Tourism is vital for Montenegro, accounting for up to 30% of the country’s annual GDP, making it essential to keep pace with new trends, adopt advanced technologies, and use artificial intelligence, as well as to open new transoceanic markets, said Tourism Minister Simonida Kordić.
Speaking at the Marrakech Economic Parliamentary Forum for the Euro-Mediterranean Region and the Gulf, organized by the Parliamentary Assembly of the Mediterranean, Kordić emphasized that tourism faces challenges requiring a completely new approach. The sector is highly dependent on external factors beyond the control of individual countries.
She highlighted that Montenegro receives two and a half times more tourists than its population and noted the need for a new sustainable tourism model that focuses on the value tourism brings to local communities while protecting natural and cultural heritage.
During the forum, Kordić met with several heads of delegations from European and African countries, including Jordan’s Minister of Energy and Mining, Saleh Kharabsheh. They agreed that strong bilateral relations provide a solid foundation for deeper cooperation.
Kordić expressed interest in increasing tourist numbers from Jordan, while the Jordanian minister showed enthusiasm for Montenegro’s natural beauty and potential tourist appeal. Both sides stressed the importance of establishing direct flight connections and promoting Montenegro in the Jordanian market.
