Tourism growth in Montenegro in 2025.

In the first quarter of 2025, the number of foreign visitors increased by 3.54% compared to the same period in 2024, with almost a third of the increase coming from new travelers from Asia and the Middle East. Although overnight stays decreased by about 10.1% due to the statistical exclusion of groups of Russians and Ukrainians who had grown sharply earlier, both tourism centers and industry experts recognize the overall positive movement.

According to statistics for April 2025, the number of entries increased by 1.2% (to 117,801), while the vast majority — 88.7% — were foreign visitors. Coastal resorts account for more than 78% of all arrivals. Since March 2025, the figures also show an increase of 0.3% compared to the previous year).

As for the regional tourist flow, Serbs were among the leaders in terms of the number of visits in 2024 — 23.5% of all overnight stays, Russians — 18.3%, followed by guests from Bosnia and Herzegovina (8.4%), Turkey (4.9%), Germany (4.7%), Ukraine (4.3%) and Great Britain (3.8 %) . In the individual housing segment, the share of Serbs reached 25.4%, Russians — 24.9%, followed by Bosnia and Herzegovina (9.7%), Turkey (5.2%), Ukraine (4.8%), Germany (3.7%) and Poland (2.1%).

At the same time, in 2025, there is a sharp increase in tourists from China (+95%) and Israel (+91%) — although visits from these countries are short-lived, with an average of 1.5 days of rest. Western European countries and Scandinavia are also showing an increase in arrivals.

Separately, there is a 24% increase in summer vacation bookings compared to last season, according to the Virtuoso network.

The growth of the tourist flow brings a tangible economic effect. In the first quarter of 2025, tourism revenues increased by 86% compared to the same period in 2019. The increase in passenger traffic at airports (+1.58%) and the influx of new visitors to national parks confirm the positive trends.

Results:

• The main increase in visitors comes from Serbia, Russia, Bosnia and Herzegovina, Turkey, Germany and the UK.
• The rapid growth of tourism is observed from Israel and China.
• Tourist traffic to the coast is steadily growing, with total visits increasing by 1-3% in early 2025.
• Summer bookings show an increase of up to 24%, especially in coastal resorts.
• Optimization of infrastructure, advertising abroad and new routes strengthen the country's position as a tourist power.

Thus, despite the correction in statistics, in 2025 the tourist flow is heading towards stable growth. The formation of new guest segments and the recovery of key indicators indicate the continued popularity of the country among tourists and investors.