As of Thursday, around 130,620 tourists are currently staying in Montenegro, based on unofficial data from local tourism organizations, according to the National Tourism Organization (NTO).
NTO reports a stable situation on the ground as the peak of the summer season approaches. Revenues from the tourist tax, specifically the share allocated to the state budget, reached EUR 880,810 by Wednesday. This marks a 1.75% increase compared to the same period last year and a 26% rise compared to 2019.
The highest tourist concentrations are in coastal municipalities: Budva, Ulcinj, Herceg Novi, and Bar, which traditionally see the most activity during the high season. The guest structure remains diverse, with regional visitors still dominant, but strong numbers are also coming from Germany, France, the UK, Turkey, and Poland, reaffirming Montenegro’s appeal across European markets.
While tourist traffic is on par with last year, the growth in tourist tax revenue shows positive momentum. NTO is optimistic the season will extend beyond the usual timeframe and could surpass last year’s results in some areas.
Efforts are underway to promote Montenegro as a year-round destination. NTO is currently participating in London’s prestigious Food Festival, showcasing Montenegrin cuisine and authentic products to the UK market. This event is part of a broader strategy to enhance the country’s image as a destination rich in both natural beauty and cultural-gastronomic offerings.
Preparations are also ongoing for international tourism fairs starting in September, along with carefully planned marketing campaigns to boost Montenegro’s digital visibility. NTO will continue its promotional efforts in key strategic markets, maintaining close cooperation with local tourism stakeholders.
