The project entitled Support for the Transition to Tourism Industry 4.0 opens the door to new opportunities for the digitalization of tourism and cultural heritage, said Petar Drašković, State Secretary at the Ministry of Tourism.
At a workshop within the project, organized by the Ministry of Tourism and the United Nations Industrial Development Organization (UNIDO) today in Podgorica, he pointed out the importance of digitalization in the field of tourism.
"The Covid-19 pandemic has changed the way we travel and experience destinations. At that moment, digitalization imposed itself as the only logical response to the challenges we all felt. Today, just a few years later, digital transformation is no longer an option - it is a necessity and the key to the future development of our tourism sector. That is why the project Supporting the Transition to Tourism Industry 4.0, which we are jointly implementing with UNIDO and with the support of the Ministry of Economy, Tourism and Sports of Slovenia, is of particular importance for Montenegro," said Drašković.
He stated that, thanks to this cooperation, they are opening the door to new opportunities for the digitalization of tourism and cultural heritage - the foundation of our identity and the authenticity of our offer.
Drašković, as announced by the Ministry of Tourism, recalled that the project Supporting the Transition to Tourism Industry 4.0 was financed by a donation from Slovenia.
"This project allows us to create new, unique tourism experiences in the next two years through modern technologies - such as 3D scanning, virtual reality and digital storytelling - that will present Montenegro to the world in an innovative way. For us, this is not just a project. This is the beginning of a new phase - a phase in which we combine technology and tradition, innovation and culture, local communities and international partners," said Drašković.
According to him, through the development of cultural tourism, as a special form of sustainable tourism, they want to create a year-round tourism product, engage new generations of experts, and enable local communities to valorize and protect their heritage through digital tools.
The aim of the project, as announced, is to strengthen the technological capacities and competitiveness of Montenegro through the introduction of digital technologies in tourism and culture, with the support of the Slovenian government and implementation through UNIDO.
This event marks the beginning of a new phase of digital transformation of cultural tourism in Montenegro.
The importance of the project and the support provided by UNIDO in strengthening innovation and partnerships in the field of tourism was emphasized in a video message by UNIDO representative Faruh Alimđanov.
"Montenegro is a unique country whose population increases almost sevenfold during the peak season. We are convinced that, inspired by the great examples from Slovenia, we could support Montenegro in its mission to apply augmented reality tools for sustainable, unfettered tourist and productive activities throughout the country. We are happy to be able to use the enormous potential of your country to expand cultural, spiritual and ecological tourism activities," said Alimđanov.
Today's workshop, as he said, confirms their shared commitment to innovation, cooperation, and cultural preservation.
"We believe that AI and other digital tools can be the key to promoting competitive, smart businesses that will create new jobs and income not only in urban, but also in rural areas," said Alimđanov.
UNIDO Project Coordinator Oliver Autrid further drew attention to the great value of the project Supporting the Transition to Tourism Industry 4.0.
"This project is not only important for tourism and technology, but also a learning opportunity for the younger generation and the preservation of a unique cultural heritage for future generations," said Autrid.
He said that he had seen many beautiful places in Montenegro and was happy that the country would gain new international tourists and customers through this project, and that Montenegrin tourism and economy would become more resilient, innovative and sustainable, providing sustainable tourism experiences.
"We are pleased that in this ecosystem we will create technology and knowledge that will continue to live on among young generations," said Autrid.
The official speeches were followed by a workshop by the leading Slovenian high-tech company, Arctur, which is also the holder of the award-winning Tourism 4.0 initiative. Representatives of local tourism organizations, the tourism industry, and students had the opportunity to hear examples of good practice and achieve a concrete exchange of experience.
Particularly important was the panel on building a digital cultural heritage ecosystem in Montenegro, where opinions were exchanged on topics such as how to integrate digital tools into the management of cultural heritage and tourism, what is the role of local institutions, small businesses and the creative sector, and how the public and private sectors can together contribute to sustainable growth and better positioning of Montenegro on the digital tourism map.
Bonus video:
