According to data from the Statistical Office of Montenegro (MONSTAT), Podgorica welcomed 167,889 tourists in the first ten months of 2024, marking a 5% increase compared to the previous year. Dragan Grnović, Director of the Tourist Organization of Podgorica, highlighted the positive trend in tourism, emphasizing that the city has managed to maintain a steady growth in visitor numbers despite various challenges.
“We are pleased to see a continued increase in the number of visitors to Podgorica, especially considering the difficulties facing the entire destination. In 2024, tourists from the region, including Serbia, Bosnia and Herzegovina, Croatia, North Macedonia and Albania, made up a large portion of the visitor base. Additionally, we had visitors from China, Russia, Turkey, Germany, the United Kingdom, France, Austria and other countries,” Grnović said.
The positive results in 2024 can also be attributed to the success of the campaign “Respect the Law. Report Guests. Register Accommodation in a Few Steps!” which led to a 30% increase in private accommodation registrations. Furthermore, 30% of unregistered accommodation providers were brought into the legal framework and there was a 30% increase in the collection of tourist tax, allowing the Tourist Organization of Podgorica to plan its activities, events, and promotional campaigns more effectively in the coming year.
In 2024, the Tourist Organization also carried out a range of projects and organized numerous events, enriching Podgorica’s tourism offerings and attracting a significant number of visitors. The digitalization of the organization’s website, the creation of an app for foreign guest registration, and the installation of digital totems for tourists were just some of the innovative projects implemented this year. They also produced brochures for MICE tourism, a culinary guide for the city, and a brochure for the Podgorica Wine Road, which was presented at the recently held Wine Vision fair in Belgrade. Additionally, video spots promoting congress tourism and the Podgorica Wine Road project were created, with a new video promoting active and event tourism set to be released soon.
Regarding the valorization of cultural heritage and enhancement of the tourism product, the Tourist Organization supported various projects, such as NFC tagging of cultural and historical landmarks in the city, an electric bike tour project for visiting these sites, and the digital reconstruction of the Ribnica Fortress, which will serve as the basis for a future conservation project. The organization also supported and organized new events such as Craft Fest Montenegro, Mini Basket Podgorica, Days of Open Cellars, Off-Road Podgorica Summer Race, Full Moon Night, and many others.
In terms of infrastructure, the city installed bus stops for tourist buses and urban beach furniture on the city’s riverbanks, ensuring that visitors have a comfortable and enjoyable experience during the summer months.
This commitment to improving the quality of Podgorica’s tourism offerings was recognized at the Novi Sad Tourism Fair, where the city was awarded the “Tourism Prism” for new quality in tourism. The award, given by a jury of regional tourism journalists, recognizes destinations that have improved conditions for tourist accommodation and stays. Grnović expressed gratitude for the recognition, saying, “This award is a clear signal that we are doing things the right way.”
Currently, the traditional Podgorica Pazar, held at Independence Square from December 16 to January 15, is attracting significant attention. Grnović noted, “The New Year’s Market has become an important part of the cultural life of our residents. We’ve had several successful concerts, and both locals and visitors are enjoying themselves, meaning the event has met our expectations. We are confident that the upcoming performances will keep everyone entertained until the end of the market.”
The New Year’s festivities at the market will feature performances by Kuba Band, Kira Band, L’ombelico Band, Crveno i Crno, and VIS Tetra. On January 1, 2025, Hari Mata Hari will perform, and Dejan Petrović Big Band will take the stage on January 6 for Christmas Eve.
Looking ahead to 2025, the Tourist Organization of Podgorica plans to focus on several important projects. One of the key goals is to include the Ribnica Fortress, the archaeological site of Duklja, and Medun in the 2025-2030 development strategy of the city. This would create the foundation for better development and promotion of these tourist sites. Additionally, the organization aims to create a register of hiking and mountain trails, publish a brochure for active tourism, and introduce infrastructure and facilities around Bukumirsko and Rikavačko lakes.
“Next year, we plan to continue strengthening the tourism offering of Podgorica and further enhance the city’s image as a growing and attractive destination for both regional and international tourists,” Grnović concluded.
