In the first half of 2023, Montenegro’s tourism sector reported stable aggregate visitor numbers, but a significant shift in the composition of foreign demand was noted. Increased arrivals from Serbia, the United Kingdom, Germany, Poland, and Russia helped offset declines from Austria, Israel, France, and other EU markets.
Specifically, Serbian visitors accounted for 260,548 overnight stays in collective accommodations, marking an increase from 227,529 in the same period last year, representing a growth of approximately 14.5 percent. This solidifies Serbia as Montenegro’s largest single source market.
British tourists contributed 159,624 nights, reflecting a rise of 7.2 percent. German overnight stays also increased by 10.1 percent, totaling 120,378. Poland showed notable growth with a 20.8 percent rise to 82,723 nights.
The number of Russian tourists rose significantly from 50,174 to 68,114, an increase of nearly 36 percent. Additionally, visitors from Bosnia and Herzegovina increased by 12.8 percent, reaching 72,843 nights, while the Netherlands saw a nearly 29 percent rise to 16,323 nights.
Conversely, some markets experienced declines. Austrian overnight stays dropped sharply from 39,073 to 20,958, a decrease exceeding 46 percent. Israeli visits fell by 33.3 percent, totaling 63,743 nights, and French visitors decreased by 8.5 percent, contributing 117,055 nights.
Croatian stays declined from 32,458 to 29,583, while Slovenia saw a decrease from 13,227 to 12,384. The downturn in these markets partially counterbalanced the gains made by visitors from Serbia and other countries.
The data highlights varying commercial values and risk profiles associated with different visitor groups. Tourists from Serbia and Bosnia and Herzegovina typically benefit from road access and familiarity with the region. These markets provide stability but may be sensitive to factors such as congestion and border delays.
Diverse demand from British, German, Polish, and Nordic tourists relies more on airline capacity and direct flight connections. While these markets can enhance hotel occupancy rates and extend visitor stays, they are vulnerable to external scheduling decisions made by airlines.
The Russian and Israeli markets present high-value opportunities but are influenced by geopolitical factors. Despite limited European connectivity for Russian travelers, their numbers have increased; however, the decline in Israeli visits illustrates how quickly external conditions can impact travel decisions.
This shift in tourism dynamics underscores the importance of tailored accommodation strategies. Different regions within Montenegro—such as Budva’s mass-market hotels and Tivat’s luxury offerings—require distinct approaches to meet varying visitor behaviors effectively.
A robust tourism strategy for Montenegro should integrate stable regional markets with enhanced air connectivity to northern and western Europe. The first-half statistics indicate that while Montenegro has achieved stability through market substitution strategies, broader growth remains necessary for long-term sustainability.
