Montenegro tourism sector sees mixed signals on season performance

The coastal town of Sutomore on the Adriatic is being promoted as a budget holiday option, with apartments available from €20 per night, coffee priced around €1.5, breakfast from €4 and beach‑chair rentals ranging between €10 and €15. Despite a rise in tourist demand, local providers say prices remain relatively low compared with other regional destinations.

Dragan Purko Ivančević, a senior official of the Chamber of Commerce, warned that a higher number of guests does not automatically translate into higher revenue or a record‑breaking season. He called for a post‑season analysis covering occupancy rates, average daily room rates, guest spending, profit margins, grey‑economy impact and infrastructure strain, and urged comparisons with other Mediterranean tourism markets before declaring the season successful.