Montenegro Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in montenegro, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Tourism
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Overview

Tourism continues to be the most important sector in the Montenegrin economy, accounting for 30 percent of total GDP. In 2024, the country welcomed 2.61 million visitors, who accounted for 15.59 million overnight stays. Foreign visitors accounted for 96 percent of these stays. The bulk of tourism activity remains concentrated along Montenegro’s Adriatic coast, which made up 94 percent of total overnight stays, while Podgorica, mountain resorts, and other inland destinations attracted smaller but growing shares. Government sales of formerly state-owned land have spurred a wave of foreign investment in large-scale tourism and hospitality centers. The government intends to broaden the tourism industry beyond the seacoast to include more rural tourism, cultural tourism, and ecotourism and capitalize on its geographic diversity, including mountains, lakes, and distinct culinary traditions. 

Montenegro’s tourism leaders also strive to shift a greater percentage of the tourist trade away from low-revenue package tours into more luxurious and upscale projects. The government has also expressed plans to position itself as a center for business and convention meetings. U.S. companies that specialize in hotel management, theme park development, amusement games and attractions, golf course development, fast food establishments, sports and leisure facilities, casino management, and environmental preservation have excellent opportunities to develop stand-alone tourist facilities or to enhance existing properties. Several well-known U.S. companies operating in Montenegro’s tourism sector include Hilton, Stratex Group, Hyatt Regency and Crowne Plaza, as a part of the IHG Group.

The best trade prospects in the sector are for tourism-related equipment, hotel furnishings, and IT equipment. Water sports, bird watching, horse-back riding and fishing are ripe for development, as well as ports for yachts, beaches, and marinas. There are also business opportunities for U.S. construction companies, engineering firms, and architects, as modernization projects and/or the construction of new hotels begin.

 

Web Resources

Ministry of Tourism
Simonida Kordic, Minister
81000 Podgorica, IV Proleterske brigade 19
Web site: Ministarstvo turizma

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