In order for the season to be longer and more successful, we need to change and re-position ourselves at the market. Among other things, that includes removal of temporary structures on the esplanades along our coastline, says Rade Ratković, Dean of the Faculty for Business and Tourism in Budva.
He thinks that the tourism of Montenegro needs new marketing strategy.
Ministry of Sustainable Development and Tourism has adopted the program of temporary structures in the zone of coastal management for the period 2019-2023. According to this document, establishment of temporary structures on the esplanades won’t be allowed in the future. Also, temporary structures at the locations where Coastal Zone Management is planning to carry out projects will be removed.
“It is high time, if we want to re-position ourselves to the most powerful emitting markets in Europe. Offer in temporary structures was adapted to the demand structure, where Russian and regional market was dominant, which is characterized by highly seasonal concentration and relatively low purchase power, as well as dominance of secondary dwelling in the global structure of the accommodation facilities in Montenegro. Montenegrin tourism has been at permanent losses at such markets, for almost three decades”, says Ratković.
He thinks that the offer should be directed towards long-season, richer markets of Western Europe. However, mass offer of temporary structures of a trade-fair-character definitely doesn’t fit.
“Such offer should be adequately delivered, and in appropriate places. Local destination management should decide upon that, but it’s not organized well here”, says Ratković.
Minister of Sustainable Development and Tourism, Pavle Radulović, announced that six bars along the esplanade in Budva would be removed and that the employees in the hospitality sector would be offered alternative location. Instead of open bars, green areas have been envisaged.
“All decisions must be based on properly harmonized strategy of tourism development. No one should make decisions based on individual cases or seasonal contests/tenders based on short-term decisions”, says Ratković.
