Diversifying the tourism product and expanding the offer across the entire country, as well as beyond the peak season, represent the foundation blocks of our planning and strategic documents
Tourism is a key economic sector in Montenegro, accounting for a third of the country’s GDP, but it is also vulnerable. Responding to the challenges we face is thus not the sole responsibility of a single ministry; it requires the collaboration of numerous stakeholders. Montenegrin Tourism Minister Simonida Kordić says that it is only through joint efforts between the government and the private sector that the “weak spots” in the country’s tourism offer can be addressed, making the country even more attractive. Moreover, in order to improve the tourism offer and align it with the needs and expectations of visitors, it is important to know how many tourists visit various destinations in the country, where they come from, and during which periods they visit. This allows the tourism industry to tailor its offers to different tourist profiles and, with the help of digital solutions, operate more efficiently.
“There is a direct link between transport and tourism that significantly influences the overall service quality expected by visitors to any destination. In this sense, we have established close cooperation with the Ministry of Transport and other relevant institutions to expand and improve both capacities and the first impressions of guests at points of entry to our country,” says Kordić.
That’s why one of her first meetings after taking office was with the Director of Montenegro Airports. “We discussed key initiatives to improve Montenegro’s air connectivity and develop airport infrastructure. We agreed on the need to actively negotiate with low-cost airlines to expand their flight network to Montenegro and thus improve connections with key European destinations,” explains the minister. She also notes the need for more efficient and secure border control procedures. “We have thus established more than satisfactory cooperation with the Police Directorate, to ensure the fast and safe flow of people, particularly during the summer season, when the majority of tourists arrive in Montenegro,” Kordić points out.
What are your specific plans for introducing digitalisation to the tourism sector?
— In line with modern trends and changes, it is to be expected that digitalisation, alongside the green transition, will play a crucial role in strengthening the tourism industry’s resilience against numerous and increasingly complex challenges. One model that we strongly advocate is the introduction of a unified, comprehensive system that would connect the tourism industry with other institutions, such as the Revenue Administration and the Interior Ministry. This would strengthen the fight against the grey economy, remove some existing business barriers, simplify guest registration, improve revenue from tourist taxes and enhance the control of tax payments and other obligations.
We advocate the introduction of a unified system connecting the tourism sector with various institutions in order to combat the grey economy, simplify guest registration and improve revenue collection from tourist taxes
The importance of this project is significant, as the processing and analysis of statistical data provides the basis for better tourism development. This involves work not only at the national level, but also at the level of local communities, where the tourism product is formed. On the other hand, the attractiveness of our offer is best presented through digital tools. Montenegro has a diverse range of products to offer tourists, and through the digitalisation that we envisage, this offer can be tailored to their needs and preferences. We – and here I’m referring to all partners in the tourism value chain – must remain committed to working together to not only meet tourist expectations, but exceed them – to the satisfaction of our visitors and the benefit of our population and the tourism industry.
What elements should be incorporated into the new tourism development strategy to ensure that Montenegro keeps pace with the major changes happening in this industry?
— The current Tourism Strategy expires next year, and we are already planning to engage relevant experts at the end of 2025 to work with the Ministry on a new document that will be harmonised with European practices and the needs of the domestic market. The new strategy will focus on preserving natural, cultural and other authentic resources, which form the basis for developing a year-round, diversified tourism offer. This will include sports, recreation, adventure, rural development, health tourism and more, meeting the growing demand of modern tourists for breaks in nature, at small hospitality establishments, family-run businesses, as well as high-quality modern accommodation. It is in these areas that Montenegro’s greatest tourism development potential lies.
Additionally, by developing destination management, we can be on the right track to better positioning Montenegro on the world tourism map.
What are your plans to extend tourist stays and increase local spending?
— Our goal is for Montenegro to be a sustainable tourist destination with what we call a “365-day offer”. Therefore, the diversification of the tourism product, spatially extending the offer across the entire country and temporally beyond the main season, forms the backbone of our plans, as outlined in our programme and strategic documents.
As a tourist destination, Montenegro is divided into eight tourism clusters, each with its own sociocultural, historical, traditional, natural and economic characteristics: Ulcinj with Ada Bojana, the Bar Riviera with Lake Skadar, the Budva Riviera, the Bay of Kotor, the Royal Capital Cetinje, the Capital City with the Central Region, Bjelasica, Komovi and Prokletije, and Durmitor and Sinjajevina with the rivers Tara and Piva. By connecting these areas, we create a unique and distinctive tourism product and authentic experience – something that’s sought by today’s tourists, particularly those coming from distant markets. The south and north of our country are not two separate entities; they are complementary, and we must draw benefits from that.
If we jointly manage to create a year-round tourism product, it is quite certain that this will also be the foundation for increasing local spending, as tourism contributes significantly to the development of nearly all other economic sectors.
What steps are you taking to support entrepreneurship and innovative initiatives in the tourism industry, particularly regarding sustainable development and new technologies?
— Entrepreneurship, with a focus on young people and women, as well as family businesses, is of particular importance to Montenegro’s tourism sector, as part of our industry is based on the work of micro companies and SMEs. In this regard, the Ministry of Tourism has been preparing and implementing annual programmes of incentive measures for tourism for several years now. The programme is applied through public calls for projects, and the Ministry provides financial assistance if the projects meet certain criteria.
Investments in tourism are crucial, and we work with the Competitiveness Council and the Foreign Investors Council to remove business barriers
As in previous years, this year’s Programme of Incentive Measures in Tourism promotes, among other things, the organisation of numerous events and festivals, contributes to improving the offer and raising the quality of services in rural and MICE tourism, and supports the development of innovative services in cultural, health, sports and other forms of tourism. The ultimate goal of the programme is to improve the offer, extend the tourist season and accelerate the development of the northern region of Montenegro. Among other things, this ensures proper destination management, the preservation of cultural and historical heritage, and adherence to principles and standards related to environmental protection.
When it comes to innovation and new technologies, it is also worth mentioning that Montenegro is the first non-EU country to adopt a Smart Specialisation Strategy for 2019-2024, in which “Sustainable and Health Tourism” is one of the four key development segments, further contributing to the diversification of the tourism product while respecting sustainability principles.
How do you plan to continue cooperation with Montenegro’s largest investors in tourism?
— Our business environment is a focus of attention and effort from all decision-makers. The importance of tourism investments is indisputable, particularly in light of global geopolitical and economic developments. In this regard, we work closely with the Competitiveness Council and the Foreign Investors Council in monitoring activities aimed at removing barriers to successful business operations. It is especially important to maintain a good relationship between investors, the relevant ministries and the Government’s General Secretariat, in order to maintain a relatively satisfactory situation, as evidenced by Montenegro’s improved ratings among reputable international credit agencies. We are therefore open to cooperation not only with the largest investors, but with all of them, so that we can together build a high-quality tourism product for Montenegro.
Tourism is the most significant economic sector in Montenegro, directly generating a third of the country’s GDP, with an even greater indirect contribution. Montenegro’s goal, and that of its society as a whole, is to become a full EU member as soon as possible, thus completing its integration framework and laying the foundation for long-term development based on the standards and values of modern democracies. In this context, the Montenegrin government intends to continuously advance the environment for foreign investment and, through a form of “economic transition”, make strides towards EU membership.
COOPERATION All partners in the tourism value chain must remain committed to working together to not only meet tourist expectations, but exceed them – as well as advancing our tourism economy | PLAN The government intends to continuously advance the environment for foreign investment and advance economic transition towards EU membership | RESILIENCE I expect that digitalisation, alongside the green transition, will play a crucial role in strengthening the tourism industry’s resilience against increasing challenges |
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