Montenegro’s tourism sector is facing serious issues ahead of the 2025 summer season. Although tourists began arriving as early as March, the country appears disorganized and underprepared. The Ministry of Tourism, led by Simonida Kordić, has shown little to no response to declining revenues or the approaching peak season.
According to Dragan Purko Ivančević from the Chamber of Commerce’s Tourism Committee, preparations for the season are significantly delayed. Many problems from previous years remain unresolved, including unclean beaches, neglected public areas, illegal dumping, and unfinished infrastructure. There is no clear strategy or organized destination management, and tourism professionals have been excluded from key decisions.
The government has continued to increase beach rental fees, discouraging serious operators and risking service quality. On top of that, the rise in VAT on hotel accommodation has made Montenegro less competitive compared to neighboring countries. Decision-making in the sector appears to be improvised and financially driven, rather than focused on sustainability or quality.
Recent tourism data reflect these concerns. There was a noticeable drop in overnight stays during February and March 2025. While Budva still leads in tourist numbers, other areas like Mojkovac recorded alarmingly low figures, with just 33 overnight stays in March. Most tourists are foreigners, mainly from Serbia, Germany, and China.
Government officials claim that 95% of beach tenders have been completed, with expected revenue of €35 million. However, critics argue that the focus is entirely on financial gain rather than improving the tourist experience or long-term development.
In summary, Montenegro’s tourism is at risk due to a lack of planning, poor coordination, and the absence of a unified strategy. Without urgent reforms and expert involvement, the country may struggle to maintain its appeal as a competitive tourist destination.
