Montenegro has significant potential to attract a larger number of tourists from Germany and the broader European Union, concluded a meeting between Prime Minister Milojko Spajić and representatives from the world’s largest tourism company, Germany’s TUI, led by Executive Board member and Director of Corporate and External Affairs, Thomas Ellerbeck.
The delegation, which included Bundestag member Tilman Kuban, visited the Montenegrin coast to familiarize themselves with the region’s tourist attractions.
TUI, which already operates in Montenegro through cruise ships docking in Kotor and Bar, expressed readiness for more intensive cooperation to promote Montenegro as a long-term stay destination for its clients, according to a statement from the Montenegrin Government.
“Attracting tourists from a broader range of countries is crucial for tourism, a significant economic sector in Montenegro, and strategic cooperation with German tour operators is invaluable from this perspective,” Prime Minister Spajić emphasized during the meeting.
The German visitors were impressed by the natural beauty of Montenegro’s coastline. The discussion underscored the necessity of enhancing the promotion of Montenegro as a tourist destination.
“It’s essential to brand the destination and introduce it to more tourists from Western Europe and Germany. One way to achieve this is by organizing forums and visits for operators who have direct contact with tourists. This helps build trust in a destination. Once people visit, they simply want to return,” Ellerbeck stated, adding:
“Cruise ships are an excellent starting point for bringing tourists, as they offer excursions to numerous destinations, and a positive first impression can lead to longer return visits.”
The meeting also addressed the importance of developing infrastructure to accommodate more visitors, with improving airports being the quickest way to increase tourist numbers from Germany. Additionally, the construction of new roads will expand the tourism offerings of all coastal cities, it was noted.
Strategic development of Montenegro’s tourism sector was another key topic of discussion, emphasizing the need to match the growth in tourist numbers with the education of skilled tourism professionals. TUI is prepared to assist in this through expert support from its academy.
The visit was organized in collaboration with the Konrad Adenauer Foundation, represented by Jakov Devčić and Zoran Dabetić.
