŽǀŶŝŬͲEĞƌĞƚǀĂĐŽƵŶƚLJĐŽŶƚĂŝŶƐĚŝĨĨĞƌĞŶƚƌĞƉŽƌƚƐĨƌŽŵ
ĞŶǀŝƌŽŶŵĞŶƚƐ͕ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ƌĞƐĞĂƌĐŚ ĂŶĚ ƌĞĚƵĐƚŝŽŶ ŽĨ ƚŚĞ ƐƉĞĐŝĞƐ͕
ĂŶĚƐƉĞĐŝĞƐ ŚĂďŝƚĂƚ ĂŶĚ ƉƌŽƚĞĐƚĞĚ ĂƌĞĂ͘ ůƐŽ͕ ƚŚŝƐ ŝƐ ƉĂƌƚ ŽĨ ƚŚĞ Zƚ
ĐƚŝŽŶ WůĂŶ ƵŶĚĞƌ ƚŚĞ ^ƵƐƚĂŝŶĂďŝůŝƚLJ ĂŶĚ ZĞƐŝůŝĞŶĐĞ
ƉƌŝŽƌŝƚLJ͘
Ϯ͘Đ͘^LJƐƚĞŵ /Ŷ ƉƌĂĐƚŝĐĞ ŝƚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ĂŶ /ŶǀĞŶƚŽƌLJ ĂƐ ĂŶ
ƉƌĞǀĞŶƚƐƚŚĞ Ϯс /ŶĨŽƌŵĂƚŝŽŶĂů ƐLJƐƚĞŵ ŽĨ ŶĂƚƵƌĞ ƉƌŽƚĞĐƚŝŽŶ͘ dŚĞ ŶĂƚƵƌĞ
ŝŶƚƌŽĚƵĐƚŝŽŶŽĨ ĚŽĐƵŵĞŶƚƐĂŶĚ ƉƌŽƚĞĐƚŝŽŶ ŝŶĨŽƌŵĂƚŝŽŶ ƐLJƐƚĞŵ ŝƐ ĂŶ ŝŶĨŽƌŵĂƚŝŽŶ ƐLJƐƚĞŵ
ŝŶǀĂƐŝǀĞ ĞǀŝĚĞŶĐĞŽĨ ƚŚĂƚ ĐŽŵďŝŶĞƐ ƉƌŽĨĞƐƐŝŽŶĂů ĂŶĚ ƐĐŝĞŶƚŝĨŝĐ ĚĂƚĂ ŽŶ
ƐƉĞĐŝĞƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ďŝŽĚŝǀĞƌƐŝƚLJĂŶĚŶĂƚƵƌĞƉƌŽƚĞĐƚŝŽŶ͕ĂŶĚŝŶƉĂƌƚŝĐƵůĂƌĚĂƚĂ
ŽŶǁŝůĚŝŶǀĂƐŝǀĞĂůŝĞŶƐƉĞĐŝĞƐ͕ƐƉĞĐŝĞƐ͕ŚĂďŝƚĂƚƚLJƉĞƐĂŶĚ
ĞĐŽůŽŐŝĐĂů ƐLJƐƚĞŵƐ͕ ƉƌŽƚĞĐƚĞĚĂŶĚĞĐŽůŽŐŝĐĂůůLJ ƐŝŐŶŝĨŝĐĂŶƚ
ĂƌĞĂƐ͕ ĂƌĞĂƐ ŽĨ ĞĐŽůŽŐŝĐĂů ŶĞƚǁŽƌŬ͕ ŐĞŽͲĚŝǀĞƌƐŝƚLJ͕
ƐƉĞůĞŽůŽŐŝĐĂůŽďũĞĐƚƐĂŶĚŽƚŚĞƌƌĞůĞǀĂŶƚƉƌŽĨĞƐƐŝŽŶĂůĂŶĚ
ƐĐŝĞŶƚŝĨŝĐĚĂƚĂ͘
/Ŷ ĂĚĚŝƚŝŽŶ͕ >ŽŬƌƵŵ /ƐůĂŶĚ Ͳ Ă ƐƉĞĐŝĂů ƌĞƐĞƌǀĞ ŽĨ ĨŽƌĞƐƚ
ǀĞŐĞƚĂƚŝŽŶ ĂŶĚ ĂŶ ĂƌĞĂ ŽĨ ƚŚĞ EĂƚƵƌĂ ϮϬϬϬ ĞĐŽůŽŐŝĐĂů
ŶĞƚǁŽƌŬ ĂŶĚ ĂŶ ŝŶƚĞŐƌĂů ƉĂƌƚ ŽĨ ƚŚĞ hE^K tŽƌůĚ
,ĞƌŝƚĂŐĞ ^ŝƚĞ ŽĨ ƵďƌŽǀŶŝŬ͕ ƉƌĞƐĞŶƚƐ͘ DĂŶLJ ĚĂƚĂ ŽŶ
ĂŶŝŵĂůƐŚĂƐďĞĞŶĐŽůůĞĐƚĞĚďLJƚŚĞƉƵďůŝĐŝŶƐƚŝƚƵƚŝŽŶĚƵƌŝŶŐ
ŶƵŵĞƌŽƵƐƐƵƌǀĞLJƐ͕ďƵƚƉĂƌƚŽĨƚŚĞĚĂƚĂŚĂƐŶŽƚLJĞƚďĞĞŶ
ƉƵďůŝƐŚĞĚŝŶƐĐŝĞŶƚŝĨŝĐƉĂƉĞƌƐ͘ůƐŽ͕ŝƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞ
ƚŚĞ >K<ZhD /^>E /EsEdKZz K& E/D>^ ;ϮϬϭϱͲ
ϮϬϭϵͿ͘

96 2019 GSTC Destination Assessment - Dubrovnik




ϯ tŝůĚůŝĨĞ ϯ͘Ă͘ ƌŽĂƚŝĂŝƐĂĐŽƵŶƚƌLJƚŚĂƚƐŝŐŶĞĚƚŚĞ/d^ĐŽŶǀĞŶƚŝŽŶĂŶĚ


ƉƌŽƚĞĐƚŝŽŶ͗ ŽŶǀĞŶƚŝŽŶŽŶ ϯс ŝƚŝƐƉĂƌƚŽĨƚŚĞŶĂƚŝŽŶĂůƌĞŐƵůĂƚŝŽŶ͘
ASSESSMENT METHODOLOGY
dŚĞĚĞƐƚŝŶĂƚŝŽŶ /ŶƚĞƌŶĂƚŝŽŶĂů ĚŽĐƵŵĞŶƚƐ͕ 
ŚĂƐĂƐLJƐƚĞŵƚŽ dƌĂĚĞŝŶ ĞǀŝĚĞŶĐĞĂŶĚ 
ĞŶƐƵƌĞĐŽŵƉůŝĂŶĐĞ ŶĚĂŶŐĞƌĞĚ ŝŵƉƌŽǀŝŶŐƚƌĞŶĚƐ 
ǁŝƚŚůŽĐĂů͕ ^ƉĞĐŝĞƐŽĨtŝůĚ ĞdžŝƐƚƐ 
ŶĂƚŝŽŶĂů͕ĂŶĚ &ĂƵŶĂĂŶĚ
ŝŶƚĞƌŶĂƚŝŽŶĂůůĂǁƐ &ůŽƌĂ;/d^Ϳ
ĂŶĚƐƚĂŶĚĂƌĚƐĨŽƌ ϯ͘ď͘ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͕ ŝƚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ Ăůů ƚŚĞ
ƚŚĞŚĂƌǀĞƐƚŽƌ ZĞŐƵůĂƚŝŽŶƐĂŶĚ ŶĞĐĞƐƐĂƌLJůĞŐŝƐůĂƚŝŽŶƚŽƐƵƉƉŽƌƚƚŚŝƐŝŶĚŝĐĂƚŽƌ͘/ŶĚĞƚĂŝů͗
ĐĂƉƚƵƌĞ͕ĚŝƐƉůĂLJ͕ ƐƚĂŶĚĂƌĚƐĨŽƌ Ϯс dŚĞ ŝƌĚƐ ŝƌĞĐƚŝǀĞ ;ŽƵŶĐŝů ŝƌĞĐƚŝǀĞϳϵͬϰϬϵ͖ͬ
ĂŶĚƐĂůĞŽĨǁŝůĚůŝĨĞ ĐŽŶƚƌŽůůŝŶŐ ĚŽĐƵŵĞŶƚƐĂŶĚ ϮϬϬϵͬϭϰϳͬͿ
;ŝŶĐůƵĚŝŶŐƉůĂŶƚƐ ŚĂƌǀĞƐƚŝŶŐ͕ ĞǀŝĚĞŶĐĞŽĨ dŚĞ ŝƌĚƐ ŝƌĞĐƚŝǀĞ ǁĂƐ ĂĚŽƉƚĞĚ ŝŶ ϭϵϳϵ ĂŶĚ ĂŝŵƐ ƚŽ
ĂŶĚĂŶŝŵĂůƐͿ͘ ĚŝƐƉůĂLJ͕ƐĂůĞ͕ŽĨ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƉƌŽƚĞĐƚ Ăůů ǁŝůĚ ďŝƌĚƐ ĂŶĚ ƚŚĞŝƌ ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ŚĂďŝƚĂƚƐ
ƉůĂŶƚƐĂŶĚ ĂĐƌŽƐƐƚŚĞh͘/ƚƌĞƐƚƌŝĐƚƐĐĞƌƚĂŝŶĂĐƚŝǀŝƚŝĞƐ͕ƐƵĐŚĂƐŬĞĞƉŝŶŐ
ĂŶŝŵĂůƐ ŽƌƐĞůůŝŶŐǁŝůĚďŝƌĚƐ͕ĂŶĚŝŶƚƌŽĚƵĐĞƐůĞŐĂůŵĞĐŚĂŶŝƐŵƐƚŽ
ƌĞŐƵůĂƚĞ ŽƚŚĞƌ ĂĐƚŝǀŝƚŝĞƐ͕ ƐƵĐŚ ĂƐ ŚƵŶƚŝŶŐ ƚŽ ĞŶƐƵƌĞ ŝƚƐ
ƐƵƐƚĂŝŶĂďŝůŝƚLJ͘dŚŝƐŝƌĞĐƚŝǀĞĂůƐŽƌĞƋƵŝƌĞƐĂůůhDĞŵďĞƌ
^ƚĂƚĞƐ ƚŽ ŝĚĞŶƚŝĨLJ ƚŚĞ ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ĂƌĞĂƐ ĨŽƌ ϭϵϯ
ĞŶĚĂŶŐĞƌĞĚƐƉĞĐŝĞƐĂŶĚĨŽƌĂůůŵŝŐƌĂƚŽƌLJďŝƌĚƐĂƐEĂƚƵƌĂ
ϮϬϬϬ ;^WͿ ĂƌĞĂƐ͕ ĞƐƉĞĐŝĂůůLJ ĐŽŶƐŝĚĞƌŝŶŐ ǁĞƚůĂŶĚƐ ŽĨ
ŝŶƚĞƌŶĂƚŝŽŶĂůŝŵƉŽƌƚĂŶĐĞ͘
,ĂďŝƚĂƚƐŝƌĞĐƚŝǀĞ;ŽƵŶĐŝůŝƌĞĐƚŝǀĞϵϮͬϰϯͬͿ
/Ŷ ϭϵϵϮ͕ ƚŚĞ h ĂĚŽƉƚĞĚ ƚŚĞ ,ĂďŝƚĂƚƐ ŝƌĞĐƚŝǀĞ͘ /ƚ
ŝŶƚƌŽĚƵĐĞƐ ƐŝŵŝůĂƌ ŵĞĂƐƵƌĞƐ ĨŽƌ ƚŚĞ ƉƌŽƚĞĐƚŝŽŶ ŽĨ
ƵƌŽƉĞĂŶĨůŽƌĂĂŶĚĨĂƵŶĂĂƐƚŚĞŝƌĚƐŝƌĞĐƚŝǀĞ͕ďƵƚĞdžĐĞƉƚ
ĨŽƌ ďŝƌĚƐ͘ /ƚ ĐŽǀĞƌƐ ĂŶ ĂĚĚŝƚŝŽŶĂů ϭϬϬϬ ƐƉĞĐŝĞƐ ;ƉůĂŶƚƐ͕
ŵĂŵŵĂůƐ͕ƌĞƉƚŝůĞƐ͕ĂŵƉŚŝďŝĂŶƐ͕ĨŝƐŚ͕ĐĞƌƚĂŝŶŝŶǀĞƌƚĞďƌĂƚĞ
ŐƌŽƵƉƐͿĂŶĚŵŽƌĞƚŚĂŶϮϯϬŚĂďŝƚĂƚƚLJƉĞƐ;ƐŽŵĞǁĞƚůĂŶĚ͕
ŐƌĂƐƐůĂŶĚ͕ĨŽƌĞƐƚ͕ŵĂƌŝŶĞĂŶĚŽƚŚĞƌŚĂďŝƚĂƚƐͿ͘&ŽƌƚŚĞϮϭϴ
ŚĂďŝƚĂƚƚLJƉĞƐŝŶŶŶĞdž/ĂŶĚĨŽƌƚŚĞƐƉĞĐŝĞƐŝŶŶŶĞdž//ŽĨ
ƚŚĞŝƌĞĐƚŝǀĞ;ϮϵϰĂŶŝŵĂůĂŶĚϰϰϵƉůĂŶƚƐƉĞĐŝĞƐͿ͕ĐŽƵŶƚƌŝĞƐ
ƉƌŽƉŽƐĞƚŽƚŚĞƵƌŽƉĞĂŶŽŵŵŝƐƐŝŽŶĂƌĞĂƐŽĨƉƌŽƉŽƐĞĚ
^ŝƚĞƐ ŽĨ ŽŵŵƵŶŝƚLJ /ŵƉŽƌƚĂŶĐĞ ;W^/Ϳ ƚŚĂƚ͕ ĂĨƚĞƌ ƚŚĞ
ĞǀĂůƵĂƚŝŽŶ ĂŶĚ ĂƉƉƌŽǀĂů ƉƌŽĐĞƐƐ͕ ĚĞĐůĂƌĞ ^/ ;^ŝƚĞƐ ŽĨ
ŽŵŵƵŶŝƚLJ /ŵƉŽƌƚĂŶĐĞͿ͕ ĂŶĚ ĂĨƚĞƌ ĞƐƚĂďůŝƐŚŝŶŐ
ŵĂŶĂŐĞŵĞŶƚ ŽĨ ƚŚĞƐĞ ĂƌĞĂƐ͕ ƚŚĞLJ ďĞĐŽŵĞ ^ ;^ƉĞĐŝĂů
ƌĞĂƐŽĨŽŶƐĞƌǀĂƚŝŽŶͿ͘/ŶŽƌĚĞƌƚŽĨĂĐŝůŝƚĂƚĞƚŚĞƉƌŽĐĞƐƐŽĨ
ĞǀĂůƵĂƚŝŶŐ ĐŽƵŶƚƌLJ ƉƌŽƉŽƐĂůƐ ĂŶĚ ĐŽŶƐŝĚĞƌŝŶŐ ƚŚĞŵ ŝŶ Ă
ďƌŽĂĚĞƌ ĐŽŶƚĞdžƚ ŽĨ Ă ƵƌŽƉĞĂŶ ŶĂƚƵƌĞ͕ƚŚĞ h ŝƐ ĚŝǀŝĚĞĚ
ŝŶƚŽ ŶŝŶĞ ďŝŽŐĞŽŐƌĂƉŚŝĐ ƌĞŐŝŽŶƐ͕ ĞĂĐŚ ĐŚĂƌĂĐƚĞƌŝnjĞĚ ďLJ
ǀĞŐĞƚĂƚŝŽŶ͕ ĐůŝŵĂƚĞ͕ ƚŽƉŽŐƌĂƉŚLJ ĂŶĚ ŐĞŽůŽŐLJ͘ dŚĞ
ďŽƵŶĚĂƌŝĞƐŽĨƚŚĞƌĞŐŝŽŶƐŚĂǀĞďĞĞŶĞƐƚĂďůŝƐŚĞĚƚŽĂůůŽǁ
ŵŽŶŝƚŽƌŝŶŐŽĨĐŽŶƐĞƌǀĂƚŝŽŶƚƌĞŶĚƐŝŶƐƉĞĐŝĞƐĂŶĚŚĂďŝƚĂƚƐ
ŝŶ ƐŝŵŝůĂƌ ĐŽŶĚŝƚŝŽŶƐ ĂĐƌŽƐƐ ƵƌŽƉĞ͕ ǁŝƚŚŽƵƚ ĐŽŶƐŝĚĞƌŝŶŐ
ŶĂƚŝŽŶĂů ďŽƌĚĞƌƐ͘ dŚĞƐĞ ŶŝŶĞ ƌĞŐŝŽŶƐ ĂƌĞ͗ ůƉŝŶĞ͕
ŽŶƚŝŶĞŶƚĂů͕ DĞĚŝƚĞƌƌĂŶĞĂŶ͕ WĂŶŶŽŶŝĂŶ͕ ^ƚĞƉƉĞ͕ ŽƌĞĂů͕
ƚůĂŶƚŝĐ͕ ůĂĐŬ ^ĞĂ ĂŶĚ DĂĐĂƌŽŶĞƐŝĂŶ͕ ŽĨ ǁŚŝĐŚ ƚŚĞ ĨŝƌƐƚ
ƚŚƌĞĞĞdžƚĞŶĚƚŚƌŽƵŐŚƌŽĂƚŝĂ͘
ZĞŐƵůĂƚŝŽŶŽŶĞĐŽůŽŐŝĐĂůŶĞƚǁŽƌŬ;K'ϴϬͬϭϵͿ
dŚŝƐ ZĞŐƵůĂƚŝŽŶ ĞƐƚĂďůŝƐŚĞƐ Ă ůŝƐƚ ŽĨ ƐƉĞĐŝĞƐ ĂŶĚ ŚĂďŝƚĂƚƐ
ǁŚŽƐĞ ĐŽŶƐĞƌǀĂƚŝŽŶ ƌĞƋƵŝƌĞƐ ƚŚĞ ĚĞƚĞƌŵŝŶĂƚŝŽŶ ŽĨ ƚŚĞ
ĞĐŽůŽŐŝĐĂů ŶĞƚǁŽƌŬ ĂƌĞĂ ;ƌĞĨĞƌĞŶĐĞ ůŝƐƚ ŽĨ ƐƉĞĐŝĞƐ ĂŶĚ
ŚĂďŝƚĂƚƐͿ͕ ŝŶĐůƵĚŝŶŐ ƉƌŝŽƌŝƚLJ ǁŝůĚ ƐƉĞĐŝĞƐ ĂŶĚ ƉƌŝŽƌŝƚLJ

2019 GSTC Destination Assessment - Dubrovnik 97




ŶĂƚƵƌĂůŚĂďŝƚĂƚƚLJƉĞƐ͕ĞdžƉĞƌƚĐƌŝƚĞƌŝĂĨŽƌƚŚĞĚĞƚĞƌŵŝŶĂƚŝŽŶ
ŽĨ ǀWKs^ ĂŶĚ WKWƐ ĐƌŝƚĞƌŝĂ ĂĐĐŽƌĚŝŶŐ ƚŽ ǁŚŝĐŚ dŚĞ
ƵƌŽƉĞĂŶŽŵŵŝƐƐŝŽŶĞǀĂůƵĂƚĞƐƚŚĞǀWKs^ŝŶƚĞƌŵƐŽĨŝƚƐ
ƌĞůĞǀĂŶĐĞ ƚŽ ƚŚĞ ƵƌŽƉĞĂŶ hŶŝŽŶ͕ ƚŚĞ ŵŽĚĞ ŽĨ
ŝĚĞŶƚŝĨŝĐĂƚŝŽŶĂŶĚƚŚĞůŝƐƚŽĨǀWKs^͕WKs^͕WWKs^ŝWKWͲĂ
ǁŝƚŚ ƚŚĞŝƌ ƌĞƐƉĞĐƚŝǀĞ ƚĂƌŐĞƚ ƐƉĞĐŝĞƐ͕ ŝĞ ŚĂďŝƚĂƚ ƚLJƉĞƐ ŽĨ
ƚŚĞƐĞĂƌĞĂƐ͕ƚŚĞǁĂLJďŽƌĚĞƌƐĂƌĞĚŝƐƉůĂLJĞĚĂŶĚƚŚĞŵĂƉŽĨ
ǀWKs^͕WKs^͕WWKs^ĂŶĚWKW͕ĂƐǁĞůůĂƐĂǁĂLJŽĨƐŚŽǁŝŶŐ
ƚŚĞ njŽŶŝŶŐ ŽĨ Ăůů ƚŚĞ ĂďŽǀĞ ĂƌĞĂƐ ŝŶ ƌĞůĂƚŝŽŶ ƚŽ ƚŚĞ
ĚŝƐƚƌŝďƵƚŝŽŶŽĨƚĂƌŐĞƚƐƉĞĐŝĞƐĂŶĚ
ŚĂďŝƚĂƚƚLJƉĞƐ͘
EĂƚƵƌĞƉƌŽƚĞĐƚŝŽŶĂĐƚ;K'ϴϬͬϭϯ͕ϭϱͬϭϴ͕ϭϰͬϭϵͿ
dŚŝƐĐƚƌĞŐƵůĂƚĞƐƚŚĞƐLJƐƚĞŵŽĨƉƌŽƚĞĐƚŝŽŶĂŶĚĐŽŵƉůĞƚĞ
ĐŽŶƐĞƌǀĂƚŝŽŶŽĨŶĂƚƵƌĞĂŶĚŝƚƐƉĂƌƚƐĂŶĚŽƚŚĞƌŝƐƐƵĞƐŝŶƚŚŝƐ
ƌĞŐĂƌĚ͘dŚĞĨŽůůŽǁŝŶŐŝƌĞĐƚŝǀĞƐŽĨƚŚĞƵƌŽƉĞĂŶhŶŝŽŶĂƌĞ
ƚƌĂŶƐƉŽƐĞĚŝŶƚŽƚŚĞůĞŐĂůŽƌĚĞƌŽĨƚŚĞZĞƉƵďůŝĐŽĨƌŽĂƚŝĂ
ďLJƚŚŝƐĐƚ͗
–,ĂďŝƚĂƚĚŝƌĞĐƚŝǀĞϵϮͬϰϯͬ
–Birds directive 2009/147/EZ o zaštiti divljih ptica (SL L 20,
Ϯϲ͘ϭ͘ϮϬϭϬͿ
EĂƚƵƌĞ ƉƌŽƚĞĐƚŝŽŶ ĂĐƚ ŝĚĞŶƚŝĨŝĞƐ ŶŝŶĞ ĐĂƚĞŐŽƌŝĞƐ ŽĨ
ƉƌŽƚĞĐƚĞĚĂƌĞĂƐ͘EĂƚŝŽŶĂůĐĂƚĞŐŽƌŝĞƐůĂƌŐĞůLJĐŽƌƌĞƐƉŽŶĚƚŽ
ŽŶĞŽĨƚŚĞŝŶƚĞƌŶĂƚŝŽŶĂůůLJƌĞĐŽŐŶŝnjĞĚ/hEƉƌŽƚĞĐƚĞĚĂƌĞĂ
ĐĂƚĞŐŽƌŝĞƐ͘/ƚĂůƐŽƌĞŐƵůĂƚĞƐŵĂŶĂŐĞŵĞŶƚĂŶĚƉƌŽƚĞĐƚŝŽŶ
ŽĨĞĐŽůŽŐŝĐĂůŶĞƚǁŽƌŬ͘
ϰ 'ƌĞĞŶŚŽƵƐĞŐĂƐ ϰ͘Ă͘WƌŽŐƌĂŵ ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚĂŶĚďĂƐĞĚŽŶƚŚĞĞǀŝĚĞŶĐĞƐƚŚĂƚ
ĞŵŝƐƐŝŽŶƐ͗  ƚŽĂƐƐŝƐƚ ǁĞƌĞƚƌĂĐĞĚŽŶƐŝƚĞ͕ƚŚĞŽŶůLJĂĐƚŝǀŝƚLJƚŚĂƚĂĐŬŶŽǁůĞĚŐĞƐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ĞŶƚĞƌƉƌŝƐĞƐĂŶĚ ĂĐƚŝǀŝƚŝĞƐ ƚŚĂƚ ĂƌĞ ƌĞůĂƚĞĚ ǁŝƚŚ ','Ɛ ŵĞĂƐƵƌĞŵĞŶƚƐ͕
ŚĂƐĂƐLJƐƚĞŵƚŽ ƚŽŵĞĂƐƵƌĞ͕ ϭс ŵŽŶŝƚŽƌŝŶŐ ĂŶĚ ŵŝŶŝŵŝnjŝŶŐ ĂĐƚŝŽŶƐ ĂŶĚ ƌĞƉŽƌƚŝŶŐ ĨŽƌ
ĞŶĐŽƵƌĂŐĞ ŵŽŶŝƚŽƌ͕ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ enterprises was the initiative ‘Respect the City’. Results of
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ŵŝŶŝŵŝnjĞĂŶĚ ƚŚŝƐŝŶŝƚŝĂƚŝǀĞǁŝůůďĞĚĞůŝǀĞƌĞĚŝŶƚŚĞŶĞdžƚLJĞĂƌ;ϮϬϮϬͿ͘
ŵĞĂƐƵƌĞ͕ŵŽŶŝƚŽƌ͕ ƌĞƉŽƌƚ ůƐŽ͕ƐŽŵĞƐƉĞĐŝĨŝĐĂĐƚŝŽŶƐĂďŽƵƚƚŚĞĂďŽǀĞƚĂƌŐĞƚǁĞƌĞ
ŵŝŶŝŵŝnjĞ͕ƉƵďůŝĐůLJ ŐƌĞĞŶŚŽƵƐĞ ŝĚĞŶƚŝĨŝĞĚďLJƚŚĞĂĐƚŝǀŝƚŝĞƐŽĨƚŚĞWŽƌƚŽĨƵďƌŽǀŶŝŬ͘dŚŝƐŝƐ
ƌĞƉŽƌƚĂŶĚ ŐĂƐĞŵŝƐƐŝŽŶƐ ƌĞůĂƚĞĚǁŝƚŚĂŶŝƌƋƵĂůŝƚLJŵŽŶŝƚŽƌŝŶŐƐLJƐƚĞŵƚŚƌŽƵŐŚƚŚĞ
ŵŝƚŝŐĂƚĞƚŚĞŝƌ ŝŶƐƚĂůůĞĚ Ăŝƌ ƋƵĂůŝƚLJ ŵŽŶŝƚŽƌŝŶŐ ƐƚĂƚŝŽŶ ŝŶ ƚŚĞ ƉŽƌƚ ŽĨ
ŐƌĞĞŶŚŽƵƐĞŐĂƐ ƵďƌŽǀŶŝŬ ĂǀĂŝůĂďůĞ Ăƚ ƚŚĞ ĨŽůůŽǁŝŶŐ ůŝŶŬ͗
ĞŵŝƐƐŝŽŶƐĨƌŽŵĂůů ŚƚƚƉ͗ͬͬǁǁǁ͘ƉŽƌƚĚƵďƌŽǀŶŝŬ͘ŚƌͬĂŝƌƋ͘
ĂƐƉĞĐƚƐŽĨƚŚĞŝƌ ĂƐĞĚ ŽŶ ƚŚĂƚ͕ ĂŶ ŝƌ YƵĂůŝƚLJ ĂĐŬŐƌŽƵŶĚ /ŶĚĞdž ;Y/Ϳ ŝƐ
ŽƉĞƌĂƚŝŽŶ ƵƐĞĚ ĂƐ Ă ƐŝŵƉůŝĨŝĞĚ ŵĞƚŚŽĚ ŽĨ ĚŝƐƉůĂLJŝŶŐ ĐƵƌƌĞŶƚ
;ŝŶĐůƵĚŝŶŐ ĐŽŶĐĞŶƚƌĂƚŝŽŶŽĨEKdžĂŶĚŽƚŚĞƌŝŶĚŝĐĂƚŽƌƐ͘/ƚŝƐĚĞĨŝŶĞĚĂƚ
ĞŵŝƐƐŝŽŶƐĨƌŽŵ h ůĞǀĞů ĂŶĚ ĚĞƚĂŝůƐ ĐĂŶ ďĞ ĨŽƵŶĚ Ăƚ͗
ƐĞƌǀŝĐĞƉƌŽǀŝĚĞƌƐͿ͘ ŚƚƚƉƐ͗ͬͬǁǁǁ͘ĂŝƌƋƵĂůŝƚLJŶŽǁ͘ĞƵͬĚŽǁŶůŽĂĚͬ/d/ZͲ
ŽŵƉĂƌŝŶŐͺhƌďĂŶͺŝƌͺYƵĂůŝƚLJͺĂĐƌŽƐƐͺŽƌĚĞƌƐ͘ƉĚĨ

98 2019 GSTC Destination Assessment - Dubrovnik




ϰ͘ď͘^LJƐƚĞŵ dŚĞ ŽŶůLJ ƐLJƐƚĞŵ ƚŚĂƚ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ƚŽ ƐƵƉƉŽƌƚ
ƚŽĂƐƐŝƐƚ ƉĂƌƚŝĂůůLJ ƐƵĐŚ Ă ƚĂƌŐĞƚ ǁĂƐ ƚŚĞ dƌĂǁĞů ƉƉ ͬ dŚŝƐ
ASSESSMENT METHODOLOGY
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ĂƉƉůŝĐĂƚŝŽŶ ŝƐ Ă ƉĂƌƚ ŽĨ ƐŵĂƌƚ ǀŝƐŝƚŽƌ ĨůŽǁ ĂŶĚ ǀŝƐŝƚŽƌ
ŵŝƚŝŐĂƚĞ ϬсŶŽĚŽĐƵŵĞŶƚƐ ĞdžƉĞƌŝĞŶĐĞŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵƚŚĂƚŝŶǀŽůǀĞƐĞůĞŵĞŶƚƐŽĨ
ŐƌĞĞŶŚŽƵƐĞ ĞdžŝƐƚ ĂĐƚŝŽŶ ƉůĂŶ ƌĞĐŽŵŵĞŶĚĂƚŝŽŶƐ͕ ǀŝƐŝƚŽƌ ŝŶĨŽƌŵĂƚŝŽŶ ĂŶĚ
ŐĂƐĞŵŝƐƐŝŽŶƐ ĂǁĂƌĞŶĞƐƐ ƌĂŝƐŝŶŐ ŽŶ ƐƵƐƚĂŝŶĂďŝůŝƚLJ ƐƚĂŶĚĂƌĚƐ͕ ƌĞĂů ƚŝŵĞ
ǀŝƐŝƚŽƌ ĨůŽǁͬĐƌŽǁĚ ŵŽŶŝƚŽƌŝŶŐ͕ ƌĞĂů ƚŝŵĞ ƌŽƵƚŝŶŐ
ĐŽŵďŝŶŝŶŐ ĂǀĂŝůĂďůĞ ƚŝŵĞ͕ ƌĞůĞǀĂŶƚ ǀŝƐŝƚŽƌ ŝŶƚĞƌĞƐƚƐ ĂŶĚ
ŵŽŽĚƐ ǁŝƚŚ ĚĞƐƚŝŶĂƚŝŽŶ ĂƚƚƌĂĐƚŝŽŶƐ ĂŶĚ ǀŝƐŝƚĂƚŝŽŶ
ƌĞĐŽŵŵĞŶĚĂƚŝŽŶƐ͕ ǁŝƚŚ ƐƵƐƚĂŝŶĂďŝůŝƚLJ ŐĂŵŝĨŝĐĂƚŝŽŶ
ĞůĞŵĞŶƚƐ͘ DŽƌĞ ŽŶ ƚŚŝƐ ŝƐ ĂǀĂŝůĂďůĞ ŝŶ ƚŚĞ ƉƌĞƐĞŶƚĂƚŝŽŶ
ŵĂƚĞƌŝĂůĂƚƚĂĐŚĞĚ͘However, this is focused on the visitors’
ŝŶƚĞƌĂĐƚŝŽŶĂŶĚŝƚŝƐĂŶŝŶĚŝƌĞĐƚƚŽŽů͘
ϱ ŶĞƌŐLJ ϱ͘Ă͘WƌŽŐƌĂŵ  ĂƐĞĚ ŽŶ ƚŚĞ ŽƵƚĐŽŵĞƐ ŽĨ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ ĂŶĚ ƚŚĞ
ĐŽŶƐĞƌǀĂƚŝŽŶ͗dŚĞ ƚŽƉƌŽŵŽƚĞ  stakeholder’s discussions, there was limited activity in
ĚĞƐƚŝŶĂƚŝŽŶŚĂƐĂ ĞŶĞƌŐLJ  ƚŚĂƚ ĂƌĞĂ͘ dŚĞ ŽŶůLJ ĞǀŝĚĞŶĐĞƐ ƚŚĂƚ ĐŽƵůĚ ƐƵƉƉŽƌƚ ƐŽŵĞ
ƐLJƐƚĞŵƚŽ ĐŽŶƐĞƌǀĂƚŝŽŶ  ĂĐƚŝǀŝƚLJ ŝŶ ƚŚĂƚ ĂƌĞ ĨŽĐƵƐĞĚ ŝŶ ĐƌĞĂƚŝŽŶ ŽĨ ŝŶĚŝĐĂƚŽƌ ŝŶ
ĞŶĐŽƵƌĂŐĞ ĂŶĚŵĞĂƐƵƌĞ͕ ϭс ZK^dK concerning ‘ĞŶĞƌŐLJ ĐŽŶƐƵŵƉƚŝŽŶ ďLJ ƚŽƵƌŝƐƚƐ ŝŶ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ŵŽŶŝƚŽƌ͕ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ƌĞůĂƚŝŽŶ ƚŽ ƚŚĞ ĞŶĞƌŐLJ ĐŽŶƐƵŵƉƚŝŽŶ ďLJ ƉĞƌŵĂŶĞŶƚ
ŵĞĂƐƵƌĞ͕ŵŽŶŝƚŽƌ͕ ƌĞĚƵĐĞĂŶĚ ƌĞƐŝĚĞŶƚƐ͘ ůƐŽ͕ ƚŚĞƌĞ ǁĞƌĞ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ƚǁŽ ĂĐƚŝǀĞ
ƌĞĚƵĐĞ͕ĂŶĚ ƉƵďůŝĐůLJƌĞƉŽƌƚ ƌĞƐĞĂƌĐŚͬĚĞŵŽŶƐƚƌĂƚŝŽŶƉƌŽũĞĐƚƐ͗
ƉƵďůŝĐůLJƌĞƉŽƌƚ ĞŶĞƌŐLJ K^dEZ'z
ĞŶĞƌŐLJ ĐŽŶƐƵŵƉƚŝŽŶ dŚĞ ŽǀĞƌĂůů ŽďũĞĐƚŝǀĞ ŽĨ K^dEZ'z ŝƐ ƚŽ ĨŽƐƚĞƌ ƚŚĞ
ĐŽŶƐƵŵƉƚŝŽŶ͕ĂŶĚ ǁŝƚŚŝŶƚŚĞ ĐƌĞĂƚŝŽŶ ŽĨ Ă ĨĂǀŽƌĂďůĞ ĞŶǀŝƌŽŶŵĞŶƚ ĨŽƌ ďƵƐŝŶĞƐƐ
ƌĞĚƵĐĞƌĞůŝĂŶĐĞŽŶ ĚĞƐƚŝŶĂƚŝŽŶ ŝŶŝƚŝĂƚŝǀĞƐ ŝŶ ƚŚĞ ůƵĞ ŶĞƌŐLJ ƐĞĐƚŽƌ ĂŶĚ ƉƌŽŵŽƚĞ ƚŚĞ
ĨŽƐƐŝůĨƵĞůƐ͘ ƌĞĂůŝnjĂƚŝŽŶ ŽĨ ĐŽĂƐƚĂů ďůƵĞ ĞŶĞƌŐLJ ƐLJƐƚĞŵƐ ŝŶ ƚŚĞ
WƌŽŐƌĂŵŵĞ ĂƌĞĂ͘ /ƚ ŝƐ ƉĂƌƚŝĐƵůĂƌůLJ ĨŽĐƵƐŝŶŐ ŽŶǁĂǀĞ ĂŶĚ
ƚŚĞƌŵĂůĞŶĞƌŐLJĐŽŶǀĞƌƚĞƌƐƚŽďĞŝŶƚĞŐƌĂƚĞĚŝŶƐƚƌƵĐƚƵƌĞƐ
ƐƵĐŚĂƐďƌĞĂŬǁĂƚĞƌƐ͕ŵĂƌŝŶĂƐ͕ĞƚĐ͘dŚĞƐĞŝŶŝƚŝĂƚŝǀĞƐŵƵƐƚ
ďĞ ŝŶĨŽƌŵĞĚ ĂŶĚ ĚĞƐŝŐŶĞĚ ƚŽ ŐƵĂƌĂŶƚĞĞ ƚŚĞ ĨƵůů
ƉƌĞƐĞƌǀĂƚŝŽŶŽĨŵĂƌŝŶĞĞĐŽƐLJƐƚĞŵƐĂŶĚƚŚĞůĂŶĚƐĐĂƉĞĂŶĚ
ĐŽŵƉůLJǁŝƚŚƚŚĞŶĞĞĚƐŽĨŽƚŚĞƌŵĂƌŝƚŝŵĞĂĐƚŝǀŝƚŝĞƐƐƵĐŚĂƐ
ĨŝƐŚŝŶŐ͕ĂƋƵĂĐƵůƚƵƌĞ͕ƚŽƵƌŝƐŵ͕ĂŶĚƐŚŝƉƉŝŶŐ͘
dŚĞƉƌŽũĞĐƚǁŝůůĂĚŽƉƚĂƉĂƌƚŝĐŝƉĂƚŽƌLJĂƉƉƌŽĂĐŚ͕ŐĂƚŚĞƌŝŶŐ
ĂŶĚ ŝŶǀŽůǀŝŶŐ YƵĂĚƌƵƉůĞ ,Ğůŝdž ĂĐƚŽƌƐ ŝŶ Ă ŵƵůƚŝͲůĞǀĞů
ŶĞƚǁŽƌŬĨŽƌƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨĂĐŽŵŵŽŶƌŽĂĚŵĂƉĂŶĚ
ƚŚĞ ĚĞƉůŽLJŵĞŶƚ ŽĨ ĐŽĂƐƚĂů ďůƵĞ ĞŶĞƌŐLJ ƐLJƐƚĞŵƐ ŝŶ ƉŝůŽƚ
ĂƌĞĂƐ͘
^Z/KE
dŚĞŵĂŝŶŽďũĞĐƚŝǀĞŽĨƚŚĞ^Z/KEŝƐƚŽŝĚĞŶƚŝĨLJďĞŶĞĨŝƚƐ
ĂŶĚďĂƌƌŝĞƌƐĂƐƐŽĐŝĂƚĞĚǁŝƚŚƚŚĞƵƐĞŽĨƚŚŝƐƚĞĐŚŶŽůŽŐLJĂŶĚ
ƚŽĨŝŶĚĂƐLJƐƚĞŵƐŽůƵƚŝŽŶĚĞƐŝŐŶĞĚƚŽŝŵƉƌŽǀĞƚŚĞƵƐĞŽĨƚŚĞ
ƐĞĂǁĂƚĞƌŚĞĂƚƉƵŵƉƚĞĐŚŶŽůŽŐLJĂŶĚƚŽŵĂŬĞƚŚĞďƵŝůĚŝŶŐΖƐ
ĞŶĞƌŐLJƐĞůĨͲƐƵĨĨŝĐŝĞŶƚĂŶĚŝŶĚĞƉĞŶĚĞŶƚŽĨĨŽƐƐŝůĨƵĞůƐ͘

2019 GSTC Destination Assessment - Dubrovnik 99




ϱ͘ď͘WŽůŝĐŝĞƐ ǀĞŶƚŚŽƵŐŚŝƚŝƐĂŶhƉŽůŝĐLJĂďŽƵƚƚŚŝƐŝƚĞŵ͕ƚŚĞƌĞǁĂƐ
 

ĂŶĚŝŶĐĞŶƚŝǀĞƐ ŶŽ ŝŵƉŽƌƚĂŶƚ ĂĐƚŝǀŝƚŝĞƐ ƚŽ ƐƵƉƉŽƌƚ ƚŚŝƐ ĚƵƌŝŶŐ ƚŚĞ


ƚŽƌĞĚƵĐĞ ĂƐƐĞƐƐŵĞŶƚ͘dŚĞŽŶůLJŝƚĞŵƐƚŚĂƚǁĞƌĞĨŽƵŶĚ͗
ƌĞůŝĂŶĐĞŽŶ Ͳ>ŝŵŝƚĞĚƵƐĞŽĨWsƐĂƚďƵŝůĚŝŶŐƐ
Ϯс
ĨŽƐƐŝůĨƵĞůƐ͕ Ͳ>ƵƐĞŝŶƚŚĞDƵŶŝĐŝƉĂůůŝŐŚƚŝŶŐƐLJƐƚĞŵ͕ǁŚĞƌĞŝŶƐŽŵĞ
ĚŽĐƵŵĞŶƚƐĂŶĚ ĐĂƐĞƐŝŶĐŽƌƉŽƌĂƚĞĚǁŝƚŚWsƐ
ŝŵƉƌŽǀĞ
ĞǀŝĚĞŶĐĞŽĨ ͲhƐĞŽĨĨĨŝĐŝĞŶƚ,ĞĂƚWƵŵƉƐŝŶDƵŶŝĐŝƉĂůƵŝůĚŝŶŐƐ
ĞŶĞƌŐLJ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ
ĞĨĨŝĐŝĞŶĐLJ͕ĂŶĚ Ͳ hƐĞ ŽĨ 'ĞŽƚŚĞƌŵĂů ,ĞĂƚ WƵŵƉƐ ŝŶ ƉƵďůŝĐ ďƵŝůĚŝŶŐƐ ͬ
ĞŶĐŽƵƌĂŐĞƚŚĞ ZĞƐĞĂƌĐŚƉƌŽŐƌĂŵ
ĂĚŽƉƚŝŽŶĂŶĚ ͲhƐĞŽĨƐŵĂƌƚĂŶĚĞŶĞƌŐLJƐĞůĨͲƉŽǁĞƌĞĚƐŝƚŝŶŐĐƌĞĂƚŝŽŶƐ
ƵƐĞŽĨ ͲƉƌŽĐƵƌĞŵĞŶƚŽĨĂĨĞĂƐŝďŝůŝƚLJƐƚƵĚLJĂŶĚƉƌĞůŝŵŝŶĂƌLJĚĞƐŝŐŶ
ƌĞŶĞǁĂďůĞ ŽĨĂƉŚŽƚŽǀŽůƚĂŝĐƉŽǁĞƌƉůĂŶƚŝŶƚŚĞƉŽƌƚŽĨƵďƌŽǀŶŝŬǁŝƚŚ
ĞŶĞƌŐLJ ƚŚĞĂŝŵŽĨƐƵƉƉůLJŝŶŐĐƌƵŝƐĞƐŚŝƉƐǁŝƚŚĞůĞĐƚƌŝĐƉŽǁĞƌĨƌŽŵ
ƚĞĐŚŶŽůŽŐŝĞƐ ƚŚĞƐŚŽƌĞĂŶĚƌĞĚƵĐŝŶŐƚŚĞĞŵŝƐƐŝŽŶŽĨŚĂƌŵĨƵůŐĂƐĞƐĨƌŽŵ
ƐŚŝƉƐ ĂŶĚ ƚŚĞ ŶĞŐĂƚŝǀĞ ĞŶǀŝƌŽŶŵĞŶƚ ŝŵƉĂĐƚ Ͳ ƐƚĂƚƵƐ ŝŶ
ƉƌŽŐƌĞƐƐ͘
&ŝŶĂůůLJ͕ƚŚŝƐŝƐŽŶĞŽĨƚŚĞƉƌŝŵĂƌLJŐŽĂůƐŽĨƚŚĞZƚĐƚŝŽŶ
WůĂŶ ĂŶĚ ŝƚƐ ƐƚƌĂƚĞŐŝĐ ŝŶƚĞŐƌĂƚĞĚ ĚĞǀĞůŽƉŵĞŶƚ ƉƌŽŐƌĂŵ
ƵďƌŽǀŶŝŬϮϬϯϬƐƚĂƌƚŝŶŐǁŝƚŚŝŶǀĞƐƚŵĞŶƚŝŶƚŽƐƵƐƚĂŝŶĂďůĞ
ƚƌĂŶƐƉŽƌƚ ƐŽůƵƚŝŽŶƐ ŝŶ ƚŚĞ ŝƚLJ ŽĨ ƚŚĞ ƵďƌŽǀŶŝŬ ĂŶĚ
ďĞLJŽŶĚ͘
ϲ tĂƚĞƌ ϲ͘Ă͘WƌŽŐƌĂŵ ĂƐĞĚ ŽŶ ƚŚĞ ŽƵƚĐŽŵĞƐ ŽĨ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ ĂŶĚ ƚŚĞ
ŵĂŶĂŐĞŵĞŶƚ͗dŚĞ ƚŽĂƐƐŝƐƚ stakeholder’s discussions, there was limited activity in
ĚĞƐƚŝŶĂƚŝŽŶŚĂƐĂ ĞŶƚĞƌƉƌŝƐĞƐƚŽ ƚŚĂƚĂƌĞĂ͘>ŽĐĂůĂŶĚƌĞŐŝŽŶĂůƐĞůĨͲŐŽǀĞƌŶŵĞŶƚĞƐƚĂďůŝƐŚĞĚ
ƐLJƐƚĞŵƚŽ ŵĞĂƐƵƌĞ͕ ƵƚŝůŝƚLJ ĐŽŵƉĂŶŝĞƐ ĨŽƌ ƚŚĞ ŽƌŐĂŶŝnjĂƚŝŽŶ ŽĨ ƉƵďůŝĐ ƵƚŝůŝƚLJ
ĞŶĐŽƵƌĂŐĞ ŵŽŶŝƚŽƌ͕ ƐĞƌǀŝĐĞƐŽĨǁĂƚĞƌƐƵƉƉůLJĂŶĚĐŽůůĞĐƚŝŽŶĂŶĚƚƌĞĂƚŵĞŶƚŽĨ
ϭсĚŽĐƵŵĞŶƚƐ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ƌĞĚƵĐĞĂŶĚ ǁĂƐƚĞǁĂƚĞƌ͘ sŽĚŽǀŽĚ ƵďƌŽǀŶŝŬ Ě͘Ž͘Ž͘ ŝƐ Ă ƵƚŝůŝƚLJ
ĞdžŝƐƚ
ŵĞĂƐƵƌĞ͕ŵŽŶŝƚŽƌ͕ ƉƵďůŝĐůLJƌĞƉŽƌƚ ĐŽŵƉĂŶLJ ĨŽƌ ǁĂƚĞƌ ƐƵƉƉůLJ ĂŶĚ ƚŚĞ ĐŽŵŵƵŶĂů ,LJĚƌŽ
ƌĞĚƵĐĞ͕ĂŶĚ ǁĂƚĞƌƵƐĂŐĞ ŶŐŝŶĞĞƌŝŶŐ͕ ŝƚ ƉƌŽǀŝĚĞƐ ƐĞƌǀŝĐĞƐ ŝŶ ƚŚĞ ĂƌĞĂ ŽĨ ϰ
ƉƵďůŝĐůLJ municipals (City of Dubrovnik, Municipal Župa
ƌĞƉŽƌƚǁĂƚĞƌƵƐĂŐĞ Dubrovačka, Municipal Dubrovačko PrimorjĞ ŝ ŵƵŶŝĐŝƉĂů
^ƚŽŶͿ͘ sŽĚŽǀŽĚ ƵďƌŽǀŶŝŬ Ě͘Ž͘Ž͘ ŝƐ ŐŽŝŶŐ ƚŽ ŝŵƉůĞŵĞŶƚ
ŵĞƚĞƌĚĂƚĂŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵƚŚĂƚǁŝůůĞŶĂďůĞƌĞŵŽƚĞ
ĐŽŶƚƌŽůŽĨĞǀĞƌLJǁĂƚĞƌŵĞƚĞƌŝŶƚŚĞĂƌĞĂ͘dŚŝƐƐLJƐƚĞŵǁŝůů
ĂůůŽǁƚŚĞƵƚŝůŝƚLJƚŽŵĂŶĂŐĞ͕ĂĐŽŶƚŝŶƵŽƵƐĨŽůůŽǁͲƵƉŽĨŝƚƐ
ĂĐƚŝǀŝƚŝĞƐ Ăƚ ĂŶLJ ŐŝǀĞŶ ŵŽŵĞŶƚ ĂŶĚ ƚŽ ĂƵƚŽŵĂƚŝĐĂůůLJ
ŽƌŐĂŶŝnjĞƚĂďůĞƐ͕ŐƌĂƉŚƐĂŶĚƌĞƉŽƌƚƐƐƵĐŚĂƐĐŽŵƉĂƌĂƚŝǀĞ
ĐŽŶƐƵŵƉƚŝŽŶ͕ŚŝƐƚŽƌLJĚĞǀŝĂƚŝŽŶ͕ĂŶĚƐŽŽŶ͘dŚĞŵĞƚĞƌĚĂƚĂ
ŵĂŶĂŐĞŵĞŶƚ ƐLJƐƚĞŵ ǁŝůů ĞŶƐƵƌĞ͗ tĞďͲďĂƐĞĚ ƐLJƐƚĞŵ͕
ƚŚĞƌĞĨŽƌĞ ĂǀĂŝůĂďůĞ ĨƌŽŵ ĂŶLJ ĐŽŶŶĞĐƚĞĚ ĐŽŵƉƵƚĞƌ͘ dŚĞ
ƐLJƐƚĞŵ ǁŝůů ŽĨĨĞƌ tĞď ƉŽƌƚĂů ĂĐĐĞƐƐ ƚŽ ĐŽŶƐƵŵĞƌƐ͕
ĞŶĂďůŝŶŐƚŚĞŵƚŽĂĐĐĞƐƐƚŚĞŝƌŵĞƚĞƌŝŶŐƐƚĂƚƵƐĂŶLJǁŚĞƌĞ͕
ĂŶLJƚŝŵĞ͕ƵƉŽŶĂƵƚŚŽƌŝnjĂƚŝŽŶ͘dŚŝƐƚƌĂŶƐƉĂƌĞŶĐLJŚĂƐďĞĞŶ
proven to significantly reduce calls to the utility’s service
ĐĞŶƚĞƌ͘ ĐĐƵŵƵůĂƚĞĚ ŵĞƚĞƌ ƌĞĂĚŝŶŐ ĚĂƚĂ ZĂƚĞ ŽĨ ĨůŽǁ
ŝŶĚŝĐĂƚŝŽŶ ĂŶĚ ĂůĞƌƚƐ tĂƚĞƌ ƐƵƉƉůLJ ůŽƐƐ ĐĂůĐƵůĂƚŝŽŶ ĂŶĚ
ŝŶĚŝĐĂƚŝŽŶ͘
ůƐŽ͕ ƚŚĞƌĞ ŝƐ ĂŶ ŝŶĚŝĐĂƚŽƌ ŝŶ ZK^dK concerning ‘ǁĂƚĞƌ
ĐŽŶƐƵŵƉƚŝŽŶ ďLJ ƚŽƵƌŝƐƚƐ ŝŶ ƌĞůĂƚŝŽŶ ƚŽ ƚŚĞ ǁĂƚĞƌ
ĐŽŶƐƵŵƉƚŝŽŶďLJ ƉĞƌŵĂŶĞŶƚ ƌĞƐŝĚĞŶƚƐ͘ /Ŷ ĂĚĚŝƚŝŽŶ͕ƚŚĞƌĞ
ǁĞƌĞŝĚĞŶƚŝĨŝĞĚƌĞůĞǀĂŶƚŝƚĞŵƐŝŶƚŚĞĨŝƌƐƚŽƵƚĐŽŵĞƐĨƌŽŵ
the ‘ƌŽĂƚŝĂŶ^ƵƐƚĂŝŶĂďůĞdŽƵƌŝƐŵKďƐĞƌǀĂƚŽƌLJ’ study.

100 2019 GSTC Destination Assessment - Dubrovnik




ϳ tĂƚĞƌƐĞĐƵƌŝƚLJ͗ ϳ͘Ă͘ ƐůŽŶŐĂƐŝƚĐŽŶĐĞƌŶƐƚŚĞǁĂƚĞƌƐĞĐƵƌŝƚLJ͕ƚŚŝƐǁĂƐĂĐŚŝĞǀĞĚ


dŚĞĚĞƐƚŝŶĂƚŝŽŶ DĂŶĂŐĞŵĞŶƚ ǁŝƚŚ ƚŚĞ ĐƌĞĂƚŝŽŶ ŽĨ ƚŚĞ ŶĞǁ ǁĂƚĞƌ ƉůĂŶƚ ĨŽƌ ƵďƌŽǀŶŝŬ
ASSESSMENT METHODOLOGY
ŚĂƐĂƐLJƐƚĞŵƚŽ ƐLJƐƚĞŵƚŽ ĂƌĞĂ ďLJ sKKsK͘ sŽĚŽǀŽĚ ƵďƌŽǀŶŝŬ Ě͘Ž͘Ž͘ ƉƌŽǀŝĚĞƐ
ŵŽŶŝƚŽƌŝƚƐǁĂƚĞƌ ĞŶƐƵƌĞƚŚĂƚ ƐĞƌǀŝĐĞƐ ŝŶ ƚŚĞ ĂƌĞĂ ŽĨ ϰ ŵƵŶŝĐŝƉĂůƐ ;ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ͕
ƌĞƐŽƵƌĐĞƐƚŽ ǁĂƚĞƌƵƐĞďLJ Municipal Župa Dubrovačka, Municipal Dubrovačko
ĞŶƐƵƌĞƚŚĂƚƵƐĞďLJ ĞŶƚĞƌƉƌŝƐĞƐ WƌŝŵŽƌũĞ ŝŵƵŶŝĐŝƉĂů^ƚŽŶͿ͘dŚĞ ĐŽŵƉĂŶLJ ĂĚŚĞƌĞĚƚŽƚŚĞ
ϭсĚŽĐƵŵĞŶƚƐ
ĞŶƚĞƌƉƌŝƐĞƐŝƐ ĂŶĚǁĂƚĞƌ >ŽĐĂů&ŽŽĚĐƚ͘dŚĞŶĞǁƉƌŽĚƵĐƚĨŽŽĚƐĂĨĞƚLJůĞŐŝƐůĂƚŝŽŶŝƐ
ĞdžŝƐƚ
ĐŽŵƉĂƚŝďůĞǁŝƚŚ ƌĞƋƵŝƌĞŵĞŶƚƐ ŝĚĞŶƚŝĨŝĞĚ ĂŶĚ ƵƉĚĂƚĞĚ ďLJ ƚŚĞ ,W ƚĞĂŵ ǁŝƚŚ ŚĞůƉŽĨ
ƚŚĞǁĂƚĞƌ ŽĨƚŚĞ ůĞŐĂůĂƵƚŚŽƌŝƚŝĞƐ͘,ŽǁĞǀĞƌ͕ƚŚĞŶĞǁƉůĂŶƚŽƉĞŶĞĚƌĞĐĞŶƚůLJ
ƌĞƋƵŝƌĞŵĞŶƚƐŽĨ ĚĞƐƚŝŶĂƚŝŽŶ ƐŽǁĞĂƌĞƐƚŝůůŵŝƐƐŝŶŐƚŚĞŽƉĞƌĂƚŝŽŶĂůĚĂƚĂĨŽƌĂƌĞůŝĂďůĞ
ƚŚĞĚĞƐƚŝŶĂƚŝŽŶ ĐŽŵŵƵŶŝƚLJĂƌĞ ƉĞƌŝŽĚƚŽũƵƐƚŝĨLJƚŚĞĚĞǀĞůŽƉĞĚƐLJƐƚĞŵĞĨĨŝĐŝĞŶĐLJ͘
ĐŽŵŵƵŶŝƚLJ͘ ďĂůĂŶĐĞĚĂŶĚ
ĐŽŵƉĂƚŝďůĞ
ϴ tĂƚĞƌƋƵĂůŝƚLJ͗ ϴ͘Ă͘ tĂƚĞƌ ƋƵĂůŝƚLJ ĐŽŶƚƌŽů ŝŶ ƚŚĞ ZĞƉƵďůŝĐ ŽĨ ƌŽĂƚŝĂ ŝƐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ DĂŶĂŐĞŵĞŶƚ Ϯс ƌĞŐƵůĂƚĞĚ ďLJƚŚĞ >Ăǁ ŽŶƚŚĞ tĂƚĞƌ /ŶƚĞŶĚĞĚ ĨŽƌ,ƵŵĂŶ
ŚĂƐĂƐLJƐƚĞŵƚŽ ƐLJƐƚĞŵƚŽ ĚŽĐƵŵĞŶƚƐĂŶĚ Consumption („Official Gazette“, No. 56/13, 64/15,
ŵŽŶŝƚŽƌĚƌŝŶŬŝŶŐ ŵŽŶŝƚŽƌĂŶĚ ĞǀŝĚĞŶĐĞŽĨ ϭϬϰͬϭϳͿ͕ ƉƌŽǀŝƐŝŽŶ ŽĨ ŽƵŶĐŝů ŝƌĞĐƚŝǀĞ ϭϵϵϴͬϴϯͬ ŽĨ
ĂŶĚƌĞĐƌĞĂƚŝŽŶĂů ƉƵďůŝĐůLJƌĞƉŽƌƚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ EŽǀĞŵďĞƌ ϯ͕ ϭϵϵϴ͕ ŽŶƚŚĞ ƋƵĂůŝƚLJ ŽĨ ǁĂƚĞƌ ŝŶƚĞŶĚĞĚ ĨŽƌ
ǁĂƚĞƌƋƵĂůŝƚLJƵƐŝŶŐ ŽŶĚƌŝŶŬŝŶŐĂŶĚ ŚƵŵĂŶ ĐŽŶƐƵŵƉƚŝŽŶ͕ ĂŶĚ ŽŵŵŝƐƐŝŽŶ ŝƌĞĐƚŝǀĞ ;hͿ
ƋƵĂůŝƚLJƐƚĂŶĚĂƌĚƐ͘ ƌĞĐƌĞĂƚŝŽŶĂů 2015/1787 оf October 6, 2015, amending AnnĞdžĞƐ//ĂŶĚ
dŚĞŵŽŶŝƚŽƌŝŶŐ ƋƵĂůŝƚLJ ///ƚŽŽƵŶĐŝůŝƌĞĐƚŝǀĞϵϴͬϴϯͬŽŶƚŚĞƋƵĂůŝƚLJŽĨǁĂƚĞƌ
ƌĞƐƵůƚƐĂƌĞƉƵďůŝĐůLJ ŝŶƚĞŶĚĞĚĨŽƌŚƵŵĂŶĐŽŶƐƵŵƉƚŝŽŶ;K:>ϮϲϬ͕ϳͬϭϬͬϮϬϭϱͿ͘
ĂǀĂŝůĂďůĞ͕ĂŶĚƚŚĞ ĞƐŝĚĞƐƚŚĂƚ͕ǁĂƚĞƌĨŽƌŚƵŵĂŶĐŽŶƐƵŵƉƚŝŽŶŵƵƐƚĐŽŶĨŽƌŵ
ĚĞƐƚŝŶĂƚŝŽŶŚĂƐĂ ƚŽ ƉĂƌĂŵĞƚĞƌƐ ĨŽƌ ĐŽŶƚƌŽů ŽĨ ĐŽŶĨŽƌŵŝƚLJ ŽĨ ǁĂƚĞƌ ĨŽƌ
ƐLJƐƚĞŵƚŽƌĞƐƉŽŶĚ ŚƵŵĂŶ ĐŽŶƐƵŵƉƚŝŽŶ ƚŽ ƐƚĂŶĚĂƌĚƐ ĚĞĨŝŶĞĚ ďLJ ƚŚĞ
ŝŶĂƚŝŵĞůLJŵĂŶŶĞƌ KƌĚŝŶĂŶĐĞŽŶĐŽŶĨŽƌŵŝƚLJƉĂƌĂŵĞƚĞƌƐ͕ĂŶĂůLJƚŝĐĂůŵĞƚŚŽĚƐ͕
ƚŽǁĂƚĞƌ ŵŽŶŝƚŽƌŝŶŐĂŶĚĚƌŝŶŬŝŶŐǁĂƚĞƌƐĂĨĞƚLJƉůĂŶƐ͕ĂŶĚŬĞĞƉŝŶŐ
ƋƵĂůŝƚLJŝƐƐƵĞƐ͘ ƌĞŐŝƐƚĞƌŽĨůĞŐĂůĞŶƚŝƚŝĞƐǁŚŝĐŚƉƌŽǀŝĚĞƉƵďůŝĐǁĂƚĞƌƐƵƉƉůLJ
(„Official Gazette“, No. 125/17) . As regards quality, the
ƐƚĂŶĚĂƌĚƐŽĨǁĂƚĞƌƋƵĂůŝƚLJĂŶĚƐĂĨĞƚLJĂƌĞƚŚĞƐĂŵĞĂƐŝŶ
ŽƚŚĞƌƉĂƌƚƐŽĨƚŚĞZĞƉƵďůŝĐŽĨƌŽĂƚŝĂ͕ĂŶĚĂůůƉƵďůŝĐǁĂƚĞƌ
ƐƵƉƉůLJĨĂĐŝůŝƚŝĞƐĂƌĞƵŶĚĞƌƌĞŐƵůĂƌƐƵƉĞƌǀŝƐŝŽŶ͘
sŽĚŽǀŽĚƵďƌŽǀŶŝŬĚ͘Ž͘Ž͘ƉƌŽǀŝĚĞƐƐĞƌǀŝĐĞƐŝŶƚŚĞĂƌĞĂŽĨ
4 municipals (City of Dubrovnik, Municipal Župa
Dubrovačka, Municipal Dubrovačko Primorje i municipal
^ƚŽŶͿ͘ dŚĞ ĐŽŵƉĂŶLJ ĂĚŚĞƌĞĚ ƚŽ ƚŚĞ >ŽĐĂů &ŽŽĚ Đƚ͘ dŚĞ
ŶĞǁ ƉƌŽĚƵĐƚ ĨŽŽĚ ƐĂĨĞƚLJ ůĞŐŝƐůĂƚŝŽŶ ŝƐ ŝĚĞŶƚŝĨŝĞĚ ĂŶĚ
ƵƉĚĂƚĞĚďLJƚŚĞ,WƚĞĂŵǁŝƚŚŚĞůƉŽĨůĞŐĂůĂƵƚŚŽƌŝƚŝĞƐ͘
/ŵƉůĞŵĞŶƚĞĚŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵƐ͗
Ͳ /^K ϮϮϬϬϬ ƐĞƚƐ ŽƵƚ ƚŚĞ ƌĞƋƵŝƌĞŵĞŶƚƐ ĨŽƌ Ă ǁĂƚĞƌ ƐĂĨĞƚLJ
ŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵĂŶĚĐĂŶďĞĐĞƌƚŝĨŝĞĚƚŽ͘/ƚŵĂƉƐŽƵƚ
ǁŚĂƚĂŶŽƌŐĂŶŝnjĂƚŝŽŶŶĞĞĚƐƚŽĚŽƚŽĚĞŵŽŶƐƚƌĂƚĞŝƚƐĂďŝůŝƚLJ
ƚŽĐŽŶƚƌŽůǁĂƚĞƌƐĂĨĞƚLJŚĂnjĂƌĚƐŝŶŽƌĚĞƌƚŽĞŶƐƵƌĞƚŚĂƚŝƐ
ƐĂĨĞ͘/ƚĐĂŶďĞƵƐĞĚďLJĂŶLJŽƌŐĂŶŝnjĂƚŝŽŶƌĞŐĂƌĚůĞƐƐŽĨŝƚƐ
ƐŝnjĞŽƌƉŽƐŝƚŝŽŶ͘
Ͳ ,WƐLJƐƚĞŵĚŽĐƵŵĞŶƚĂƚŝŽŶǁĂƐĚĞǀĞůŽƉĞĚ͕ĐŽǀĞƌŝŶŐĂůů
ůŽĐĂƚŝŽŶƐ ĂŶĚ ƉƌŽĐĞƐƐĞƐ ŽĨ ǁĂƚĞƌ ƚƌĞĂƚŵĞŶƚ ǁŝƚŚŝŶ
ĐŽŵƉĂŶLJ sŽĚŽǀŽĚ ƵďƌŽǀŶŝŬ Ě͘Ž͘Ž͘ WƌŽĐĞĚƵƌĞ ĨŽƌ
ĚŽĐƵŵĞŶƚ ĂŶĚ ƌĞĐŽƌĚƐ ŵĂŶĂŐĞŵĞŶƚ ŝƐ ƉĂƌƚ ŽĚ ,W
ŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵ͘ƉƉƌŽǀĂůŽĨƚŚĞĂƉƉƌŽƉƌŝĂƚĞŶĞƐƐŽĨ
ƚŚĞĚŽĐƵŵĞŶƚƐƉƌŝŽƌƚŽĚŝƐƚƌŝďƵƚŝŽŶƚŽƚŚĞƉŽŝŶƚŽĨƵƐĞ Ͳ
ƌĞǀŝĞǁĂŶĚƵƉĚĂƚŝŶŐĂŶĚƌĞͲĂƉƉƌŽǀĂůŽĨĚŽĐƵŵĞŶƚƐ͘dŚĞƌĞ
ŝƐƐƚƌƵĐƚƵƌĞŽĨĚŽĐƵŵĞŶƚĂƚŝŽŶĚĞĨŝŶĞĚĂĐĐŽƌĚŝŶŐƚŽǁŚŝĐŚ
ƚŚĞĚŽĐƵŵĞŶƚĂƚŝŽŶŝƐĚŝǀŝĚĞĚŝŶƚŽƚŚƌĞĞůĞǀĞůƐ͗ϭƐƚ>s>͗

2019 GSTC Destination Assessment - Dubrovnik 101




^ĂĨĞƚLJ WŽůŝĐLJ ĂŶĚ ŽďũĞĐƚŝǀĞƐ͖ ,W ƚĞĂŵ ŵĂŶĂŐĞŵĞŶƚ


ŵĂŶƵĂůϮŶĚ>s>͗ZĞŐƵůĂƚŝŽŶƐĂŶĚWƌŽĐĞĚƵƌĞƐϯƌĚ>s>͗
tŽƌŬ ŝŶƐƚƌƵĐƚŝŽŶƐ ĨŽƌŵƐ ĂŶĚ ƌĞĐŽƌĚƐ ŽĐƵŵĞŶƚĂƚŝŽŶ ŽĨ
ŵĂŶĂŐĞŵĞŶƚƐLJƐƚĞŵŝƐŵĂŝŶƚĂŝŶĞĚŝŶƉƌŝŶƚĞĚĨŽƌŵ͘
ϴ͘ď͘  ĂƐĞĚŽŶƚŚĞĚŝƐĐƵƐƐŝŽŶƐǁŝƚŚƚŚĞƐƚĂŬĞŚŽůĚĞƌƐ͕ŽŶůLJƚŚĞ
DŽŶŝƚŽƌŝŶŐ ϭс ďĂůŬĂŶĚďĂƐŝĐĚĂƚĂĂƌĞĂǀĂŝůĂďůĞƉƵďůŝĐůLJ͘
ƌĞƐƵůƚƐĂƌĞ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ
ƉƵďůŝĐůLJ
ĂǀĂŝůĂďůĞ
ϴ͘Đ͘^LJƐƚĞŵƚŽ  tĂƚĞƌ ĚŝƐƚƌŝďƵƚŝŽŶ ƐĞƌǀŝĐĞ ĂƌĞĂ ŚĂƐ Ă ƐLJƐƚĞŵ ƚŽ ŵŽŶŝƚŽƌ
ƌĞƐƉŽŶĚŝŶĂ Ϯс ĚƌŝŶŬŝŶŐ ĂŶĚ ƌĞĐƌĞĂƚŝŽŶĂů ǁĂƚĞƌ ƋƵĂůŝƚLJ ƵƐŝŶŐ ƋƵĂůŝƚLJ
ƚŝŵĞůLJŵĂŶŶĞƌ ĚŽĐƵŵĞŶƚƐĂŶĚ ƐƚĂŶĚĂƌĚƐ͘ DŽŶŝƚŽƌŝŶŐ ŽĨ ĚƌŝŶŬŝŶŐ ǁĂƚĞƌ ƐĂĨĞƚLJ ŝƐ ĐĂƌƌŝĞĚ
ƚŽǁĂƚĞƌ ĞǀŝĚĞŶĐĞŽĨ ŽƵƚŽŶĂŶĂƚŝŽŶĂůůĞǀĞůĂĐĐŽƌĚŝŶŐƚŽDŽŶŝƚŽƌŝŶŐWůĂŶŝƐƐƵĞĚ
ƋƵĂůŝƚLJŝƐƐƵĞƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ďLJ ƚŚĞ DŝŶŝƐƚĞƌ ŽĨ ,ĞĂůƚŚ ŽŶ Ă ƉƌŽƉŽƐĂů ŽĨ ƚŚĞ ƌŽĂƚŝĂŶ
/ŶƐƚŝƚƵƚĞ ŽĨ WƵďůŝĐ ,ĞĂůƚŚ ;,:Ϳ ĂƐ Ă ĐŽŽƌĚŝŶĂƚŝŶŐ ďŽĚLJ͘
DŽŶŝƚŽƌŝŶŐƉůĂŶŝƐĐĂƌƌŝĞĚŽƵƚďLJŝŶƐƚŝƚƵƚĞƐŽĨƉƵďůŝĐŚĞĂůƚŚ
ŝŶƌŽĂƚŝĂŶĐŽƵŶƚŝĞƐ͕ĂĐĐŽƌĚŝŶŐƚŽƚŚĞŝƌůŽĐĂůĂƵƚŚŽƌŝƚLJĂŶĚ
ĨŝŶĂŶĐŝĂů ƌĞƐŽƵƌĐĞƐ ƉƌŽǀŝĚĞĚ ďLJ ƚŚĞŝƌ ƌĞƐƉĞĐƚŝǀĞ ůŽĐĂů
ĂƵƚŚŽƌŝƚŝĞƐ͘ /ŵƉůĞŵĞŶƚĂƚŝŽŶ ĚLJŶĂŵŝĐƐ ŝƐ ĚĞĨŝŶĞĚ ďLJ ƚŚĞ
KƌĚŝŶĂŶĐĞŽŶĐŽŶĨŽƌŵŝƚLJƉĂƌĂŵĞƚĞƌƐ͕ĂŶĂůLJƚŝĐĂůŵĞƚŚŽĚƐ͕
ŵŽŶŝƚŽƌŝŶŐĂŶĚĚƌŝŶŬŝŶŐǁĂƚĞƌƐĂĨĞƚLJƉůĂŶƐ͕ĂŶĚŬĞĞƉŝŶŐ
ƌĞŐŝƐƚĞƌŽĨůĞŐĂůĞŶƚŝƚŝĞƐǁŚŝĐŚƉƌŽǀŝĚĞƉƵďůŝĐǁĂƚĞƌƐƵƉƉůLJ
(„Official Gazette“, No. 125/17) and depends on the
ƋƵĂŶƚŝƚLJŽĨǁĂƚĞƌƐƵƉƉůŝĞĚ͘
dŚƵƐ͕ϳϬϴϭƐĂŵƉůĞƐĨƌŽŵƌŽĂƚŝĂŶƉƵďůŝĐǁĂƚĞƌƐƵƉƉůLJĂŶĚ
ϲϭϳƐĂŵƉůĞƐĨƌŽŵůŽĐĂůƐƵƉƉůLJǁĞƌĞĂŶĂůLJnjĞĚŝŶϮϬϭϳ͘/Ŷ
addition to „state“ŵŽŶŝƚŽƌŝŶŐ͕ŝŶƚĞƌŶĂůĐŽŶƚƌŽůŽĨĚƌŝŶŬŝŶŐ
ǁĂƚĞƌ ƐĂĨĞƚLJ ŝƐ ĂůƐŽ ƉĞƌĨŽƌŵĞĚ – ůĞŐĂů ĞŶƚŝƚŝĞƐ ǁŚŝĐŚ
ƉƌŽǀŝĚĞ ƉƵďůŝĐ ǁĂƚĞƌ ƐƵƉƉůLJ ĂƌĞ ŽďůŝŐĞĚ ƚŽ ŝĚĞŶƚŝĨLJ
ĂƉƉƌŽƉƌŝĂƚĞ ƐĂŵƉůŝŶŐ ƐŝƚĞƐ ĂŶĚ ĨƌĞƋƵĞŶĐLJ͘ tŝƚŚŝŶ ƚŚĞ
ĨƌĂŵĞǁŽƌŬ ŽĨ ŝŶƚĞƌŶĂů ĐŽŶƚƌŽůƐ ŵĂĚĞ ďLJ ǁĂƚĞƌ ƐƵƉƉůLJ
ƐLJƐƚĞŵƐ ŝŶ ƚŚĞŝƌ ŽǁŶ Žƌ ŝŶ ĞdžƚĞƌŶĂů ůĂďŽƌĂƚŽƌŝĞƐ͕ ϲϵ ϳϬϬ
ƐĂŵƉůĞƐǁĞƌĞĂŶĂůLJnjĞĚŝŶƌŽĂƚŝĂŝŶϮϬϭϳ͘
,: ƉƵďůŝƐŚĞƐ ĂŶŶƵĂůZĞƉŽƌƚƐ ŽŶ ƐĂĨĞƚLJ ŽĨ ǁĂƚĞƌ ĨŽƌ
ŚƵŵĂŶ ĐŽŶƐƵŵƉƚŝŽŶ;ŝŶ ƌŽĂƚŝĂŶͿ ĂǀĂŝůĂďůĞ ŽŶWĞƌŝŽĚŝĐ
ƉƵďůŝĐĂƚŝŽŶƐŽĨ ƚŚĞ ƌŽĂƚŝĂŶ /ŶƐƚŝƚƵƚĞ ŽĨ WƵďůŝĐ ,ĞĂůƚŚ
ǁĞďƐŝƚĞ͘&ŽƌĂŶLJĂĚĚŝƚŝŽŶĂůŝŶĨŽƌŵĂƚŝŽŶĂŶĚůĂƚĞƐƚĚƌŝŶŬŝŶŐ
ǁĂƚĞƌŵŽŶŝƚŽƌŝŶŐĚĂƚĂ͕ĐŝƚŝnjĞŶƐĂŶĚƚŽƵƌŝƐƚƐĐĂŶĐŽŶƚĂĐƚĂ
ĐŽƵŶƚLJ ƉƵďůŝĐ ŚĞĂůƚŚ ŝŶƐƚŝƚƵƚĞ ŽĨ ƚŚĞŝƌ ƌĞƐŝĚĞŶĐĞ Žƌ ǀŝƐŝƚ͕
ĂŶĚ ŝŶĨŽƌŵĂƚŝŽŶ ŽŶ ƉƵďůŝĐ ŚĞĂůƚŚ ŶĞƚǁŽƌŬ ĂŶĚ ĐŽŶƚĂĐƚ
ŝŶĨŽƌŵĂƚŝŽŶ ŝƐ ĂǀĂŝůĂďůĞ ŽŶ ƚŚĞ ĨŽůůŽǁŝŶŐ
ůŝŶŬ͗ŚƚƚƉƐ͗ͬͬǁǁǁ͘Śnjũnj͘ŚƌͬŵƌĞnjĂͲnjĂǀŽĚĂͬ
ϵ tĂƐƚĞǁĂƚĞƌ͗ ϵ͘Ă͘ ĂƐĞĚ ŽŶ ƚŚĞ EĂƚŝŽŶĂů ƌĞŐƵůĂƚŝŽŶƐ͕ ƚŚĞ /ŶƐƚŝƚƵƚŝŽŶĂů
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ZĞŐƵůĂƚŝŽŶƐĨŽƌ ĨƌĂŵĞǁŽƌŬǁĂƐĨŽƵŶĚŝŶƉůĂĐĞĂŶĚŝƐĚĞƐĐƌŝďĞĚĂƐĨŽůůŽǁĞĚ
ŚĂƐĐůĞĂƌĂŶĚ ƚŚĞƐŝƚŝŶŐ͕ Ͳ WƵďůŝĐǁĂƚĞƌƐƵƉƉůLJĂŶĚǁĂƐƚĞǁĂƚĞƌƐĞǁĂŐĞĂƌĞ
ĞŶĨŽƌĐĞĚ ŵĂŝŶƚĞŶĂŶĐĞ ƵŶĚĞƌ ƚŚĞ ĂƵƚŚŽƌŝƚLJ ŽĨ ůŽĐĂů ƐĞůĨͲŐŽǀĞƌŶŵĞŶƚ ƵŶŝƚƐ
ŐƵŝĚĞůŝŶĞƐŝŶƉůĂĐĞ ĂŶĚƚĞƐƚŝŶŐŽĨ ;ƚŽǁŶƐͬŵƵŶŝĐŝƉĂůŝƚŝĞƐͿ͘ tĂƚĞƌ ƐƵƉƉůLJ ĂŶĚ ǁĂƐƚĞ ǁĂƚĞƌ
ĨŽƌƚŚĞƐŝƚŝŶŐ͕ ĚŝƐĐŚĂƌŐĞĨƌŽŵ ϭс ƐĞǁĂŐĞĂĐƚŝǀŝƚŝĞƐĂƌĞƉĞƌĨŽƌŵĞĚďLJƵƚŝůŝƚLJĐŽŵƉĂŶŝĞƐ͘
ŵĂŝŶƚĞŶĂŶĐĞĂŶĚ ƐĞƉƚŝĐƚĂŶŬƐ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ Ͳ /ŶŽƌĚĞƌƚŽĨƵůĨŝůůƚŚĞƌĞƋƵŝƌĞŵĞŶƚƐŽĨƚŚĞhttd
ƚĞƐƚŝŶŐŽĨ ĂŶĚ ŝƌĞĐƚŝǀĞ͕ ƚŚĞ ZĞƉƵďůŝĐ ŽĨ ƌŽĂƚŝĂ ŽƉƚƐ ĨŽƌ ƚŚĞ
ĚŝƐĐŚĂƌŐĞĨƌŽŵ ǁĂƐƚĞǁĂƚĞƌ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ Ă ŵŽƌĞ ĂĚǀĂŶĐĞĚ ǁĂƐƚĞǁĂƚĞƌ
ƐĞƉƚŝĐƚĂŶŬƐĂŶĚ ƚƌĞĂƚŵĞŶƚ ƚƌĞĂƚŵĞŶƚ ŝŶ Ăůů ĂŐŐůŽŵĞƌĂƚŝŽŶƐ ůĂƌŐĞƌ ƚŚĂŶ ůĂƌŐĞƌ ƚŚĂŶ
ǁĂƐƚĞǁĂƚĞƌ ƐLJƐƚĞŵƐĂŶĚ ϭϬ͘ϬϬϬ W͘ ŽŶƐƚƌƵĐƚŝŽŶ ĂŶĚ ĚĞǀĞůŽƉŵĞŶƚ ƐŚĂůů ďĞ

102 2019 GSTC Destination Assessment - Dubrovnik




ƚƌĞĂƚŵĞŶƚ ĞǀŝĚĞŶĐĞŽĨ ĨŝŶĂŶĐĞĚƚŚƌŽƵŐŚĂĐŽŵďŝŶĞĚŵŽĚĞů;hĨƵŶĚƐ͕ĂĚĚŝƚŝŽŶĂů


ƐLJƐƚĞŵƐ͕ĂŶĚ ƚŚĞŝƌ ŶĂƚŝŽŶĂůƐŽƵƌĐĞƐŽĨĨƵŶĚŝŶŐ͕ĞƚĐͿ͘
ASSESSMENT METHODOLOGY
ĞŶƐƵƌĞƐǁĂƐƚĞƐ ĞŶĨŽƌĐĞŵĞŶƚ Ͳ ƚŚĞ ŝƌĞĐƚŽƌĂƚĞ ĨŽƌ ^ĂŶŝƚĂƌLJ /ŶƐƉĞĐƚŝŽŶ ŝƐ
ĂƌĞƉƌŽƉĞƌůLJ ƌĞƐƉŽŶƐŝďůĞ ĨŽƌ ǁĂƐƚĞ tĂƚĞƌ ^ĂĨĞƚLJ ŽŶƚƌŽů͕ /ŶƐƉĞĐƚŝŽŶ
ƚƌĞĂƚĞĚĂŶĚƌĞƵƐĞĚ ĂŶĚ ƐƵƉĞƌǀŝƐŝŽŶ ƌĞŐƵůĂƚŝŽŶƐ ƌĞŐĂƌĚŝŶŐ ƉŽƐƚͲƚƌĞĂƚŵĞŶƚ Žƌ
ŽƌƌĞůĞĂƐĞĚƐĂĨĞůLJ ĚŝƐĐŚĂƌŐĞ ĨƌŽŵ ƐĞƉƚŝĐ ƚĂŶŬƐ ĂŶĚ ǁĂƐƚĞǁĂƚĞƌ ƚƌĞĂƚŵĞŶƚ
ǁŝƚŚŵŝŶŝŵĂů ƐLJƐƚĞŵƐŝƐƵŶĚĞƌƚŚĞŝƌĞĐƚŽƌĂƚĞĨŽƌ^ĂŶŝƚĂƌLJ/ŶƐƉĞĐƚŝŽŶ͘
ĂĚǀĞƌƐĞĞĨĨĞĐƚƐƚŽ ϵ͘ď͘ /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞƚŚĞƌĞŐƵůĂƚŝŽŶŽŶtĂƚĞƌƌŝŐŚƚƐƉĞƌŵŝƚ
ƚŚĞůŽĐĂů ZĞŐƵůĂƚŝŽŶƐƚŽ Ͳ >ĞŐĂů ĂŶĚ ŶĂƚƵƌĂů ƉĞƌƐŽŶƐ ƚŚĂƚ͕ ǁŚŝůĞ ƉĞƌĨŽƌŵŝŶŐ
ƉŽƉƵůĂƚŝŽŶĂŶĚ ĞŶƐƵƌĞƚŚĞƐŝnjĞ ĐŽŵŵĞƌĐŝĂů Žƌ ŽƚŚĞƌ ďƵƐŝŶĞƐƐ ĂĐƚŝǀŝƚŝĞƐ͕ ŝŶƚƌŽĚƵĐĞ͕
ƚŚĞĞŶǀŝƌŽŶŵĞŶƚ͘ ĂŶĚƚLJƉĞŽĨ ĚŝƐĐŚĂƌŐĞ Žƌ ĚŝƐƉŽƐĞ ŚĂnjĂƌĚŽƵƐ ƐƵďƐƚĂŶĐĞƐ Žƌ ŽƚŚĞƌ
ϭс
ǁĂƐƚĞǁĂƚĞƌ ƉŽůůƵƚĂŶƚƐŝŶƚŽǁĂƚĞƌƐŚĂůůƉĂƌƚŝĂůůLJŽƌĐŽŵƉůĞƚĞůLJƌĞŵŽǀĞ
ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ
ƚƌĞĂƚŵĞŶƚŝƐ ƚŚĞ ĐŽŶĐĞƌŶĞĚ ƐƵďƐƚĂŶĐĞƐ ƉƌŝŽƌ ƚŽ ĚŝƐĐŚĂƌŐĞ ŝŶƚŽ ƉƵďůŝĐ
ĂĚĞƋƵĂƚĞĨŽƌ ƐĞǁĞƌĂŐĞĨĂĐŝůŝƚŝĞƐŽƌŽƚŚĞƌƌĞĐĞŝǀŝŶŐǁĂƚĞƌƐŝŶĂĐĐŽƌĚĂŶĐĞ
ƚŚĞůŽĐĂƚŝŽŶ ǁŝƚŚ ƚŚĞ ŝƐƐƵĞĚ ǁĂƚĞƌ ƌŝŐŚƚƐ ƉĞƌŵŝƚ ĨŽƌ ǁĂƐƚĞǁĂƚĞƌ
ĂŶĚĞǀŝĚĞŶĐĞ ĚŝƐĐŚĂƌŐĞ Žƌ ĚĞĐŝƐŝŽŶ ŽŶ ŝŶƚĞŐƌĂƚĞĚ ĞŶǀŝƌŽŶŵĞŶƚĂů
ŽĨƚŚĞŝƌ ƉƌŽƚĞĐƚŝŽŶƌĞƋƵŝƌĞŵĞŶƚƐ͘dŚĞƉƌŽĨĞƐƐŝŽŶĂůƐƵƉĞƌǀŝƐŝŽŶŽĨ
ĞŶĨŽƌĐĞŵĞŶƚ ƚŚĞƐĞ ŝƐƐƵĞƐ ŝƐ ƉĞƌĨŽƌŵĞĚ ďLJ ,ƌǀĂƚƐŬĞ sŽĚĞ
;ǁǁǁ͘ǀŽĚĂ͘ŚƌͿ͘ >ŽĐĂů ƐĞůĨͲŐŽǀĞƌŶŵĞŶƚ ƵŶŝƚƐ ƐŚĂůů ĞŶƐƵƌĞ
ƚŚĞĐŽůůĞĐƚŝŽŶĂŶĚƚƌĞĂƚŵĞŶƚŽĨƵƌďĂŶǁĂƐƚĞǁĂƚĞƌƉƌŝŽƌƚŽ
ƚŚĞŝƌĚŝƌĞĐƚŽƌŝŶĚŝƌĞĐƚĚŝƐĐŚĂƌŐĞŝŶƚŽǁĂƚĞƌŝŶĂĐĐŽƌĚĂŶĐĞ
ǁŝƚŚ ƚŚĞ ŝƐƐƵĞĚ ǁĂƚĞƌ ƌŝŐŚƚƐ ƉĞƌŵŝƚ ĨŽƌ ǁĂƐƚĞǁĂƚĞƌ
ĚŝƐĐŚĂƌŐĞ͘
ϵ͘Đ͘WƌŽŐƌĂŵ dŚĞƌĞǁĂƐŶŽƚĨŽƵŶĚŝŶƉůĂĐĞĂŶLJƉƌŽŐƌĂŵƚŽƐƵƉƉŽƌƚƚŚŝƐ
ƚŽĂƐƐŝƐƚ ĚƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͘
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ϬсŶŽĚŽĐƵŵĞŶƚƐ 
ĞĨĨĞĐƚŝǀĞůLJ ĞdžŝƐƚ
ƚƌĞĂƚĂŶĚƌĞƵƐĞ
ǁĂƐƚĞǁĂƚĞƌ
ϵ͘Ě͘WƌŽŐƌĂŵ /ƚǁĂƐĨŽƵŶĚŝŶƉůĂĐĞĚƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚƚŚĞĂĐƚŝǀŝƚŝĞƐ
ƚŽĞŶƐƵƌĞ ƚŚĂƚ ŐŝǀĞ ĂŶ ŝŶĚŝĐĂƚŝŽŶ ŽĨ ƐƵĐŚ Ă ƉƌŽŐƌĂŵ͘ ,ŽǁĞǀĞƌ͕ ŶŽ
ƉƌŽƉĞƌ ĚŽĐƵŵĞŶƚĂƚŝŽŶ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ ĨŽƌ ƚŚĞ
ϭсĚŽĐƵŵĞŶƚƐ
ƚƌĞĂƚŵĞŶƚŽĨ ŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƚŚŝƐ͘
ĞdžŝƐƚ
ǁĂƐƚĞƐĂŶĚ ůƐŽ͕ ŝƚ ǁĂƐ ĚĞǀĞůŽƉĞĚ Ă ƌĞůĞǀĂŶƚ ŝŶĚŝĐĂƚŽƌ ŝŶ ZK^dK
ƐĂĨĞƌĞƵƐĞŽƌ ‘ƉĞƌĐĞŶƚĂŐĞŽĨǁĂƐƚĞǁĂƚĞƌƐŽĨƚŚĞĚĞƐƚŝŶĂƚŝŽŶƚƌĞĂƚĞĚƚŽ
ƌĞůĞĂƐĞǁŝƚŚ ĂƚůĞĂƐƚƐĞĐŽŶĚĂƌLJůĞǀĞůďĞĨŽƌĞĚŝƐĐŚĂƌŐŝŶŐ’.
ŵŝŶŝŵĂů
ĂĚǀĞƌƐĞĞĨĨĞĐƚƐ
ƚŽůŽĐĂů
ƉŽƉƵůĂƚŝŽŶĂŶĚ
ĞŶǀŝƌŽŶŵĞŶƚ
ϭϬ ^ŽůŝĚǁĂƐƚĞ ϭϬ͘Ă͘tĂƐƚĞ ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ ĞdžĞĐƵƚŝŽŶ͕ ƚŚĞƌĞ ǁĂƐ ĨŽƵŶĚ
ƌĞĚƵĐƚŝŽŶ͗   ĐŽůůĞĐƚŝŽŶ ϮсĚŽĐƵŵĞŶƚƐ ĞǀŝĚĞŶĐĞƐŽĨĂǁĂƐƚĞĐŽůůĞĐƚŝŽŶƐLJƐƚĞŵ͘ůƐŽ͕ŝƚǁĂƐĨŽƵŶĚ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƐLJƐƚĞŵƚŚĂƚ ĂŶĚĞǀŝĚĞŶĐĞŽĨ ŝŶ ƉůĂĐĞ Ă tĂƐƚĞ ŵĂŶĂŐĞŵĞŶƚ WůĂŶ ĨŽƌ ƚŚĞ ŝƚLJ ŽĨ
ŚĂƐĂƐLJƐƚĞŵƚŽ ŵĂŝŶƚĂŝŶƐ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƵďƌŽǀŶŝŬ
ĞŶĐŽƵƌĂŐĞ ƉƵďůŝĐƌĞĐŽƌĚƐ ;ŚƚƚƉ͗ͬͬǁǁǁ͘ĚƵďƌŽǀŶŝŬ͘ŚƌͬƵƉůŽĂĚƐͬϮϬϭϴϬϱϮϵͬWůĂŶͺŐŽƐƉ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ŽŶƚŚĞĂŵŽƵŶƚ ŽĚĂƌĞŶũĂͺŽƚƉĂĚŽŵͺϮϬϭϴͺϮϬϮϯ͘ƉĚĨͿ͕ ǁŚŝůĞ ƚŚĞ ŶĂƚŝŽŶĂů
ƌĞĚƵĐĞ͕ƌĞƵƐĞ͕ĂŶĚ ŽĨ ǁĂƐƚĞ ƉůĂŶ ŝƐ ŐŝǀĞŶ ŝŶ ŚƚƚƉƐ͗ͬͬŶĂƌŽĚŶĞͲ
ƌĞĐLJĐůĞƐŽůŝĚ ŐĞŶĞƌĂƚĞĚ ŶŽǀŝŶĞ͘ŶŶ͘ŚƌͬĐůĂŶĐŝͬƐůƵnjďĞŶŝͬϮϬϭϳͺϬϭͺϯͺϭϮϬ͘Śƚŵů͘
ǁĂƐƚĞ͘ŶLJ ĂƐĞĚ ŽŶ ƚŚĞ ĞǀŝĚĞŶĐĞƐ͕ ƚŚĞ ĐŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ŝƐ ŝŶ Ă
ƌĞƐŝĚƵĂůƐŽůŝĚ ƚƌĂŶƐŝƚŝŽŶ ƐƚĂŐĞ ĨŽƌ ƚŚĞ ǁĂƐƚĞ ŵĂŶĂŐĞŵĞŶƚ ƉůĂŶ͘  ŶĞǁ
ǁĂƐƚĞƚŚĂƚŝƐŶŽƚ ĂƌĞĂ ĨŽƌ ƐŽůŝĚ ǁĂƐƚĞ ƚƌĞĂƚŵĞŶƚ ǁŝůů ďĞ ĞƐƚĂďůŝƐŚĞĚ ŝŶ Ă
ƌĞƵƐĞĚŽƌƌĞĐLJĐůĞĚ ůŽĐĂƚŝŽŶ ƚŚĂƚ ǁĂƐ Ɛƚŝůů ƉĞŶĚŝŶŐ ĚƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐƐŵĞŶƚ͘

2019 GSTC Destination Assessment - Dubrovnik 103




ŝƐĚŝƐƉŽƐĞĚŽĨ ƵƌŝŶŐƚŚŝƐƉĞƌŝŽĚĂŶĚƉƌŽďĂďůLJĨŽƌƚŚĞŶĞdžƚϮͲϯLJĞĂƌƐ͕ĂŶ
ƐĂĨĞůLJĂŶĚ ŽůĚ ĂŶĚ ƐĂƚƵƌĂƚĞĚ ŽŶĞ ǁŝůů ďĞ ƵƐĞĚ͘ DŽŶŝƚŽƌŝŶŐ ŽĨ ƚŚĞ
ƐƵƐƚĂŝŶĂďůLJ͘ ƐŝƚƵĂƚŝŽŶŝƐŽďůŝŐĞĚƚŽŚĂǀĞŝŶƉůĂĐĞďLJƚŚĞĐŽŵƉĂŶLJ;ŽŶĞ
ĨƌŽŵƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬͿ͘ůƐŽ͕ƚŚĞŶƵŵďĞƌƐŽĨƌĞĐLJĐůŝŶŐ
ĂƌĞ ŝŶĐƌĞĂƐŝŶŐ͕ ďƵƚ ďĞƚƚĞƌ ƌĞƐŝĚĞŶƚƐ͕ ǀŝƐŝƚŽƌƐ ĂŶĚ
ďƵƐŝŶĞƐƐĞƐ ĂǁĂƌĞŶĞƐƐ ŝƐ ŶĞĐĞƐƐĂƌLJ ŐŝǀĞŶ ƚŚĂƚ ŝƚ ǁĂƐ
ŝĚĞŶƚŝĨŝĞĚ ǁƌŽŶŐ ƵƐĞ ŽĨ ƚŚĞ ƌĞĐLJĐůŝŶŐ ĐŽŶƚĂŝŶĞƌƐ ŝŶ ƚŚĞ
ƉƵďůŝĐ ƐƉĂĐĞƐ͘ ůƐŽ͕ ƉƌŽďůĞŵĂƚŝĐ ůĂďĞůŝŶŐ ŽŶ ƚŚĞƐĞ
ĐŽŶƚĂŝŶĞƌƐŝŶƐŽŵĞĐĂƐĞƐǁĂƐŝĚĞŶƚŝĨŝĞĚ͘
/Ŷ ĂĚĚŝƚŝŽŶ͕ Ă ZK^dK indicator was created ‘ĐŽŵŵƵŶĂů
ǁĂƐƚĞŐĞŶĞƌĂƚĞĚďLJƚŽƵƌŝƐƚƐŝŶƌĞůĂƚŝŽŶƚŽƚŚĞĐŽŵŵƵŶĂů
ǁĂƐƚĞŐĞŶĞƌĂƚĞĚďLJƉĞƌŵĂŶĞŶƚƌĞƐŝĚĞŶƚƐ͘
ůƐŽ͕ŵĂũŽƌĞŶƚŝƚŝĞƐŝŶƚŚĞŝƚLJtĂƐƚĞŵĂŶĂŐĞŵĞŶƚ͕ŚĂǀĞ
ďĞĞŶ ĚĞǀĞůŽƉĞĚ ŝŵƉŽƌƚĂŶƚ ŝŶŝƚŝĂƚŝǀĞƐ ĂŶĚ ĂĐƚŝŽŶ ƚŽ
ƐƵƉƉŽƌƚ ƚŚĞ ƉůĂŶ͘ dŚĞ ŽƉĞƌĂƚŝǀĞ ƚĂƐŬƐ ŽĨ ƚŚĞ ƵďƌŽǀŶŝŬ
WŽƌƚƵƚŚŽƌŝƚLJĚƵƌŝŶŐƚŚĞŶĞdžƚƉĞƌŝŽĚĐĂŶďĞƐƵŵŵĂƌŝnjĞĚ
ĂƐĨŽůůŽǁƐ͗
▪ ƚŽƌĞƋƵŝƌĞǀĞƐƐĞůƐƚŽƵƐĞƐƉĞĐŝĨŝĐƋƵĂLJƐĞƋƵŝƉƉĞĚ
ǁŝƚŚ ƐƉĞĐŝĂů ĞƋƵŝƉŵĞŶƚ ŝŶ ƚŚĞ ĞǀĞŶƚ ŽĨ ƚŚĞ ŝŶƚĞƌŶĂů
ŚĂŶĚůŝŶŐŽĨƉŽůůƵƚĂŶƚƐ
▪ ƚŽ ŝŵƉůĞŵĞŶƚ ƚŚĞ ůŽŐŝƐƚŝĐƐ ĐŽŶĐĞƉƚƚŚĂƚ ŝƐ ďĂƐĞĚ
ŽŶƚŚĞƚĞŵƉŽƌĂƌLJĂŶĚŝŶĚŝƌĞĐƚƐƚŽƌĂŐĞŽĨůŝƋƵŝĚŽŝůǁĂƐƚĞ͕
ƚŽŐĞƚŚĞƌǁŝƚŚƚŚĞƉƌĞǀŝŽƵƐůLJŬŶŽǁŶĂŶĚŽƌŐĂŶŝnjĞĚƚƌĂŶƐĨĞƌ
ŽĨƚŚĞǁĂƐƚĞƚŽƚŚĞĨŝŶĂůĚĞƉŽƚ
▪ ĐŽŶƐƚĂŶƚ ŝŵƉƌŽǀĞŵĞŶƚ ŽĨ ƚŚĞ ƐLJƐƚĞŵ ĨŽƌ ƚŚĞ
ĐŽůůĞĐƚŝŽŶ ĂŶĚ ƚƌĂŶƐƉŽƌƚ ŽĨ ŚĂnjĂƌĚŽƵƐ ƐƵďƐƚĂŶĐĞƐ͕ ǁŚŝĐŚ
ƐŚŽƵůĚĂůƐŽďĞŵĂĚĞƉŽƐƐŝďůĞĨŽƌƐŚŝƉƐĂƚĂŶĐŚŽƌĂŐĞ
ϭϬ͘ď͘^ŽůŝĚ Within the activities of project “ReDuͲ/ŵƉůĞŵĞŶƚĂƚŝŽŶŽĨ
ǁĂƐƚĞ ƚŚĞtĂƐƚĞDĂŶĂŐĞŵĞŶƚĚƵĐĂƚŝŽŶĂůWƌŽŐƌĂŵŽĨƚŚĞŝƚLJ
ŵĂŶĂŐĞŵĞŶƚ of Dubrovnik”, and in cooperation with the company
ƉůĂŶƚŚĂƚŝƐ “Čistoća”, ƐƚƵĚĞŶƚƐĨƌŽŵƚŚĞƐĞĐŽŶĚŐƌĂĚĞƐŽĨůĞŵĞŶƚĂƌLJ
ŝŵƉůĞŵĞŶƚĞĚ͕ ϮсĚŽĐƵŵĞŶƚƐ ƐĐŚŽŽůDĂƌŝŶ'ĞƚĂůĚŝĐǀŝƐŝƚĞĚƚŚĞ'ƌĂďŽǀŝĐĂůĂŶĚĨŝůůĂŶĚƚŚĞ
ĂŶĚŚĂƐ ĂŶĚĞǀŝĚĞŶĐĞŽĨ recycling yard “Pod Dubom”.>Ƶcija Kusalić, an employee
ƋƵĂŶƚŝƚĂƚŝǀĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ of the company Čistoća gave a lecture to the students
ŐŽĂůƐƚŽ ĂďŽƵƚ ƚŚĞ ƚLJƉĞƐ ŽĨ ǁĂƐƚĞ͕ ƚŚĞ ŝŵƉŽƌƚĂŶĐĞ ŽĨ ƐĞƉĂƌĂƚĞ
ŵŝŶŝŵŝnjĞ͕ĂŶĚ ǁĂƐƚĞ ĐŽůůĞĐƚŝŽŶ ĂŶĚ ŚŽǁ ƚŽ ĚŝƐƉŽƐĞ ŽĨ ǁĂƐƚĞ Ăƚ ƚŚĞ
ĞŶƐƵƌĞƐĂĨĞ 'ƌĂďŽǀŝĐĂůĂŶĚĨŝůů͘
ƐƵƐƚĂŝŶĂďůĞ KŶ ƚŚĞŝƌ ǁĂLJ ďĂĐŬ ĨƌŽŵ 'ƌĂďŽǀŝĐĂ͕ ƐƚƵĚĞŶƚƐ ǁĞƌĞ ŐŝǀĞŶ
ĚŝƐƉŽƐĂůŽĨ ďƌŽĐŚƵƌĞƐĐƌĞĂƚĞĚĂƐƉĂƌƚŽĨĂƉƌŽũĞĐƚƚŚĂƚĚĞĨŝŶĞĚďĂƐŝĐ
ǁĂƐƚĞƚŚĂƚŝƐ ĐŽŶĐĞƉƚƐĂďŽƵƚǁĂƐƚĞŵĂŶĂŐĞŵĞŶƚ͕ƚŚĞƚLJƉĞƐŽĨǁĂƐƚĞǁĞ
ŶŽƚƌĞƵƐĞĚŽƌ ƚĂŬĞ ĂǁĂLJ ĂŶĚ ǁŚĞƌĞ ǁĞ ĚŝƐƉŽƐĞ ƚŚĞŵ͕ ĂƐ ǁĞůů ĂƐ
ƌĞĐLJĐůĞĚ ĐŽŵƉŽƐƚŝŶŐ͘ĨƚĞƌƚŚĂƚ͕ƚŚĞƐƚƵĚĞŶƚƐǀŝƐŝƚĞĚƚŚĞƌĞĐLJĐůŝŶŐ
yard “Pod Dubom”, and at the end of the meeting, they
ǁĞƌĞŚĂŶĚĞĚŽƵƚĂƉƉƌŽƉƌŝĂƚĞƉŝĐƚƵƌĞŬƐĂŶĚĐŽůŽƌŝŶŐ
books called “I Care for My City”, which weƌĞĂůƐŽŵĂĚĞĂƐ
ƉĂƌƚŽĨƚŚĞZĞƵƉƌŽũĞĐƚĂĐƚŝǀŝƚŝĞƐ͘
Specifically, it is a project “ReDu Ͳ/ŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƚŚĞ
ĚƵĐĂƚŝŽŶĂůWƌŽŐƌĂŵŽŶtĂƐƚĞDĂŶĂŐĞŵĞŶƚŝŶƚŚĞŝƚLJŽĨ
Dubrovnik” with a total value of HRK 1,386,98Ϭ͕ŽĨǁŚŝĐŚ
ƚŚĞƵƌŽƉĞĂŶhŶŝŽŶƚŚƌŽƵŐŚƚŚĞŽŚĞƐŝŽŶ&ƵŶĚĂŶĚƚŚĞ
ŽŵƉĞƚŝƚŝǀĞŶĞƐƐĂŶĚŽŚĞƐŝŽŶKƉĞƌĂƚŝŽŶĂůWƌŽŐƌĂŵϮϬϭϰͲ
ϮϬϮϬŽͲĨŝŶĂŶĐĞƐϭ͕ϭϳϴ͕ϵϯϯ,Z<͘dŚĞƉƌŽũĞĐƚĞŶǀŝƐĂŐĞƐĂ
ƐĞƌŝĞƐ ŽĨ ĂĐƚŝǀŝƚŝĞƐ ƚŚĂƚ ǁŝůů ĐŽŶƚƌŝďƵƚĞ ƚŽ ŝŶĐƌĞĂƐŝŶŐ ƚŚĞ
ƌĂƚĞŽĨƐĞƉĂƌĂƚĞůLJĐŽůůĞĐƚĞĚŵƵŶŝĐŝƉĂůǁĂƐƚĞ͕ƌĞĚƵĐŝŶŐƚŚĞ

104 2019 GSTC Destination Assessment - Dubrovnik




ĂŵŽƵŶƚ ŽĨ ǁĂƐƚĞ ĚŝƐƉŽƐĞĚ ŝŶ ůĂŶĚĨŝůůƐ ĂŶĚ ďƵŝůĚŝŶŐ


ĂǁĂƌĞŶĞƐƐŽĨƚŚĞĐŝƚŝnjĞŶƐŽĨƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬĂďŽƵƚ
ASSESSMENT METHODOLOGY ƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨŵƵŶŝĐŝƉĂůǁĂƐƚĞŵĂŶĂŐĞŵĞŶƚ͘
ǁĞď͗ ŚƚƚƉ͗ͬͬǁǁǁ͘ĚƵďƌŽǀŶŝŬ͘ŚƌͬǀŝũĞƐƚŝͬƉƌŽũĞŬƚͲƌĞĚƵͲ
ŐĞƚĂůĚŝĐŝͲŽďŝƐůŝͲŐƌĂďŽǀŝĐƵͲŝͲƌĞĐŝŬůĂnjŶŽͲĚǀŽƌŝƐƚĞͲϭϯϮϲϱ
ϭϬ͘Đ͘WƌŽŐƌĂŵ  ƵƌŝŶŐ ƚŚĞ ĂƐƐĞƐŵĞŶƚ͕ ƚŚĞƌĞ ǁĂƐ ĨŽƵŶĚ ĞǀŝĚĞŶĐĞƐ ŽŶ
ƚŽĂƐƐŝƐƚ ϭс ƉƌŽŐƌĂŵƚŽĂƐƐŝƐƚĞŶƚĞƌƉƌŝĐĞƐƚŽZĞĚƵĐĞ–ZĞƵƐĞ–ZĞĐLJĐůĞ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ĚŽĐƵŵĞŶƚƐĞdžŝƐƚ ǁĂƐƚĞ͕ďƵƚǁŝƚŚŶŽƋƵĂŶƚŝƚŝǀĞƌĞƐƵůƚƐƵŶƚŝůƚŽĚĂLJ͗ZĞͲƵ
ƌĞĚƵĐĞ͕ƌĞƵƐĞ͕ ĂŶĚ^>Kt&KK͘dŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚƉƌŽũĞĐƚŽĨƚŚĞƐĞ
ĂŶĚƌĞĐLJĐůĞ ŝƐƚŚĞZĞƵ–ŝŶĨŽƌŵĂƚŝŽŶͲĞĚƵĐĂƚŝŽŶĂůĂĐƚŝǀŝƚŝĞƐůĞĂĚŝŶŐƚŽ
ǁĂƐƚĞ ĂŶ ŝŶĐƌĞĂƐĞ ŝŶ ƚŚĞ ǀŽůƵŵĞ ŽĨ ƐĞƉĂƌĂƚĞůLJ ĐŽůůĞĐƚĞĚ
ŵƵŶŝĐŝƉĂů ǁĂƐƚĞ͕ Ă ĚĞĐƌĞĂƐĞ ŝŶ ƚŚĞ ǀŽůƵŵĞ ŽĨ ǁĂƐƚĞ Ăƚ
ǁĂƐƚĞ ĚƵŵƉƐ͕ ĂŶĚ ďƵŝůĚŝŶŐ ƉƵďůŝĐ ĂǁĂƌĞŶĞƐƐ ŽŶ ƚŚĞ
ŝŵƉŽƌƚĂŶĐĞŽĨŵƵŶŝĐŝƉĂůǁĂƐƚĞŵĂŶĂŐĞŵĞŶƚ͘
The Project „ReDu –ŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƚŚĞWƌŽŐƌĂŵŵĞŽĨ
ĞĚƵĐĂƚŝŽŶĂůͲŝŶĨŽƌŵĂƚŝǀĞĂĐƚŝǀŝƚŝĞƐŽŶǁĂƐƚĞŵĂŶĂŐĞŵĞŶƚ
in the City of Dubrovnik“, as well as implementation of its
ĂĐƚŝǀŝƚŝĞƐ͕ ŝƐ ĂŝŵĞĚ Ăƚ ĂŶ ŝŶĐƌĞĂƐĞ ŝŶ ƚŚĞ ǀŽůƵŵĞ  ŽĨ
ƐĞƉĂƌĂƚĞůLJ ĐŽůůĞĐƚĞĚ ŵƵŶŝĐŝƉĂů ǁĂƐƚĞ͕ Ă ĚĞĐƌĞĂƐĞ ŝŶ ƚŚĞ
ǀŽůƵŵĞ ŽĨ ǁĂƐƚĞ Ăƚ  ǁĂƐƚĞ ĚƵŵƉƐ͕ ĂŶĚ ďƵŝůĚŝŶŐ ƉƵďůŝĐ
ĂǁĂƌĞŶĞƐƐ ŽŶ ƚŚĞ ŝŵƉŽƌƚĂŶĐĞ ŽĨ ŵƵŶŝĐŝƉĂů ǁĂƐƚĞ
ŵĂŶĂŐĞŵĞŶƚ͘  dŚĞ WƌŽũĞĐƚ  ŝŶĐůƵĚĞƐ Ă ƐĞƌŝĞƐ ŽĨ
ŝŶĨŽƌŵĂƚŝŽŶͲĞĚƵĐĂƚŝŽŶĂů ĂĐƚŝǀŝƚŝĞƐ ƚŽ ĂĐƋƵĂŝŶƚ ĐŝƚŝnjĞŶƐ Ͳ
ƚŚĞ ŵĂŝŶ ƚĂƌŐĞƚ ŐƌŽƵƉͲ ǁŝƚŚ ƚŚĞ ǁĂƐƚĞ ŵĂŶĂŐĞŵĞŶƚ
ŽďũĞĐƚŝǀĞƐĂŶĚƚŽĞŶĐŽƵƌĂŐĞƚŚĞŝƌƌĞĂůŝƐĂƚŝŽŶ
ůƐŽ͕ƚŚĞCity of Dubrovnik, its utility service Čistoća d.o.o.
ŝƐ ĐƵƌƌĞŶƚůLJ ŝŶ ƚŚĞ ƉƌŽĐĞƐƐ ŽĨ ƉƵƌĐŚĂƐŝŶŐ ĐŽŶƚĂŝŶĞƌƐ ĨŽƌ
ƐĞůĞĐƚŝǀĞ ĐŽůůĞĐƚŝŽŶ ŽĨ ǁĂƐƚĞ ǁŝƚŚ ƚŚĞ ƉƵƌƉŽƐĞ ŽĨ
ĞƐƚĂďůŝƐŚŝŶŐ ĂŶ ŝŶƚĞŐƌĂƚĞĚ ǁĂƐƚĞ ŵĂŶĂŐĞŵĞŶƚ ƐLJƐƚĞŵ͕
ƚƌĂŶƐƉĂƌĞŶĐLJĂŶĚƐŝŵƉůŝĨŝĐĂƚŝŽŶŽĨĐƵƌƌĞŶƚƉƌŽĐĞĚƵƌĞƐ͕ĂƐ
ǁĞůů ĂƐ ƌĞĂůŝnjŝŶŐ ƐĞůĞĐƚŝǀĞ ǁĂƐƚĞ ĐŽůůĞĐƚŝŽŶ ĂŶĚ ƌĞĐLJĐůŝŶŐ
ĂŝŵƐ͘
dŚŝƐ ƉƌŽũĞĐƚ ĞŶƐƵƌĞƐ ƉƌŽĐƵƌĞŵĞŶƚ ŽĨ ĐŽŶƚĂŝŶĞƌƐ ĨŽƌ
ƐĞůĞĐƚŝǀĞ ĐŽůůĞĐƚŝŽŶ ŽĨ ǁĂƐƚĞƉĂƉĞƌ ĂŶĚ ĐĂƌƚŽŶ͕ ƉůĂƐƚŝĐ͕
ŐůĂƐƐ ĂŶĚ ďŝŽǁĂƐƚĞ ŽĨ ĚŝĨĨĞƌĞŶƚ ǀŽůƵŵĞƐ͕ ĐůĞĂƌůLJ ŵĂƌŬĞĚ
ǁŝƚŚhůĂďĞůƐ͘
dŚĞŶǀŝƌŽŶŵĞŶƚĂůWƌŽƚĞĐƚŝŽŶĂŶĚŶĞƌŐLJĨĨŝĐŝĞŶĐLJ&ƵŶĚ
ůĂƵŶĐŚĞĚĂĐĂůůĨŽƌƉƌŽƉŽƐĂůƐŝŶƉƌŝůϮϬϭϴ͕ƚŚƌŽƵŐŚǁŚŝĐŚ
ŝŶĨŽƌŵĂƚŝŽŶ ŽŶ ƚŚĞ ŶĞĞĚƐ ŽĨ ůŽĐĂů ƐĞůĨͲŵĂŶĂŐĞŵĞŶƚ
ĞŶƚŝƚŝĞƐǁĂƐĐŽŵƉŝůĞĚ͘dŚĞ&ƵŶĚǁŝůůŝŵƉůĞŵĞŶƚĂŐƌŽƵƉ
ƉƵƌĐŚĂƐŝŶŐ ƉƌŽĐĞĚƵƌĞ ďĂƐĞĚ ŽŶ ƚŚĞ ŐŝǀĞŶ ŝŶĨŽƌŵĂƚŝŽŶ͘
dŚĞƉƌŽũĞĐƚŝŶĐůƵĚĞƐ͗
ϭ͘WƌŽĐƵƌĞŵĞŶƚŽĨĐŽŶƚĂŝŶĞƌƐ
Ϯ͘/ŶĨŽƌŵĂƚŝŽŶ͕ƉƌŽŵŽƚŝŽŶĂŶĚƉƌŽũĞĐƚƚƌĂŶƐƉĂƌĞŶĐLJ
ϯ͘WƌŽũĞĐƚŵĂŶĂŐĞŵĞŶƚ
ϭϬ͘Ě͘ dŚĞƌĞǁĂƐŶŽƚŝĚĞŶƚŝĨŝĞĚƐƵĐŚĂƉƌŽŐƌĂŵŝŶƚŚĞĚĞƐƚŝŶĂƚŝŽŶ
WƌŽŐƌĂŵƚŽ ĚƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͘
ƌĞĚƵĐĞƚŚĞƵƐĞ ϬсŶŽĚŽĐƵŵĞŶƚƐ
ŽĨďŽƚƚůĞĚ ĞdžŝƐƚ
ǁĂƚĞƌďLJ
ĞŶƚĞƌƉƌŝƐĞƐ
ĂŶĚǀŝƐŝƚŽƌƐ

2019 GSTC Destination Assessment - Dubrovnik 105




ϭϭ >ŝŐŚƚΘŶŽŝƐĞ ϭϭ͘Ă͘ ƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚ͕ĞǀŝĚĞŶĐĞƐǁĞƌĞĨŽƵŶĚŝŶƉůĂĐĞĨŽƌ


ƉŽůůƵƚŝŽŶ͗ 'ƵŝĚĞůŝŶĞƐĂŶĚ Ϯс ƚŚĞŝŶƚƌŽĚƵĐƚŝŽŶŽĨƉůĂŶŶŝŶŐͬƌĞŐƵůĂƚŝŽŶĂŐĂŝŶƐƚƚŚĞůŝŐŚƚ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƌĞŐƵůĂƚŝŽŶƐƚŽ ĚŽĐƵŵĞŶƚƐĂŶĚ ƉŽůůƵƚŝŽŶ͘ Ɛ ŽĨ Ɖƌŝů ϭ͕ ϮϬϭϵ͕ Ă ŶĞǁ Đƚ ŽŶ WƌŽƚĞĐƚŝŽŶ
ŚĂƐŐƵŝĚĞůŝŶĞƐĂŶĚ ŵŝŶŝŵŝnjĞŶŽŝƐĞ ĞǀŝĚĞŶĐĞŽĨ ŐĂŝŶƐƚ>ŝŐŚƚWŽůůƵƚŝŽŶŚĂƐďĞĞŶŝŶĨŽƌĐĞ͘dŚŝƐĐƚŐŽǀĞƌŶƐ
ƌĞŐƵůĂƚŝŽŶƐƚŽ ĂŶĚůŝŐŚƚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ƚŚĞ ƉƌŽƚĞĐƚŝŽŶ ĂŐĂŝŶƐƚ ůŝŐŚƚ ƉŽůůƵƚŝŽŶ͕ ǁŚŝĐŚ ĐŽǀĞƌƐ  Ăůů
ŵŝŶŝŵŝnjĞůŝŐŚƚĂŶĚ ƉŽůůƵƚŝŽŶ ŽďůŝŐĞĚ ĞŶƚŝƚŝĞƐ͕ ƉƌŽƚĞĐƚŝŽŶ ŵĞĂƐƵƌĞƐ͕ ƚŚĞ ŵĞƚŚŽĚ ŽĨ
ŶŽŝƐĞƉŽůůƵƚŝŽŶ͘ ĞƐƚĂďůŝƐŚŝŶŐ ƚŚĞ ŚŝŐŚĞƐƚ ĂƉƉƌŽǀĞĚ ǀĂůƵĞƐ͕  ůŝŐŚƚŝŶŐ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ƌĞƐƚƌŝĐƚŝŽŶƐĂŶĚďĂŶƐ͕ƉůĂŶŶŝŶŐĐŽŶĚŝƚŝŽŶƐ͕ƉƵďůŝĐůŝŐŚƚŝŶŐ
ĞŶĐŽƵƌĂŐĞƐ ŵĂŝŶƚĞŶĂŶĐĞ ĂŶĚ ƌĞĐŽŶƐƚƌƵĐƚŝŽŶ͕ ŵĞĂƐƵƌŝŶŐ ĂŶĚ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ŵŽŶŝƚŽƌŝŶŐĞŶǀŝƌŽŶŵĞŶƚĂůůŝŐŚƚŝŶŐĂƐǁĞůůĂƐŽƚŚĞƌŝƐƐƵĞƐ
ĨŽůůŽǁƚŚĞƐĞ ĂŝŵĞĚĂƚĂƌĞĚƵĐƚŝŽŶŝŶƚŚĞĞŶǀŝƌŽŶŵĞŶƚĂůůŝŐŚƚƉŽůůƵƚŝŽŶ
ŐƵŝĚĞůŝŶĞƐĂŶĚ ĂŶĚƚŚĞĞĨĨĞĐƚƐƌĞƐƵůƚŝŶŐĨƌŽŵůŝŐŚƚƉŽůůƵƚŝŽŶ͘
ƌĞŐƵůĂƚŝŽŶƐ͘ WƌŽƚĞĐƚŝŽŶĂŐĂŝŶƐƚ ůŝŐŚƚ ƉŽůůƵƚŝŽŶ ĞŶƐƵƌĞƐ ŚƵŵĂŶ ŚĞĂůƚŚ
ƉƌŽƚĞĐƚŝŽŶ͕ĐŽŵƉůĞƚĞĞŶǀŝƌŽŶŵĞŶƚĂůƋƵĂůŝƚLJƉƌĞƐĞƌǀĂƚŝŽŶ͕
ƉƌŽƚĞĐƚŝŽŶ ŽĨ  ďŝŽ – ĂŶĚ ůĂŶĚƐĐĂƉĞ ĚŝǀĞƌƐŝƚLJ͕ ĞĐŽůŽŐŝĐĂů
ƐƚĂďŝůŝƚLJ ƉƌŽƚĞĐƚŝŽŶ͕  ĨůŽƌĂ ĂŶĚ ĨĂƵŶĂ ƉƌŽƚĞĐƚŝŽŶ͕ ƌĂƚŝŽŶĂů
ƵƐĂŐĞŽĨŶĂƚƵƌĂůĂƐƐĞƚƐĂŶĚĞŶĞƌŐLJƚŽďĞĞŶǀŝƌŽŶŵĞŶƚĂůůLJ
ĨƌŝĞŶĚůLJ͕ĂƐƚŚĞďĂƐŝĐƉƵďůŝĐŚĞĂůƚŚĐŽŶĚŝƚŝŽŶĂŶĚƚŚĞďĂƐĞƐ
ĨŽƌƚŚĞƐƵƐƚĂŝŶĂďůĞĚĞǀĞůŽƉŵĞŶƚĐŽŶĐĞƉƚ͘
dŚĞŝƚLJŽĨƵďƌŽǀŶŝŬ͕ďĞŝŶŐĂƐĞůĨͲŐŽǀĞƌŶŵĞŶƚĞŶƚŝƚLJŝŶ
ƚŚĞ ZĞƉƵďůŝĐ ŽĨ  ƌŽĂƚŝĂ͕  ĂĐƚƐ ŝŶ ĂĐĐŽƌĚĂŶĐĞ ǁŝƚŚ  ƚŚĞ
ŵĞĂƐƵƌĞƐ ŝŶĚŝĐĂƚĞĚ ŝŶ ƚŚĞ ƐƵďũĞĐƚ Đƚ ŝŶ ƚŚĞ ĂƌĞĂ ŽĨ
ƉůĂŶŶŝŶŐ͕ ǁŚŝĐŚ ŝƐ ĂƉƉƉƌŽǀĞĚ ŝŶ ĂĐĐŽƌĚĂŶĐĞ ǁŝƚŚ ƚŚĞ
ĐŽŶƐƚƌƵĐƚŝŽŶ ĂĐƚ͘ WƵďůŝĐ ůŝŐŚƚŝŶŐ ƉƌŽũĞĐƚƐ ĞŶƐƵƌĞ ĞŶĞƌŐLJ
ĞĨĨŝĐŝĞŶĐLJ͕ƉĞƌĨŽƌŵĂŶĐĞŝŶůŝŶĞǁŝƚŚŐŽǀĞƌŶŝŶŐƐƚĂŶĚĂƌĚƐ͕
ƌĞŐƵůĂƚĞĚ ůŝŐŚƚŝŶŐ ŵĂŶĂŐĞŵĞŶƚ ĂŶĚ ŵĂŶĂŐĞŵĞŶƚ ŽĨ
ǀĂůƵĞƐĚĞĨŝŶĞĚďLJƚŚĞƐĂŝĚĐƚ͘
dŚĞŝƚLJŽĨƵďƌŽǀŶŝŬŚĂƐďĞĞŶƵŶĚĞƌƚĂŬŝŶŐƚŚĞĨŽůůŽǁŝŶŐ
ůŝŐŚƚŝŶŐ–ƌĞůĂƚĞĚĂĐƚŝŽŶƐ͗
–ƉƌĞǀĞŶƚŝŽŶŽĨůŝŐŚƚŝŶŐĞdžĐĞƐƐͲĞŵŝƐƐŝŽŶ͖
– ƌĞĚƵĐƚŝŽŶ ŽĨ ĞdžŝƐƚŝŶŐ ĞŶǀŝƌŽŶŵĞŶƚĂů ƚŽ ƚŚĞ ĂƉƉƌŽǀĞĚ
ǀĂůƵĞƐ͖
– ŵĞĞƚŝŶŐ ďĂƐŝĐ ƌĞƋƵŝƌĞŵĞŶƚƐ ƌĞůĂƚĞĚƚŽ ůƵŵŝŶĂŝƌĞ͕ ƚŚĞŝƌ
ŽƉĞƌĂƚŝŽŶ͕ĂŶĚŝŶƐƚĂůůĂƚŝŽŶ͖͖
ͲƌĞĚƵĐƚŝŽŶŽĨƚŚĞǁĂǀĞůĞŶŐƚŚůŝŐŚƚĞŵŝƐƐŝŽŶƚŽƵŶĚĞƌϱϬϬ
Ŷŵ ŝŶ ƚŚĞ ĞŶǀŝƌŽŶŵĞŶƚ͕ ĂĨĨĞĐƚŝŶŐ ŚƵŵĂŶ ŚĞĂůƚŚ͕
ĞĐŽƐLJƐƚĞŵ͕ ĂƐ ǁĞůů ĂƐ ƚƌĂĨĨŝĐ ƐĞĐƵƌŝƚLJ ƵŶĚĞƌ ƵŶĨĂǀŽƌĂďůĞ
ǁĞĂƚŚĞƌĐŽŶĚŝƚŝŽŶƐ͖
ͲƐĂŶŶĂƚŝŽŶŽĨůŝŐŚƚŝŶŐƐŽƵƌĐĞǁŚĞƌĞƚŚĞůƵŵŝŶŽƵƐĨůƵdžŝƐ
ĚŝƌĞĐƚĞĚ ĂďŽǀĞ ƚŚĞ ŚŽƌŝnjŽŶƚĂů ůŝŶĞ ĚƵƌŝŶŐ ƌĞŐƵůĂƌ
ŵĂŝŶƚĞŶĂŶĐĞ͖
ͲŝŶƐƚĂůůĂƚŝŽŶŽĨĞŶĞƌŐLJͲĞĨĨŝĐŝĞŶƚ>ĐƵƚŽĨĨůŝŐŚƚƐǁŝƚŚůŝŐŚƚ
ƚĞŵƉĞƌĂƚƵƌĞŽĨϯϬϬϬ<͕ǁŝƚŚƚŚĞƉƵƌƉŽƐĞŽĨůŝŐŚƚƉŽůůƵƚŝŽŶ
ƉƌŽƚĞĐƚŝŽŶĂŶĚĂŶĞŶĞƌŐLJĞĨĨŝĐŝĞŶĐLJŝŶĐƌĞĂƐĞ͘
^ŝŵŝůĂƌ ŐƵŝĚĞƐ ĂŐĂŝŶƐƚ ŶŽŝƐĞ ƉŽůůƵƚŝŽŶ ǁĞƌĞ ĚĞƐĐƌŝďĞĚ ďLJ
ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ŽĨĨŝĐŝĂůƐ͕ ŚŽǁĞǀĞƌ͕ ŶŽ ƐƉĞĐŝĨŝĐ
ĚŽĐƵŵĞŶƚĂƚŝŽŶ ǁĂƐ ĨŽƵŶĚ ŝŶ ƉůĂĐĞ͘ dŚĞ ŶŽŝƐĞ ŝƐƐƵĞ ǁĂƐ
ŝĚĞŶƚŝĨŝĞĚ ĂƐ ŽŶĞ ŽĨ ƚŚĞ ŵĂũŽƌ ŝƐƐƵĞƐ ďLJ ƚŚĞ ŽůĚ ĐŝƚLJ
ƌĞƐŝĚĞŶƚƐ͘

106 2019 GSTC Destination Assessment - Dubrovnik




ϭϭ͘ď͘ ƵƌŝŶŐ ƚŚĞ ĚŝƐĐƵƐƐŝŽŶƐ ǁŝƚŚ ƚŚĞ ƐƚĂŬĞŚŽůĚĞƌƐ ĂŶĚ


WƌŽŐƌĂŵƚŽ ĞƐƉĞĐŝĂůůLJ ǁŝƚŚ ƚŚĞ ŽĨĨŝĐŝĂůƐ ĨƌŽŵ ƚŚĞ ĚŵŝŶŝƐƚƌĂƚŝǀĞ
ASSESSMENT METHODOLOGY
ĞŶĐŽƵƌĂŐĞ ϭсĚŽĐƵŵĞŶƚƐ DƵŶŝĐŝƉĂů ĂŶĚ >ŽĐĂů ^ĞůĨͲ'ŽǀĞƌŶŵĞŶƚ ĞƉĂƌƚŵĞŶƚ͕ dŚĞ
ĞŶƚĞƌƉƌŝƐĞƐƚŽ ĞdžŝƐƚ ŝƚLJŽĨƵďƌŽǀŶŝŬ͕ƐƉĞĐŝĂůĚŽĐƵŵĞŶƚĂƚŝŽŶǁĂƐŵĞŶƚŝŽŶĞĚ
ĨŽůůŽǁ ĂďŽƵƚ ƚŚĞƐĞ ƚǁŽ ŝƐƐƵĞƐ͘ ,ŽǁĞǀĞƌ͕ ŶŽ ƐƉĞĐŝĨŝĐ ŶƵŵďĞƌƐ
ŐƵŝĚĞůŝŶĞƐĂŶĚ ƌĞůĂƚĞĚ ǁŝƚŚ ƚŚĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ ŵĞĂƐƵƌĞƐ ǁĞƌĞ
ƌĞŐƵůĂƚŝŽŶƐƚŽ ƌĞƉŽƌƚĞĚ͘
ŵŝŶŝŵŝnjĞŶŽŝƐĞ
ĂŶĚůŝŐŚƚ
ƉŽůůƵƚŝŽŶ
ϭϮ >ŽǁͲŝŵƉĂĐƚ ϭϮ͘Ă͘ DŝŶŝƐƚƌLJŽĨ^ĞĂ͕dƌĂŶƐƉŽƌƚĂŶĚ/ŶĨƌĂƐƚƌƵĐƚƵƌĞĨŽƌŵĂůůLJĂŶĚ
ƚƌĂŶƐƉŽƌƚĂƚŝŽŶ͗ WƌŽŐƌĂŵƚŽ Ϯс ĨŝŶĂŶĐŝĂůůLJ ƐƵƉƉŽƌƚĞĚ ƚŚĞ Zƚ ĐƚŝŽŶ WůĂŶ ĞĨĨŽƌƚƐ ĂŶĚ
dŚĞĚĞƐƚŝŶĂƚŝŽŶ ŝŶĐƌĞĂƐĞƚŚĞ ĚŽĐƵŵĞŶƚƐĂŶĚ ŝŶŝƚŝĂƚĞĚ ƉƌĞƉĂƌĂƚŝŽŶ ŽĨ ƐƚƵĚŝĞƐ ĂŶĚ ĚŽĐƵŵĞŶƚƐ ŝŶ
ŚĂƐĂƐLJƐƚĞŵƚŽ ƵƐĞŽĨůŽǁͲ ĞǀŝĚĞŶĐĞŽĨ ĐŽŽƉĞƌĂƚŝŽŶ ǁŝƚŚ ͕ / ĂŶĚ Z dĞĐŚŶŝĐĂů ƐƐŝƐƚĂŶĐĞ
ŝŶĐƌĞĂƐĞƚŚĞƵƐĞŽĨ ŝŵƉĂĐƚ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ :^WZ^ ĨŽƌ ƉƌĞƉĂƌĂƚŝŽŶ ŽĨ ƐƚƌĂƚĞŐŝĐ ƉƌŽũĞĐƚƐ ĂŶĚ
ůŽǁͲŝŵƉĂĐƚ ƚƌĂŶƐƉŽƌƚĂƚŝŽŶ ŝŶƚĞƌǀĞŶƚŝŽŶƐŝŶƚŚĞŝƚLJŽĨƵďƌŽǀŶŝŬŝŶĐůƵĚŝŶŐŝŶƚĞŐƌĂƚĞĚ
ƚƌĂŶƐƉŽƌƚĂƚŝŽŶ͕  ŝŶƚĞƌŵŽĚĂů ƚƌĂŶƐport centre in Gruž, sea eͲƚƌĂŵ ƐLJƐƚĞŵ
ŝŶĐůƵĚŝŶŐƉƵďůŝĐ ĂŶĚƐƵƐƚĂŝŶĂďůĞĂŶĚƐŵĂƌƚƚƌĂŶƐƉŽƌƚƐŽůƵƚŝŽŶƐĂĐƌŽƐƐƚŚĞ
ƚƌĂŶƐƉŽƌƚĂƚŝŽŶĂŶĚ ĐŝƚLJ;ƉƵďůŝĐƚƌĂŶƐƉŽƌƚ͕ĞͲǀĞŚŝĐůĞƐ͕ƉĂƌŬΘƌŝĚĞƐLJƐƚĞŵƐ͕/d^
ĂĐƚŝǀĞ ƐŽůƵƚŝŽŶƐ ĞƚĐ͘Ϳ͘ dŚĞƐĞ ĂƌĞ ĂůƐŽ ƉĂƌƚ ŽĨ /ŶƚĞŐƌĂƚĞĚ
ƚƌĂŶƐƉŽƌƚĂƚŝŽŶ ĞǀĞůŽƉŵĞŶƚWƌŽŐƌĂŵƵďƌŽǀŶŝŬϮϬϯϬ͘
;Ğ͘Ő͕͘ǁĂůŬŝŶŐĂŶĚ ^ĞǀĞƌĂůĞǀŝĚĞŶĐĞƐǁĞƌĞŝĚĞŶƚŝĨŝĞĚŝŶƉůĂĐĞƚŽƐƵƉƉŽƌƚƚŚĞ
ĐLJĐůŝŶŐͿ͘ ŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨĂĐƚŝŽŶƐ͘dŚĞŵĂŝŶĐŽŶƚĞŶƚŝƐďĂƐĞĚŽŶ
ƚŚĞĨŽůůŽǁŝŶŐ͗
• ^ƵƐƚĂŝŶĂďůĞ dƌĂŶƐƉŽƌƚ ^ƚƌĂƚĞŐLJ ŽĨ ƚŚĞ ŝƚLJ ŽĨ
ƵďƌŽǀŶŝŬ;ϮϬϬϴͿ
• >ŽĐĂů^ƵƐƚĂŝŶĂďůĞDŽďŝůŝƚLJWůĂŶ;ϮϬϭϯͿ
• dƌĂĨĨŝĐ^ƚƵĚLJΗ;ϮϬϭϮͿ
• ^ƉĞĐŝĨŝĐ ŽďũĞĐƚŝǀĞƐ ŽĨ dƌĂŶƐƉŽƌƚ ^ƚƌĂƚĞŐLJ ŽĨ ƚŚĞ
ZĞƉƵďůŝĐŽĨƌŽĂƚŝĂ;ϮϬϭϳ͘ϮϬϯϬͿ
ĂƐĞĚ ŽŶ ƚŚĂƚ͕ ĐƚŝŽŶ ƉůĂŶƐ ĂƌĞ ĚĞǀĞůŽƉĞĚ ŝŶ ƚŚĞ ^K>
ƉƌŽũĞĐƚ͗dŚĞƐŚŽƌƚͲƚĞƌŵƐƚƌĂƚĞŐLJĚĞĨŝŶĞƐŵĞĂƐƵƌĞƐƚŚĂƚĚŽ
ŶŽƚƌĞƉƌĞƐĞŶƚŵĂũŽƌĐŽŶƐƚƌƵĐƚŝŽŶƉƌŽũĞĐƚƐƐƵĐŚĂƐƚŚĞŽŶĞ
ŝŶƚŚĞůŽŶŐͲƚĞƌŵƐƚƌĂƚĞŐLJ͘DĞĂƐƵƌĞƐĂƌĞŽƌŐĂŶŝnjĂƚŝŽŶĂůĂŶĚ
ŝŶĨƌĂƐƚƌƵĐƚƵƌĂů͕ ĂŶĚ ƐŽŵĞ ŽĨ ƚŚĞŵ ĐĂŶ ďĞ ŝŵƉůĞŵĞŶƚĞĚ
ŽǀĞƌ Ă ƐŚŽƌƚ ƉĞƌŝŽĚ ŽĨ ƚŝŵĞ͕ ǁŚŝĐŚ ǁŽƵůĚ ŝŶŝƚŝĂƚĞ Ă ƐŚŝĨƚ
ƚŽǁĂƌĚƐĂƐƵƐƚĂŝŶĂďůĞƚƌĂŶƐƉŽƌƚƐLJƐƚĞŵ͘ůƐŽ͕ƚŚĞĚĞĨŝŶĞĚ
ŵĞĂƐƵƌĞƐǁŝůůƐŝŐŶŝĨŝĐĂŶƚůLJ ŝŵƉƌŽǀĞƚŚĞ ƚƌĂŶƐƉŽƌƚ ƐLJƐƚĞŵ
ĨƌŽŵ ĂŶ ĞĐŽůŽŐŝĐĂů ĂƐƉĞĐƚ ŝŶ ƚŚĞ ƵƌďĂŶ ƐĞƚƚůĞŵĞŶƚ ŽĨ
ƵďƌŽǀŶŝŬ͘dŚĞƌĞŽƌŐĂŶŝnjĂƚŝŽŶŽĨŝŶĚŝǀŝĚƵĂůƌŽĂĚƐĂŶĚƚŚĞ
ŝŵƉůĞŵĞŶƚĂƚŝŽŶ ŽĨ Ă ůŝŵŝƚĞĚ ŵŽƚŽƌŝnjĞĚ ƚƌĂŶƐƉŽƌƚ njŽŶĞ
;ĐŽŶŐĞƐƚŝŽŶ ĐŚĂƌŐŝŶŐ njŽŶĞͿ ǁŝůů ƐŽůǀĞ ƚŚĞ ĐŽŶŐĞƐƚŝŽŶ
ƉƌŽďůĞŵ ŝŶ ƚŚĞ ŶĂƌƌŽǁĞƌ ĂƌĞĂ ŽĨ ƚŚĞ KůĚ dŽǁŶ͘
ŽŶƐŝĚĞƌŝŶŐ ǁŝĚĞƌ njŽŶĞ͕ ƚŚĞ ƉƌŽƉŽƐĞĚ ŵĞĂƐƵƌĞƐ ǁŝůů
ŝŶĐƌĞĂƐĞƚŚĞĐĂƉĂĐŝƚLJŽĨƚŚĞĞdžŝƐƚŝŶŐƐƚĂƚĞƌŽĂĚϴĂƚƚŚĞ
ĐƌŝƚŝĐĂů ůŽĐĂƚŝŽŶƐ͕ ǁŚŝĐŚ ǁŝůů ƌĞƐƵůƚ ŝŶ ďĞƚƚĞƌ ĐŽŶŶĞĐƚŝŽŶ
ďĞƚǁĞĞŶ ƚŚĞ ĂŝƌƉŽƌƚ ĂŶĚ ĐŝƚLJ͘ dŚŝƐ ǁŝůů ŝŵƉƌŽǀĞ ƚŚĞ
ƚŽƵƌŝƐƚŝĐ ŽĨĨĞƌ ŽĨ ƚŚĞ ǁŝĚĞƌ ĂƌĞĂ͕ ĂƐ ǁĞůů ĂƐ ƚŚĞ ůŝǀŝŶŐ
ĐŽŶĚŝƚŝŽŶƐŽĨƚŚĞůŽĐĂůŝŶŚĂďŝƚĂŶƚƐ͘
ůƐŽ͕ƚŚŝƐŝƐŽŶĞŽĨƚŚĞƉƌŝŵĂƌLJŐŽĂůƐŽĨƚŚĞZƚĐƚŝŽŶWůĂŶ
ĂŶĚ ŝƚƐ ƐƚƌĂƚĞŐŝĐ ŝŶƚĞŐƌĂƚĞĚ ĚĞǀĞůŽƉŵĞŶƚ ƉƌŽŐƌĂŵ
ƵďƌŽǀŶŝŬϮϬϯϬƐƚĂƌƚŝŶŐǁŝƚŚŝŶǀĞƐƚŵĞŶƚŝŶƚŽƐƵƐƚĂŝŶĂďůĞ
ƚƌĂŶƐƉŽƌƚ ƐŽůƵƚŝŽŶƐ ŝŶ ƚŚĞ ŝƚLJ ŽĨ ƚŚĞ ƵďƌŽǀŶŝŬ ĂŶĚ
ďĞLJŽŶĚ͘

2019 GSTC Destination Assessment - Dubrovnik 107




&ŝŶĂůůLJ͕ hZ ŝƐ ƐƵƉƉŽƌƚŝŶŐ ƚŚĞ ŝƚLJ ŽĨ ƵďƌŽǀŶŝŬ ďLJ


ƉĂƌƚŝĐŝƉĂƚŝŶŐŝŶĂŶƵŵďĞƌŽĨhĨƵŶĚĞĚƉƌŽũĞĐƚƐ͗
WZK^WZ/dz ͬ dŚĞ ƉƌŽũĞĐƚ WZK^WZ/dz ŝƐ ĨŝŶĂŶĐĞĚ ĨƌŽŵ
,ŽƌŝnjŽŶϮϬϮϬ͕ǁŚŝĐŚŝƐďĞŝŶŐŝŵƉůĞŵĞŶƚĞĚǁŝƚŚƚŚĞĂŝŵŽĨ
ĞŶĐŽƵƌĂŐŝŶŐ ƚŚĞ ĐƌĞĂƚŝŽŶ ŽĨ ^ƵƐƚĂŝŶĂďůĞ hƌďĂŶ DŽďŝůŝƚLJ
WůĂŶƐ;^hDWƐͿŝŶƚŚĞϭϮhŵĞŵďĞƌƐƚĂƚĞƐ͘
,^dEhd ͬ ,^dEhd ǁŝůů ĐŽŶƚƌŝďƵƚĞ ƚŽ ĚĞǀĞůŽƉŝŶŐ Ă
ďĞƚƚĞƌͲĐŽŶŶĞĐƚĞĚ Θ ŝŶƚĞƌŽƉĞƌĂďůĞ ĞŶǀŝƌŽŶŵĞŶƚĂůůLJ
ĨƌŝĞŶĚůLJƚƌĂŶƐƉŽƌƚΘƐĂĨĞƐLJƐƚĞŵŝŶĨƵŶĐƚŝŽŶĂůƵƌďĂŶĂƌĞĂƐ
;&hͿ ŽĨ ĂŶƵďĞ ZĞŐŝŽŶ͕ ŽǀĞƌĂůů ďĂƐĞĚ ŽŶ ŝŶƚĞŐƌĂƚŝŽŶ
ďĞƚǁĞĞŶŵŽƌĞƐƵƐƚĂŝŶĂďůĞŵĞĂŶƐ͘
DK/>/d^ͬdŚĞDŽďŝůŝƚĂƐƉƌŽũĞĐƚŽďũĞĐƚŝǀĞŝƐƚŽƌĞĚƵĐĞ
ŶĞŐĂƚŝǀĞ ŝŵƉĂĐƚ ŽŶ ĞŶǀŝƌŽŶŵĞŶƚ ĂŶĚ ƚƌĂĨĨŝĐ ŽĨ ƚŽƵƌŝƐŵ
ĨůŽǁƐŝŶƐĞĂƐŝĚĞƌĞƐŽƌƚƐ͘
ϭϮ͘ď͘ ZƚĐƚŝŽŶƉůĂŶĂŶĚƚŚĞŵĂŝŶƐƚƌĂƚĞŐŝĐĂĐƚŝŽŶƐŝŶǀŽůǀĞĚŝŶ
WƌŽŐƌĂŵƚŽ Ϯс ƚŚĞ Zƚ ƉƌŽũĞĐƚ ŝŶĐůƵĚĞ ĚĞǀĞůŽƉŵĞŶƚ ŽĨ ǁĂůŬŝŶŐ ĂŶĚ
ŵĂŬĞƐŝƚĞƐŽĨ ĚŽĐƵŵĞŶƚƐĂŶĚ ĐLJĐůŝŶŐ ƉĂƚŚƐ͕ ďŽĂƚ ĂĐĐĞƐƐŝďŝůŝƚLJ ĂŶĚ ŽƚŚĞƌ ĂĐĐĞƐƐŝďŝůŝƚLJ
ǀŝƐŝƚŽƌŝŶƚĞƌĞƐƚ ĞǀŝĚĞŶĐĞŽĨ ƐŽůƵƚŝŽŶƐĂĐƌŽƐƐƵďƌŽǀŶŝŬĂŶĚďĞLJŽŶĚ͘
ŵŽƌĞ ŝŵƉůĞŵĞŶƚĂƚŝŽŶ DƵůƚŝƉůĞĞǀŝĚĞŶĐĞƐǁĞƌĞĨŽƵŶĚĚƵƌŝŶŐƚŚĞĂƐƐĞƐƐŵĞŶƚƚŚĂƚ
ĂĐĐĞƐƐŝďůĞƚŽ ƐƵƉƉŽƌƚƐƚŚĞŝŵƉůĞŵĞŶƚĂƚŝŽŶŽĨƚŚĞƐƵĐŚƉůĂŶŶŝŶŐ͘LJĐůŝŶŐ
ĂĐƚŝǀĞ ŝƐ ĞŶĐŽƵƌĂŐĞĚ ďƵƚ ŝŶ ƐƉĞĐŝĨŝĐ ĂƌĞĂƐ͕ ǁŚŝůĞ ǁĂůŬŝŶŐ ŝŶ ƚŚĞ
ƚƌĂŶƐƉŽƌƚĂƚŝŽŶ ďĞƐƚ ƚŚŝŶŐ ƚŽ ĚŽ ŝŶƐŝĚĞ ƚŚĞ ŽůĚ ĐŝƚLJ͘ DŽƌĞŽǀĞƌ͕ hZ ŝƐ
;Ğ͘Ő͘ǁĂůŬŝŶŐ ƉĂƌƚŝĐŝƉĂƚŝŶŐŝŶƐĞǀĞƌĂůh&ƵŶĚĞĚWƌŽũĞĐƚƐŝŶƚŚĂƚƐƵďũĞĐƚ͗
ĂŶĚĐLJĐůŝŶŐͿ ^D/>/ŶƚĞƌƌĞŐĚƌŝĂƚŝĐ–/ŽŶŝĂŶͬWƌŽũĞĐƚ^D/>ŝƐĨŽĐƵƐĞĚ
ŽŶƚŚĞĨŝƌƐƚĂŶĚůĂƐƚŵŝůĞŽĨŵŽďŝůŝƚLJŝŶƵƌďĂŶĂƌĞĂƐŽĨƚŚĞ
ĚƌŝŽŶ ZĞŐŝŽŶ͕ ĞŵďƌĂĐŝŶŐ ĐŽĂƐƚĂů͕ ŝŶůĂŶĚ ĂŶĚ ďŽƌĚĞƌŝŶŐ
ĐŝƚŝĞƐŽĨĚŝĨĨĞƌĞŶƚƐŝnjĞƐ͕ǁŚĞƌĞƌĞƐŝĚĞŶƚƐ͕ĐŽŵŵƵƚĞƌƐĂŶĚ
ƚŽƵƌŝƐƚƐ ĂƌĞ ĨĂĐŝŶŐ ƚŚĞ ĐŽŶƐĞƋƵĞŶĐĞƐ ŽĨ ƵŶƐƵƐƚĂŝŶĂďůĞ
ŵŽďŝůŝƚLJ ŵŽĚĞůƐ ĂŶĚ ůĂĐŬ ŽĨ ĞĨĨĞĐƚŝǀĞ ŵƵůƚŝŵŽĚĂů
ƐŽůƵƚŝŽŶƐ͗ Ăŝƌ ƉŽůůƵƚŝŽŶ͕ ĐŽŶŐĞƐƚŝŽŶ ĂŶĚ ƌĞůĂƚĞĚ ǁĂƐƚĞ ŽĨ
ƚŝŵĞ͕KϮĞŵŝƐƐŝŽŶ͕ŶŽŝƐĞ͕ĂĐĐŝĚĞŶƚƐ͕ƉƵďůŝĐƐƉĂĐĞƐďĞŝŶŐ
ŽĐĐƵƉŝĞĚďLJĐĂƌƐ͘
>ŝƌ ;>ĂŶĚƐŝĚĞ ŝƌƉŽƌƚ ĐĐĞƐƐŝďŝůŝƚLJͿ ͬ >ŝƌ ;>ĂŶĚƐŝĚĞ
ŝƌƉŽƌƚĐĐĞƐƐŝďŝůŝƚLJͿĂĚĚƌĞƐƐĞƐƚŚĞŵƵůƚŝŵŽĚĂů͕ƐŵĂƌƚĂŶĚ
ůŽǁĐĂƌďŽŶŵŽďŝůŝƚLJŝŶƚĞŐƌĂƚŝŽŶŽĨĂŝƌƉŽƌƚƐŝŶƚŚĞŵŽďŝůŝƚLJ
ƐLJƐƚĞŵƐ ŽĨ ĨƵŶĐƚŝŽŶĂů ƵƌďĂŶ ĂƌĞĂƐ͘ dŚĞ ƉƌŽũĞĐƚ ĂŝŵƐ ƚŽ
ƌĞĚƵĐĞĞŶĞƌŐLJƵƐĞĂŶĚĞŶǀŝƌŽŶŵĞŶƚĂůŝŵƉĂĐƚƐŽĨƚƌĂŶƐƉŽƌƚ
ĂĐƚŝǀŝƚŝĞƐ ďLJ ĐŚĂŶŐŝŶŐ ŵŽďŝůŝƚLJ ďĞŚĂǀŝŽƌƐ ŽĨ ĂŝƌƉŽƌƚ
ƉĂƐƐĞŶŐĞƌƐ ĂŶĚ ĞŵƉůŽLJĞĞƐ ĂŶĚ ďLJ ĐƌĞĂƚŝŶŐ ŶŽǀĞů
ƐƚƌĂƚĞŐŝĞƐ ŝŶ ůŽǁ ĐĂƌďŽŶ ŵŽďŝůŝƚLJ ƉůĂŶŶŝŶŐ ĨŽƌ ůŽĐĂů
ĂƵƚŚŽƌŝƚŝĞƐ͘
Dz>dKhZ ͬ /ŶƚĞƌƌĞŐ DĞĚ ƉƌŽũĞĐƚ ŝŶǀŽůǀĞƐ ĂĐƚŝŽŶ
ƉůĂŶĨŽƌĂĐƚŝǀĞĂŶĚĞƐƉĞĐŝĂůůLJĐLJĐůŝŶŐƚŽƵƌŝŵĂŶĚƵƌŽsĞůŽ
ϴƌŽƵƚĞƚŚƌŽƵŐŚEĂŶĚƵďƌŽǀŶŝŬŝƚLJǁŝƚŚƐĞƚŽĨƐŽĨƚ
ĂŶĚ ŚĂƌĚ ŝŶƚĞƌǀĞŶƚŝŽŶƐ͕ ĨƵŶĚŝŶŐ ƐŽůƵƚŝŽŶƐ ĂŶĚ ĐŚĂƌƚĞƌ ƚŽ
ďĞƐŝŐŶĞĚďLJĚĞĐŝƐŝŽŶŵĂŬĞƌƐĚƵƌŝŶŐϮϬϮϬ͘



108 2019 GSTC Destination Assessment - Dubrovnik


E. Other Priorities
While stakeholders prioritized 6 issues as the most urgent to address over the next few years, there are several other areas
of risk that the GSTC team recommend destination organizations keep front of mind and determine how best to address.

• Access for All (A8) – The destination does not have enough sites and facilities (a critical mass) that are accessible for
people with disabilities or others who have specific access requirements. Apart from the cruise port itself, activities and
attractions in the City of Dubrovnik are not accessible for people with mobility issues. Transportation to get to attractions
is not designed for people with mobility issues, nor is the infrastructure at attractions themselves. This is important to
address, as the expanding cruise passenger demographic is older individuals who frequently have mobility issues to
some degree. In the short term, accessibility can increase visitation to the destination, particularly with the number of
visitors exiting the cruise ships that are in port. Accessibility needs to be addressed in the medium term and long term
to be more accommodating to visitors and develop the City of Dubrovnik into a destination for all.

• Local Community Opinion (B4) – The destination does not directly monitor the local community’s opinion about impact
from tourism. Members of the local community are impacted by tourism decisions daily whether they are directly
involved in the industry or not. It is important to consider the opinions of the local community as tourism development
progresses in the City of Dubrovnik to have a greater awareness of the impact of tourism at various levels.

• Greenhouse Gas Emissions (D4) – The destination does not have a system to encourage enterprises to measure, monitor,
minimize, publicly report, and mitigate their greenhouse gas emissions. Greenhouse gas emissions are a major contributor
to climate change, which can hurt tourism products—particularly in destinations such as the City of Dubrovnik that are
already prone to extreme weather heat waves and the extensive use of split units in the old city. It is important to focus
on greenhouse gases to take part in the global initiatives to reduce emissions and fight climate change. Taking part in
these efforts now can help dramatically reduce the negative impacts of climate change in the future.

• Water Management (D6) – There is no system in the destination to really encourage enterprises to measure, monitor,
reduce, and publicly report water usage. While properties connected to the main water line can monitor their water
consumption, there is no system to encourage this monitoring beyond measures to track water leaks. Beginning better
water management practices now would allow trends to be spotted as water usage increases with the increase of
tourists, following the current upward trend of tourists in the destination. Monitoring and measuring water usage will
help ensure that water is being more efficiently consumed and is available to sustain both the locals and visitors.

There are also a few issues and critical topics that were recurring themes throughout the implementation of new themes on
transportation inside the city borders, like the sharing Taxi services (Uber, etc). There is a notable contrast between activities
and perceptions inside the port and outside the port. The taxi system and system for tour operators that exists within the city
and the port limits provides more structure; however, upon leaving the port, there is no structure for either of these services.

Rather, taxis and tour operators can approach visitors directly to offer cheaper rates in order to generate additional business.
Visitor perception visiting the city by plane or cruise ship about traffic and safety does not align with the reality of the
Dubrovnik City. The City of Dubrovnik has been taking actions to reduce safety and traffic concerns, where visitors can bring
any complaints they may have about operators anywhere in the city, with a large planning and innovation activity, supported
by DURA.

There have also been several port development projects under consideration or in progress in recent years for the City of
Dubrovnik. An increase in the number of arrivals in the port of the City of Dubrovnik may change the current distribution of

2019 GSTC Destination Assessment - Dubrovnik 109


visitors and could impact the sustainability plans and infrastructure of the destination. The developer currently says there
is an aggressive timeline from the project; however, no concrete dates of completion have been established. There has been
a local conversation on projects like the electrification of the cruse boats in the next years but with several issues still open
like the necessary infrastructure, the necessary investment, etc. that have to be under discussions between the developers
and both cruise lines and public sector entities.

110 2019 GSTC Destination Assessment - Dubrovnik


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