“Uncover Your Wild Side”: Montenegro’s vision for the future at ITB Berlin 2025

A deep dive into the country’s tourism strategy, shifting traveller trends, and plans for European collaboration

ITB Berlin News spoke with Ana Tripkovic Markovic, Director for the National Tourism Organisation of Montenegro, about the destination’s growing popularity, new campaign, and the importance of sustainability for the entire industry.

How would you describe the growth of tourism in Montenegro? What factors are driving this progress?
Tourism in Montenegro is experiencing remarkable growth, and we are particularly proud to emphasise the sustainability of this growth. The National Tourism Organisation of Montenegro puts a lot of effort into promoting lesser-known destinations as well as the off-season periods. While the summer months remain the peak period, significant progress has also been made during the pre and post-seasons. By the end of November 2024 (during the off-peak season), Montenegro recorded a 12% increase in arrivals and a 40% increase in overnight stays compared to the same period in 2019. Leading source markets included visitors from the United Kingdom, France, and Germany.

This growth is driven by the continuous improvement to Montenegro’s tourism offerings and the variety of experiences. In recent years, we have witnessed both the development of luxury accommodations featuring renowned hotel brands and a tripling of the number of rural households; there is something for everyone in Montenegro. Additionally, there have been significant improvements to the country’s infrastructure and enhanced air connectivity—particularly from the UK market. Direct flight connections from various German cities to Montenegro, provided by several airlines, have made the destination increasingly accessible.

At ITB Berlin this year, you’re presenting your new campaign “Uncover Your Wild Side.” Could you share the vision behind this strategy?
We launched this campaign to showcase the breathtaking nature of the country, its rich cultural heritage, and thrilling activities, bringing to life the range of experiences on offer suitable for all ages. The campaign’s tagline, “Uncover Your Wild Side” connects to Montenegro’s Wild Beauty logo and promises visitors great adventures, appealing to people’s natural wanderlust and desire for escapism. The campaign aims to reposition Montenegro as an exceptional destination offering nature, refined luxury, rich cultural heritage, and thrilling activities. Spearheading the campaign is a visually striking promotional video taking viewers on an exciting journey through Montenegro’s diverse landscape and inviting them to “answer the call from Montenegro” and embark on an exciting discovery.

You were recently elected ETC vice president. What do you hope to accomplish in this new role?
Coming from Montenegro, one of Europe’s smallest states, I deeply understand the importance of collaboration and unity under the European Travel Commission (ETC) umbrella. The leadership and support provided by ETC have been instrumental in helping us navigate recent challenges and uncertainties. ETC’s clear vision for the future of European tourism, and the steps needed to achieve it, have been invaluable.

There are three main areas of focus. A key priority is to reinforce the management and promotion of Brand Europe, ensuring that our continent remains a top global travel destination.

Secondly, digitalisation presents both opportunities and challenges, particularly for micro and small enterprises. ETC advocates for supporting European destinations and businesses in digitalising tourism services and making travel within and to Europe more seamless and accessible. By doing so, we can create a positive impact on local communities, fostering economic growth and cultural exchange.

Finally, sustainability remains at the core of our strategy. As we move forward, we aim to implement initiatives that balance tourism growth with environmental and social responsibility. By embracing innovative and sustainable solutions, we will help shape a more resilient and inclusive European tourism sector, ensuring long-term success for destinations across the continent.

We are committed to advancing ETC’s strategic objectives 2030, strengthening Europe’s position as a global leader in sustainable, resilient, and forward-thinking travel experiences.

Sustainability: The key to long-term success

Sustainability has long been a priority for Montenegro and lies at the heart of the destination’s tourism development strategy. The NTO MNE actively promotes the country as a diverse destination, emphasising its rich cultural and natural heritage, particularly in less-developed areas beyond the coast. When asked if she had a message for the tourism industry, Ana Tripkovic Markovic did not hold back: “We believe that the message is clear: the key to long-term success lies in sustainability, innovation, and a responsible approach to tourism development.” She outlined that in an increasingly interconnected world, where challenges such as climate change and over-tourism are becoming more complex, “the tourism sector must position itself as a driver of economic growth while actively safeguarding our planet’s natural and cultural heritage.”

Hall 1.2 Stand 223

Photo: © Ana Tripkovic Markovi