In the first half of 2024, Montenegro has experienced a 25% increase in tourist arrivals from the United Kingdom, Germany and France compared to the same period last year. This surge represents a remarkable 78% rise when compared to 2019, as reported by Ana Tripković Marković, Director of the National Tourism Organization of Montenegro (NTO).
Currently, official statistics cover only the first six months of the year. These figures indicate that tourism traffic from January to July remained steady compared to the previous year, with a notable 17% increase compared to 2019.
The NTO also relies on weekly data from local tourism organizations, which, while unofficial, helps gauge tourism trends. As of August 8, 2024, Montenegro welcomed 196,000 tourists, maintaining the same level as the previous year. The highest concentrations of tourists were in Budva, Ulcinj, Herceg Novi, and Bar. Hotel accommodations have seen consistent growth, with a 5% increase compared to last year and an 18% rise from 2019.
Until official statistics are available, the NTO uses tourist tax revenue as a key performance indicator. The Ministry of Finance reports that tourist tax revenue has reached EUR 1,273,347.82, marking a 3.25% increase from the previous year.
The NTO’s strategic focus on markets in the UK, Germany, and France is part of a long-term plan to attract high-spending tourists. Tripković Marković emphasized that this approach not only boosts tourism revenue but also supports sustainable tourism development. Marketing initiatives, including new airline routes and extensive digital campaigns, have significantly contributed to a 25% increase in arrivals from these markets compared to last year and a 78% rise from 2019. Noteworthy events, such as a destination forum in Germany, have further strengthened these efforts.
Regarding the decline in visitors from Russia and Ukraine—previously a substantial source of tourist traffic—Tripković Marković noted that the NTO’s diversification strategy and promotional campaigns across approximately 30 countries have helped offset this loss. The increase in tourism arrivals in 2023, compared to both 2022 and 2019, suggests that new markets have successfully compensated for the decrease from Russia and Ukraine.
To enhance Montenegro’s tourism appeal, Tripković Marković highlighted the need for improved infrastructure and expanded accommodation in lesser-known areas. Diversifying the tourism offering with cultural tours, gastronomic experiences, and wellness activities, along with ongoing training for tourism professionals, is essential for elevating service quality and visitor satisfaction. Emphasizing sustainability will further enhance Montenegro’s attractiveness, as tourists increasingly seek destinations committed to environmental responsibility.
Additionally, Montenegro has seen growth in tourism from Serbia and Bosnia and Herzegovina. In the first half of 2024, visitors from Serbia increased by 10% compared to 2023 and 35% compared to 2019. Overnight stays from Serbian tourists grew by approximately 17% from the previous year and 60% from 2019. Similarly, tourism from Bosnia and Herzegovina showed a 3% increase in the first half of this year compared to 2023 and a 30% rise compared to 2019. Overnight stays from this market increased by about 9% from last year and 45% from 2019.
