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Montenegro Quality project: Elevating tourism standards for a vibrant destination

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The National Tourism Organization of Montenegro (NTO CG) unveiled the Montenegro Quality project to local tourist organizations today, aiming to elevate tourism standards by introducing a quality brand for businesses operating in the tourism sector and related activities, thus enriching the tourist experience.

With the Montenegro Quality project, NTO CG continues its efforts to enhance Montenegro’s standing as a tourist destination through a series of initiatives that engage all local tourist organizations. It also offers opportunities for representatives of the tourism industry seeking to enhance the quality of services they provide.

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“Last year, we conducted a pilot project called ‘Integrated Quality Management in the Destination,’ which evaluated the online reputation of tourism quality in two municipalities, Kotor and Cetinje. This year, we are excited to extend this effort across all 23 remaining municipalities in Montenegro through the Montenegro Quality project,” stated Ana Tripković Marković, Director of NTO CG.

She highlighted that the project encompasses various activities, including the introduction of a quality brand, educational programs for local tourist organizations and the tourism sector focusing on service quality, and the development of a concept for implementing the Montenegro Pass destination card.

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“A pivotal aspect of this project is establishing a quality brand, aimed at enhancing tourists’ experiences and positioning Montenegro as an appealing year-round destination. Our goal is not only to attract guests to our destination but also to ensure they leave satisfied, becoming advocates who attract more visitors to Montenegro through positive word-of-mouth,” Tripković Marković emphasized.

The Montenegro Quality project will also feature activities such as educational sessions for tourism professionals, surveys on public attitudes toward tourism, and analyses of digital marketing strategies, all aimed at improving destination quality.

The project’s first phase will involve awarding the quality brand to hotels, food and beverage establishments, campsites, local producers, accommodation providers, wellness centers, museums, national parks, souvenir shops, cable cars, and ski resorts.

Local tourist organizations expressed high expectations for the project, anticipating that its implementation would contribute to the development and enhancement of the tourism product. All activities under the project will be entirely free for local tourist organizations and other tourism stakeholders.

“We would like to express our gratitude to the National Tourism Organization, which includes northern Montenegro and smaller tourist organizations in such projects. This project is significant for us as emerging tourist destinations. We believe that the data obtained through this project will provide insight into the current quality of the tourist offer in our towns and serve as guidelines for further improvements,” said Radonja Vuković, Director of Mojkovac Tourist Organization.

Similarly, the Zeta Local Tourist Organization is optimistic about the project’s potential and believes it will be highly beneficial to all tourism stakeholders in their municipality.

“This project is very important to us, as we are starting from scratch, considering that we are a newly established local tourist organization. We are confident that the data we receive will show us where we currently stand in terms of the quality of the tourist offer and serve as guidance for further improvement,” emphasized Tatjana Bojanić, Acting Director of Zeta Tourist Organization.

Feel IQM, the organization responsible for implementing the project on behalf of NTO CG, is a member of the World Tourism Organization and the World Travel and Tourism Council. It has also led numerous award-winning projects worldwide.

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