Montenegro tourism sees 10% June rise and €1.48 bn 2025 revenue amid diversification challenges

According to informal data from local tourist organisations, more than 100,000 visitors stayed in Montenegro on June 25, a 10 % increase over the same day last year and 13 % above 2019 levels. The National Tourism Organization reported that total designated revenue – including accommodation tax, membership fees and tourist levies – reached €1.346 million by June 17, an 8 % rise on the comparable period in 2024. Representative Milena Vujović said the government is “pretty satisfied with how the summer season is developing.”

The Ministry of Tourism’s 2025 final report shows the sector generated €1.48 billion in revenue and 15.37 million overnight stays, a 34.8 % increase in revenue compared with 2019 but well short of the planned 50 % growth. Nightly stays grew only 6.36 % versus the 40 % target. While the share of tourism in GDP exceeded expectations at 28.5 %, the report flags lingering issues in legislation, digitalisation and over‑reliance on a few markets. Nightly stays from traditional priority markets fell, whereas arrivals from new sources such as Azerbaijan, Malta, India, Greece and Israel, as well as distant markets like New Zealand, China, Japan, Brazil, the United States and Australia, are rising.