How do you assess the tourist season that is behind us, but also the postseason?
The season behind us was extremely successful, despite numerous global challenges. I am particularly pleased with the growth in the number of tourists, but also with the fact that new guests arrived from markets that were previously underrepresented - such as the USA, Azerbaijan, Israel, China...
This is the result of intensive international engagement and the message we are sending: Montenegro is not a destination only for summer or winter, but a country attractive 365 days a year. In parallel, we promoted Montenegro as a single tourist entity, without division into south and north. It is especially important to me that the north, which has been neglected for decades, is becoming a “rising star” – a region of sustainable tourism, authentic experience and modern content, which is increasingly attracting investors.
The post-season exceeded all expectations. In October alone, compared to the record year 2019, we had a growth in tourists of 23,46%, and overnight stays of as much as 46,76%. This clearly confirms that Montenegro's tourist calendar is successfully expanding.
Additionally, what is most important for the state of Montenegro and the tourism industry is that this season will be the most financially successful so far, which is another confirmation of successful work.
It is also encouraging that improved air connectivity next season will further strengthen our results. Podgorica will be connected to around 70 destinations, and Tivat to 60, which significantly strengthens Montenegro's accessibility and supports the development of year-round tourism.
You have been elected President of the Commission for Europe within the UN World Tourism Organization. How important is this election for our international standing?
The fact that Montenegro is at the head of the Commission for Europe in the UN Tourism and my election as President of that Commission represents an exceptional recognition of our work, but also a historic moment – for the first time we are leading an important body of the World Tourism Organization.
This position means greater international visibility, a stronger presence at global events and the ability to actively influence key decisions affecting European tourism. It opens the door to cooperation, transfer of best practices and capacity building in areas that are our priorities: sustainability, development of specific tourism products and improvement of the investment climate.
There is also a broader context – tourism accounts for around 30% of our GDP, and such recognitions confirm the Government's strategic orientation towards stability, growth and strengthening of Montenegro's international reputation. Leadership in UN Tourism is not only prestige, but also a concrete opportunity for new investments, partnerships and stronger branding of our country.
How would you describe the main development directions of Montenegrin tourism?
The main development directions of Montenegrin tourism are clearly aimed at greater international visibility, stronger regional cooperation and constant improvement of the quality of our offer. It is in this spirit that, together with colleagues from Bulgaria, Greece, Italy, Serbia, and others from the region, we have launched an important regional project dedicated to the joint appearance of Southeast Europe in distant markets.
This is a strategic step that changes the perspective of our region – instead of acting individually, we are creating a unique macro-destination that offers different experiences and a stronger, more penetrating performance. As a continuation of this initiative, Montenegro hosted the conference Bridging Destinations: Montenegro 2025, the second part of the expert dialogue initiated in Rome. At Luštica, high-ranking representatives of tourism institutions in Southeast Europe and the UN World Tourism Organization gathered at our initiative, and demonstrated that there is a clear will to position the region as a new, authentic European destination entity on the global market.
For Montenegro, this is an extremely great development opportunity. On the one hand, it opens up new markets for us and extends the season, because the key philosophy of our cooperation is exactly the one I often emphasize – my guest is your guest. A joint appearance brings a greater flow of tourists, better air connectivity and greater recognition. On the other hand, it is also a great investment opportunity. Investors decide much faster and more confidently to invest in destinations that are part of larger, well-structured tourist zones. In this sense, Montenegro is already recognized as a quality and attractive destination for investments.
The data confirms this: compared to 2019, when we had 459 hotels, today there are 524 hotels operating in Montenegro. The growth in the high-quality accommodation segment is particularly significant: in 2019, we had 27 5-star hotels, today we have 43. Last year alone, 3 new 5-star hotels and 16 4-star hotels were opened. It is very important for us to develop cooperation with renowned global brands. We are dedicated to creating a favorable environment that connects Montenegro with companies such as Aman, Regent, One&Only, Hilton and many others, with which Montenegrin tourism is also positioned on the global stage.
This clearly demonstrates the continued interest of investors in more luxurious, high-quality accommodation, but also the state's efforts to raise standards and direct tourism towards a better and more sophisticated offer.
At the same time, we are investing significant funds in the development of winter tourism. Over the past year, almost 18 million euros were invested in ski centers and Đalovića Cave. For the winter season 2025/2026. The Savin Kuk ski center will be richer by two new artificial snow cannons, which represents the first phase of the construction of a modern snowmaking system on Durmitor. At the same ski resort, we have also provided a conveyor belt and a tubing track that can be used throughout the year. This is just the beginning - we still have a lot of work to do in order to develop a stable, high-quality and year-round winter tourism product.
Digitalization has become a key factor in modern tourism. What are Montenegro's priorities in this area?
Digitalization is the foundation of the transformation of Montenegrin tourism towards smarter, more sustainable and more competitive destination management. Through partnerships with UNOPS, UNIDO and the implementation of TIS standards, we are building a modern digital infrastructure that enables better data, faster decision-making and integrated processes.
Our focus is on a single national digital platform for tourism, which will unify public and private sector data, guest registration, accommodation monitoring, e-services and digital tools for destination promotion and management. It brings real-time insight into tourism flows, a stronger fight against the grey economy, greater transparency and more efficient planning.
Of particular value is the cooperation with UNIDO through a project focused on 3D digitization and digital storytelling in the field of cultural heritage. In this way, we strengthen technological infrastructure, encourage innovation and create conditions for the development of top-notch tourism products.
All these activities have a common goal - for Montenegro to become a modern, digitally transformed and sustainable destination, which uses the potential of technology, preserves authenticity and improves the experience of every visitor.
(Ministry of Tourism of Montenegro)
