Throughout the COVID‑19 pandemic, Montenegro worked to support the economy and the tourism sector with the goal of adapting and harmonising the business environment to the new circumstances. The ministries of Health and Tourism created a guide to health and safety protocols for COVID‑19, entitled “Montenegro as a safe and responsible tourist destination.” The protocols included measures and activities that reduced the risk of infection and covered a range of tourism businesses, including accommodation, food and beverage, transportation, and natural areas. Montenegro also implemented a national health and safety communication strategy.
The Strategy of Tourism Development in Montenegro 2022‑25 is aligned with tourism development trends and new circumstances after the pandemic. All the activities and projects are focused on sustainable, inclusive, smart, green and responsible tourism, with the ultimate goal of establishing Montenegro as a globally recognisable tourism destination by 2025.
The road map for achieving the strategic goal is: managing destinations in a sustainable way, creating an innovative, green and inclusive tourism product, influencing the increase in tourism spending, reducing seasonality and regional imbalances, raising the living standards of local populations and increasing tourist satisfaction.
Several key operational goals have been defined in relation to the Strategy, which includes:
Improving the regulatory framework in tourism with the formalisation of tourism turnover.
Supporting the development of tourism infrastructure.
Expanding the quality and quantity of accommodation capacities.
Diversifying the tourism product while retaining quality.
Enhanced human resources, knowledge and skills in tourism.
Developing digital, innovative solutions and new technologies in tourism.
Currently, 95% of tourism overnight stays and income are achieved in coastal regions, and 75% occurs in the summer months. Montenegro is focusing future activities on the quality of coastal tourism products relative to quantity. Another focus is the diversification of the tourism product, especially by encouraging year-round travel and offers based on nature. The development of tourism in the new circumstances is based on the potential of green, smart and inclusive tourism from the aspects of:
Improving the quality of accommodation facilities: developing “green” types of accommodation facilities that meet eco‑standards.
Upskilling of business: intensifying the application of new technologies and digitisation in tourism businesses.
Raising the quality of the tourism offer: developing special types of tourist products and activities based on nature and providing a unique experience and healthy lifestyles.
Regarding a green tourism economy, Montenegro is working with the private sector and other stakeholders to assure the commitment to environmentally sensitive tourism development. This is being worked on through areas including carbon-neutral buildings, environmentally appropriate tourism development projects, nature preservation, and building citizen awareness and commitment.
Digitalisation and innovation in tourism are focused on supporting tourism service providers, encouraging the development and promotion of tourism in a sustainable, green, smart and inclusive way, encouraging tourist experiences, quality tourism content with a focus on cultural heritage, and the authenticity of the destination. The Smart Specialisation Strategy 2019‑24 and the Health Tourism Development Programme 2021‑23 recognise and promote the importance of medical tourism, which has increased due to the COVID‑19 pandemic.
