The Croatian city of Dubrovnik is positioning itself as a potential new destination for American Airlines, which is exploring opportunities to expand its European leisure routes. High-level discussions have taken place between Dubrovnik officials and representatives from American Airlines, particularly with those from Chicago O’Hare International Airport (ORD). Currently, the city is served by a single nonstop route to the United States operated by United Airlines, connecting to the New York area.
Dubrovnik’s appeal as a tourist destination has been on the rise, with record numbers in passenger traffic and tourism. Not only is the city known for its stunning medieval architecture and UNESCO World Heritage-listed Old Town, but it has also gained fame as a filming location for the popular television series Game of Thrones. Figures indicate that more than 1.35 million visitors are expected to arrive in Dubrovnik, leading to approximately 4.2 million overnight stays in 2024. This surge in tourism underscores the city’s growing significance as a leisure destination.
American Airlines is currently in an expansion phase, particularly across the Atlantic, planning to introduce several summer leisure routes from its hubs, including Philadelphia, Dallas-Fort Worth, and Chicago. The carrier intends to deploy its new Airbus A321XLR aircraft on these routes, targeting markets that do not require widebody service. This strategic shift provides a strong case for American Airlines to re-establish a presence in Croatia, either by reviving its previous route from Philadelphia or launching a new service from Chicago.
Understanding American Airlines’ Global Strategy
American Airlines’ international growth strategy focuses on a select group of hubs and aims for careful, seasonal expansion rather than aggressive year-round growth. Major airports such as Philadelphia, Dallas-Fort Worth, Charlotte, Miami, Chicago O’Hare, and New York’s JFK form the backbone of the airline’s long-haul network, facilitating connections to Europe, Latin America, and Asia. The airline has shifted from rapid expansion seen before the pandemic to a more cautious approach, concentrating on enhancing existing routes rather than adding numerous new destinations.
The Airbus A321XLR plays a pivotal role in this strategy. With around 155 seats and a range of roughly 4,700 nautical miles, it is designed for markets that demand quality service but may not support larger aircraft. American Airlines plans to utilize this aircraft on routes that cater to seasonal demand, particularly from its East Coast hubs. Dubrovnik aligns perfectly with this strategy, providing an attractive leisure destination that fits American Airlines’ operational framework.
Dubrovnik’s Unique Appeal and Market Potential
As one of Europe’s most distinctive cities, Dubrovnik boasts a compact medieval layout with limestone streets and terracotta rooftops overlooking the Adriatic Sea. The Old City is celebrated for its stunning Gothic, Renaissance, and Baroque architecture, which has been meticulously restored. The recent pop-cultural surge, particularly due to its role as King’s Landing in Game of Thrones, has attracted a plethora of visitors.
Authorities in Dubrovnik are focused on managing tourism sustainably. With over 27 visitors for every resident, the local government is implementing measures to balance the influx of tourists with the preservation of its historic fabric. These efforts, along with the rising demand from premium leisure travelers, enhance Dubrovnik’s attractiveness as a destination for airlines.
Prior to the pandemic, American Airlines operated a seasonal route from Philadelphia International Airport (PHL) to Dubrovnik, which recorded approximately 18,000 passengers in 2019, achieving load factors above 80%. This historical data, along with rising US visitor numbers to Croatia, underscores Dubrovnik’s potential as a viable route for American Airlines.
With current discussions involving local authorities and Chicago O’Hare Airport, it appears that either a revival of the Philadelphia route or a new connection from Chicago is likely. Croatia’s national tourism strategy actively seeks to enhance long-haul markets, particularly from the United States, which positions Dubrovnik as a prime candidate for American Airlines’ next expansion.
The only current nonstop service connecting Croatia and the United States is offered by United Airlines, which operates seasonal flights from Newark to Dubrovnik. United is also planning to launch new flights from Newark to Split in 2026. The limited service highlights an opportunity for American Airlines to introduce additional routes, particularly as the demand for travel to Croatia continues to grow.
In conclusion, Dubrovnik represents an appealing leisure destination for American Airlines. With its strong seasonal demand, high destination awareness, and limited competition, it checks several strategic boxes for the airline. As American Airlines looks to broaden its offerings beyond traditional Western European destinations, the Adriatic city stands out as an increasingly compelling option. The coming months will reveal whether American Airlines will indeed establish a new route to Dubrovnik, marking a significant step in enhancing Croatia’s connectivity to the United States.