In the years after WWII, Hvar turned into a fashionable tourist seaside resort and thanks to its interesting history and rich culture, that was under the influence of various civilisations and its unsurpassable natural beauty, Hvar became one of the most attractive tourist destinations on the Adriatic.

Hvar’s rise as a premier Mediterranean destination occurred in two major waves. Historically, it became "popular" as a health retreat in 1868 with the founding of the Hvar Health Society, catering to Austro-Hungarian aristocrats seeking its mild climate. However, its modern reputation as the "St. Tropez of the Adriatic" began to solidify in the late 1990s and early 2000s after the Croatian War of Independence ended and the country successfully rebranded itself for Western tourism. A major turning point was the visit of celebrities like Giorgio Armani and Kevin Spacey in the mid-2000s, followed by Prince Harry in 2011, which launched the island into the global "jet-set" spotlight. The opening of high-end beach clubs like Carpe Diem and the renovation of heritage hotels by groups like Suncani Hvar shifted the demographic toward luxury travelers and yacht enthusiasts. By 2026, Hvar has become so popular that the local government has implemented "etiquette" fines to manage the high volume of "party tourists," ensuring the island maintains a balance between its vibrant nightlife and its ancient, UNESCO-recognized cultural heritage in the Stari Grad Plain.