Tourism expert Dr. Ivo Županović urges caution regarding the anticipated surge of tourists from Germany to Montenegro, despite it being a vital European market. He raises concerns that current forecasts greatly exceed past visitation figures from the region.
Speaking to “Dan,” Županović stresses the need for careful consideration given Montenegro’s recent tourism data. While the National Tourism Organization’s report of 4.2 million Germans expressing interest in visiting Montenegro within three years sounds promising, Županović questions the feasibility of such projections.
“Caution is warranted here, given the existing situation. Official figures show Montenegro hosted 152,158 German tourists in 2023, compared to 163,877 in 2019. These projections far surpass previous visitation levels, raising questions about the feasibility of such rapid expansion,” says Županović.
Meanwhile, Ana Tripković Marković, director of the Montenegro National Tourism Organization, underscores the potential of the German market. She notes that nearly 60% of potential German tourists prefer package deals, a rate higher than average and exceeding interest in Croatia and Greece.
Županović emphasizes the importance of defining clear distribution channels and transportation methods, especially considering recent research showing that car travel (47%) is predominant, followed by air travel (41%) in neighboring destinations. Given Montenegro’s reliance on air travel, transportation logistics require careful planning.
Additionally, Županović highlights the IMF’s modest growth forecasts for Germany, indicating limited discretionary spending among German tourists in the coming years.
While attracting a large number of German tourists is desirable, Županović cautions that it may not be immediately feasible. Data from Monstat reveals that Montenegro welcomed around 2.6 million tourists in 2023, with NTO expectations aiming for 1.4 million German tourists annually, representing a significant increase in total tourist arrivals.
Last year, Russians accounted for the highest number of overnight stays (23.6%), followed by tourists from Serbia (21.5%), Bosnia and Herzegovina (8.5%), Germany (4.9%), Ukraine (4.1%), Kosovo (3.6%), and Turkey (2.9%), with other countries contributing 31% of overnight stays.
