Montenegro wants tourism to develop throughout the year and across its regions, rather than pursue mass tourism at any cost, Tourism Minister Simonida Kordić told a high-level panel at the World Travel Market (WTM) in London. The approach is intended to spread tourism benefits beyond the coast and make local communities partners in shaping policy.
Kordić presented the country as a match for changing traveller preferences, saying visitors increasingly seek deeper encounters with destinations and their people rather than only a conventional holiday. Montenegro offers an authentic, experience-led stay, she said, with landscapes where the sea meets the mountains drawing visitors and local hospitality, food and communities shaping their experience.
The minister said the goal is to extend tourism activity to the north and central region as well as the coast. This includes bringing new guests to rural households in the north and giving young people opportunities to start businesses in their home areas. She identified local communities as the most important partners in tourism policy.
Montenegro’s performance has received recognition from international organisations and media, according to results presented by Kordić. A report by the European Travel Commission (ETC) ranked the country first in Europe for reputation and guest satisfaction. At the World Travel Awards ceremony, Montenegro was named Europe’s leading destination for nature, while Kotor received the title of leading emerging destination.
BBC Travel highlighted Montenegro for its culture, gastronomy and value for money, and noted fewer crowds than in other parts of the Mediterranean. Kordić said success should be assessed not only by arrivals and overnight stays but also by tangible benefits for communities, international recognition, reputation and the country’s appeal.
She said Montenegro’s long-term competitiveness depends on visitors leaving satisfied and wanting to return, residents directly feeling the economic benefits, and natural and cultural resources remaining protected for future generations. The policy goal is for tourism to provide a year-round, regionally balanced benefit while maintaining that balance between visitors, residents and the country’s heritage.
