Tourism, despite all the challenges, remains one of the strongest pillars of economic development, a mirror of Montenegrin identity and the strongest motivator of investments, said the President of the Chamber of Commerce (PKCG) Nina Drakić.
At a two-day conference under the slogan New Days of Better Tourism, organized in Budva by the Chamber of Commerce and Industry of Montenegro in cooperation with the tourism industry, she reflected on the results in tourism and emphasized that the numbers are a reminder that long-term success requires wise planning and responsible management.
"We must not forget that tourism, despite all the challenges, remains one of the strongest pillars of our economic development. With a significant share in the gross domestic product (GDP) and the thousands of jobs it creates, tourism is more than just an activity — it is a mirror of our identity, our window to the world and the strongest motivator of investment," said Drakić.
According to her, the goal is not just to extend the season.
"It is much more ambitious than that - Montenegro as a year-round, sustainable, competitive and recognizable tourist destination, a country that delights guests and makes its residents proud," said Drakić.
The Chamber of Commerce and Industry of Montenegro said that during the broad dialogue, government representatives, experts and tourism professionals from Montenegro, Albania, Croatia, Serbia and Spain are discussing the topics of destination management, air traffic, tax policy, infrastructure, beach valorization and premium tourism, with the aim of paving the way towards the tourism that Montenegro aspires to and deserves.
"Gathering such a diverse and professional audience sends a strong message: everything we will talk about over the next two days is not just a professional topic, but a matter of national interest. We have an opportunity to combine knowledge, experience and vision, in order to jointly answer a question that is simple in form, but complex in essence: how to achieve better tourism in Montenegro," said Drakić.
The Director General of the Directorate for Tourism Destination Development and Strategic Planning at the Ministry of Tourism, Olivera Blagojević, pointed out that it is evident that tourism, despite numerous challenges, embodied in a wide variety of crisis situations and the delays caused by them, survives and develops.
"The basic parameters of tourism growth are reflected in the increase in revenue from foreign tourism for the first three quarters of this year, during which, according to data from the Central Bank (CBCG), EUR 1,32 billion was generated, which is 1,25 percent more than in the same period last year, or 30,66 percent more than in the same period in 2019," Blagojević specified.
According to her, there is a steady growth in traffic from target markets in Western and Central Europe - Germany, Great Britain, France and Poland, as well as China, the USA, Azerbaijan and Israel.
The government, as it announced, is committed to the continued sustainable development of tourism with a focus on the efficient use of resources and the development of Montenegro as a sustainable, green and smart tourist destination.
Diversification of the tourism product goes beyond the limits of the "sun and sea" offer, which should result in an extension of the tourist season, balanced regional development and reduced pressure on the coast, while respecting the principles of sustainable destination development, but also generating additional income.
The thematic part of the conference opened with a discussion on the importance of air accessibility.
The Executive Director of the Airport of Montenegro (ACG), Roko Tolić, reflected on the successes they have achieved this year, but also the challenges they have been facing for a long time.
"This is the best year for Montenegrin Airports in their history with over three million passengers, almost 49 million in total revenue and 17 million in operating profit. We have our strengths, we are very satisfied. Our strengths are the beauty and uniqueness of Montenegro," said Tolić.
However, he believes that airports should be more functional than they are today.
"We urgently need better infrastructure. We have awakened interest, these are new days of better tourism, which is visible. For tourism to be successful, airports as entry points must be much more functional than they are today. Investments are urgently needed for further growth," Tolić pointed out.
He also indicated his expectations regarding whether there will be concessions for airports.
"A good concession is one that will make an investment in the shortest possible time. When it comes to concessions, there is a fear of losing control. However, Montenegro has the right to step in at any point in the concession," Tolić pointed out.
Tirana Airport CEO Ridgers Mema stressed that the airport's success rests on trust in the potential of the country and the airport, and investing in long-term stability, not short-term profits.
He recalled that significant investments, a 25 percent reduction in airport taxes, and favorable arrangements for airlines quickly brought results.
"Tirana Airport is recording strong growth - from 3,3 million passengers in the record year 2019 to as many as 11,65 million passengers this year," said Mema.
He stated that passengers arriving in Tirana do not pose a threat to airports in Montenegro, but rather that strengthening regional infrastructure contributes to the development of all airports.
As he emphasized, this is a business that connects people, and every infrastructure development encourages long-term growth.
A panel on destination management models was also held as part of the conference.
Professor from the Faculty of Tourism and Business in Budva, Rade Ratković, stated that Montenegro needs a policy of tourism development, which was halted in the 1990s due to international sanctions, when secondary development was imposed as a substitute, which, he claims, is a direction that is at the center of business and government to this day.
"Retrograde development is spreading even more strongly and the project of demolishing the best tourist facility in terms of economic performance, which is Slovenska plaza, is being supported, which will further reduce the number of beds in hotel accommodation. We need to pass an umbrella law on tourism with imperative norms of respecting the capacity of the destination, start properly managing tourism and save it," Ratković assessed.
The Director of the Croatian Tourism Association, Veljko Ostojić, said that Montenegro needs a clear and comprehensive tourism policy, based on a precise strategy and measurable tools for its implementation.
"Tourism cannot develop without clear rules, measurable goals and the responsibility of all stakeholders involved in the process," Ostojić emphasized.
He emphasized that new investments are necessary to improve the quality of the offer, and as one of the models he cited the condominium of hotel units, with a clear legal restriction that at least 70 percent of the capacity remain in the hotel function, and up to 30 percent in the real estate segment.
Urgent and concrete measures are needed to manage the growth of accommodation capacity and clear regulation at the national level.
Professor at the Faculty of Tourism and Hotel Management of the University of Montenegro and owner of the Moric Olive Farm in Luštica, Ilija Moric, drew attention to the importance of investing in knowledge and experience.
"There is no doubt that we need strategic planning and tourism policy. For that, we need people who can deliver those strategic shifts. We need to repeat the lessons of hospitality, because trends show that hyper-personalization in tourism experiences is now important. That cannot be achieved without authentic hospitality and educated people," said Moric.
He said that the time for tourism to be taught ad hoc is over.
"Ad hoc approaches are not good for tourism policy. Better tourism requires better management, and better management requires better staff. We are currently working on creating better staff," concluded Moric.
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