Interview with Simonida Kordić,
Minister of Tourism of Montenegro
Thank you for receiving us in Podgorica. To begin, how would you describe last year’s tourist season, and what are your expectations for this one?
Summer seasons in Montenegro are consistently busy, particularly in July and August. This year, we’ve seen a 4–6% increase in visitors.
We’re optimistic about continued growth, though the tourism sector remains vulnerable to global events. The loss of Russian, Ukrainian and Belarusian tourists due to geopolitics has had an impact, pushing us to diversify.
What steps are you taking to attract tourists from new markets?
We’re targeting new markets such as the Middle East, China, Japan and the US, aided by increased air connectivity. Beyond summer, we’re working to expand year-round flight options. We also await airport concession agreements in order to invest in infrastructure upgrades.
What makes Montenegro unique compared with regional competitors such as Croatia and Albania?
Montenegro’s size is a strength. In one day, you can go from sunbathing on the coast to skiing in the mountains. The diversity of nature, culture and cuisine in such a compact area makes us unique. We offer authentic, less commercialised experiences.
Can you explain the ‘Destination Balkans’ initiative?
Modern tourists want multi-country trips. We’re working with neighbouring countries to promote the Balkans as a regional destination. A traveller might land in Podgorica, tour Montenegro, then continue to Serbia, Bulgaria or Greece. It’s about collaboration, not competition.
How important is sustainability in your tourism strategy?
It’s essential. Montenegro is too small for mass tourism. Sustainability means protecting nature and culture, supporting local communities, and ensuring economic viability. We promote agritourism, ecotourism and medical tourism, especially in the preserved northern regions.
How is Montenegro managing cruise ship tourism?
Kotor sees the bulk of cruise visitors, which can be overwhelming. We’re considering moving cruise berths outside the bay or to the port of Bar, then transporting visitors inland by road or smaller boats to spread traffic and reduce strain.
What would your ideal 3–4 day itinerary in Montenegro look like?
I’d start in the north, visiting monasteries and mountain villages, enjoying homemade food and natural scenery. Then I’d head to Cetinje, take the dramatic cable car ride down Mount Lovćen to Kotor, and finish with seafood and wine in Perast, watching the sunset over the bay.