According to unofficial data received by the National Tourism Organization (NTO) from local sources, Montenegro hosted 40,200 tourists at the end of last week, which is about three percent more than the same period last year.
NTO representative Milena Vujović told Mina-business agency that on May 15, there were 40,200 tourists in Montenegro, marking a 42 percent increase compared to 2019.
When asked about the trends and whether they are satisfied with the pace of the tourism season preparations, Vujović said the situation is unfolding according to expectations.
“From the very beginning, we expected the season to be at last year’s level, which is also confirmed by the weekly data we receive. These are unofficial figures on tourist traffic from local tourist organizations and generally show we are on par with the previous year,” she said.
She added that in some periods there has been growth compared to last year and also relative growth compared to 2019.
“At the beginning of April, we conducted a survey among the tourism industry to assess their satisfaction with forecasts and the current situation. The results showed that the tourism sector is very optimistic about this summer season,” Vujović said.
According to her, 92.8 percent of respondents said they were highly satisfied with the forecasts for the upcoming period and summer months, while 7.2 percent were not satisfied at that time.
“Comparing this year’s forecasts with previous years, around 50 percent said the outlook is at last year’s level, 17 percent said it is better than the previous year and 2019, while the rest could not yet assess,” she explained.
When asked if Montenegro has succeeded in attracting new markets or still relies on traditional ones, Vujović said that, according to their survey results, the best prospects are from regional markets again, followed by the UK, France, and Germany.
“We are also seeing good prospects from Poland, the Baltic countries, Turkey, and Israel,” she added.
She clarified that it is not just relying on traditional markets but focusing on strategically important markets for Montenegro where continuous work and promotion are essential.
“Primarily these are France, the UK, and Germany. Our focus has indeed been on these markets recently, aligned with the campaign ‘Uncover your wild side,’ which targets them specifically,” Vujović said.
She also emphasized the importance of markets in the Baltic countries, Poland, and some distant ones such as China and the United States.
“The continuation of the ‘Uncover your wild side’ campaign is expected soon, adapted for the region and other markets, so the majority of budget funds this year will again be allocated to digital promotion channels,” she announced.
Regarding incentive measures in tourism, Vujović said the Ministry of Tourism and NTO announced a public call on May 12 for a tourism support program for this year.
“The call will implement seven targeted support measures, all aimed at improving the destination’s competitiveness, expanding the offer, and extending the tourist season,” she explained.
The Ministry of Tourism is implementing three support measures.
“The first relates to events and organizing activities, the second to improving rural tourism quality, and the third to enhancing other tourism segments and digitalization,” Vujović said.
NTO will implement four incentive measures.
“The first focuses on improving MICE tourism in Montenegro, the second on organizing study visits for tour operators and travel agents from emitting markets, excluding the regional market. The third measure concerns partnerships with tour operators and agents, also excluding the regional market, focusing on the UK, France, Germany, and other emitting markets,” Vujović said.
The fourth measure involves promoting organized air arrivals through a joint marketing campaign with tour operators.
“The total budget, together with the Ministry of Tourism, is 1.4 million euros, while the measures implemented by NTO have a budget of about one million euros,” Vujović concluded.
