According to data from Montenegro’s Statistical Office (Monstat), the country welcomed 2.5 million tourists in the first ten months of 2024, achieving 99.4% of last year’s record.
Milena Vujović, a representative of the National Tourism Organization (NTO), noted that these key tourism indicators show the country is maintaining performance at previous levels, with some areas even surpassing last year’s results.
“A report from Montenegro’s Airports shows that from January 1 to November 24, 2.7 million passengers were served, which is a 16% increase compared to the same period last year and 8% higher than 2019. Additionally, data from border crossings indicates a 7% increase in the number of border crossings during the first ten months,” Vujović explained.
There has also been growth in revenue from accommodation and tourist taxes, as well as membership contributions.
“From January 1 to December 10, a total of €4.1 million was collected from accommodation taxes, tourist taxes and membership contributions, which is a 5.5% increase over the same period last year,” she added.
Positive trends are also reflected in Eurostat data, which shows Montenegro was among the top ten European destinations in terms of hotel occupancy during the summer months.
“In August, we ranked sixth for occupancy of collective accommodation facilities. We can confidently say that the consistent high occupancy rates and a strong pre-season were key characteristics of this year’s tourism performance,” Vujović said.
As of December 12, Montenegro had 15,340 tourists, achieving 92% of last year’s numbers and a 57% increase compared to 2019. The most tourists are currently staying in Budva, Bar and Herceg Novi.
The NTO is optimistic about the upcoming period, particularly regarding the winter ski season.
Vujović added, “The weather forecast is favorable, and we are hopeful that this year’s ski season will start in December. According to the information we’ve received, ski resorts, relevant institutions, and other tourism stakeholders are preparing intensively, and they have high expectations. Additionally, we are confident that the first part of the season, including New Year’s events and programs prepared by local tourist organizations, will be successful. There is considerable interest from regional markets, as well as markets with strong air connectivity like Poland, Hungary, and Turkey.”
To continue the positive tourism results next year, the NTO is planning numerous promotional activities.
“This year, we premiered our new destination video in London as part of the ‘Uncover Your Wild Side’ campaign aimed at the UK, France, and Germany markets. Since then, we’ve been running an intensified digital campaign in these markets, which will expand to others,” Vujović explained.
The NTO also plans major marketing campaigns throughout 2024, starting with participation in prominent fairs in Madrid, New York, Riga, Berlin, Vienna, and other major tourism events.
“We will also be hosting significant study visits from tour operators, media, and influencers,” she added.
In addition to improving Montenegro’s position in various markets and diversifying its tourism offerings, the NTO is investing in enhancing the country’s tourism products.
“This year, we launched a new project, Montenegro Quality, which is being implemented for the first time in Montenegro. This project will introduce a quality certification system for tourism businesses, and by the end of the year, we will award the first Montenegro Quality certificates to tourism providers. This initiative is part of a larger project aimed at integrating quality management throughout the destination, improving the quality of tourism services and guest experiences,” concluded Vujović.
