Writes: Slađana Đukanović
First outcomes regarding Montenegro’s tourism season are more than satisfactory and largest number of tourists who come to MNE are from Serbia, other countries of the region and Russia. Montenegro records increased arrivals from Germany, Great Britain, France, Austria, Poland, the Czech Republic, the Benelux countries and Scandinavia, and what’s even more important – tourists return to Montenegro on their holiday, said director of the National Tourism Organization, Željka Radak-Kukavičić, in an interview for CdM. Tourism product is what attracts tourists the most, i.e. they can visit mountains and coasts, they can sail in Boka, experience Lake Skadar cruise adventure, enjoy the best rafting tours on Tara, etc.
CdM: Do you believe Montenegro tourism can hit the 2017 record levels?
Radak Kukavičić: A constant tourism growth over the past decade imposed an obligation to continue with the growth trend, and as competitiveness on global markets is becoming stronger, we need to invest even more. By using our advantages and cherishing attractiveness of our destination, we actually manage to hit record numbers of visitors in 2018.
During the peak summer season, in July and August, we are set to see a record-breaking 2018 when it comes to overseas visitors, but this certainly hasn’t been the only parameter we were examining. Namely, there was an increase of 8.5 per cent in revenues from tourism (from March to June), compared to the same period last year, and we collected nearly €630,000 city tax, which is by €102,000 more compared to the same period last year.
Tourists are returning to Montenegro all over again
Inbound flows from European countries such as Serbia, countries of the region and Russia have increased steadily with arrivals from Germany, Great Britain, France, Austria, Poland, the Czech Republic, the Benelux countries and Scandinavia experiencing rapid growth. Visitors from these countries return to Montenegro all over again, charmed with natural and cultural values, hospitality of the locals and quality of service.
Our promo packages are active even during the peak summer season. We are closely examining impressions of our guests and media while their stay in Montenegro. We’re happy to hear so many positive comments which are further on shared on social media, via the so-called ‘storytelling’, or via videos depicting tourists’ excitement at the beauties of our country, friendly and hospitable people, places for recreation, vacay, fun and relaxing by the sea, or at the top of the mountain.
This all contributes to our uniqueness, which may be perceived as our huge advantage, especially when it comes to modern tourists who are probably tired of already-known tourism offers, locations and experiences. This is the target group that is interested in our country the most and they affect the increasing tourism numbers in Montenegro.
We make decisions based on guests’ impressions, and whenever there’s even the slightest remark, we carefully analyze it in order to eliminate our shortcomings ASAP.
Based on bookings we have the insight into right now, we can expect a very successful postseason as well. We hope other factors would be favorable so that we can be completely satisfied with the overall season. Therefore, first results and projections are positive and Montenegro is seeing a rise in overall tourism, but of course, we should wait for the peak summer season to finish and then to summarize.
CdM: This year’s season has been marked with construction works on many roadways. Don’t you agree this presents a bad image of our tourism product?
Radak Kukavičić: Development of traffic infrastructure contributes to accelerated tourism growth. In order to have better and safer roadways, we have to comply with several other factors, such as weather conditions, especially in winter months. This is why we have construction works being performed during the peak summer season, which is not good, of course, but the situation is getting better every year, and responsible contractors are really striving to finish works as soon as possible.
Our roadways are constructed constructed in accordance with European standards
We are trying to find out acceptable solutions together with the relevant institutions. Construction and investment works, such as modernization and repairing of traffic infrastructure must be completely blocked during the peak summer season, except for eliminating damages on roads necessary for normal functioning. We expect all the relevant authorities to find solutions which won’t hinder the country’s tourism.
Construction works must be performed in accordance with regulations. Let’s be frank – our traffic infrastructure really requires continuous and long-term investments, and benefits of it can’t be measured. We are actually investing in our future. Investments represent a precondition for the overall destination progress, especially its tourism. After the reconstruction of roadways finishes, by 2020 Montenegro will get 220 km of the most modern roads built in accordance with the highest standards. If we want to create a tourist destination of high quality, we need to invest in our traffic infrastructure.
CdM: Citizens often complain about tenants who do not observe the law in terms of beach equipment. What do you think about this?
Radak Kukavičić: I think citizens should know about their rights in order to be able to claim they have been violated. Therefore, in accordance with the Rulebook on requirements which the beaches must meet (adopted by the Ministry of Sustainable Development and Tourism), 50% of every public beach (350 in total) must not be equipped with beach mattress and parasols. This does not refer to hotel beaches which can be equipped over the whole area, if the tenant wants so, but there are only about 40 such beaches in MNE.
The control service within the Public Enterprise for Coastal Zone Management of Montenegro monitors the situation every day and upon finding irregularities, they submit the report to local communal inspections and the state’s tourism inspection.
It’s clear rules are being respected before and after the peak summer season, whereas there’s a certain number of objections we receive in the peak season. After a tenant gets a reminder, he has the obligation to remove ‘extra’ equipment, and in case he refuses to do so, relevant inspections should react. The inspections should control whether the regulations have been respected on every single beach.
I’ll use this opportunity to remind you that this year we have 29 blue flag beaches, whereas the port of Bar has become the first blue flag marina in Bar as of last year.
Also, the Regional Water Supply for Montenegrin Coast takes care of quality and regular water supply of coastal municipalities, which has been especially significant during summer months, due to increased arrivals to MNE.
Citizens and tourists are free to report on any irregularities they notice in state-owned properties. They can call municipal communal police/inspection or simply call 080001300 (Call Center Montenegro).
CdM: What does Montenegro need in order to become more competitive?
Radak Kukavičić: The National Tourism Organization, NTO, is working on various activities aimed at presenting the country’s tourism offer as attractive and interesting, and as a destination with priceless cultural-historical treasure. We also promote activities in nature, such as walking in the mountains, watching birds, as well as great adrenaline tours, refreshments by the sea, life in the countryside and our wonderful and yummiest national cuisine, specific for each region of the country.
As the world market trends are being more and more stressed, requests of tourists have become more sophisticated, and that is why we need to choose more adequate promotion strategy for presenting such a tourism product. Some markets have to use the most contemporary promotional tools and various channels in order to increase tourism turnover. We carefully plan presentations of our destination, business workshops, joint promotions and the international public relations in key sources. We plan to improve online promotion and initiate activities for creating a new web site of Montenegrin tourism. Also, in terms of future activities, special attention will be paid to strengthening identity of Montenegrin offer through valorization of cultural heritage.
Innovative offer and increasing the number of quality accommodation capacities certainly contribute to presentations of our country and our efforts to boost our tourism product as much as possible. This all has been confirmed by the projections of the World Travel & Tourism Council, according to which, Montenegro is ranked third in the world for its tourism industry’s long-term growth forecast.
The most important basis for growth is having investments in various areas. We’re pleased to have many foreign investors and world’s famous and best hotels&resorts here in Montenegro. Hotel chains operating in Montenegro are Regent, Aman Resorts, Hilton, Four Points by Sheraton, CentreVille, Best Western, Iberostar, Karisma Hotels Adriatic, the Chedi Luštca Bay, and we have the Portonovi resort, worth €650m, currently under construction. Also, the Portonovi will have the first One&Only hotel in Europe, with an integrated Espace Chenot Health Wellness SPA. Beside these hotel chains, there are numerous small and high-class boutique hotels in Montenegro, with a unique architectural design and great service.
As for the north of the country, we have been working a lot to improve our offer. Apart from investing in tourism infrastructure (ski resorts, new slopes, cable cars, valorization of attractive locations), the most significant project is construction of the highway, which is to link the north and south of our country, and after the above-mentioned investments complete, we expect interest of even more serious investors.
CdM: When was the last time Montenegro filmed a promotional video with the aim of attracting more tourists?
Radak Kukavičić: Every NTO’s presentation meant a serious work, message and certain goal. Video are being recorder on an ‘ad hoc’ basis, with carefully planned content, aesthetic criteria and according to specific needs of target markets. This all requires serious work and devotion when it comes to creation of promotional materials and videos as well. When presenting the state abroad, we must be careful how to do it even in video lasting less than a minute.
Last year, the NTO together with the MORiT filmed a promotional video ‘Montenegro- Always Different’. The video was granted a ‘Tourism Oscar’ in Berlin. Also, at the 20th International Festival of Tourism Films, ITF CRO 2017, this video won the award for the best video camera and more than 300 tourism films from 80 countries were competing in this category.
In the first half of 2018, we filmed a movie about Montenegro –‘Welcome to Montenegro’. It presents complete offer of a destination and its unique landscapes, as well as the most significant cultural and historical sights.
Beside this movie and other creative projects, the NTO produced new brochures. The one is called ‘Smell and tastes of Montenegro’ and it presents Montenegro as gastro destination, describing the national cuisine, the most delicious dishes, info on beverages, products and food-related events.
In order to have our tourists well informed, we have made leaflets providing important phone numbers to tourists (of tourism organizations, national parks, info on transport&fun). Leaflets are given to tourists on border crossings.
We also reprinted certain number of promotional manuals such as Active vacation, Hiking and Biking maps, Destination magazine, etc.
