The municipality of Žabljak is embarking on a new local tourism development strategy aimed at boosting its competitiveness and establishing a sustainable year-round tourism model. This initiative is part of the project “Transformacija uz Transdinariku – Phase 2,” which is funded by the European Union through the Interreg Danube Programme, with additional support from the Croatian international development agency MARA.
To inform the strategy, local authorities conducted an extensive survey involving tourists, residents, and business operators within the municipality. The goal was to gain an accurate understanding of the current tourism landscape, identify structural weaknesses, and set priorities for future development in one of Montenegro’s key mountain destinations.
The survey results indicate that Žabljak retains a strong reputation as a nature-based tourism destination, particularly among visitors seeking outdoor activities and scenic alpine views. Notably, a significant portion of tourists arriving in Žabljak belong to higher-income brackets, with many having monthly incomes exceeding €5,000, suggesting that the area attracts travelers with considerable purchasing power.
Tourist behavior patterns further underscore the destination’s appeal. Over 55 percent of visitors reported arriving based on personal recommendations, while 39 percent were first-time visitors. The average duration of stay is approximately three days, highlighting an opportunity for local tourism operators to encourage longer visits.
The natural environment is a primary draw for visitors; 30.4 percent come specifically to explore natural attractions, while 26.1 percent seek active holidays such as hiking and cycling. Visitor satisfaction with the region’s landscapes is notably high, with 87 percent expressing strong contentment with the scenery.
In terms of active tourism offerings, 35.4 percent of respondents rated hiking and cycling routes as excellent, emphasizing the significance of Durmitor National Park as a vital tourism asset. Gastronomy also received favorable feedback, with 45.5 percent satisfied with local food options and 31.8 percent appreciating cultural events.
However, the survey also reveals a disconnect between Žabljak’s natural potential and the necessary infrastructure to support a modern tourism economy. While tourists generally praise the environment, local residents and business owners highlight ongoing structural challenges that hinder growth.
For many residents, tourism is seen as a crucial driver of economic development. Approximately 66 percent believe it enhances overall quality of life, while 56 percent feel it significantly boosts Žabljak’s visibility and reputation. Additionally, 51 percent view tourism as an important supplementary income source for households and small businesses.
Despite this positive outlook, satisfaction with the current tourism offerings is limited; only 6 percent of residents express full satisfaction with the existing system. Concerns about infrastructure quality, transport accessibility, and service standards were prevalent in responses, particularly regarding transport infrastructure which received some of the lowest ratings.
This analysis highlights a structural dilemma for Žabljak’s development as a mountain tourism destination. On one hand, it boasts some of the most recognizable natural landscapes in the Western Balkans; on the other hand, it faces challenges from underdeveloped tourism infrastructure that restricts its ability to leverage these natural assets fully.
Local authorities view this new tourism strategy as essential for transforming Žabljak into a more competitive and diversified destination. The strategic aim is to transition from a short-stay seasonal model to a year-round mountain tourism economy that attracts visitors throughout all seasons.
Realizing this transformation will necessitate coordinated investments across several areas including transport connectivity, accommodation quality, digital services, tourism management, and destination branding. Enhancing active tourism infrastructure—such as cycling paths and hiking networks—is also expected to be pivotal in this new development approach.
Moreover, planners emphasize the need to preserve the environmental integrity of the region. The long-term appeal of Žabljak heavily relies on maintaining its natural landscapes that are central to its tourism identity. Sustainable practices and careful spatial planning are anticipated to be foundational elements of this strategy.
This situation reflects a broader trend observed in many mountain destinations across Southeast Europe where regions rich in natural resources often struggle to convert these environmental assets into sustainable economic benefits without jeopardizing their ecosystems.
For Žabljak, this new strategy aims to bridge existing gaps by leveraging its strong reputation among travelers while addressing critical infrastructure deficiencies that currently limit growth potential. If successful in implementing planned reforms and investments, Žabljak could solidify its status as one of the leading alpine tourism centers in the Western Balkans.
