Montenegro is an attractive destination, according to the Minister of Tourism, Simonida Kordić, who emphasized the importance of both tourist and local satisfaction, as it directly influences the overall perception of the country.
Kordić participated in the Ministerial Summit at ITB Berlin 2025, dedicated to improving the investment climate and shaping the future. She stated that such investments have a unique ability to foster stability and peace by creating economic opportunities, as well as strengthening cross-border cooperation and social cohesion.
“The goal is not to destroy what we offer to tourists. We aim to preserve the authentic and pleasant experience. Like other Mediterranean countries, we recognize that it is challenging to maintain these advantages during the peak summer season. As the responsible department, we are working to extend the season beyond these months,” said Kordić.
She also highlighted Montenegro’s incredible potential beyond the coastal areas, especially in the hinterland and northern regions, where efforts are underway to promote active and nature-based tourism.
The event brought together over 20 high-ranking representatives from countries and international organizations to discuss topics such as “Investments in Tourism as a Driver of Stability and Peace” and “Public-Private Partnerships for Increased Investment in Tourism.” This platform, organized by ITB Berlin and UN Tourism, explores tourism-based solutions for economic resilience, peace, and sustainability.
“We all share similar challenges, whether we have a small or large economy. Tourism is the most democratic industry, meaning everyone who wants to participate can do so. This encourages people, especially vulnerable groups, and fosters unity. Tourism is a great sector where, by contributing to it, you grow as well,” said Kordić.
She added that the toughest times create opportunities for change, where everyone can come together to build a better world.
Earlier, on the sidelines of the tourism fair, Kordić also met with Eduardo Santander, the Executive Director of the European Travel Commission (ETC), and Luxembourg’s Minister of Economy, Energy and Tourism, Lex Deles. The meetings focused on improving air connectivity and strengthening further cooperation with Montenegro.
