Today in Ulcinj, the Development Strategy for Ada Bojana until 2030 was presented — an ambitious plan aimed at transforming this unique natural gem into a year-round high-quality tourist resort.
Armend Mila, Executive Director of HTP “Ulcinjska rivijera”, stated that the main goal of the strategy is to increase accommodation capacity from the current 550 to 1,000 beds, alongside developing additional facilities to enable year-round operation. Planned investments include camping zones, mobile homes, a spa center, indoor and outdoor pools, and sports facilities, including the municipality’s first padel court.
The strategy also calls for renovating existing buildings and introducing new amenities, all aligned with ecological standards and planning regulations. Professor Goran Radoslavljević, who presented the strategy, emphasized its focus on transforming Ada Bojana into a recognized regional and international tourist destination based on sustainable and green tourism principles.
“Sustainable and green tourism is a dominant trend in Europe, and Ada Bojana has all the prerequisites to become a leader in this sector. However, achieving the demand level seen in Europe requires significant investment,” said Professor Radoslavljević.
The strategy outlines key development directions such as branding the area, attracting investments, and improving infrastructure. It highlights preserving the natural environment and cultural heritage while creating conditions to attract digital nomads and tourists seeking authentic experiences.
Plans include positioning Ada Bojana as a destination offering a unique combination of natural beauty, cultural attractions, and modern tourist services. Development will also focus on high-quality accommodation and promoting activities like bird watching, horseback riding, and water sports.
Successful implementation will require coordination between government institutions, local communities, and the private sector, aiming for Ada Bojana to become a model of sustainable tourism development that contributes to Montenegro’s economic growth and natural resource preservation.
Executive Director Mila stressed that following the presentation, the next step is adopting the strategy, with government support needed—especially financial guarantees and institutional backing—to realize the projects.
“We believe the Government of Montenegro will recognize the importance of this initiative and provide the support needed to jointly transform Ada Bojana into a year-round tourist destination attracting visitors from across Europe,” Mila concluded.
