Dubrovnik Once Again Named Europe’s Second Most Desirable City by Wanderlust Readers

Dubrovnik has once again confirmed its position as one of Europe’s most desirable tourist destinations, receiving the Silver Award in the Most Desirable City in Europe category at the prestigious Wanderlust Reader Travel Awards 2026, held in London on 4 November. This latest recognition adds to Dubrovnik’s series of international achievements, as the city has consistently ranked among Europe’s leading urban destinations in the annual readers’ choice awards organised by the renowned British travel magazine Wanderlust.

The awards ceremony took place in the magnificent Painted Hall, located within the historic Old Royal Naval College in Greenwich, London. The Silver Award was accepted on behalf of the Dubrovnik Tourist Board by its Director, Miro Drašković.

This year, Dubrovnik competed alongside some of Europe’s best-known city destinations, including Copenhagen, Madrid, Lisbon, Istanbul, Bordeaux, Genoa and Tbilisi. This achievement further highlights Dubrovnik’s international reputation, rich cultural and historical heritage, distinctive architecture and outstanding appeal as a tourist destination.

Wanderlust is one of the United Kingdom’s oldest and most respected travel magazines, having spent more than three decades promoting authentic travel experiences, the discovery of new destinations, and responsible and sustainable tourism. Its annual Wanderlust Reader Travel Awards, celebrating their 25th edition this year, are regarded as an important accolade within the international tourism industry. Their particular significance lies in the fact that the winners are chosen by the magazine’s readers and travel enthusiasts themselves.

The Croatian islands were named the Most Desirable Region in Europe. This recognition, together with the Silver Award presented to Dubrovnik and the Dubrovnik Tourist Board, further reinforces the strong position of Croatian destinations on the international tourism market.

Over the years, Dubrovnik has received multiple accolades in the Wanderlust awards, including the Gold Award in the Most Desirable City in Europe category. At last year’s ceremony, the city also received a special recognition from Wanderlust Editor-in-Chief George Kipouros for its outstanding achievements in sustainable tourism management. This recognition highlighted Dubrovnik as an example of responsible destination development, thanks to the City of Dubrovnik’s Respect the City project and its measures for managing tourist flows, regulating cruise ship arrivals, and preserving cultural heritage and the quality of life of local residents.

The continued recognition from one of the United Kingdom’s most respected travel magazines is particularly valuable for Dubrovnik, especially considering that the UK is one of its most important source markets. These awards provide further confirmation of Dubrovnik’s international standing as a destination that combines exceptional cultural and historical heritage, authentic experiences and a responsible approach to tourism development.