- Montenegro is transitioning from a seasonal coastal destination to a year-round tourist hub with significant growth in international visitor numbers
- The country is diversifying its tourism by investing heavily in mountain regions like Kolašin and Žabljak for winter sports and dual-season appeal
- A corresponding boom is occurring in the luxury real estate market, attracting foreign investment and driving up property values in coastal and mountain areas
- Sustainable development and eco-friendly projects are a core focus to balance luxury expansion with environmental responsibility
Montenegro’s tourism sector is undergoing a significant transformation, evolving from a primarily summer coastal destination into a major year-round tourist hub, according to a report published on October 17, 2025. This shift is evidenced by impressive growth figures, with the country recording over 2.6 million visitors and $15.6 million overnight stays in 2024, 96% of whom were international. Early 2025 data shows a 4% increase in visitor arrivals and a 17% rise in airport traffic compared to pre-pandemic levels.
The transition is being driven by a strategic effort to diversify tourism by investing in mountain tourism to complement the established Adriatic coastline appeal. Key mountain towns like Kolašin and Žabljak have seen substantial investment in ski infrastructure, effectively establishing Montenegro as a dual-season destination where visitors can experience both skiing and coastal relaxation in the same trip.
This growth in tourism has also spurred a significant boom in the luxury real estate market, with prime coastal and resort properties commanding high prices, attracting a growing number of foreign investors and high-net-worth individuals. The demand for high-end accommodations is rising in both coastal and mountainous regions.
Underpinning this expansion is a strong commitment to sustainable development. Montenegro is prioritizing eco-friendly tourism projects, such as Smokva Bay and Crowne Plaza Kolašin, designed to blend luxury with environmental responsibility. This focus on sustainability is intended to ensure the sector’s long-term health and appeal to global brands and environmentally conscious tourists, positioning Montenegro as a leading and versatile European tourism destination.