Shaping the future of Montenegro: A regional guide to strategic tourism growth

From coastal luxury expansions to northern adventure hubs, a breakdown of the nationwide developments elevating the country's tourism landscape.

The UK has solidified its place as one of Montenegro's most vital source markets, with British visitor arrivals in the first seven months of 2026 doubling pre-pandemic figures to reach 79,093 visitors and 376,725 overnight stays—a 102% increase over the same period in 2019. In just seven months, 2026 arrivals have nearly matched the country's entire full-year UK total for 2019 (80,873). 

Building on a strong performance in 2025 (118,746 arrivals), British travellers continue to choose Montenegro for full holiday itineraries rather than brief visits, staying an average of five nights per trip.

A coastal town in southwestern Montenegro at the entrance to the Bay of Kotor and the foot of Mount Orjen, is elevating its tourism appeal through major accommodation upgrades, eco-adventures, and enhanced cultural programming.

To drive off-season travel, sustainable, low-impact experiences are launching across Vrbanj and Orjen Nature Park. New outdoor initiatives feature hiking, mountain biking, and active walking routes integrated with Komoot, alongside dark-sky astro-tourism experiences including guided stargazing and astrophotography workshops.

The UK has emerged as one of Plužine’s top ten source markets, driven by growing demand for outdoor and eco-adventure tourism. The regional Nature Park anticipates over 50,000 total visitors in 2026, while the municipality expects to surpass 40,000 overnight stays—a remarkable milestone for a local population of 2,500.

Via Ferrata Piva logged over 3,000 visits in 2026, while Lake Piva cruises draw roughly 10,000 annual visitors, complemented by newly launched kayaking experiences and a dedicated family adventure park. And, the region’s flagship attractions continue to anchor its appeal, headlined by world-class rafting on the Tara River, glacial hikes around Trnovačko and Štabansko lakes, and scenic drives along the famous Durmitor Ring panoramic route.

Accommodation wise, the region recently announced two new hotels: one within the Sočica restaurant complex and Hotel Piva. A new bridge over the Tara River and an upgraded Šćepan Polje–Foča road will make the area far easier to reach from regional markets.

Kolašin is continuing to invest in its Kolašin 1450 and 1600 ski centres, with further upgrades to infrastructure planned, ahead of the 2027/28 season. Beyond winter, the Kolašin Tourism Organisation is mapping new hiking and cycling trails, alongside rafting, canyoning and adventure activities that extend the season through the year. Events include the Kolašin Echo Festival, Kolašin Winter Art, the Bjelasica and Sinjajevina Marathon and the Bjelasica Ultra Trail.

Building on the success of the iconic Kotor–Lovćen Cable Car, Montenegro is further developing its mountain tourism infrastructure with a new cable car connection between Mount Lovćen and the Old Royal Capital, Cetinje. Following the signing of an agreement for the project, design and development are currently underway. The planned connection will further enhance access between Lovćen National Park and Cetinje, creating a new opportunity for visitors to combine Montenegro’s spectacular mountain landscapes with its rich cultural and historical heritage.

Bar is elevating its position as a premier coastal hub through transformative infrastructure investments, restored heritage sites, and a dynamic year-round calendar of events. Highlighting these advancements are two major capital projects: a panoramic cable car traversing Mount Rumija to connect Bar’s Adriatic coastline directly with Lake Skadar, and a state-of-the-art National Aquatic Centre spanning 18,000 square metres, set to feature both an indoor Olympic pool and an expansive outdoor complex.

Cultural and experiential tourism across the region is also gaining momentum. The historic King Nikola’s Castle officially reopened its doors on 20 July 2026 following an extensive restoration. Beyond its heritage landmarks, Bar continues to showcase its rich natural landscape, offering visitors guided tastings at the House of the Olive, ancient grove tours near the famous Old Olive Tree at Mirovica, kayaking and birdwatching on Lake Skadar, and wine tasting in Crmnica. Travelers seeking novel wellness experiences can also visit an seasonal apitherapy chamber in Gornja Poda on Mount Rumija, open annually from May to August.

For further information on travel in Montenegro, visit www.montenegro.travel.