Montenegro is seeking to strengthen its position in the Mediterranean meetings market by attracting more conferences, corporate meetings and incentive travel outside the peak summer season. According to Spasenija Kika Purić, vice-president of the Montenegro Chamber of Economy’s committee for business and MICE tourism, the country can combine conference hotels, luxury resorts, historic towns, national parks and mountain destinations within relatively short travelling distances.
MICE tourism — meetings, incentives, conferences and exhibitions — could increase demand during spring, autumn and winter, when significant hotel and hospitality capacity remains underused.
Tourism centres could develop complementary roles
Podgorica is best positioned for government, corporate and institutional meetings, while Budva has longer experience with conferences and larger events.
The Bay of Kotor, including Tivat, Kotor and Herceg Novi, offers luxury accommodation, marinas, heritage locations and facilities for smaller premium events. Northern Montenegro could focus on incentive programmes, retreats and outdoor activities. The country’s compact geography allows organisers to combine several destinations without domestic air travel, including coastal conferences, sailing programmes in Tivat or Kotor and outdoor activities in the interior.
Hotel capacity supports business events
Montenegro’s hotel sector has expanded significantly over the past two decades, particularly in the four- and five-star segment. Purić highlighted the five-star Splendid Conference & Spa Resort in Bečići, part of Montenegro Stars Hotel Group, as an established venue capable of hosting large international events. Montenegro Stars recently joined ICCA, the International Congress and Convention Association, a global industry network for destinations and venues seeking international association meetings.
International conference organisers assess destinations based on venue capacity, hotel rooms, air connectivity, transport, technical services and previous event experience.
Convention infrastructure and connectivity remain key issues
Industry representatives see a large modern convention centre as a major remaining gap. Such a facility could allow Montenegro to compete for larger congresses, professional associations and corporate gatherings. A conference involving several thousand delegates could generate demand for hotels, restaurants, airlines, transfers, event-production companies, interpreters, caterers and local suppliers.
Transport remains another constraint. Coastal roads are heavily congested during peak periods, while airport capacity and seasonal flight schedules remain recurring issues. Purić said improving arrivals and departures would require coordination across sectors. Better connections between Tivat Airport, coastal resorts and the Bay of Kotor would support both leisure and conference tourism.
Premium tourism and lower seasonality
The possible return of Aman to Sveti Stefan and Miločer could add opportunities for exclusive corporate meetings, executive retreats and incentive programmes.
MICE tourism could also improve hotel utilisation outside summer. A 500-person conference in November, for example, would create occupancy when rooms might otherwise remain vacant while supporting employment in hospitality, catering, event management and destination services. Local food producers, restaurants, transport companies, guides and family-owned tourism businesses could also benefit from events incorporating local experiences.
Montenegro faces strong Mediterranean competition
The Montenegro Chamber of Economy has established a congress industry group to connect hotels, destination companies and other businesses and strengthen international promotion.
Montenegro would compete with established meetings destinations including Spain, Italy, Greece, Croatia, Portugal and Turkey, many of which have larger hotel inventories, airports and convention infrastructure. The country’s potential positioning is based on its compact geography, luxury tourism, nature and heritage, particularly for medium-sized international congresses, executive meetings, incentive programmes and premium corporate events. Further development would require improved air connectivity, reliable local transport, investment in hotels and event technology, workforce training and potentially a modern convention centre.
