Montenegro’s mountain destination Žabljak recorded approximately 40,000 overnight stays in September, highlighting demand beyond the traditional summer season and supporting the case for further investment in year-round tourism around Durmitor.
Local tourism representatives reported strong interest from international markets, including Israel, Germany, the United States and northern Europe.
The figures are relevant to the commercial sustainability of the local tourism sector, which has traditionally relied on a relatively short summer hiking season and winter skiing. Extending the operating season could help hotels and restaurants distribute fixed costs across more months, retain employees and generate more consistent cash flow. Longer operating periods may also improve the capacity of accommodation businesses to support larger debt facilities.
Žabljak’s natural attractions include Durmitor National Park, the Tara Canyon and outdoor recreation opportunities, which can draw visitors outside the winter ski season. This gives the destination potential to develop a broader tourism offer than locations whose business models depend predominantly on snowfall.
Infrastructure remains a significant constraint. The condition and capacity of ski facilities at Savin Kuk, alongside limited artificial snowmaking, make winter revenues less predictable. Climate variability and dependence on natural snowfall create additional uncertainty for hotels and other businesses reliant on ski tourism. Road access and municipal infrastructure are also important factors in future development. Montenegro has been investing in northern transport links, while UN Tourism is promoting a wider pipeline of mountain tourism projects to international investors. These initiatives could encourage private investment in accommodation and leisure facilities.
The development of new hotels alone, however, would not address all the constraints facing the destination. A coordinated investment programme would need to cover ski lifts, snowmaking systems, trails, utilities, waste management and activities that attract visitors throughout the year.
The September overnight-stay figure provides evidence of demand outside the winter period and strengthens the case for investment in hiking, cycling, wellness, nature tourism and higher-value accommodation, alongside improvements to skiing infrastructure. For Montenegro, developing Žabljak’s mountain tourism market could help diversify a tourism economy heavily dependent on coastal destinations and property investment. A stronger northern tourism sector could distribute revenue more widely and support economic activity in the country’s north.
