During the first five months of this year, Montenegro recorded around 28,000 tourist arrivals from the United Kingdom, representing a 25 percent increase compared to the same period last year, according to the National Tourism Organization (NTO).
The NTO stated that as part of promotional activities in the UK market, they launched a campaign in collaboration with leading British media outlets from January to June this year.
The campaign included a series of articles in which Montenegro was recommended as an attractive tourist destination for Britons. These articles appeared in prominent daily newspapers, such as The Guardian and The Evening Standard, as well as in the prestigious travel magazine National Geographic Traveller Food, which collectively boast over 29 million readers in their print and online editions.
“Montenegro was showcased as a destination that offers a variety of tourist experiences year-round, from enjoying beautiful beaches and exploring historical landmarks to indulging in local cuisine and skiing in the mountains,” the statement said.
The NTO also highlighted other promotional activities conducted in anticipation of the tourist season. These included a multi-month campaign on TV and online channels of the renowned media house BBC, participation in major trade fairs and business workshops in the UK, and intensive PR activities.
These promotional activities also involved collaboration with tour operators in marketing initiatives and organizing study visits for representatives of prestigious media, which collectively contributed to enhancing Montenegro’s image and increasing interest in the country.
“According to the data from the Statistical Office of Montenegro (MONSTAT), interest from British tourists in Montenegro has significantly increased. During the first five months of this year, around 28,000 tourist arrivals from the United Kingdom were recorded, marking a 25 percent growth compared to the same period last year,” the statement noted.
In the same period, there was a 30 percent increase in the number of overnight stays compared to the previous year.
The NTO emphasized that with improved air connectivity between Montenegro and four UK cities—Bristol, London, Manchester, and Birmingham—along with ongoing promotional activities, they expect positive trends from the UK market to continue this tourist season.
“The promotion in this market will continue with the presentation of Montenegro’s tourist offerings and gastronomy at a food festival organized by the renowned travel magazine National Geographic Traveller at the end of July,” the NTO added.
They also mentioned that a special episode of the travel show “The Travel Show,” which was filmed in Montenegro, will be broadcast on BBC TV channels in September.
“These activities represent a crucial step towards strengthening Montenegro’s presence as a tourist destination in the British market and attracting a greater number of visitors,” the statement concluded.
