Last year proved to be exceptionally successful both financially and in terms of tourism numbers, according to Dragan Grnović, the director of the Podgorica Tourism Organization (TO). Monstat’s official data for 2023 revealed that the capital city welcomed 181,533 tourists, marking a 14% increase from 2022, with a total of 352,123 overnight stays, reflecting a 6% rise compared to the previous year.
Grnović highlighted that the Podgorica TO significantly exceeded its 2023 budget expectations, reporting a 34% increase in revenue from tourist taxes and membership contributions, which are crucial funding sources. These surplus funds will greatly facilitate operations in 2024 and support the financing of new projects and events aimed at enhancing the city’s tourism offerings. In terms of visitor demographics, approximately 40% of tourists originate from regional countries such as Serbia, Croatia, Bosnia and Herzegovina, Macedonia, and Albania, while international tourists primarily come from Israel, the Russian Federation, China, Turkey, the United Kingdom, France, and Germany.
Regarding current visitor numbers, Grnović noted a 3% increase in tourists compared to January 2023, accompanied by a 4% increase in overnight stays, surpassing the previous record set in 2023. He also mentioned that the TO utilized the beginning of the year to analyze and compile a comprehensive database of registered and unregistered providers of private accommodation in the city.
Addressing challenges and initiatives, Grnović emphasized efforts to establish a bus line from the airport to the city, though this is currently hindered by ongoing demarcation issues between the capital city and the Municipality of Zeta. Additionally, the TO is actively working on projects to improve tourist infrastructure, including the redesign of the TO website, renovation of tourist signage, and the creation of furniture for urban beaches.
The TO is also focused on educational initiatives, organizing workshops for tourism industry representatives and collaborating with the Faculty of Tourism and Culture of the UDG to conduct research on tourist satisfaction with Podgorica’s offerings.
In terms of promotional activities, the TO showcased Podgorica’s tourism offerings at international events in Madrid, Belgrade, and Berlin, highlighting the city’s appeal to potential visitors.
Overall, Grnović emphasized the TO’s commitment to enhancing Podgorica’s tourism sector and providing a high level of service to visitors, while also addressing challenges and seizing opportunities for growth and development in the coming years.
