Health tourism in Montenegro has good prerequisites for development into a leading tourist product, but it depends on numerous factors – natural resources, institutional development frameworks, qualitative and quantitative supply and demand, international trends, competitive environment. The development of health tourism would enable not only the diversification of the tourist product, but also the year-round tourist offer, according to the Research on the current state and potentials of the development of sustainable and health tourism in Montenegro, which was presented by the Chamber of Commerce of Montenegro.
The results of the research conducted in the period from February 20th to March 30th show that eight percent of tourists come to Montenegro for health and wellness services. The most common forms of health tourism in Montenegro are the provision of dental services, as well as services that belong to non-medical tourism – services of fitness centers, beauty salons, recreation and rest in the fresh air.
The president of the Health Tourism Coordination Board, Dr. Marina Delić, said that this research was carried out in cooperation with the Ministry of Science and Technological Development by the Innovation Working Group for Sustainable and Health Tourism, a working body of the Council for Innovation and Smart Specialization, which is part of S3 of the National Implementation Framework .
– It represents a significant undertaking and the fact that health tourism has entered the priority areas of smart specialization makes me happy – said Delić.
She said that the aforementioned research was carried out for the first time in Montenegro, all with the aim of obtaining data related to sustainable and health tourism, which further encourages the release of the full potential that Montenegro has in the development of this activity and its comparative advantages that are recognized as such by strategic documents.
– The state, as well as the private sector, should devote themselves more strongly to the development of health tourism, because it provides great opportunities, strengthens the economy and basic health services in every country – said Delić.
The obtained data can serve as a basis for further steps
Marijeta Barjaktarović Lanzardi, acting director general of the Directorate for Innovation and Technological Development of the Ministry of Science and Technological Development, said that in 2019, Montenegro became the first country outside the EU to apply a completely new methodological and strategic approach within the framework of smart specialization, and defines how science and innovation can support its priorities and direct them in the right way.
– Sustainable and health tourism is one of those priorities, and its implementation is something that was the biggest challenge in the entire process, primarily because of the corona virus pandemic – she said.
According to her, when talking about health tourism, we need to know what it actually represents, and to understand the activities that are needed by different target groups.
– By working on its definition, primarily through changes in the law, we set slightly different foundations, and now we want to see how people think and what innovative ideas they have – she said, adding that the data and analyzes they receive will serve as a basis for everything going forward steps that must be taken in order to fully utilize all the potentials of health tourism.
The respondents see the greatest potential in the provision of rehabilitation services
Coordinator of the Working Group for Sustainable and Health Tourism, Dr. Jelena Zvizdojević, said in her opening address that data is the basis for making every decision, because without quality data, we cannot talk about the development of any area, including the field of sustainable and health tourism.
According to her, the research was carried out in the period from February 20th to March 30th of the current year, and included all local self-governments, local tourist organizations, non-governmental organizations and chambers in the field of providing health services.
– 58% of the total number of listed institutions took part – Zvizdojević pointed out.
As she stated, the research results show that the most common forms of health tourism in Montenegro are the provision of dental services, as well as services that belong to non-medical tourism – services of fitness centers, beauty salons, recreation and rest in the fresh air.
She said that health tourism has potential for further development in Montenegro. Namely, over 80% of respondents partially or completely agree that there are potentials for the development of health tourism in almost all municipalities in Montenegro.
– The respondents see the greatest potential in the provision of rehabilitation services, then in the further development of dental services, but also wellness and spa tourism services – concluded Zvizdojević.
Eight percent of tourists come for health and wellness services
Member of the Working Group for Sustainable and Health Tourism, prof. Dr. Snežana Pantović from the Faculty of Medicine pointed out that eight percent of tourists come to Montenegro for health and wellness services, as stated in the research.
– The current state of health tourism in our country is such that 34.5 percent are dental services, 30.9 percent fitness, cosmetology and recreation, 14.5 percent wellness & spa (non-medical), 10.9 percent treatment and rehabilitation, and 10.9 percent aesthetic and plastic surgery – said Pantović.
According to her, the research concludes that it is necessary to work on normative compliance in the implementation, valorization and development of health tourism (legislation, financing and insurance, education and training, marketing and promotion, cooperation between sectors), as well as on systemic and adequate implementation. standards and accredited programs related to the valorization, implementation and development of health tourism.
– First of all, this research has shown that it is necessary to further increase investment in scientific research activities and staff education, as well as incentive measures to support the development, strengthening and promotion of health tourism – stated Pantović.
Health tourism also includes natural beauty
Asst. Ilija Moric, Ph.D., from the Moric company and a member of the Innovation Working Group for Sustainable and Health Tourism, said that the potentials are particularly recognized in the segments of cultural and heritage attractions, and natural attractions, and that the data obtained in the research represent well current state and have the greatest value, given the very wide sample.
– Research has shown that receptive and communicative factors are a very important element, but more work must be done on them – said Moric.
He stated that the concept of health tourism must be viewed more broadly, as it also includes both natural beauty and transport infrastructure.
– Health tourism is sui generis and we must work together more to develop it, in order to motivate tourists to come to us and use all its benefits – concluded Moric.
Director General of the Directorate for Projects (IPA), Innovations, Health Tourism in the Ministry of Health Luka Đukanović, M.Sc., assessed that such and similar research should be used as much as possible in order to obtain good inputs for the further development of health tourism.
However, he believes that better animation and motivation of the economic sector is necessary, so that everyone works together on its development.
– Businessmen must recognize the potential in this area and valorize it in the right way – said Đukanović.
During the meeting, the businessmen pointed out that it is necessary to point out the speed, implementation, practicality and, above all, the benefits of health tourism, and better promote it at fairs and similar events.
