Montenegro’s Ministry of Tourism has unveiled an ambitious plan for the 2024/2025 winter season aimed at enhancing the country’s tourism offerings and ensuring a successful season, regardless of weather conditions. The preparations, which began in September, focus on modernizing key ski resorts like Kolašin and Savin Kuk, improving infrastructure, and introducing new activities to position Montenegro as a top year-round destination. The National Tourism Organization of Montenegro (NTOCG) is actively involved in promoting the country on global tourism markets to attract both local and international visitors.
Key focus areas for winter tourism:
- Infrastructure upgrades:
- New ski lifts & snowmaking systems: The winter season plan includes the installation of new ski lifts at Kolašin 1600 and the development of artificial snowmaking capabilities. The Ministry is prioritizing investments in winter sports infrastructure to ensure the resorts can operate effectively even in mild winters.
- Improved facilities for all-year tourism: In addition to traditional winter activities, the country plans to introduce year-round experiences such as guided herb-picking tours and gastronomic experiences, giving visitors a chance to explore Montenegro’s authentic natural beauty and local flavors.
- Diversification of offerings:
- Alternative activities: In case of insufficient snowfall, the Ministry plans to diversify the tourism offering with activities like panoramic walks, mountain biking, hiking and cultural tours. The aim is to provide tourists with a well-rounded experience, no matter the weather conditions.
- Kolašin and Žabljak developments: For the 2024/2025 winter season, new developments include beginner ski areas at Savin Kuk, as well as a temporary training facility for skiers, featuring a moving carpet and tubing slopes at Žabljak.
- Strengthening regional tourism:
- Enhancing coastal and central region offerings: The winter season strategy also includes expanding offerings in Montenegro’s coastal and central regions, particularly through hotels catering to MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism and events around the New Year and Christmas holidays.
- Complementary products for tourism providers: Efforts are being made to offer complementary tourism experiences that will help local businesses operate independently of weather conditions, boosting year-round tourism potential.
Strategic developments and investments:
- Ski resorts in focus: Kolašin, in particular, is emerging as a prime investment area, with infrastructure projects underway to make it a more sustainable winter tourism hub. The municipality is committed to ensuring that the resort doesn’t repeat the snowless season that caused significant losses last year. Plans include sourcing water from the Ljevaja River for snowmaking purposes to guarantee optimal conditions.
- Tourism promotion: NTOCG has been working to increase Montenegro’s visibility on international tourism platforms. This includes promotional campaigns in major markets like Germany, France, and the UK, as well as participation in prestigious tourism fairs such as the ones in Tokyo, Paris, London, and Barcelona. Increased air connectivity from British cities has significantly boosted tourist arrivals from the UK, with a 30% increase compared to last year.
- Digital and media campaigns: The NTOCG has also launched digital marketing campaigns targeting key international markets. Partnerships with major British media outlets and tour operators like jet2holidays have helped reach a broader audience, contributing to a rise in tourist numbers from the UK and reinforcing Montenegro’s image as an attractive destination.
Looking ahead:
With a comprehensive approach to infrastructure improvement, a diversified tourism offer, and targeted international promotion, Montenegro is gearing up for a successful 2024/2025 winter season. The country is focused on strengthening its position as a leading winter destination while also ensuring it remains a year-round tourist hub with a mix of activities and experiences to appeal to a wide range of visitors. The Ministry’s strategic initiatives aim to create a more resilient and sustainable tourism sector that can thrive even during uncertain weather conditions.
