European tourists generated more than 7.6 million overnight stays in Montenegro during the first seven months of 2026, up 9.22% year on year, with stronger demand from Western European markets including France. European visitors continued to account for the majority of foreign tourism activity, according to Montenegro’s tourism authorities, maintaining their importance for hotels, airlines and tour operators.
France Enters Montenegro’s Top Tourism Markets
France has moved into Montenegro’s top 10 source markets, generating more than 220,000 overnight stays during the period.
Budva recorded particularly strong French demand. French tourists generated more than 112,000 overnight stays in Budva during 2025, while traffic from the market was around 15% higher in 2026, according to local tourism data. The stronger French contribution supports Montenegro’s efforts to broaden its visitor base beyond traditional markets including Serbia, Bosnia and Herzegovina, Russia and other eastern and southeastern European countries.
Air Connectivity Supports Western European Demand
Montenegro’s participation in tourism promotion activities in Paris has coincided with increased interest from the French market. Podgorica and Tivat airports are handling record traffic, while the national carrier and foreign airlines are adding or considering new European routes. International aviation remains important because Montenegro has a small domestic market and limited rail connectivity with Western Europe.
Tourism Infrastructure Remains a Constraint
The growth in overnight stays provides a broader measure of tourism demand than arrivals alone. Montenegro is seeking to attract higher-spending visitors and strengthen demand during spring and autumn, with Western European markets offering opportunities for cultural, nature, active and luxury tourism. French visitors can be targeted through combinations of the Bay of Kotor, Durmitor, national parks, gastronomy and cultural attractions alongside coastal tourism.
At the same time, tourism growth is increasing pressure on airports, roads, water supply, wastewater systems and parking, particularly along the coast. Price competitiveness also remains relevant, as Montenegro has experienced higher prices in hotels, restaurants and other tourism-related services, while competing with destinations including Croatia, Greece, Albania and Turkey. The latest figures show continued growth in European overnight stays and a larger contribution from France, while broader full-year data will provide a clearer picture of changes in Montenegro’s tourism market structure.
