Tourism is a strategic sector for Montenegro, and it requires a serious, year-round approach rather than the current model, which relies heavily on coastal areas and the summer months. Currently, 95 percent of tourist traffic occurs on the coast, with 75 percent concentrated in the summer, a pattern that is unsustainable.
Blažo Rađenović, Vice President of the Civic Movement URA, emphasized the need to leverage the northern regions of Montenegro and implement a comprehensive change in approach. The goal is to initially increase tourism revenues by 50 percent and eventually double them within a few years.
URA has proposed several measures to achieve this:
- Tourism Ambassadors (MNE 365): A card offering 5–10% discounts at hotels, restaurants, and tourist sites to build a loyal tourist base.
- E-visa system: Simplified entry procedures for visitors from countries with visa requirements, especially from distant markets.
- Destination management strategy: Positioning Montenegro clearly as a tourism destination over the next 10 years.
- Modern marketing: Using new technologies and innovative solutions.
- Permanent seasonal worker program: Simplifying procedures to employ foreign and regional staff.
- Financial incentives: Tax breaks and subsidies for businesses operating year-round.
- VAT reduction on tourism: From 15% to 7%, with special incentives for businesses in the north.
- National campaign: “Welcome to the Iconic State – Filarmose!” to boost international recognition.
- Border efficiency: Opening borders with neighboring countries and introducing digital controls.
- Extended stays: Allowing western tourists to stay 180 days instead of 90.
- Green certification: For hotels and restaurants offering eco-friendly options, local products, and support for rural tourism and eco-villages.
Rađenović stressed that Montenegro has the potential to become a memorable year-round destination rather than just a summer stop, requiring a clear vision and strategic planning to benefit citizens, the economy, and the state.
