Ada Bojana tourist resort is having one of its best seasons this year, recording a 26% increase in revenue and 15% more overnight stays as of August 8, with expectations that the trend will remain stable until the end of the season. According to Armend Mila, executive director of HTP “Ulcinjska Rivijera,” the results reflect good preparation, improved offers, and growing interest from both domestic and foreign visitors. Although instability in Serbia, the main market, had an impact, the resort compensated by attracting tourists from other countries.
A major transformation is ahead as the company begins a five-year strategy to renovate eight unused accommodation units in the “Old Ada” area, which has been closed since 1995. These will be turned into 16 luxury apartments as part of a high-end naturist concept called “ADA Private Collection,” featuring private beach access, cabanas, a separate entrance, and electric vehicles for guest services. Glamping facilities are also planned, with an emphasis on eco-friendly standards and potential “Ecolabel” certification.
When Mila took over as executive director in January, the company was in financial crisis, with unpaid salaries, blocked accounts, supplier debts, and court disputes. State funding of €600,000 provided a lifeline, enabling initial improvements such as security cameras, digital entry systems, a centralized reservation system, and a new beach bar on the textile side of the beach. Infrastructure upgrades, including new walkways and partial street lighting, have also been completed.
Mila sees Ada Bojana as one of Montenegro’s most valuable tourism assets, with unique potential on the Adriatic. With 90% of the beach dedicated to nudists and growing global demand for naturist resorts, he aims to raise accommodation and service standards to attract guests from northern Europe and beyond.
Rejecting any possibility of privatization, Mila insists the site must remain state-owned, with development financed through the company’s own resources and loans. His vision is for Ada Bojana to become a unique luxury destination in Europe, combining natural beauty with high-quality service and facilities.
