Montenegrin health tourism has good prerequisites for development into a leading tourist product, but it depends on numerous factors - natural resources, institutional development frameworks, international trends, competitive environment, according to the Chamber of Commerce (PKCG).
In the research on the current state and potentials for the development of sustainable and health tourism in Montenegro, which was presented at the session of the Coordinating Board of Health Tourism, it was assessed that the development of health tourism would enable not only the diversification of the tourist product, but also the year-round tourist offer.
The president of the Health Tourism Coordination Committee, Marina Delić, said that this research, in cooperation with the Ministry of Science and Technological Development, was carried out by the Innovation Working Group for Sustainable and Health Tourism, a working body of the Council for Innovation and Smart Specialization, which is part of the S3 National Implementation frame.
"It represents a significant undertaking and the fact that health tourism has entered the priority areas of smart specialization is pleasing," said Delić.
She, as announced by PKCG, said that the mentioned research was carried out for the first time in Montenegro, all with the aim of obtaining data related to sustainable and health tourism, which further encourages the release of the full potential that Montenegro has in the development of this activity and its comparative advantages, which are recognized as such in strategic documents.
"The state, as well as the private sector, should devote themselves more strongly to the development of health tourism, because it provides great opportunities, strengthens the economy and basic health services in every country," said Delić.
Acting Director General of the Directorate for Innovation and Technological Development in the Ministry of Science and Technological Development, Marijeta Barjaktarović Lanzardi, said that in 2019, Montenegro became the first country outside the EU to apply a completely new methodological and strategic approach within the framework of smart specialization, and defines how science and innovation can support its priorities and direct them in the right way.
"Sustainable and health tourism is one of those priorities, and its implementation is something that was the biggest challenge in the entire process, primarily because of the corona virus pandemic," said Barjaktarović Lanzardi.
According to her, in addition to clearly obtained guidelines on how the approach must be implemented and the system set up, in the process itself it is necessary to have strong coordination and interdepartmental cooperation, in order to successfully plan and implement the activities.
She expressed special thanks to the Office of the United Nations Development Program (UNDP) for the key strategic support, as well as to all the experts who participated in the preparation of these documents.
Barjaktarović Lanzardi said that, when talking about health tourism, we must know what it actually represents and understand the activities needed by different target groups.
"Working on its definition, primarily through changes in the law, we set slightly different foundations, and now we want to see how people think and what innovative ideas they have," said Barjaktarović Lanzardi, adding that the data and analysis they receive will serve as a basis for all the further steps that must be taken, in order to fully utilize all the potentials of health tourism.
The coordinator of the working group for sustainable and health tourism, Jelena Zvizdojević, said in her opening address that data is the basis for making every decision, because without quality data we cannot talk about the development of any field, including the field of sustainable and health tourism.
According to her, the research was carried out in the period from February 20 to March 30 this year, and included all local governments, local tourist organizations, non-governmental organizations and chambers in the field of health services.
As she stated, the research results show that the most common forms of health tourism in Croj Gora are the provision of dental services, as well as services that belong to non-medical tourism - services of fitness centers, beauty salons, recreation and rest in the fresh air.
She said that health tourism has potential for further development in Montenegro. Namely, more than 80 percent of respondents partially or fully agree that there are potentials for the development of health tourism in almost all municipalities in Montenegro.
"The respondents see the greatest potential in the provision of rehabilitation services, then in the further development of dental services, as well as wellness and spa tourism services," added Zvizdojević.
A member of the working group for sustainable and health tourism, Snežana Pantović, pointed out that the aim of the research, which was conducted for the first time in our country, was to obtain data related to sustainable and health tourism, which further encourages the release of the full potential that exists in development this activity.
"Eight percent of tourists come to Montenegro for health and wellness services. The current state of health tourism in our country is such that 34,5 percent are dental services, 30,9 percent fitness, cosmetology and recreation, 14,5 percent wellness & spa (non-medical), 10,9 percent treatment and rehabilitation, and 10,9 .XNUMX percent aesthetic and plastic surgery", specified Pantović.
According to her, the research concludes that it is necessary to work on normative compliance in the implementation, valorization and development of health tourism, as well as on the systematic and adequate implementation of standards and accredited programs related to the valorization, implementation and development of health tourism.
It is necessary to strengthen interdepartmental cooperation, and to strengthen awareness and knowledge about the importance of the development, valorization and implementation of health tourism at the national and local level in Montenegro.
"First of all, this research has shown that it is necessary to further increase investment in scientific research activity and staff education, as well as incentive measures to support the development, strengthening and promotion of health tourism", stated Pantović.
A member of the innovation working group for sustainable and health tourism, Ilija Moric, from the company Moric, announced that the potentials were especially recognized in the segments of cultural and heritage attractions, and natural attractions, and that the data obtained in the research well represent the current situation and have the greatest value, considering a very wide sample.
"Research has shown that receptive and communicative factors are a very important element, but more work must be done on them," said Moric.
He stated that the concept of health tourism must be viewed more broadly, because it also includes both natural beauty and traffic infrastructure.
"Health tourism is sui generis and we must all work together more to develop it, in order to motivate tourists to come to us and use all its benefits," Moric said.
Director General of the Directorate for Projects (IPA), Innovations, Health Tourism in the Ministry of Health, Luka Đukanović, assessed that such and similar research should be used as much as possible in order to obtain good inputs for the further development of health tourism.
However, he believes that better animation and motivation of the economic sector is necessary, so that everyone works together on its development.
"Businessmen must recognize the potential in this area and valorize it in the right way," said Đukanović.
During the meeting, the businessmen pointed out that it is necessary to point out the speed, implementation, practicality and, above all, the benefits of health tourism, and better promote it at fairs and similar events.
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