In Montenegro, according to unofficial data provided by local tourist organizations to the National Tourism Organization (NTO), 13,780 tourists were in the country on Thursday, marking a 96% increase compared to the previous year.
The number of tourists is also 80% higher compared to 2019.
Milena Vujović, a representative of the NTO, told Mediabiro that data from the Ski Resorts and local tourist organizations in the north show significant interest from visitors this season, which reflects growing confidence in Montenegro’s winter tourism offerings and the attractiveness of its mountains.
“However, the challenges faced, particularly regarding the unpredictability of snowfall, create major issues in fully utilizing the potential we have in the north. This situation requires additional efforts and adjustments to provide guests with a quality experience regardless of weather conditions,” said Vujović.
She also highlighted the recently concluded Kolašin Winter Art Fest as an excellent example.
Vujović mentioned that the snowfall in December attracted many visitors.
“Tourism Organization Žabljak reported that Savin Kuk ski resort had about 20 days of optimal skiing conditions, resulting in great attendance during that period,” she added.
Looking ahead, larger snowfall is expected in early February, which should lead to even better attendance.
“Most of the visitors are domestic guests, and when it comes to international tourists, they are predominantly from the region, particularly Serbia, Albania, and Croatia, especially in Žabljak,” said Vujović.
The NTO has, as stated, presented Montenegro’s tourism offerings in Madrid and New York, and preparations are underway for upcoming trade fairs in Munich and Riga, as well as one of the most significant tourism events – ITB in Berlin. There are also regional fairs in Belgrade and Banja Luka.
“In addition to the trade fair appearances, the start of the year is marked by preparations for numerous activities aimed at directly connecting the local tourism industry with key international partners. A large number of study visits from reputable tour operators, media representatives, and influential influencers are planned to further promote the destination,” said Vujović.
Simultaneously, business workshops will be organized, offering local entrepreneurs the opportunity to establish direct contacts and enhance the visibility of their tourism products in the global market.
According to her, like last year, special attention will be given to strengthening the presence on digital channels, particularly through the new “Uncover Your Wild Side” campaign.
Extensive marketing campaigns are planned, specifically targeting key markets, using modern technologies and personalized approaches.
“This will help us continue to strengthen the recognition of our destination and lay the foundation for a successful tourism season. Of course, the realization of all these activities will depend on the NTO’s budget”, concluded Vujović.
