The municipality of Žabljak has initiated the development of a new local tourism strategy aimed at enhancing its competitiveness and establishing a sustainable year-round tourism framework. This initiative is part of the “Transformacija uz Transdinariku – Phase 2” project, which is funded by the European Union through the Interreg Danube Programme, with assistance from the Croatian international development agency MARA.
As part of this strategy, local authorities conducted an extensive survey involving tourists, residents, and business operators to assess the current tourism offerings, identify weaknesses, and set priorities for future growth in one of Montenegro’s key mountain destinations.
The findings reveal that Žabljak is well-regarded as a nature-focused tourism spot, especially among those seeking outdoor activities and scenic alpine views. A notable portion of visitors comes from higher-income brackets, with many having monthly incomes exceeding €5,000, indicating that the destination attracts travelers with significant purchasing power.
Visitor behavior further underscores Žabljak’s strong reputation, with over 55 percent of tourists arriving based on personal recommendations and 39 percent visiting for the first time. The average duration of stay is approximately three days, highlighting an opportunity for local tourism operators to encourage longer visits.
The natural environment remains the primary draw for tourists. According to survey data, 30.4 percent of visitors are primarily motivated by natural attractions, while 26.1 percent engage in active holidays that include hiking and cycling. Satisfaction levels regarding the region’s natural landscapes are notably high, with 87 percent of tourists expressing strong satisfaction.
In terms of active tourism experiences, 35.4 percent of visitors rated hiking and cycling routes as excellent, emphasizing the significance of Durmitor National Park and its surrounding mountains as key tourism assets. The local gastronomy also received favorable reviews, with 45.5 percent satisfaction regarding food offerings and 31.8 percent appreciating cultural events.
Despite these positive aspects, the survey highlights a disparity between Žabljak’s natural potential and the necessary infrastructure to support a modern tourism economy. While tourists commend the environment, residents and business owners point out structural issues that hinder further development.
Tourism is widely acknowledged by locals as a major economic driver; about 66 percent believe it enhances overall quality of life, while 56 percent assert it significantly boosts Žabljak’s visibility and reputation. Additionally, 51 percent view tourism as an important supplementary income source for households and small businesses.
However, satisfaction with the existing tourism infrastructure remains low; only 6 percent of residents express full contentment with current offerings due to concerns regarding infrastructure quality, transport accessibility, and service standards. Transport infrastructure specifically received some of the lowest ratings in the survey.
This situation presents a structural challenge for Žabljak’s development as a mountain tourism destination. On one hand, it boasts some of the most distinguished natural landscapes in the Western Balkans, featuring attractions like the Durmitor mountain range and Tara canyon. Conversely, inadequate tourism infrastructure limits its ability to fully leverage these natural assets.
Local authorities view the new tourism strategy as essential for transforming Žabljak into a more competitive and diversified destination. The strategic goal is to transition from a short-term seasonal tourism model to a sustainable year-round mountain tourism economy that attracts visitors throughout all seasons.
To achieve this transformation, coordinated investments are needed across several areas including transport connectivity, accommodation quality, digital services, tourism management, and destination branding. Enhancing active tourism infrastructure—such as cycling paths and hiking networks—is anticipated to be crucial in this new development approach.
Moreover, planners emphasize preserving environmental integrity as vital for long-term attractiveness. The ongoing appeal of Žabljak hinges on maintaining its natural landscapes that define its tourism identity. Thus, sustainable practices and careful spatial planning will be central components of the strategy.
This analysis reflects broader trends seen in many mountain regions across Southeast Europe where areas rich in natural resources often struggle to convert these assets into sustainable economic benefits without jeopardizing their ecosystems.
For Žabljak, this new strategy aims to bridge existing gaps—capitalizing on its strong reputation among tourists while addressing infrastructure shortcomings that currently impede growth. If successful in implementing planned reforms and investments, Žabljak could solidify its status as a leading alpine tourism hub in the Western Balkans.
