This year, more affordable destinations are expected to see the greatest increase in travel due to heightened price sensitivity among potential tourists, which represents an opportunity for Montenegro, according to the Director of the National Tourism Organization (NTO), Ana Tripković Marković.
Tripković Marković, along with the Director of the Montenegrin Convention Bureau, Aleksandra Maksimović, participated in the exclusive Global Leaders Forum in Dublin, hosted by the National Tourism Organization of Ireland.
“This inaugural event, organized by Destinations International, the largest and most respected global association for destination organizations, gathered tourism leaders from both the public and private sectors worldwide, including international organizations, national tourism organizations, convention bureaus, and airlines, to discuss modern challenges, opportunities, and the future of global tourism,” stated the NTO.
Tripković Marković expressed her honor in participating in the first Global Leaders Forum, which brought together the elite of the global tourism industry.
“Panel discussions included renowned experts such as Adrian Cooper, the CEO of Oxford Economics, who presented a comprehensive analysis of economic trends and their impact on tourism. He highlighted the strong recovery of tourism last year, with two-thirds of European countries surpassing 2019 figures, forecasting a growth in international travel this year of 6-8%,” said Tripković Marković.
Maksimović, focusing on business travel, noted that it is encouraging that research shows a strong recovery and a return to pre-pandemic levels.
“The business events industry has the power to transform destinations, playing a crucial role in driving economic growth, fostering innovation, and shaping the future of global interactions, as emphasized during the forum. Sustainability in business events is becoming a strategic imperative in Europe, and the use of artificial intelligence tools has become commonplace in daily operations, trends we must follow when organizing events in Montenegro to remain competitive,” Maksimović added.
In a striking session at the Global Leaders Forum, titled “Global Insights – Navigating the Changing Landscape of Tourism,” participants shared their strategies for managing the industry through turbulent times.
The panel addressed critical issues such as workforce development, managing overtourism, and the evolving role of destination marketing organizations.
Destinations are focusing on expanding tourism both geographically and seasonally, in order to manage overtourism and create opportunities for less-visited areas and tourism outside peak seasons.
Stronger collaboration between public tourism organizations and private sector entities like hotel chains and airlines is key for efficient destination marketing and management, according to some of the panel’s key takeaways.
A session on the future of aviation gathered leaders from the aviation industry, who agreed that despite challenges, the aviation sector is on the path to recovery and showing resilience, driven by new routes, improved efficiency, and customer-focused innovations, while adaptability remains crucial for the future of aviation in an increasingly competitive global market.
For Tripković Marković and Maksimović, participation in the forum was also an opportunity to meet with representatives of the most influential international tourism organizations and exchange experiences with over 100 colleagues from 23 countries.
Destinations International is the largest and most prestigious global association of destination organizations, convention bureaus, and tourism organizations. With more than 8,000 members and partners from over 750 destinations in 34 countries and territories, the association represents a powerful community that thinks forward and collaborates globally.
