WHICH COUNTRY IN THE REGION IS INCREASINGLY BEING COMPARED TO SPAIN?

Despite its small size and population of just over 620,000, Montenegro is rapidly emerging as one of Europe’s most striking tourist destinations, drawing frequent comparisons with traditional Mediterranean hotspots such as Spain.

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According to Tourism Minister Simonida Kordić, Montenegro boasts almost untouched natural landscapes that offer enormous potential for active tourism and authentic travel experiences. Rather than pursuing mass tourism, the country aims to attract visitors seeking premium accommodation, high-quality service, and a more refined holiday experience.

Today, tourism represents one of Montenegro’s most vital economic sectors, accounting for approximately 25 percent of the country’s GDP and generating millions of visits annually. Each year, more than 2.5 million tourists travel to Montenegro — an impressive figure given its relatively small population.

LUXURY DEVELOPMENT ON THE RISE

Along the coast, internationally renowned hotel brands such as Hilton Hotels & Resorts, Hyatt Hotels Corporation, Meliá Hotels International, Radisson Hotels, and Iberostar Hotels & Resorts are expanding their presence. Prestigious areas such as Porto Montenegro and Bay of Kotor have become hubs for luxury tourism, with a growing number of five-star and boutique hotels catering to travelers seeking exclusivity.

IMPROVED CONNECTIVITY WITH SPAIN AND EUROPE

Montenegro has also made significant strides in air connectivity. The country now offers more than 130 direct flight routes to cities across Europe. This summer, direct flights from Madrid and Barcelona further facilitate arrivals from Spain and other markets, strengthening Montenegro’s position on the European tourism map.

DIVERSE LANDSCAPES AND NATURAL BEAUTY

Few destinations in Europe offer such dramatic contrasts within a compact territory. Visitors can spend the morning in the mountains and the afternoon swimming in the Adriatic Sea. Montenegro seamlessly blends Eastern and Western historical influences, reflected in its architecture, traditional cuisine, and cultural heritage.

National parks such as Durmitor, a UNESCO-listed site, and the Tara River Canyon — the second deepest canyon in the world — attract hikers and nature enthusiasts. Along the coast, historic towns like Kotor and Budva, as well as Velika Plaža in Ulcinj, draw visitors from around the globe.

AUTHENTIC EXPERIENCE OVER MASS TOURISM

Montenegro does not aspire to become just another mass tourism destination. As Minister Kordić emphasizes, the goal is to provide a genuine, authentic way of life rather than artificially constructed tourist settings. This strategic focus on quality, exclusivity, and authenticity is making Montenegro an increasingly attractive destination on Europe’s tourism landscape.