Future of Montenegrin wine tourism: Platform that opens the door of the world
Dušan Jocić, Project Manager of “Wine of Montenegro” online platform
In the world of wine tourism, Montenegro is slowly but surely establishing itself as a destination that offers authentic eno-gastronomic experiences, with the online platform Wine of Montenegro playing an important role in this process. This ambitious project, supported by the European Union, aims to position the Montenegrin wine industry on the international stage and connect local wineries with wine lovers around the world. We discussed this, as well as the challenges and potential for developing the wine tourism in Montenegro, with Dušan Jocić, the project manager of Wine of Montenegro. In this interview, he reveals the key features of the platform, the challenges faced by Montenegrin winemakers, and the strategies employed to attract foreign tourists and wine enthusiasts.
Mr. Jocić how did the project and platform “Wine of Montenegro” come about? In what way does the platform contribute to the development of wine tourism in Montenegro and what are its key characteristics?
The online platform WineOfMontenegro.com was created as part of the same project funded by the European Union, through the Smart Specialization program. The platform is designed as a digital tool for promoting the Montenegrin wine industry, wineries, wines, wine experiences, and enogastronomy offerings. It includes an interactive wine map, a module for booking wine tours, and an online wine store (B2C and B2B). The platform also offers education and training for professionals, thereby contributing to the improvement of service quality and the sustainable development of wine tourism. By connecting local wineries with international markets, the project aims to position Montenegro on the map of top wine destinations.
In previous media appearance, you emphasized that the target group of your online platform are foreign tourists. How is your communication strategy defined? Additionally, how does your platform manage to find a way to visitors of Montenegro?
Our communication strategy is focused on attracting wine enthusiasts and tourists seeking authentic experiences. We use digital marketing, including social media, SEO, Google ads, collaboration with international tourist platforms and influencers, to promote wine tourism in Montenegro. Through stories about local wineries, wines, wine experiences, and gastronomy, we create a connection with visitors who appreciate cultural and enogastronomy experiences. The platform also includes an interactive wine map and a reservation module, which facilitates tourists in planning and booking wine tours, as well as purchasing Montenegrin wines. Of course, we also utilize printed materials distributed in restaurants and hotels to inform tourists and local wine enthusiasts about the benefits this platform offers. An important segment of our marketing strategy is certainly collaboration with foreign tour operators; therefore, on 25 th of March in London, we will present Montenegro as a wine tourism destination to tour operators from around the globe at the international B2B tourism conference New Deal Europe. Additionally, we plan to participate in domestic and regional wine and tourism fairs.
How challenging is it to develop such a platform in a small and limited market like Montenegro? Additionally, is there a broader team behind this project?
Although Montenegro has one of the largest wineries in Southeast Europe, Plantaže 13. Jul, it can hardly compete with developed wine countries in terms of quantity due to limited resources; rather, it seeks its opportunity in wine tourism, indigenous varieties, and the authenticity of local wines. Therefore, we view the development of this platform more as an opportunity for growth than as a challenge. The first steps have been taken; through wineofmontenegro.com, we have created an online marketplace and provided an opportunity for all winemakers to offer their wine tours and wines to the entire world. In addition, during the project, we wrote A Guide for Creating and Implementing Activities in the Field of Wine Tourism, consisting of 80 pages, a document aimed at educating and inspiring winemakers, tourist guides, and agencies about the importance and potential of wine tourism. The next steps are focused on promoting the platform, creating new wine experiences, establishing partnerships with foreign tour operators, as well as educating certified tourist guides, equipping them to organize and lead wine tours. Our team brings together experts from the fields of tourism, digital marketing, and the wine industry who, with the support of the European Union and local government, are working together to position Montenegro as a destination that wine lovers have to visit.
During the implementation of the project, you had the opportunity to communicate with winery owners in Montenegro. Could you share your impressions regarding the key challenges faced by Montenegrin winemakers and grape growers, as well as the developmental potentials of this economic sector?
Indeed! During the project implementation, we visited most registered wineries and had the opportunity to firsthand experience the challenges faced by Montenegrin winemakers. Among the most significant challenges are the small size of the domestic market and limited presence in international markets. The lack of experts in the field of viticulture and wine-making, particularly in the segments of production technology and winery management, complicates the improvement of quality and competitiveness. Many wineries have a limited budget for marketing activities, procurement of modern equipment, and implementation of innovative technologies, which affects their ability to compete in larger markets. Montenegro has limited areas suitable for vineyard expansion, which complicates the increase of production capacities. Changing climatic conditions, including droughts and extreme weather events, pose a risk to vineyards and can affect the quality and quantity of the harvest. Despite these challenges, the Montenegrin wine industry demonstrates significant developmental potential. In recent years, a dynamic growth in the number of wineries, the expansion of plantations with new grape varieties, and an increasing focus on wine tourism have been observed. For instance, while in 2007 there was only one private winery besides Plantaže, today 113 wineries are registered, clearly indicating the progress of this sector. Key factors contributing to development include:
State support and EU funds – The opening of IPARD funds and increased state aid for infrastructure construction and equipment procurement have enabled many wineries to enhance their capacities and production quality.
Innovations and quality – An increasing number of wineries are investing in modern technologies and innovative production approaches, resulting in top-quality wines that receive recognition at international competition.
Wine tourism – The growing interest in wine tourism opens new opportunities for wineries, especially those offering tastings, accommodation, and educational programs for visitors.
Successful examples – Wineries such as Marković, Keković, Patrimonio, Velimirović, Radević, and Lipovac have become synonymous with quality and a modern approach, not only in Montenegro but also at the regional level. Their facilities and products reflect European standards, contributing to the positive image of the Montenegrin wine industry.
Although Montenegrin winemakers and vineyard owners face numerous challenges, there is great optimism regarding the future of this sector. With appropriate support, investments, and a strategic approach, the Montenegrin wine industry has the potential to become a significant player in the regional market, and wine tourism can become an important component of the country’s overall tourist offer. Finally, I invite all wine lovers to visit the platform wineofmontenegro.com to learn more about Montenegrin wine regions, wineries, wines, and wine tours.