Simonida Kordić, Minister of Tourism of Montenegro
Having assumed a leading role in European tourism structures and become the best-rated European destination for visitor satisfaction, Montenegro sees its future in sustainable development, high-value investment and year-round tourism
Montenegro has emerged as one of Europe’s most acclaimed destinations, topping the charts for visitor satisfaction and reputation while assuming a leading role in global tourism structures. At the helm of this transformation is Simonida Kordić, Minister of Tourism, who envisions a future built on sustainability, innovation, and authentic experiences. In this conversation, she outlines how Montenegro is shaping a new era of tourism – from luxury resorts and rural households to digital storytelling and regional cooperation – and why the country’s unique blend of sea, mountains, and culture is winning the trust of travellers and investors alike.
How would you assess Montenegro’s current position on the international tourism map?
In April 2026, the European Travel Commission ranked Montenegro at the top of its list of best-rated European destinations for reputation and visitor satisfaction, with a score of 9.22/10 – a result also confirmed by independent international analyses. This reflects a significant improvement in the quality of Montenegro’s tourism offer and in the trust our guests place in our destination. Montenegro’s standing on the international tourism map is further confirmed by our position at the very forefront of European tourism. Chairing the Commission for Europe within UN Tourism – the most important global organisation in the field of tourism – is the highest position Montenegro has ever held in international tourism structures. It is particularly significant that Montenegro earned the confidence of 24 states with voting rights, which represents strong international recognition and confirmation of the credibility of our tourism policy. All of this opens the door to more intensive cooperation with numerous countries and experts, enabling the exchange of knowledge, the application of best practices, and the strengthening of institutional capacity – particularly in areas where we wish to make further progress: sustainable development, digitalisation, the creation and promotion of specific tourism products, and investment. At the same time, it allows us to present Montenegro’s potential to a much wider international audience and to further position our country as a relevant actor in the development of European and global tourism. Montenegro brings something truly unique to the European tourism offer. In such a small area, we offer an incredible diversity of content and experiences. In just a 15-minute cable-car ride between Lovćen and Kotor, you cross two climate zones, and in a single day it is possible to both ski and enjoy the seaside. Another advantage is our proximity to European capitals, no more than two hours’ flight away, which makes Montenegro an exceptionally accessible destination. Today’s travellers seek a high-quality, active holiday – authentic experiences, culture, history, gastronomy, unspoilt nature and genuine contact with the local way of life. That is precisely what Montenegro can offer, especially through the development of rural tourism in the north of the country, where visitors can be part of their hosts’ daily lives, enjoy organic food, clean water and sincere hospitality. At a time when authenticity and sustainability are the most sought-after values in tourism, this is a significant competitive advantage. We will present it to the countries of Europe and Asia at our interregional forum this autumn in Podgorica, and again next year when we host the Commission for Europe – for which we received the unanimous support of more than 30 countries.
MONTENEGRO AT THE TOP OF EUROPEAN TOURISM
• First place on the list of bestrated European destinations by reputation and visitor satisfaction (9.22/10).
• Chair of the Commission for Europe within UN Tourism – the highest international position Montenegro has achieved in the tourism sector.
• The support of 24 member states with voting rights confirms the credibility of Montenegrin tourism policy.
• A unique destination that, in a small area, unites sea, mountains, cultural heritage and authentic experiences.
• Host of key international tourism gatherings and regional initiatives shaping the future of European tourism.
Which segments of tourism do you plan to develop further – for example, health, conference, luxury or rural tourism?
The Ministry of Tourism’s priority is the development of sustainable, year-round tourism, with a particular focus on segments that can help reduce seasonality and ensure more balanced development across all of Montenegro’s regions. That is precisely why we are devoting special attention to MICE tourism – that is, conference and business tourism – as well as to health, luxury and rural tourism. We see MICE tourism as a key segment for extending the season. Congresses, conferences and business events are most often organised in the off-season months, such as March, October and November, and can significantly improve occupancy throughout the year. To realise that potential fully, additional investment in modern congress centres and supporting infrastructure is needed. Montenegro has a significant advantage here, as it is still a relatively new and less-exposed destination in this segment – which is particularly attractive to professional event organisers seeking new and exclusive locations. We also recognise great potential in health tourism. Certain facilities and natural resources already exist on which we can build a competitive offer, but we see room for further investment and improvement in service quality to elevate this segment and position Montenegro as a destination for rest, rehabilitation and wellness. Luxury tourism is already well developed, particularly on the coast, where renowned international brands and high-value investments are present. The arrival of prestigious international hotel brands such as One&Only, Regent, Hilton, Hyatt and Aman, together with the development of major projects such as Portonovi, Porto Montenegro and Luštica Bay, confirms this. Our ambition is to further develop this segment sustainably, preserving the authenticity of the landscape and its natural resources. We consider the development of rural tourism especially important, particularly in northern Montenegro, which represents a major and still underexploited potential. Today’s travellers increasingly seek authentic experiences, unspoilt nature, organic food and contact with local traditions and ways of life. That is precisely why we are seeing continuous growth in the number of rural households included in the tourism offer – from 56 registered households in 2019 to 378 today. This confirms that rural tourism is becoming one of the most promising development segments, one that at the same time contributes to the preservation of local communities and to more balanced economic development across the country.
Through the development of these segments, we want Montenegro to be a destination with a year-round offer – one that provides varied content for different traveller profiles while preserving its most important values: nature, authenticity and hospitality.
How do you see the role of investment in the further development of tourism infrastructure?
We see investment as the key driver of a new phase in the development of Montenegrin tourism. Our aim is not merely to increase accommodation capacity, but above all to build a modern, competitive and sustainable destination capable of meeting the demands of the contemporary market. That is precisely why infrastructure investment is of strategic importance – because without quality connectivity and modern conditions, there can be no long-term development of tourism. In that context, we are focused on modernising the transport network and airports, improving municipal utility systems, and on the digitalisation of tourism services, which is today becoming a standard of competitive destinations. What we particularly insist upon, however, is that every investment project be aligned with the principles of sustainability and the protection of the landscape. Our nature and authenticity are not merely a symbol of Montenegro but also our most valuable tourism resource. For that reason, we want investments that will bring new value while preserving the destination’s identity. It is precisely for this reason that the state continues to improve the investment climate through clear rules, more efficient procedures and a partnership-based relationship with credible investors. We are convinced that only through responsible, long-term, well-considered investment can we further strengthen tourism as one of the most important sectors of the Montenegrin economy.
DEVELOPMENT PRIORITIES: FROM MICE TO SMART DESTINATIONS
• A focus on year-round tourism through the development of conference (MICE), health, luxury and rural tourism.
• The number of registered rural households has risen from 56 (2019) to 378, confirming the growth of the rural tourism offer.
• Continued investment in airports, transport and municipal infrastructure, with strict adherence to the principles of sustainability.
• Development of digital solutions and the TIS 5 system for more efficient management of tourist flows.
• The “Bridging Destinations” regional initiative strengthens the joint appearance of SouthEast European countries in distant markets and promotes the concept: “My guest is your guest too.”
How important is regional cooperation in positioning Montenegro as an attractive destination?
Regional cooperation is one of the key directions we advocate for the development of tourism today, as contemporary tourism trends clearly show that guests – especially from distant markets – no longer wish to visit only one country during a single trip. Today’s traveller seeks authenticity, varied experiences, and an acquaintance with multiple cultures, cuisines, natural landscapes, and the ways of life of local communities. That is precisely why, together with our colleagues from Bulgaria, Serbia, Croatia, North Macedonia, Albania, Greece and Italy, we have launched the “Bridging Destinations” initiative, grounded in cooperation rather than competition among destinations. We believe the region can be far more competitive when it presents itself, particularly in distant markets, where tourists often wish to visit several countries in a single trip and experience different cultures. Our principle is simple – “my guest is your guest too.” If a tourist visits Croatia, Greece or Serbia, there is a strong chance they will wish to extend their journey to Montenegro as well, just as our guests can continue their travels through the region. When we cooperate, everyone benefits – the states, the tourism industry, and the tourists themselves, who gain a richer, more rewarding experience. Montenegro holds a very important place in that regional story because, in a small area, it offers exceptional diversity – sea, mountains, national parks, cultural and historical heritage, authentic gastronomy, and hospitality. It is precisely in that authenticity and in the linking of different experiences that we see the future of contemporary tourism.
How do digitalisation and contemporary trends affect the promotion of the tourism offer?
First, the wave of digitalisation has swept through almost every sphere of society and the economy, and the tourism sector has not been immune to the changes brought by the modern age. It has become clear that digitalisation is no longer a choice but a necessity and a key precondition for a destination’s competitiveness. Digitalisation has completely changed the way tourist destinations are promoted, because today’s travellers seek information primarily online – through websites, mobile applications and social media, where they can view photographs, video content and virtual tours of natural and cultural attractions, as well as the experiences and reviews of other visitors, on the basis of which they make decisions about travel and accommodation. Contemporary trends further shape the promotion of the tourism offer. Personalised content, interactive tools, blogs and video tours increase user engagement and foster more direct, authentic communication with tourists. Particularly significant is the Ministry of Tourism’s cooperation with UNIDO on a project on digital storytelling and 3D presentation of cultural heritage; we are already preparing a continuation of this cooperation through a new project that will further enhance digital promotion and innovative tourism content in Montenegro. All of this contributes to better promotion of the destination, greater visibility of the tourism offer, and a better understanding of the needs of contemporary travellers. In other words, digitalisation today does not merely promote a destination – it creates the complete tourism experience from the trip-planning stage. For this reason, the Ministry of Tourism recognises digitalisation and innovation as a key priority for the development of tourism in Montenegro. For the first time, through the Programme of Incentive Measures in the Field of Tourism for 2026, we have created a special support measure to develop smart and sustainable tourist destinations through digital and innovative solutions. The aim of this measure is to improve the management of tourist flows, promote less-developed and less-visited destinations, extend the tourist season and enhance the digital experience of tourists before, during and after their visit. In parallel, we are working intensively to develop the TIS 5 system (a new generation of the tourism information system), which will enable more efficient data management, better coordination among institutions, and more modern digital services for tourists and the tourism industry.
What message would you send to international investors and tourists regarding the future of tourism in Montenegro?
To international investors, I want to say that Montenegro is today a reliable and promising partner, strategically developing its tourism sector in line with the latest global trends. Our country offers a unique blend of exceptional natural beauty, a favourable geographic position, and a clear vision for tourism development centred on quality, sustainability, and authenticity. Investors who choose to invest in Montenegro are investing in a market that still has considerable room for growth, particularly in the sustainable and luxury segments and in tourism based on authentic experiences. We are ready to be their active partner in projects that will deliver mutual benefit – profitability for investors and long-term development for local communities, while preserving the authenticity of our destination.
As for tourists, I want to send a clear message that Montenegro remains a destination of unique experience, offering, in a small area, a rare blend of sea, mountains, rich cultural heritage and warm hospitality. It is precisely this diversity that is our greatest advantage and the reason many guests return to us year after year. That is why we continue to invest in service quality, infrastructure, and the development of new content to provide tourists with an even richer, safer, and more rewarding experience year-round. Our ambition is not merely to increase the number of visits, but to build Montenegro into a recognisable Mediterranean destination that successfully unites authenticity, quality and sustainable development.