Montenegro’s tourism, once the backbone of the national economy, is now collapsing, warns Zorka Raičević, owner of the agency Eastwest Voyage Montenegro. She says that instead of a record summer season, the country faced empty hotels, chaotic beaches, and disappointed guests, while neighboring destinations like Albania and Croatia recorded growth.
According to Raičević, the main reasons are high prices compared to poor quality, weak infrastructure, and a chronic lack of workers. Tourists were willing to pay more if the service matched expectations, but instead they encountered dirty beaches, poor service, and overall dissatisfaction. She stressed that such a “quick profit” policy has backfired, pushing guests away and damaging Montenegro’s reputation.
Meanwhile, the minister in charge of tourism has been criticized for spending over 32,000 euros on trips to places like Marrakesh, Cuba, Abu Dhabi, and the United States. Raičević argues that these visits are personal luxury rather than promotion of Montenegro, since these are not markets that send tourists to the country.
She warns that Montenegro risks losing its status as a desirable destination if changes are not made quickly. Raičević calls for the minister’s resignation, claiming that instead of solving problems she is wasting resources and demotivating young people.
Recent tourism fairs were also described as failures, organized without strategy, without involving relevant companies from the private sector, and producing no real results. According to Raičević, this is not promotion but “political tourism” that misuses public funds.
For Montenegro to recover, she concludes, the country needs a clear tourism strategy, professional selection of participants, and a focus on concrete results instead of wasteful appearances.
