According to Dubrovnik Tourist Board, a large increase in visits of Asian tourists has been noticed in the recent couple of years. As up until now, the Croatian coast hospitality industry was mostly used to seeing large numbers of tourists from neighbouring countries as well as Croatian nationals, this type of tourist demographics is a big difference and comes as a shock to the industry. The aim of this paper is to examine whether the hospitality sector of Dubrovnik is prepared for this shift and suggest what areas of the sector need improvement in order to accommodate the change that is happening and secure Dubrovnik a spot among the other top European tourism destinations. The hypothesis is that Dubrovnik’s hospitality aspects aren’t satisfactory enough to keep up with the growing numbers and demands of guests from Asian area, and it is the goal of this paper to confirm or refute this. Another goal is to find out which aspects the industry should put the most focus on when trying to meet the needs and wants of these tourist groups. The research method that was applied for this paper was a survey, that was distributed among Asian tourists in Dubrovnik in order to measure their experience as tourists in Dubrovnik. The results of the survey confirm the hypothesis and suggest that the strongest opportunity is the fact that Dubrovnik is safe, and the largest weakness is the absence of shopping possibilities. The coinciding result, however, suggests that safety is the most important aspect for Asian tourists, and shopping possibilities are least important. Other findings from the survey are discussed in the paper as well.