Montenegro is planning to expand its MICE tourism sector — meetings, incentives, conferences and exhibitions — through 2030, with the aim of extending the tourism season and increasing business travel beyond the summer period.
MICE Programme Targets Year-Round Tourism
The Chamber of Commerce’s congress-tourism group has proposed a development programme for the MICE sector through 2030, focused on strengthening congress and business tourism. The plans include a digital platform connecting more than 50 domestic MICE companies and service providers, participation in four international trade fairs and two study visits for foreign event organisers. The programme is intended to extend tourism activity beyond the peak summer season and increase higher-value business travel.
Visa Changes Affect Key Tourism Markets
The strategy is being developed as Montenegro faces uncertainty over visa requirements affecting important foreign visitor markets. Tourism representatives have said that Russia and Türkiye together account for around 21% of tourist arrivals, making changes to entry requirements commercially significant for hotels, airlines and tour operators.
Montenegro is expected to tighten visa requirements for some important non-EU markets as it continues aligning its entry regime with the European Union. Industry representatives have warned that limited consular capacity and complicated procedures could reduce arrivals if visa processing is not organised efficiently.
Business Tourism Could Support Off-Season Demand
The issue is particularly relevant outside the peak summer period, when Montenegro relies more heavily on individual foreign markets and longer-stay visitors.
Expanding MICE tourism could provide additional demand during spring, autumn and winter. Business travellers typically spend more per day than leisure visitors and generate demand for hotels, restaurants, transport, conference venues and professional services.
Four Destinations Positioned for MICE Activity
Podgorica, Budva, Tivat and the Bay of Kotor are positioned to attract a significant share of MICE activity because of their hotel capacity, airports and existing premium tourism infrastructure. The challenge identified for the sector is to develop recurring international events rather than relying on isolated conferences. The 2030 programme therefore combines promotion of the MICE sector with efforts to extend tourism activity beyond the summer season and address potential effects from changes in visa requirements affecting established tourism markets.
