Radoš Žugić, Mayor of the Municipality of Žabljak
Montenegro’s mountain jewel, building its future on the union of natural value, strategic investment and responsible tourism
Set in the heart of one of Montenegro’s most impressive natural landscapes, Žabljak has for decades been a symbol of mountain authenticity, unspoilt nature and unique tourism potential. As the centre of Durmitor National Park, a UNESCO-protected area, the municipality now faces a new developmental challenge – how to preserve its exceptional natural value while meeting the demands of contemporary tourism and economic development.
Growing interest from domestic and international visitors, significant infrastructure investment and ambitious development projects are opening new perspectives for Žabljak and the entire north of Montenegro. The local administration’s focus rests on enhancing the tourism offer, modernising infrastructure, extending the tourist season and creating conditions for a higher quality of life for the local population.
In conversation with Diplomacy magazine, Radoš Žugić, the Mayor of the Municipality of Žabljak discusses the current state of this mountain destination, the key projects that will shape the period ahead, the challenges of sustainable development, the role of the local community, and the prospects for the north of Montenegro to become one of the country’s most important areas of development.
How would you assess Žabljak’s current position as a tourist destination in Montenegro and the region?
I believe Žabljak is among the most significant destinations on Montenegro’s tourist map and beyond, and I believe many would agree. As the centre of Durmitor National Park, which is under UNESCO protection, our municipality possesses unique natural riches that attract visitors from every continent. In recent years, we have recorded steady growth in tourist numbers, from the region as well as from European and global markets. The local administration is actively working on projects to enhance the tourism offering further and extend the season. Our goal is for Žabljak to be an attractive destination throughout the year. I believe that through sustainable development and the preservation of natural resources, we can further strengthen our competitiveness. We are especially pleased that more tourists return precisely because of the authentic atmosphere, hospitality and unspoilt nature. That is why we look to the future and Žabljak’s further development with optimism.
What are the key development priorities for the municipality in the period ahead?
Thanks to effective communication and support at the state level, infrastructure investment has increased significantly in recent years. The projects are numerous, and each is important in its own way. Looking ahead, the two I would single out as key priorities are the reconstruction of the Savin Kuk ski resort and the construction of a new town square with accompanying facilities. These two major capital projects bring a new dimension to what our municipality has to offer. Žabljak has long been – and remains – a recognised destination for winter tourism, but more substantial investment in this area has largely been absent for a considerable period; for that reason, the reconstruction of the ski resort is one of our priorities, to keep pace with the times and maintain competitiveness. The town square – with an underground car park, administrative buildings, roads and all that goes with it – gives a new face to the very heart of the urban centre and relieves the present town centre, where congestion is noticeable, particularly during the summer months, owing to the large number of visitors.
How can mountain tourism become a stronger driver of economic development in the north of Montenegro?
As Mayor of the Municipality of Žabljak, I believe that mountain tourism can be a key driver of economic development in northern Montenegro by better leveraging our natural resources. It is essential to invest in transport and tourism infrastructure. Particular attention should be devoted to developing summer-season content, such as hiking, cycling and adventure tourism. It is important to link tourism with local agriculture and food production so that local producers also benefit from this development. It is likewise necessary to encourage new investment and job creation in the tourism sector. Sustainable development and the protection of nature must remain priorities to preserve what makes our mountains unique. In this way, mountain tourism can contribute to a higher standard of living for citizens and to halting emigration from the north.
To what extent has Žabljak managed to balance tourism development with the preservation of natural resources?
I can say that the balance between tourism development and the preservation of natural resources is one of our greatest challenges and priorities. In the preceding period, we faced a wave of intensive, often unplanned and illegal construction that placed serious pressure on Žabljak’s space and natural value. However, through more decisive action by the competent institutions, stricter enforcement of planning documentation, and intensified oversight of inspections, we have largely brought such occurrences under control. Today, the situation is considerably more favourable, and development is increasingly aligned with the principles of sustainability and environmental protection. Our aim is not merely to increase the number of tourists, but to create a quality destination that safeguards the natural riches of Durmitor for future generations. I believe we have taken important steps in that direction, but we remain committed to further improving the balance between development and landscape preservation.
What are the greatest infrastructure challenges the municipality faces?
The greatest infrastructure challenges for us are improving the road network, modernising municipal utilities, and adapting capacity to the growing number of tourists. Owing to the dispersed nature of its rural areas and its extensive road network, and given the resources available, the Municipality of Žabljak cannot fully meet the needs of our residents. Still, I believe we nonetheless do a good job in that respect within the bounds of what is possible. We also need further development of the water supply and sewerage networks, particularly during periods of increased tourist visits. Providing enough parking spaces is likewise a challenge, as is improving the waste management system to meet environmental standards. These are the key areas to which the greatest attention is devoted.
How do you assess cooperation with state institutions and the private sector in developing tourism?
Cooperation is at an exceptionally high level. I think the understanding is complete, and that through joint efforts, we are doing everything we can to ensure that tourism, as the most important branch of the local economy, generates high profits that contribute to the quality of life, which is crucial. Naturally, what I have just said must relate to the principles of environmental protection and related matters, to maintain the balance between the desire for the highest possible revenue and the preservation of the most valuable asset we possess: unspoilt nature, recognised globally.
Which projects are currently key to enhancing Žabljak’s tourism offer?
I would not single out any currently key projects, for one reason: our projects are systematically planned through the Strategic Development Plan of the Municipality of Žabljak, and they are mostly medium- or long-term. They are also designed to improve every sphere of our citizens’ lives, and it is difficult to name those currently in focus because they interconnect and build upon one another. What I can say is that these are mostly major capital projects, whose full benefits will be most visible in the period ahead.
How important is the role of the local community in the development of sustainable tourism?
It is decisive for the development of sustainable tourism. No development strategy can deliver full results without the active participation of citizens, local entrepreneurs, farmers and the non-governmental sector. It is precisely the local population that best knows the values, traditions and natural riches of this region and is the most important partner in their preservation. Sustainable tourism means that the benefits of development are felt first and foremost by citizens – through new jobs, higher incomes and better living conditions. That is why the local community needs to be involved in decision-making and in shaping the tourism offer. In Žabljak, we strive to develop tourism that will simultaneously contribute to economic development and to the preservation of natural resources for future generations.
How do you see the future of Montenegro’s north in economic and demographic terms?
I see the future of northern Montenegro with cautious optimism. What particularly concerns us is the long-standing trend of depopulation and emigration, especially among young people who, in search of better opportunities, leave their home regions. This is not a problem for Žabljak alone, but for almost all municipalities in the north of the country, and it represents one of the most important development questions we face. Nevertheless, I believe that northern Montenegro has enormous potential in tourism, agriculture, energy and natural resources. With stronger support from the state through infrastructure projects, economic incentives and measures that will enable young people to build a future in their own region, it is possible to change the present picture.
What message would you send to investors and tourists considering Žabljak as a destination?
I want to tell investors and tourists that they are always welcome in Žabljak. Our municipality is strongly committed to sustainable development, to improving infrastructure and to creating the best possible conditions for living and doing business. Žabljak has exceptional natural riches and great potential for tourism, hospitality and other economic activities. We are open to quality investment that will contribute to economic development, create new jobs and advance the local community. To tourists, we offer a unique blend of unspoilt nature, hospitality and an authentic mountain setting that is rarely found elsewhere.