National Tourist Organization of Montenegro organized a working meeting dedicated to improving the quality of tourism with the winners of the "Montenegro Quality" label, as well as representatives of tourism institutions and local tourism organizations.
The meeting, held on the topic “Integrated quality management in the destination”, had a pronounced educational character and represented just one in a series of professional meetings dedicated to raising the quality of services and products in tourism.
This event was preceded by training sessions that addressed key aspects of tourism development, including destination management, contemporary marketing trends, and innovations in the private accommodation sector.
Minister of Tourism, Simonida Kordić, MA She gave an introductory speech during which she emphasized the importance of continuous work on improving quality and said that the project "Integrated Quality Management in Destinations" and the introduction of the "Montenegro Quality" label represent one of the excellent examples of cooperation between the private and public sectors, and that this is the right path towards improving tourism in Montenegro.
"By introducing the quality label, we are not only working to improve the perception of Montenegro as a destination, but also to create added value for all entities in the tourism industry. Quality standardization contributes to increasing tourist trust, better recognition in the market and strengthening the sustainability of tourism through innovation and responsible business. Certification, however, is not a goal in itself, but a constantly evolving process. That is why we continue to invest in education, monitoring trends and improving the capacities of all stakeholders in the tourism sector," said Kordić.
At this occasion Director of the National Tourism Organization of Montenegro, Dr. Ana Tripković Marković She reviewed the activities so far within this project and presented plans for the coming period.
"The Integrated Destination Quality Management project was launched two years ago as a pilot project for measuring online reputation for two cities, and last year it was expanded to all Montenegrin municipalities. To date, numerous activities have been implemented within the framework of this project, from detailed online reputation measurements that included 1300 tourism entities, free marketing analyses for around 100 business entities, numerous trainings and the awarding of labels. Montenegro Quality for 28 entrepreneurs in December last year. Standardization in tourism through this label is one of the key elements of this project, with the aim of ensuring quality for tourists. Currently, more than 30 entrepreneurs are being assessed, and the award of this label is becoming an increasingly important indicator of excellence and commitment to high standards in the tourism offer. Through education and other activities, we will continue to contribute to raising the quality in tourism", said Tripković Marković.
She said that the NTO of Montenegro has plans to further promote this label on the international and domestic market, and that it does so through regular promotional activities, but also that last week they presented this label at the HORECA 2025 fair.
Director of the company Feel IQM which implements this project for the needs of NTO Montenegro, Đurđica Šimičić, held an educational presentation on the topic of "Integrated Quality Management in Destinations", presented the results of online reputation measurement so far, which show a high rating of the destination, 87/100. She also pointed out that this project has a number of positive activities for the sustainable development of tourism, one of which is better positioning of local producers.
"I am extremely pleased that with this project we have initiated positive processes of connecting local producers with the tourist offer. We are pleased with the fact that the premium offer includes Montenegrin teas, natural cosmetics, Njeguš prosciutto, local cheeses, Montenegrin wines and the like. This is proof of the top quality of Montenegrin producers, as well as the awareness of tourism stakeholders that such cooperation strengthens the tourist product and its recognition, uniqueness in the tourist market," said Šimičić.
In addition to the Ministry of Tourism, one of the partners in the project is the Chamber of Commerce of Montenegro, represented by President of the Board of the Association for Tourism and Hospitality, Ranko Jovović, spoke about the importance of introducing standards in tourism and continuous cooperation between institutions in the field of tourism and the tourism industry in the field of quality improvement.
The meeting, in addition to its educational character, also aimed to promote local producers, thereby further encouraging the connection between tourism and authentic local offerings. At each subsequent meeting, different products and producers will be presented, in order to further emphasize the importance of local production in creating a recognizable tourist identity of the destination.
This time, herbal products were presented, including teas, soaps, natural cosmetics and other products, and among the exhibitors were: SenSum natural cosmetics, ELA MAGIC soaps, Adem Jasević Herbal Pharmacy and Tea House.
Company owner SenSum, Tatjana Ivanovic, said that she was very grateful for the opportunity to present her offer and that she hoped that there would be more events like this in the future.
"I consider participation in this event extremely important because it provides an opportunity for domestic brands and manufacturers to connect with the tourism industry of Montenegro. Direct cooperation and networking at such meetings opens the door to stronger promotion of domestic, recognizable products. In this way, an authentic experience is created for tourists and contributes to the richness of Montenegro's tourism offer," said Tatjana Ivanović.
