According to research by the European Travel Commission, 87% of tourists choose their destination based on the balance between price and quality.
To prevent further revenue loss in tourism, authorities need to adjust prices to match the services they offer, fix traffic infrastructure issues, and improve coordination of roadworks to make it easier for tourists to get around. This was the key message from Ivo Županović, a professor of economics and tourism, on TV Vijesti’s Boje Jutra program.
“We’re facing major problems on the Adriatic Highway it’s incredibly difficult to get to the airport. And honestly, we have no idea what the situation will be like in a month, two, or three,” he pointed out. Tourism is very price-sensitive, which is why careful long-term planning is essential, says Marković.
Costs in the hotel sector have gone up significantly average gross salaries in accommodation and food services have reached €1,028, a 15% increase from 2023. On top of that, VAT on accommodation has jumped from 7% to 15%, putting even more pressure on the industry. Tour packages were sold back in October and November, making it tough to adjust pricing later on.
Experts warn that if urgent measures aren’t taken, Montenegro could lose even more tourists to competitors like Croatia, Albania, Greece, and Turkey.
What needs to be done? For starters, faster implementation of the law on permanent seasonal workers is crucial, along with urgent resolutions on beach rentals. Delays in tender procedures are putting timely beach openings and other tourist activities at risk, warns Sanja Marković, secretary of the Tourism and Hospitality Association Board at the Chamber of Commerce of Montenegro.
Montenegro has everything needed for top-tier coastal tourism. It’s a country rich in history and natural wonders. Take Biogradska Gora, for example one of only two remaining primeval forests in Europe, covering 5,400 hectares and stretching between 832 and 1,116 meters above sea level.
Then there’s the Bojana River the only river in the world that flows both upstream and downstream due to the terrain. The Tara Canyon is the deepest in Europe (1,333 meters) and the second deepest in the world. And let’s not forget Nevidio Canyon, known for its breath-taking beauty, first officially explored in the mid-20th century.
Ulcinj’s Velika Plaža (12.5 km) is one of the longest sandy beaches in Europe. It’s not just for swimming you can go kitesurfing, horseback riding, or play beach volleyball and football. Bečići Beach, near Budva, was even named the most beautiful beach in Europe at a competition in Paris back in 1935.
We have everything we need to be the best tourism destination in the region. The only thing holding us back? Ourselves our government and our system.
Written by our correspondent A.A.
