Montenegro Is Taking the Lead in European Tourism
The small yet powerful country on the Adriatic coast, Montenegro, is challenging Europe’s tourism giants. After the pandemic, the nation demonstrated a rapid recovery in tourism, welcoming 2.6 million visitors in 2024 the highest figure in its history. That number is more than four times the country’s population.
According to Eurostat, the European Statistical Office, Montenegro increased its tourism revenues by 22% in 2024 compared to the previous year. For the same period, the increase was 6% in France, 9% in Italy, and 11% in Spain.
Among the most visited destinations are Budva, Kotor, and Tivat, where luxury marinas, historic sites such as Kotor a UNESCO World Heritage Site, and stunning natural beauty are transforming Montenegro into one of Europe’s rising tourist hotspots.
Government investments in tourism infrastructure and simplified visa policies in recent years have also played a significant role in this growth. Particularly strong increases were recorded in visitors from Turkey, Germany, Serbia, and Russia. The number of Turkish tourists visiting Montenegro rose by 40% in 2024, exceeding 70,000 for the first time.
According to Skyscanner, a global travel search engine, Montenegro ranks among the top three European countries with the fastest-growing search volume for summer 2025. Experts suggest that within the next five years, Montenegro could emerge as the “new Croatia” in the Mediterranean region.
For travelers tired of Europe’s crowded and expensive destinations, Montenegro stands out as a more accessible and authentic alternative offering charm, nature, and culture in perfect balance.
