Montenegrin farms are set to engage in a new 27-month agriculture and tourism initiative supported by TUI and Germany’s GIZ. The program aims to enhance rural income by establishing a more direct connection between local food production and tourism demand.
Named the TUI Field to Fork Western Balkans, this program encompasses Montenegro, Albania, and North Macedonia. It plans to train 120 participants from 90 agricultural households and create over 20 new rural tourism products and services.
The initiative is designed to attract at least 1,000 visitors and establish a minimum of 20 partnerships between agricultural producers and tourism enterprises. Specific beneficiary numbers and funding details for Montenegro have yet to be revealed.
This program will integrate regenerative farming practices with farm visits, local food experiences, gastronomy, and various tourism services. For Montenegro, this approach could facilitate a greater allocation of tourism spending towards domestic producers, particularly benefiting northern and central regions where agriculture plays a crucial role but access to premium markets is limited.
Despite the significant food demand generated by Montenegro’s tourism sector, hotels, restaurants, and retailers predominantly depend on imports. Enhanced collaboration between farms and tourism operators could increase the share of domestic agricultural products consumed while providing rural households with additional income opportunities beyond traditional commodity sales.
The initiative aligns with broader trends toward higher-value tourism that emphasizes local food, sustainability, and enriching visitor experiences rather than merely expanding accommodation options. The commercial success of the program will hinge on whether pilot projects evolve into sustainable supply relationships and foster repeat tourism visits.
The overarching opportunity for Montenegro’s rural economy lies in transforming robust tourism expenditures into a more stable domestic market for local agricultural products.
