Despite its natural beauty, climate, authentic culture, and existing luxury facilities, Montenegro has not yet succeeded in firmly establishing itself as a leading destination for luxury and sustainable tourism, even after a decade of targeting high-paying clientele. A lack of strategic synergy, weak marketing, and slow infrastructure development keep the country in a gray area—often mentioned for its potential but rarely fully realized.
Stefan Stešević, founder and director of Montenegro Luxury Association, highlights that luxury should not be seen merely as an aesthetic experience, but as a tool to improve communities and quality of life through careful, sustainable, and smart development.
Montenegro has all the prerequisites to become a top luxury tourism destination in Europe, including its natural landscapes, compact size, cultural heritage, and existing luxury offerings. However, the country remains insufficiently visible and developed in this regard.
Sustainable luxury in Montenegro means investing in people, local producers, quality construction, and infrastructure that enhances rather than harms the environment. It also involves promoting culture and tradition authentically while embracing eco-friendly and self-sustaining concepts that protect nature. A prime example is Hotel The Chedi Luštica Bay, a pioneer in sustainable luxury in the region.
Stešević emphasizes the need for clear strategic collaboration between the private and public sectors and ongoing investment in education and human resource development, since quality service is at the heart of any luxury experience.
Stronger promotion on key source markets and closer connections with global tourism leaders are also essential. Improving infrastructure, airports, border crossings, public spaces, and diversifying tourist offerings while maintaining high standards and authenticity are crucial steps.
When asked about the direction luxury tourism should take—whether focusing more on yachting, exclusive hotels, gastronomy, or authentic experiences—Stešević stresses the importance of a balanced approach that integrates all these aspects. Authentic encounters with local people and products that reflect the country’s soul are what make a destination memorable.
He believes it is possible to develop luxury offerings while preserving Montenegro’s authenticity and natural wealth. Modern luxury is no longer about opulence alone but about peace, silence, clean environments, and genuine experiences.
Recently, Montenegro Luxury Association organized the Luxury Travel Summit Montenegro (LTSM), marking a significant step toward changing perceptions of Montenegro’s luxury tourism potential. The summit brought together prestigious global names from the luxury sector, including representatives from Forbes Travel Guide and Quintessentially, fostering new partnerships and initiatives.
Stešević concludes that with strategic planning, dedication, and balance, Montenegro can become an example of how modern luxury tourism can grow hand-in-hand with cultural and natural preservation.
