ANALYSIS OF THE TOURISM DEVELOPMENT IN MONTENEGRO—STATUS AND FUTURE TRENDS

ourism in Montenegro represents a vital component of the national economy, contributing significantly to its gross domestic product (GDP). Recognized as one of the key sectors, this country on the Adriatic Sea annually attracts millions of tourists from various parts of the world. Thanks to its unique combination of natural beauty, cultural heritage, and favorable climate, Montenegro has established itself as a popular destination for various types of tourism. Statistical data shows that the number of tourists in Montenegro has been steadily increasing over the past decades. Particularly significant growth has been recorded in the international tourism segment. The majority of tourists come from European countries, with a special emphasis on visitors from Russia, Serbia, Bosnia and Herzegovina, and European Union countries. The diversity of offerings, from sunny beaches to mountain resorts, attracts various groups of tourists, significantly extending the tourist season. Since 1980, OECD experts have set up a strategic development matrix for Montenegro with three main pillars: tourism (today they would likely add sustainable tourism), predominantly rural and interconnected agriculture (today we might add organic food production), and industry, particularly small businesses catering to tourism and local needs (today they might include clean industry organized by Small and Medium-sized Enterprises—SMEs). We believe these are three robust strategic pillars interconnected by tourism, which should be Montenegro’s strategic development priority. In Montenegro, in 2021, there were 1,670,879 tourist arrivals and 9,872,573 overnight stays. Comparing these figures to 2019, there was a decrease of 36.8% in tourist arrivals and 31.7% in overnight stays. In comparison to 2020, which was significantly impacted by the COVID-19 pandemic, in 2021 there was an increase of 276.3% in tourist arrivals and 281.6% in overnight stays. It can be noted that there was a noticeable recovery in the tourism sector in 2021; however, this recovery did not reach the levels of 2019. Estimates suggest that tourism will contribute around one billion euros to the gross domestic product in 2022, so the “gray zone” should be sought between actual revenue and estimated contributions. Essential to this is the quality reconstruction and development of basic accommodation capacities, additional tourist superstructure and infrastructure, and market repositioning towards major tourist sources in Europe. Achieving better results in the tourism sector requires diversification of products and services.