Montenegro Welcomes Over 40,000 Tourists, Hotel Stays Surge

On October 9, 2025, Montenegro recorded a remarkable influx of 40,786 tourists, marking a significant increase of 10.9% compared to the same date last year. When juxtaposed with figures from 2019, this represents a substantial growth of 25.58%, according to the National Tourism Organization of Montenegro (NTO). Among these visitors, more than 20,000 tourists are currently enjoying stays in hotels across the country, reflecting a 26% rise from the previous year and a 24% increase compared to 2019.

Revenue Growth and Tourist Distribution

The total revenue generated from tourism-related taxes and fees, which contributes to the national budget, has reached €3,714,987.61 as of October 7, 2025. This figure indicates an increase of 4.25% compared to the same period in 2024. Popular tourist destinations such as Budva, Herceg Novi, and Bar are seeing the highest numbers of visitors, underscoring their appeal as prime holiday spots.

The NTO has been actively engaged in promotional activities to enhance Montenegro’s visibility as a competitive year-round tourist destination. Recent efforts include participation in tourism fairs in France and Japan. Preparations are underway for upcoming events such as the World Travel Market in London from November 4 to 6, a B2B fair in Belgium on November 17 and 18, and the IBTM World congress in Barcelona from November 18 to 20.

International Collaborations and Marketing Strategies

To strengthen ties with international partners and media, the NTO is organizing study visits for Spanish media representatives, scheduled from October 14 to 18, and for French media from October 21 to 25. Additionally, a study visit for tour operators and travel agencies from Denmark is also being coordinated.

As part of its 2025 tourism incentive program, the NTO is implementing joint marketing campaigns with leading European tour operators. In France, partnerships include campaigns with Voyage Privé, Expedia, and FRAM, while in the United Kingdom, activities are in collaboration with Jet2holidays and easyJet Holidays. In Germany, Montenegro is promoted alongside Schauinsland Reisen, Trendtours, and Reisen Aktuell, and in Austria with TUI Austria. Efforts are also extended to Czech, Scandinavian, and Polish markets.

Looking ahead, the NTO plans to continue its “Uncover Your Wild Side” campaign in key source markets, focusing on digital initiatives and targeted promotional campaigns aimed at increasing Montenegro’s visibility as an attractive year-round destination.