Ana Tripković Marković, Director of the National Tourism Organisation of Montenegro
The National Tourism Organisation’s director on strategy, digital campaigns, and partnerships shaping Montenegro’s rise as a recognisable European destination
At a time when tourist destinations compete not only on the quality of their offerings but also on the strength of their brands, Montenegro is increasingly successfully building international recognition through a blend of authenticity, natural beauty, and contemporary marketing approaches. The results achieved in the most important source markets, prestigious international awards, and growing visibility on digital platforms all confirm that the country is positioning itself ever more strongly as one of the most attractive European destinations. We spoke with Ana Tripković Marković, Director of the National Tourism Organisation of Montenegro, about the promotional strategy, the role of digital marketing, cooperation with the private sector, and the future directions of Montenegro’s tourism brand.
How would you assess Montenegro’s current position on the global tourism map?
As an indicator of the destination’s good reputation on the international market, I would highlight that, for more than two years now, Montenegro has featured in the monthly reports of the European Travel Commission (ETC) among the TOP 10 best-rated destinations by visitors to online travel platforms, while in April, we took first place. It is particularly important to note that Montenegro hosted several significant international events this year, further strengthening its image and visibility. Among them, the General Assembly of the European Travel Commission stands out, gathering around 70 leading representatives of the European tourism sector from 32 member countries, as well as the EU–Western Balkans Summit. Montenegro is positioning itself ever more clearly on the global tourism map as a destination distinguished by the diversity of its tourism offer. Despite the challenges the global tourism sector has faced – from the pandemic to geopolitical and economic circumstances – Montenegro has demonstrated the ability to adapt to market changes, as evidenced by the sector’s stable development, the destination’s sustained competitiveness, and Montenegro’s growing international recognition.
What are the key elements of the strategy for branding Montenegro as a tourist destination?
In the contemporary tourism environment, characterised by rapidly changing trends and intense competition among destinations, building a strong and recognisable brand is one of the key preconditions for success. A good destination brand is not merely a visual identity or a promotional campaign; it creates emotion and builds a connection with potential visitors. Montenegro’s branding strategy rests precisely on highlighting what makes us unique – the blend of unspoilt nature, rich cultural heritage, authentic experiences and the sense of freedom our country offers. In that context, the new promotional campaign “Uncover Your Wild Side” represents a powerful step forward in the way we communicate with international markets. At a time when perceptions of destinations are shaped by numerous digital channels and tourists, more than ever, seek authentic experiences, our goal was to bring together the experiences and values Montenegro offers into a single message. That is precisely why, through the “Uncover Your Wild Side” campaign, we focused on emotion, authenticity, and the destination experience, as contemporary tourists increasingly seek a connection with nature and content that offers an escape from everyday life. The destination spot was therefore conceived as a film trailer, with the aim of evoking emotion and a sense of adventure. We are particularly pleased that the campaign’s promotional film achieved exceptional international success, winning second place among the best tourism films in the world at the CIFFT (International Committee of Tourism Film Festivals) network’s final, held in Portugal. In addition to this major recognition, over the course of the year, the film won a further eight international awards, including accolades at the prestigious Golden City Gate tourism film festival in Berlin, as well as awards within the CIFFT network of festivals in Tortosa, New York, Tokyo, Cannes, Zagreb and Los Angeles. Further confirmation of its quality came with the winning of the prestigious Webby Award, regarded as the most significant global recognition in the field of internet content.
In what way does the National Tourism Organisation contribute to increasing the country’s international recognisability?
The National Tourism Organisation of Montenegro continuously contributes to strengthening the destination’s international recognisability through a broad range of promotional activities across key source markets. In the previous year alone, promotional activities were carried out in more than 20 markets, including appearances at international tourism fairs, marketing campaigns, the organisation of study visits for media, influencers and tour operators, and intensive digital marketing. A particularly significant contribution was made by the digital campaign “Uncover Your Wild Side,” which the National Tourism Organisation carried out in 2024 across the markets of the United Kingdom, France and Germany. The campaign generated more than 380 million impressions, 5.8 million clicks and over 2.3 million visits to the website. Through influencer activities, it recorded 8.9 million content views and more than 546,000 interactions, thereby fully achieving the campaign’s set objectives. I would particularly highlight the activities carried out through the programme of incentive measures. Through support measures for joint marketing campaigns with leading international partners, 18 campaigns were conducted in 2025 across nine strategically important markets, with a total reach of more than 140 million impressions. The campaigns were carried out in cooperation with renowned partners such as Jet2holidays, easyJet holidays, TUI, Expedia, Voyage Privé, Secret Escapes UK, Schauinsland Reisen, Trendtours, Reisen Aktuell, FRAM, Nowa Itaka and eSky. The activities were further intensified in 2026 as well – likewise through the programme of incentive measures, but also through fair appearances, cooperation with the media, business workshops with tour operators and other activities. At the same time, a three-month promotional campaign was launched on the channels of Warner Bros. Discovery, including the Discovery Channel and the Travel Channel, promoting Montenegro across 36 markets in Europe and the EMEA region, with a potential monthly reach of more than 50 million viewers. All the above activities contribute to strengthening Montenegro’s visibility, enhancing the destination’s image and improving its position in the international tourism market.
THE TOURISM OF THE FUTURE
• Strengthening digital marketing and a presence on global platforms
• Greater application of artificial intelligence and advanced analytics in promotion
• Development of authentic tourism experiences and sustainable tourism
• Strengthening partnerships with leading international tour operators and airlines
• Continuous enhancement of the quality of the tourism offer through the Montenegro Quality programme
• Positioning Montenegro as a destination that, in a small space, brings together sea, mountains, culture, adventure and top-class gastronomic experiences
What are the most effective channels for promoting Montenegro in international markets?
When it comes to promoting Montenegro as a tourist destination, the best results come from a combination of traditional and digital promotional channels. Digital marketing, social media, collaboration with influencers, online campaigns, and a presence on leading tourism platforms enable quick, efficient reach of diverse target groups in international markets. At the same time, traditional channels such as tourism fairs, specialised media and promotional events continue to play a significant role in strengthening the destination’s recognisability. Personal contact with partners in source markets is especially important, especially with tour operators, travel agencies, and media representatives. Study visits by media, influencers and tour operators are also a very significant part of promotion. When they can experience the destination personally, they create an authentic impression. Such experiences often result in high-quality media content and new travel arrangements.
How do you assess cooperation with the private sector in creating the tourism offer?
Cooperation with the private sector is essential to developing a competitive, high-quality Montenegrin tourism offer. Alongside joint promotional activities with tourism entities, we place particular focus on enhancing the quality of the tourism offer through the Montenegro Quality programme. This is a national quality mark awarded by the National Tourism Organisation of Montenegro to entities that meet clearly defined criteria. The mark is awarded at three levels – bronze, silver and gold – and confirms high standards of service and operations. Since the programme’s establishment, the Montenegro Quality mark has been awarded to around 50 tourism entities across Montenegro, including hotels, restaurants, rural households, travel agencies, museums, galleries, and tourist attractions. It is particularly significant that the programme encompasses different segments of the tourism offer, thereby encouraging the development of quality across the entire destination. Our engagement does not end with the awarding of the mark. We conduct ongoing field inspections and training, and include mark-holders in promotional activities to maintain high standards and further affirm quality as one of the key values of Montenegrin tourism.
To what extent do digital marketing and social media influence the perception of Montenegro as a destination?
Digital marketing and social media today play a decisive role in shaping perceptions of Montenegro as a tourist destination, particularly as travel planning increasingly moves online. A 2023 guest survey found that the majority of respondents use the internet as their primary source of information when choosing a destination and planning a trip. This trend is expected to intensify, with the growing influence of digital platforms and social media on travel decisions. For this reason, we continuously strengthen our activities in the digital space. Through cooperation with international media, influencers, and global travel platforms, and through large-scale digital campaigns, we reach an audience of millions worldwide. The results of our “Uncover Your Wild Side” campaign confirm the effectiveness of this approach. The campaign achieved more than 380 million impressions and 5.8 million clicks, indicating strong interest among potential visitors to Montenegro. We focused on engaging audiences through collaborations with influencers, resulting in 8.9 million views and more than 546,000 interactions. At the same time, more than 2.3 million visits to our website were recorded, and all the campaign’s key objectives were met.
What are the greatest challenges in branding a small tourist country at the global level?
One of the greatest challenges in branding a small tourist destination at the global level is the budget allocated to international promotion. Competition in the tourism market today is exceptionally fierce, and leading tourist destinations invest significant resources in marketing, digital campaigns, promotion and a presence in key markets. The National Tourism Organisation of Montenegro operates with a budget that is among the lowest in Europe relative to those of other countries’ national tourism organisations. It is encouraging that, even with significantly more modest resources, we manage to achieve notable results. The best example of this is our current promotional campaign “Uncover Your Wild Side,” whose promotional film won several international awards at prestigious tourism film festivals around the world. These accolades carry particular weight given that the competition included destinations with many times larger promotional budgets, among them some of the most developed tourism markets in Europe.
How do you see the further development of Montenegro’s international promotion in the years ahead?
Trends in the global tourism market shift rapidly, and tourists’ expectations today increasingly favour authentic experiences, personalised content and a deeper connection with the destination. For this reason, I believe Montenegro’s international promotion in the years ahead will require even more innovative approaches and a greater capacity to adapt to market changes. I would highlight two key challenges faced by all tourist destinations. The first is that, in the era of digital platforms and traveller-generated content, the perception of a destination is shaped daily across a wide range of communication channels. The second is the need to bring together numerous experiences, local stories, brands, attractions and tourism products into one clear, recognisable and authentic message that will stand out in a highly competitive international environment. The key task of those who manage destination branding is to recognise what contemporary tourists seek and to present, authentically, what the destination truly offers. I believe the boundaries of destination promotion will shift further in the years ahead, as digital marketing, advanced analytics, artificial intelligence, creative content and new formats of communication grow in importance. However, regardless of the changes brought by new technologies and marketing trends, the quality of the tourism offer remains the key precondition for successful promotion. No campaign, however creative and visible, can, over the long term, compensate for a lack of quality in the destination itself. It is precisely for this reason that the National Tourism Organisation of Montenegro is, for the fourth year running, implementing the Integrated Quality Management in the Destination project, through which it carries out numerous activities aimed at enhancing the tourism offer, raising the quality of services, educating the tourism economy and strengthening the destination’s competitiveness. In the end, the best promotion is a satisfied guest who shares their positive experience with others.
What message would you send to international tourists about Montenegro?
To international tourists, I would say: visit Montenegro with a desire to discover its diversity, because this is a destination that, in a relatively small space, offers an exceptional variety of experiences – from the sea and mountains to rich cultural heritage, to an active holiday and authentic gastronomy. It is precisely the blend of natural beauty, hospitality, and authentic experiences that makes Montenegro a popular destination for many visitors year after year. I would invite them to step beyond the usual tourist routes, explore the country’s hidden corners, and discover Montenegro’s authentic, wild beauty that inspires, connects one with nature, and offers a genuine respite from everyday life.