Jovović: Where price increases are not accompanied by quality increases, there is a risk that the guest will lose their sense of value

Montenegro has all the prerequisites to be recognized as a high-quality destination, but tourism development must be viewed in the long term, and investments must be made in products that extend the season, said Ranko Jovović, President of the Board of the Association for Tourism and Hospitality of the Chamber of Commerce.

"To achieve this, we need to continue the joint work of the state, local communities and the economy, with a clear goal - for tourism to be one of the most significant drivers of the country's overall economic development," Jovović said in an interview with the Mina-business agency.

The tourism industry, he said, expects a partnership and continuity in the implementation of development policies.

"The priorities are improving transport infrastructure, strengthening air connectivity with key source markets, more efficient procedures for hiring seasonal workers, stronger international promotion of Montenegro, and even better coordination of all institutions participating in the organization of the tourist season," said Jovović.

According to him, it is necessary to invest in products that extend the season - congress, health, sports, rural and gastro tourism, in order to increase consumption per guest and create a more sustainable development model.

Montenegro, he added, should not build competitiveness on low prices, but on quality, authenticity, natural wealth, gastronomy and professional service.

"Price in itself is not a problem if it is accompanied by appropriate quality of service. However, where price increases are not accompanied by quality increases, there is a risk that the guest will lose a sense of value, which may influence their decision to spend their next vacation in another destination," said Jovović.

He said that today's guest very easily compares Montenegro with other Mediterranean destinations, and that his decision does not depend only on the price, but on the overall ratio of what he pays and what he gets.

"That is why it is important to continuously improve the quality of the tourism product, because only in this way can we justify Montenegro's market position," said Jovović.

When it comes to expectations, he said that the tourism industry is entering this season with moderate optimism.

"There is interest in Montenegro, and according to information we receive from the economy, quality hotel capacities are recording a good level of reservations for the main part of the season. However, the tourist market today is much more dynamic than before and a large number of reservations are made immediately before arrival, which is why the final results should be assessed with caution," said Jovović.

According to him, the success of the season should no longer be measured solely by the number of arrivals and overnight stays, but rather the much more important question is how much value each guest leaves for the Montenegrin economy.

"Our goal must be higher spending per guest, longer stays and a higher quality tourism structure," said Jovović.

Geopolitical instability, he reminded, always affects tourism, as travelers become more cautious and air traffic becomes more sensitive to disruptions. An important advantage of Montenegro is that it is perceived as a safe destination.

"If we maintain stability, quality of service and good connections with source markets, we can expect that part of the tourist demand will be directed towards safer European destinations precisely due to global circumstances," said Jovović.

He added that tourists do not only evaluate a hotel or restaurant, but the complete experience that begins with arrival in the country, continues with the quality of roads, the organization of traffic, the cleanliness of public areas, the functioning of utility services, and the overall layout of the destination.

"In recent years, certain progress has been made, but challenges remain that recur almost every season - traffic jams, lack of parking spaces, burdened local infrastructure and the need for more efficient utility services in the busiest tourist areas," said Jovović.

He believes that tourism is not only the responsibility of the economy, but that it involves the coordinated work of the state, local governments, public enterprises and the private sector.

"Only by working together can we improve the overall quality of the destination," said Jovović.

The lack of labor, according to him, remains one of the biggest challenges for Montenegrin tourism this year.

"Employers have started the hiring process earlier than in previous years and have made significant efforts to secure the necessary number of employees. However, the problem is not just the quantity, but the quality of the staff," said Jovović.

The greatest capital of tourism, he added, is not hotels and restaurants, but people, because it is the employees who determine the quality of the tourism product with their knowledge, professionalism and attitude towards the guest.

"Therefore, continuous investment in education, professional training and improvement of working conditions is necessary to make tourism an attractive profession for the domestic workforce," explained Jovović.

He believes that hiring workers from abroad today represents an important part of the functioning of the tourism sector and greatly helps the economy to respond to seasonal needs, but that it should not be the only long-term solution.

"It is necessary to further improve the procedures for issuing work and residence permits, speed up administrative procedures and continue their digitalization so that employers can plan their business in a timely manner," said Jovović.

According to him, it is necessary to work systematically to strengthen the domestic workforce through dual education, more intensive cooperation between the education system and the economy, as well as creating conditions for young people to recognize tourism as a profession in which they can build a long-term career.