Montenegro had approximately 43,000 tourists present in the country, representing a 20% year-on-year increase, while the number of guests staying in hotels rose by 33%, according to preliminary data collected by local tourism organisations.
Hotels accommodated around 23,000 guests, an increase of 33% compared with the previous year. The largest concentrations of visitors were recorded in Budva, Herceg Novi, Ulcinj and Podgorica.
Hotel Demand Strengthens Beyond the Summer Peak
The figures represent the number of tourists present in Montenegro at a specific point rather than total arrivals or overnight stays. Nevertheless, the increase in hotel guests indicates stronger demand for organised accommodation beyond the traditional summer season.
Montenegro’s tourism industry remains heavily dependent on July and August, making autumn occupancy an important factor in hotel profitability. Extending operations by several weeks allows accommodation providers to distribute labour, maintenance and financing costs across a longer period, potentially improving annual revenue.
The figures come amid continued investment in higher-category hotels, resorts and mixed-use tourism developments. Investors face substantial construction costs and depend on longer operating seasons to achieve acceptable returns. Five-star properties, in particular, require large permanent workforces, extensive facilities and significant maintenance expenditure, increasing the cost of seasonal closures.
Podgorica and Hotel Accommodation Gain Importance
The 33% increase in hotel guests, compared with 20% growth in the overall number of tourists present, suggests that hotel accommodation may be recording stronger growth than the wider tourism market during the shoulder season. Possible contributing factors include city tourism, conference activity, improved flight connectivity and an expanding supply of internationally branded hotels.
Podgorica’s position among the destinations with the largest concentrations of visitors highlights the importance of the capital’s year-round economic activity. Unlike coastal resorts, the city benefits from business travel, government activity and more consistent demand outside the summer months. Continued growth in these segments could help reduce the tourism industry’s dependence on seasonal traffic to coastal destinations.
Longer Season Could Support Tourism Employment
The longer season also has implications for employment. Tourism businesses have warned of shortages of 20,000–25,000 seasonal workers, while the government is preparing a permanent seasonal employment framework.
A longer operating period could improve the financial viability of retaining employees for more months each year, reducing the need for tourism businesses to recruit and train large numbers of workers before every summer season.
Full-Month Data Needed to Assess Sustained Growth
For investors, a single snapshot of tourist numbers is insufficient to establish a structural extension of Montenegro’s tourism season. Full-month overnight stays, hotel occupancy rates, average daily rates and tourism revenue will be important indicators for assessing whether the increase translates into sustained commercial gains.
Stronger air connectivity during autumn and winter will also be necessary to support a more consistent extension of the season. The reported 20% increase in tourists present in Montenegro and 33% growth in hotel guests indicate higher visitor numbers after the summer peak, with potential implications for the operating performance of hotels, restaurants and other tourism assets.
