Tourism Policy in Montenegro - Current Situation and Future Challenges

Abstract

Located on the coast of the Adriatic Sea, Montenegro has been an important receptive market for decades. In accordance with strategic documents, tourism has been identified as а leading economic activity in Montenegro. Although it has а diversified tourist offer, the emphasis has been put on coastal tourism. Adapting to changes in the market, the offer has been transformed from mass, social vacations towards individual products intended to premium customers. Therefore, the aim of this paper is to evaluate the effects of the current tourism policy defined Ьу Montenegro tourism development strategy to 2020. The analysis includes the key indicatшs of the tourism industry. The results have shown that seasonality is the major obstacle for the balanced tourism development. Hence, all eff orts should Ье directed towards creating products that exceed classic "sun, sand, and sea" tourism model.