Montenegro is attracting more and more leisure tourists. Is the MICE clientele also part of the country's tourism strategy?
Ana Tripkovic Markovic – This is one of our strategic priorities today. Although Montenegro is recognised by leisure clients, our long-term objective is to make the country an attractive destination all year round. The MICE segment plays a crucial role in reducing seasonality, as well as increasing the average spend per visitor and strengthening the overall quality of the tourism offering. Through the activities of the Montenegrin Congress Bureau, we are working to position Montenegro as a destination of choice for congresses, conferences, and incentive travel. In particular for high-quality events that contribute to the country's long-term image and the raising of standards in the tourism sector.
What concrete actions is the Montenegrin Congress Bureau taking to develop business tourism?
ATM The Montenegrin Congress Bureau – which includes more than 50 members, comprising hotels, DMCs, and specialised event venues – participates, for example, in international workshops and major trade shows such as IBTM World Barcelona, IMEX Frankfurt, and soon IMEX America in Las Vegas, in order to strengthen our presence in the North American market. In addition, through the incentive program adopted by the government, the National Tourism Organisation of Montenegro allocates funds annually to improve capacities for this type of tourism, organise business events, and invite buyers for familiarisation trips.
What are the main existing or upcoming conference and corporate event venues?
ATM Montenegro's modern hotel facilities are ideal for organising both medium-sized international meetings and corporate events. Within the Montenegrin Congress Bureau, 25 four- and five-star hotels have conference facilities and can accommodate the most demanding MICE clientele, while remaining competitive in terms of price. Most of them are located on the coast, such as the Splendid Conference & Spa Resort in Budva, the Hyatt Regency Kotor Bay, the Regent Porto Montenegro, The Chedi and the Mamula Banyan Tree in the Bay of Kotor. A new five-star hotel, the Mövenpick Teuta, will be added this summer, further enhancing the hotel offer in Kotor, which is already renowned for its top-of-the-range character. At the same time, other prestigious establishments are boosting Montenegro's appeal as a MICE destination, notably in the capital with Hilton and Voco hotels (part of the IHG group) in Podgorica, the country's administrative and economic centre. But alongside these hotels from major international chains, the Montenegrin Congress Bureau also includes authentic hotels from local brands, as well as establishments with more modest conference capacities spread throughout the country.
The hotel offering is already developed on the coast, but it is starting to expand in the mountains. How is this promising for the MICE client base?
ATM Mountain destinations offer a peaceful environment, completely different from the coast, with an emphasis on nature. This makes them ideal for team-building and wellness activities suitable for incentive travel. The development of high-end hotels in the north is therefore a significant step in positioning Montenegro as an all-year-round MICE destination. The planned opening of a Pullman hotel in Kolašin, in addition to Radisson Blu and Crowne Plaza hotel projects, sends a strong signal and demonstrates that the north of the country is becoming a competitive destination for congresses, conferences, and motivational trips. Continuous investment in hotel and conference infrastructure, both in the north of the country and on the coastline, clearly shows that capacities and quality standards are improving year on year.
More broadly, what are the destination's strengths for incentive travel? And what are the must-sees for a trip to Montenegro?
ATM First and foremost, Montenegro is a safe and welcoming destination, with easily accessible sites. But above all, it's the varied experiences the country has to offer that make it an ideal destination for incentive groups. The Bay of Kotor stands out for its unforgettable scenery and historic towns such as Kotor and Perast, offering the ideal setting for exclusive events, gala dinners and private meals on a boat. For nature and adventure lovers, the Lovćen National Park, the Tara Canyon and the mountainous landscapes of Durmitor and Biogradska Gora are a must for nature activities - rafting, hiking, zip-lining - in exceptional environments. Culture and gastronomy buffs can visit Cetinje, for its museums and galleries, or sample wines and other traditional products in the Crmnica or 'Blue Mountain' regions. This diversity makes it possible to create tailor-made programmes for visitors and MICE groups, combining luxury, adventure, culture and gastronomy for a unique stay.
Conversely, what are the current limitations of the destination?
ATM We are aware that there is still room for improvement. This is particularly true in terms of air connectivity outside the peak tourist season. We are actively working to develop new routes in cooperation with international airlines. Thanks to these efforts, air accessibility is gradually improving, making it easier for international delegations and corporate groups to arrive out of season. It is also true that Montenegro does not yet have any major congress centres, which limits the number of international conferences and major events it can host. Nevertheless, thanks to strong institutional support, ongoing investment in the hotel sector and the development of mountain and coastal destinations, the capacity and quality of what is on offer is steadily increasing. But rather than just the volume of events, our aim is to focus on the quality of the programmes. This will make Montenegro a recognised destination for memorable MICE experiences.
