The National Tourism Organization of Montenegro successfully conducted a three-month promotional campaign targeting the French market in cooperation with the well-known platform fr.lastminute.com. The campaign aimed to attract French travelers by showcasing Montenegro’s sun and beaches, natural beauty and outdoor activities, as well as its rich cultural and gastronomic offerings.
The campaign generated over 2.7 million impressions, with Instagram content achieving the highest engagement and exceeding expectations in views and interaction.
As a result, travel bookings from France to Montenegro for March-May 2025 increased by 14% compared to the same period last year. Notably, bookings for July in May grew by 20%, highlighting the effectiveness of the promotional efforts.
The campaign addressed diverse traveler behaviors, from early planners to last-minute decision-makers. Data showed that the average stay of French tourists is around seven days, with a growing trend toward longer stays of 10 to 14 days, opening opportunities to promote both short city breaks and longer thematic tours across Montenegro.
Additionally, about two-thirds of bookings included flight and accommodation packages, indicating French tourists’ preference for convenient and cost-effective travel solutions. The campaign emphasized direct flights and attractive packages to further boost interest in Montenegro as a travel destination.
