Montenegro’s tourism sector is expected to face a major challenge next year as the country plans to introduce visa requirements for several nations, particularly Russia. Russian tourists accounted for 18.3% of overnight stays last year, and numbers were even higher in 2023. The introduction of visas is expected to significantly reduce this important tourist segment.
Žarko Radulović, president of the Montenegrin Tourist Association, warned that Montenegro’s image as a top tourist destination has deteriorated over the years. “We have created a narrative that everyone dreams of visiting Montenegro, but that is far from reality. Infrastructure issues, rising prices, and declining services have made the country a destination ‘under question’,” he said.
Radulović highlighted that the visa-free regime has historically been key to attracting tourists. “Tourists would come here if they couldn’t obtain visas for Spain, France, or Italy. Montenegro benefited from that advantage,” he added. He predicts that the introduction of visas will drive tourists to Turkey, Greece, Italy, or France, as Montenegro will no longer be the easiest option.
Economist Davor Dokić also criticized the decision, stating that it risks cutting off one of Montenegro’s two main tourist markets—Russia. “Russia and Serbia are our core markets. Stopping flights from Moscow already reduced Russian arrivals, and visas will further restrict access to our coast,” he said. Dokić believes that visa enforcement could coincide with the end of the war in Ukraine, creating an opportunity to postpone or cancel the measure.
Tourism expert Ilija Armenko emphasized that Montenegro cannot afford to lose Russian tourists. “Tourism is the only sector functioning reliably. Losing this market, alongside Serbia, will have serious financial consequences for the entire economy,” he warned. Armenko urged the government to delay or reconsider visa implementation and stressed the importance of a long-term strategic approach, especially given competition from Italy, Croatia, and Albania.
Armenko also pointed out that Montenegro faces a labor shortage in tourism. “We don’t have enough staff to serve guests. The state must address this problem systemically, or revenue losses will accelerate,” he said.
Radulović added that the tourism market has become unpredictable, with visitor numbers fluctuating dramatically within the season.
Dokić compared Montenegro’s inaction to Hungary, where Prime Minister Viktor Orban successfully negotiated exemptions from EU sanctions on Russian gas and oil. “Tourism is as important to us as energy is to Hungary, yet we failed to show initiative,” he said.
Armenko concluded that while Montenegro must follow EU rules to join the bloc, it should also protect national interests. “Even if compromise fails, attempting to negotiate is better than doing nothing,” he stressed.
