While officials annually claim that the tourist season has started well, the reality is different for local private accommodation providers, the backbone of Montenegro’s tourism, who continue to face significant challenges. This year’s summer season is underperforming not due to lack of effort or quality, but because of insufficient preparation by authorities, poor institutional coordination, and the absence of a clear development vision for the destination.
In an environment marked by poorly maintained beaches, traffic congestion, limited air connectivity, and confusing communication between institutions, hosts invest personal resources and energy, yet their efforts lose momentum without systemic support.
Branka Džoganović, director of the Association of Private Accommodation Providers, points out that the problem lies not in the quality of offerings but in flawed state policies. She calls for a strategic reset of the sector, emphasizing the need for responsible, coordinated action rather than improvisation.
Key issues include neglected public spaces, traffic chaos, weak air access, and a lack of attractions beyond city centers. Despite private hosts professionally maintaining their properties and offering authentic experiences, the external environment fails to match this standard, negatively impacting guest perception.
Džoganović also criticizes confusing and discouraging messages from officials, which contribute to an image of the destination as unsafe and chaotic. While the northern regions see better visitation and longer stays, most accommodation capacity is in the south, where challenges are more acute.
Additional challenges include unfair competition from unregulated and unregistered properties, traffic and parking problems especially in urban and coastal areas, unpredictable costs, heavy taxation, lack of marketing support, and strict inspections that strain small legal operators.
Despite these obstacles, hosts continue investing and strive to offer guests a sense of security, welcome, and local experience.
Džoganović stresses the need to build trust rather than fear. Inspections should be advisory and developmental, particularly for small, legally operating households. Tax policies should be flexible to account for seasonal fluctuations, regional differences, and additional services. Accommodation categorization should recognize digital presence, sustainability, and community collaboration. She proposes voluntary quality certification for hosts who invest in standards beyond formal star ratings.
She highlights three urgent areas for improvement: infrastructure and public spaces (clean beaches, parking, traffic safety, hygiene), air connectivity and strategic, timely promotion, and partnerships with local communities to develop year-round offerings.
Džoganović emphasizes that private accommodation is not a “cheap alternative to hotels” but the most widespread lodging type in Montenegro. Without strengthening this sector, the country risks losing both revenue and guest trust.
She calls on authorities to see accommodation providers as part of the solution and to take responsibility for past season preparation failures. She urges an end to narratives that damage Montenegro’s reputation and the start of open dialogue with tourism stakeholders who possess capacity and knowledge.
The Association remains committed to sustainable tourism, local development, and partnership but expects a clear political will to make tourism a strategic priority rather than a seasonal concern.
