Montenegro is making waves again on the global business tourism scene! This year, the Montenegrin Congress Bureau part of the National Tourism Organization is showcasing the country at IMEX 2025 in Frankfurt, Europe’s top trade fair for the meetings and events industry. Held from May 20 to 22, the event is a golden opportunity for Montenegro to promote itself as an exciting, high-quality destination for conferences, meetings, corporate travel, and incentive trips.
The country came prepared. With 48 certified members now part of the bureau including hotels with top-tier conference facilities, event venues, and tourism agencies Montenegro has strengthened its reputation for professionalism and global standards. Through financial support programs and promotional activities, the bureau has helped put the spotlight on MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), an important segment for stretching the tourist season and attracting higher-spending visitors.
Director of the Montenegrin Congress Bureau, Aleksandra Maksimović, emphasized the growing demand for authentic and personalized experiences in business travel. “It’s more than just good service now people want to connect with local culture and nature,” she said, highlighting Montenegro’s unique mix of professionalism, breathtaking landscapes, and strong local identity.
The response from the international market? Very encouraging. Delegates met with event planners from across Europe and distant markets like the U.S., Canada, Brazil, India, and the UAE. Richard Savage of the UK-based Specialised Travel agency said he made it a priority to meet the Montenegrin team: “We’ve seen rising interest from the UK in Montenegro. People may have cruised into Kotor for a day, but they haven’t explored inland and that’s the experience we want to create.” Meanwhile, Joao Paulo Teco from Brazil praised Montenegro’s natural beauty and potential, saying it’s a destination Brazilians would love to discover.
Montenegro’s presence at IMEX 2025 feels like a confident step forward. It shows a clear vision not just to attract tourists, but to position the country as a serious player in global business travel. What’s impressive is how the country is balancing high standards with authenticity, offering not just meetings and venues, but memorable experiences. If this energy keeps up, Montenegro could become one of Europe’s best-kept secrets for high-end business events.
Written by our correspondent A.A.
