Montenegro has immense potential for the development of winter tourism, but the key challenges lie in improving accommodation capacities in the north, enhancing existing ski resorts and activating others, alongside implementing artificial snowmaking systems, as stated by the National Tourism Organization (NTO).
In an interview with RTCG portal, NTO Director Ana Tripković Marković said that the weather conditions for this winter season have been favorable so far, providing optimism for a successful season.
“The results of a survey conducted by the NTO show that the majority of the tourism sector is satisfied with the upcoming forecasts—64.5% of respondents share this optimism, while 11% expect this season to outperform even the record-breaking 2019, and 40% believe it will be on par with the previous year,” said Tripković Marković.
However, the success of this winter season, as she pointed out, will heavily depend on snowfalls in the northern part of the country.
“We hope that favorable climatic conditions will allow Montenegro’s mountainous regions to reach their full potential, providing guests with unforgettable experiences and contributing to the success of this year’s season,” she added.
Montenegro, as she emphasized, has enormous potential for developing its winter tourism offering, but the main challenges remain in improving accommodation capacities, especially in the north of the country.
“Although high-end hotels have recently opened in Kolašin, further development of accommodation in all northern municipalities is necessary. Investment is needed in various types of accommodations, from luxury hotels to smaller, authentic properties, to cater to all types of tourists,” said Tripković Marković.
Equally important, she explained, is the continued development of existing ski resorts and the activation of other centers across the north, alongside implementing artificial snowmaking systems to secure the season in years with insufficient snowfall.
“In addition to skiing, we need to focus on offering diverse content such as winter festivals, gastronomic events, and adventure activities that will attract tourists regardless of weather conditions. Another important segment is improving air connectivity during this period. The development of these areas would significantly enhance Montenegro’s competitiveness as a winter destination,” she noted.
She also shared that the forecasts for the upcoming summer season are very optimistic, with strong interest at international fairs and business workshops in key source markets, indicating the potential for good results.
“NTO continues its intensive promotional activities as well as projects aimed at improving service quality, which is crucial for strengthening the destination’s competitiveness. In this regard, we have launched the Montenegro Quality project, which aims to enhance the overall tourist offering and improve the tourist experience,” said Tripković Marković.
She believes that market diversification is key to the stability and sustainability of the sector, as it reduces reliance on a limited number of markets and provides better resilience to international circumstances.
“Experience with market dominance has shown that depending on only a few sources can lead to significant risks in the event of political or economic changes. Therefore, the focus in the upcoming period should be on opening up to different and promising markets,” said Tripković Marković.
NTO has already taken significant steps toward diversification, including promotional activities in 25 countries.
“Special emphasis has been placed on the markets of the United Kingdom, France, and Germany, which have shown great interest in our destination, as well as on the markets of the Baltic states, Scandinavia, Poland, and the Czech Republic. Additionally, we recognize the potential of distant markets such as the United States (US) and China, where targeted promotional activities tailored to tourists from these regions are being carried out,” added Tripković Marković.
This diversification strategy, she concluded, not only reduces risks but also expands Montenegro’s tourist offering on a global level.
“Through new campaigns and tailored content for different market segments, Montenegro is becoming an increasingly competitive destination, ready to meet changing challenges and provide a unique experience for tourists from around the world,” said Tripković Marković.
According to her, Montenegro is becoming an increasingly popular tourist destination offering a variety of activities and natural beauty that attract visitors year-round.
She mentioned that while Montenegro generates most of its tourist traffic during the summer months, significant tourist activity is also seen in the pre- and post-season periods, driven by strategically important emitting markets.
Among the key challenges facing Montenegro’s tourism industry, Tripković Marković highlighted seasonality, infrastructure issues, air connectivity, a shortage of qualified labor in tourism, and the preservation of natural resources, i.e., sustainable tourism.
“To reduce seasonality, we focus on developing various forms of tourism that can attract visitors year-round. Among these, MICE tourism plays a crucial role in increasing the occupancy of capacities outside the main tourist season,” she added.
Recognizing the potential of MICE tourism, NTO has announced support measures for its development, allocating 100,000 EUR for this initiative.
“Furthermore, we are working on promoting other forms of tourism that have the potential to attract visitors year-round, such as rural, health, cultural, and gastronomic tourism. We are also continuously working on the development of green tourism by promoting eco-friendly forms of tourism such as rural tourism, agrotourism and others,” said Tripković Marković.
Additionally, air connectivity, she emphasized, represents one of the key challenges for improving Montenegro’s tourism offering due to its significant role in attracting international visitors.
“NTO has announced a support measure for improving organized air arrivals through joint marketing campaigns with tour operators. This initiative has an allocation of around half a million EUR, with the goal of increasing the number of direct flights to Montenegro and promoting the destination in key markets, directly improving our country’s connectivity with international markets,” concluded Tripković Marković.
