Beyond Ulcinj’s historic core, the settlements surrounding Velika Plaža represent Montenegro’s largest undeveloped coastal tourism scale opportunity, but also one of its most poorly monetised. With approximately 13 kilometres of continuous sandy beach, the area attracts high seasonal volumes yet captures limited value.
Tourism here is dominated by short-stay, price-sensitive visitors, with average stays of 2–4 nights and daily spending of €80–110. Local retention is mixed at 55–60 percent, reflecting informal accommodation and fragmented service provision.
Employment is highly seasonal and volatile. Net monthly wages during peak season can reach €900–1,200, but off-season employment collapses, driving income instability and migration pressure.
Municipal revenues spike during summer but lack durability. The core constraint is not demand, but planning and governance. Without zoning clarity, infrastructure investment, and formalisation, scale becomes a liability rather than an asset.
With targeted CAPEX of €25–40 million in wastewater, access roads, and public spaces, Velika Plaža communities could shift toward longer stays, higher daily spend, and structured eco-sports tourism, materially improving fiscal and employment outcomes.
