Significant budget funds are spent on travel and participation in international tourism fairs, but concrete results for Montenegrin tourism are still lacking, causing the season to start chaotically and without a clear strategy.
Infrastructure is neglected, air connectivity remains insufficient, and promotional activities—such as fairs—are often reduced to mere sightseeing trips by the Ministry of Tourism, with no real impact on attracting tourists.
This year, the Ministry of Tourism, together with the National Tourism Organization and local bodies, participated in at least seven major international fairs, from New York to Berlin, aiming to promote Montenegro as an attractive destination. However, the actual benefits of these trips remain unclear.
Experts highlight missed opportunities: Montenegro participated in the Munich fair, which offers direct contact with tourists, but skipped the Stuttgart fair—a key event for active holiday markets—which is considered a serious mistake.
Presentation at Munich was modest, with interest hampered by lack of flights, poor connectivity, and complicated logistics, reflecting negatively on results.
Compared to regional competitors like Albania, which invests heavily and professionally in fairs—branding entire halls and securing partnerships—Montenegro’s presence is weak. It has not participated in the Vienna fair for two years, despite Austria having direct flights to Montenegro year-round and strong tourism potential.
Montenegro is also less active in the German-speaking market overall. Political and economic stability suggest focusing on core European markets like Germany, Austria, and Switzerland, rather than riskier markets like Israel, China, or the U.S.
Industry professionals criticize that Ministry’s international fair participation has become an end in itself, involving large budget spending without measurable results. Meanwhile, competitors strategically secure flights, collaborate with tour operators, and invest in infrastructure, gaining growth and reputation.
A concerning trend is that Montenegro is losing status as a destination for longer stays. Many tour operators report losing multi-day bookings, turning the country into a transit stop where visitors briefly visit beaches or cafes but do not stay. Causes include poor infrastructure, weak connectivity, and an undefined offer often failing basic standards.
