According to unofficial data from local tourist organizations reported to the National Tourism Organization of Montenegro (NTO CG), the country is currently hosting 196,000 tourists, maintaining levels from the previous year. Hotels are seeing continued growth, with 47,000 guests staying in them—a 5% increase from last year and an 18% rise compared to 2019, according to NTO representative Milena Vujović.
The majority of visitors are from Serbia, Germany, the United Kingdom, France, Israel, Turkey and Poland.
Monstat’s data indicates that the number of tourists in the first half of the year was slightly higher than the same period last year and 17% more than in 2019. Montenegro Airports reported handling approximately 1.5 million passengers from January to July, a 16% increase from last year and 11% more than in the same period in 2019. The Police Administration also recorded around 14 million border crossings in the first seven months, a 9% increase from the previous year. Revenue from the tourist tax, as of August 6, stands at €2.28 million, reflecting a 6% increase compared to the same period in 2023.
Montenegro’s National Parks have also experienced a successful season. Following a record-breaking previous year, they recorded 349,000 visitors from January to July, marking a 7% increase compared to last year, with revenue also on the rise.
The NTO CG is actively engaging with the tourism sector to monitor the season’s progress, address challenges, and review future forecasts. A recent industry survey found that 86% of tourism professionals are satisfied with the summer season’s results, while 14% are not. Additionally, 84% are optimistic about forecasts for August and September. About 89% of respondents are pleased with their revenue. Compared to last year, 32% believe this season matches the previous year, 16% think it is better than 2019 and 2023, while others find comparisons with past years less relevant due to various factors.
The survey also identified key issues, including infrastructure problems, congestion, roadworks, poor air connectivity, and high prices in certain tourism segments.
NTO CG has been active in promotional activities across over 20 countries this year, with a particular focus on the British, German and French markets, recognizing their significant potential for Montenegrin tourism.
This year, Montenegro gained visibility in major British media outlets through press visits, including features on a leading British morning show, highlighting it as a top European destination with excellent value for money. Prestigious British media such as The Sun and Daily Mail also visited Montenegro last year. Preparations are underway for the World Travel Market in London, one of the major tourism events.
Significant improvements in air connectivity are confirmed through partnerships with the leading British tour operator Jet2holiday and a major airline, enhancing Montenegro’s accessibility to this market.
In May, around 60 German tour operators participated in a destination forum. This year will see a strong emphasis on digital promotion channels, with numerous marketing campaigns planned, according to Vujović.
