In the 1991 census, the municipality of Ljubuški had a population of 28,340, of which 26,127 were Croats (92.1%), 1,592 Bosniaks (5.6%), 227 Yugoslavs (0.8%), 65 Serbs (0.2%), and 329 others (1.1%). The town of Ljubuški had 7,407 residents: 75% Croats, 20% Bosniaks, 3% Yugoslavs, 1% Serbs and 1% others.
Branimir Glavaš, a Croatian Major General during the Croatian war of independence was found guilty of torture and murder of Serbian civilians in Osijek, and sentenced to 10 years in prison. However, Vladimir Šišljagić, the leader of HDSSB, the political party Glavaš founded when he left HDZ, showed up in court instead of him and stated that he was "in a safe place". Glavaš fled the country, reportedly to Ljubuški, and it is suspected he had procured citizenship in Bosnia-Herzegovina. His supporters also distributed a 5-minute video he recorded, explaining his decision to flee.