Despite growth in arrivals and overnight stays in the first half of the year, Tivat recorded a decline in tourism revenue in July, indicating an uneven season.
Nina Lakičević, director of the Tivat Tourism Organization, notes that August and promising reservations have restored optimism. The town is increasingly attracting high-paying visitors, positioning itself as a luxury Mediterranean destination. The focus is on service quality, extending the season, collaboration with the private sector, and preserving natural resources amid competition and seasonality.
In the first six months, arrivals grew by 5% and overnight stays by 4% compared to last year. However, revenue for the first seven months fell by 2%, reflecting a weaker July. Early data shows that 78% of guests stay in private accommodation, while 22% are in hotels, over 60% of which are five-star, highlighting Tivat’s high-end positioning. Most visitors are aged 35–54 with monthly incomes above €2,500. Key markets include Serbia, Russia, Turkey, the UK, and growing interest from the US, Israel, Azerbaijan, India, and Scandinavia.
Tivat is developing as a modern, cosmopolitan city with a strong focus on luxury nautical tourism, cultural experiences, and gastronomy. The destination emphasizes combining modern amenities with authentic Mediterranean charm and proximity to natural attractions, including islands, beaches, and inland outdoor activities.
The Tourism Organization works closely with the private sector, local communities, and NGOs to enhance services, extend the season, and offer quality year-round experiences. Challenges include seasonality, infrastructure pressure during summer, and the need to preserve natural resources.
Plans include international promotion, digital marketing campaigns, new off-season events, improved tourist signage, thematic routes, and active tourism offerings. The conclusion of the Ocean Race at Tivat’s waterfront is seen as both a challenge and an opportunity to strengthen the city’s reputation as a year-round, high-quality destination.
