The future of Montenegrin tourism depends on how much we are willing to invest in quality, people, and experiences, said Žarko Radulović, President of the Montenegrin Tourist Association (CTU). He emphasized the need to develop a tourism sector that is not solely dependent on the summer season but thrives year-round.
Speaking at the celebration of the New Tourist Year at the Splendid Hotel in Bečići, Radulović highlighted that tourism is more than just an economic sector; it is a way to show the world who we are and what we offer.
Radulović praised Montenegro’s natural beauty, from crystal-clear seas to majestic mountains and pristine national parks. However, he emphasized that beauty alone is not enough. Vision, effort, and passion are needed to create experiences that people will remember and return to.
“Tourism is more than hotels, restaurants, and beaches. It is emotion, experience, and the story each of us tells. Every tourist worker, from a host at a rural guesthouse to a receptionist in a luxury hotel, carries part of the responsibility for Montenegro’s image,” he said.
Radulović stressed the importance of creating a tourism model that respects nature, traditions, and provides guests with authentic experiences. He believes that Montenegro should be a destination people love, return to, and talk about with excitement.
“We have everything we need; now it’s time to show the world the best we can offer,” Radulović added.
Tourism Minister Simonida Kordić, who couldn’t attend the event, sent a message acknowledging the challenges faced in the industry, such as infrastructure and administrative barriers. However, she noted that the Ministry is committed to overcoming these challenges and improving the tourism sector for future seasons.
Kordić mentioned efforts to enhance winter tourism, including funding for artificial snowmaking at Žabljak, which will improve the quality of the winter offer. The project will be extended to Kolašin next year to stabilize and predict winter tourism seasons.
The Ministry is also working on digitalizing the tourism sector to streamline operations, eliminate business barriers, and reduce the shadow economy. Kordić emphasized the importance of transparency and efficiency.
Addressing traffic challenges during the summer, Kordić advocated for the introduction of transit fees to regulate traffic, reduce congestion in coastal cities, and improve the overall tourist experience.
In response to geopolitical challenges, the Montenegrin government, in collaboration with the Ministry of Foreign Affairs, introduced a temporary visa-free regime for certain countries, opening new markets to compensate for the decline in tourists from Russia, Ukraine, and Belarus.
Kordić stressed the importance of maintaining regional tourism markets and collaborating on joint tourist packages to promote Montenegro as an attractive and competitive destination, in line with EU standards.
Nina Drakić, President of the Chamber of Commerce (PKCG), highlighted that tourism is one of Montenegro’s key economic pillars. She emphasized the need for sustainable growth, encouraging investments, and fostering a predictable business environment. Drakić called for unity and dedication in addressing challenges and improving the sector.
