The municipality of Žabljak has launched the preparation of a new local tourism development strategy aimed at strengthening the destination’s competitiveness and creating a more sustainable year-round tourism model. The initiative is being developed within the project “Transformacija uz Transdinariku – Phase 2”, financed by the European Union through the Interreg Danube Programme, with support from the Croatian international development agency MARA.
As part of the strategy preparation, local authorities conducted a comprehensive survey among tourists, residents and business operators in the municipality. The objective was to obtain a realistic assessment of the current tourism offer, identify structural weaknesses and define priorities for the future development of one of Montenegro’s most prominent mountain destinations.
The results confirm that Žabljak maintains a strong reputation as a nature-based tourism destination, particularly among visitors seeking outdoor activities and alpine landscapes. A significant share of tourists arriving in the town belong to higher-income groups, including visitors with monthly incomes above €5,000, suggesting that the destination attracts travellers with relatively strong purchasing power.
Tourist behaviour patterns also highlight the strength of the destination’s reputation. The survey found that more than 55 percent of visitors arrived based on personal recommendations, while 39 percent visited the area for the first time. The average stay is about three days, indicating that while Žabljak is a popular stop for short visits, extending visitor stays remains a key opportunity for local tourism operators.
The natural environment remains the central attraction. According to the survey, 30.4 percent of visitors come primarily to explore natural attractions, while 26.1 percent travel to the area for active holidays such as hiking, cycling and outdoor sports. Satisfaction with the region’s natural landscapes is extremely high, with 87 percent of tourists expressing a strong level of satisfaction with the scenery and environment.
Within the segment of active tourism, 35.4 percent of visitors rated hiking and cycling routes as excellent, reflecting the importance of Durmitor National Park and the surrounding mountains as a core tourism asset. Gastronomy also receives relatively positive feedback, with 45.5 percent of tourists satisfied with the local food offer, while 31.8 percent gave positive ratings to cultural and event-based content.
However, the survey also highlights a clear gap between the destination’s natural potential and the supporting infrastructure required for a modern tourism economy. While tourists largely praise the environment and atmosphere, local residents and business owners emphasize structural challenges that limit further growth.
For the local population, tourism is widely recognized as a major driver of economic development. About 66 percent of residents believe tourism improves overall quality of life, while 56 percent say it contributes significantly to the visibility and reputation of Žabljak. Additionally, 51 percent consider tourism an important supplementary source of income for households and small businesses.
Despite this generally positive perception, satisfaction with the current tourism offer remains limited. Only 6 percent of residents say they are fully satisfied with the existing tourism system, reflecting concerns about infrastructure, transport accessibility and the quality of services available to visitors. Transport infrastructure in particular received some of the lowest ratings in the survey.
These findings underscore a structural dilemma facing the development of Žabljak as a mountain tourism destination. On one side stands one of the most recognizable natural landscapes in the Western Balkans, anchored by the Durmitor mountain range and the Tara canyon, both internationally recognized attractions. On the other side lies a relatively underdeveloped tourism infrastructure that limits the ability to fully capitalize on this natural potential.
Local authorities therefore view the new tourism development strategy as a key instrument for transforming Žabljak into a more competitive and diversified destination. The strategic objective is to move beyond a short-stay, seasonal tourism model toward a year-round mountain tourism economy capable of attracting visitors during winter, summer and shoulder seasons.
Achieving this transformation will require coordinated investments in several areas. Transport connectivity, accommodation quality, digital services, tourism management and destination branding are all identified as priority areas for improvement. Expanding active tourism infrastructure—such as cycling routes, hiking networks and adventure tourism facilities—is also expected to play a central role in the new development model.
At the same time, planners stress the importance of maintaining the environmental integrity of the region. The long-term attractiveness of Žabljak depends heavily on preserving the natural landscapes that form the core of its tourism identity. Sustainable tourism practices, ecological protection and careful spatial planning are therefore expected to become central pillars of the strategy.
The analysis ultimately illustrates a broader trend visible across many mountain destinations in Southeast Europe. Regions with exceptional natural resources often face the challenge of converting environmental assets into sustainable economic value without compromising the ecosystems that attract visitors in the first place.
For Žabljak, the new strategy represents an attempt to bridge that gap—leveraging the destination’s strong reputation among travellers while addressing the infrastructure deficits that currently constrain its growth. If the planned reforms and investments materialize, the town could strengthen its position as one of the leading alpine tourism centers in the Western Balkans.
