Montenegro is making significant strides in the business tourism sector, showcased prominently at IMEX 2025, a leading European trade show for the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry. Held from May 20 to 22 in Frankfurt, Germany, the event highlighted Montenegro’s strategic initiatives to attract global business events.
Key Takeaways
- Montenegro aims to diversify its tourism sector by enhancing business tourism.
- The country showcased its offerings to a diverse range of international markets.
- Significant investments have been made to improve business tourism infrastructure.
- An Incentive Measures Program has been introduced to support growth in the sector.
Strategic Engagement at IMEX
Montenegro’s delegation at IMEX 2025 engaged with event planners and travel professionals from various global markets, including:
- European Countries: United Kingdom, France, Germany, Italy, Belgium, Portugal, Austria, Spain, Albania, Serbia.
- Americas: Canada, United States, Argentina, Brazil, Mexico, Costa Rica.
- Asia and the Middle East: India, China, Morocco, United Arab Emirates.
Aleksandra Maksimović, Director of the Montenegro Convention Bureau, emphasized the importance of aligning business tourism development with global trends, particularly those that value authenticity and unique experiences.
Commitment to Quality
Montenegro has invested heavily in enhancing its business tourism infrastructure. The Montenegro Convention Bureau reports that 48 members have achieved certification in international standards necessary for hosting high-profile business events. This includes:
- Travel agencies
- Hotels with conference facilities
- Specialized venues for corporate events
- Local tourism organizations
- Leading congress centers
These certifications are crucial for ensuring consistent service quality and operational excellence, allowing Montenegro to compete effectively with established MICE destinations.
Incentive Measures Program
To further stimulate business tourism, Montenegro has introduced an Incentive Measures Program. This initiative provides non-refundable financial support aimed at:
- Expanding conference capacity
- Organizing international events
- Promoting activities by certified bureau members
This program is part of a broader strategy to extend visitor stays beyond the peak summer months, balancing seasonal fluctuations and enhancing year-round economic activity.
Economic Significance of Business Tourism
Business travel is a vital segment of Montenegro’s economy. According to the World Travel & Tourism Council, business travel spending in Montenegro is projected to grow annually by 3.8% from 2024 to 2034. This growth is attributed to an increasing number of international meetings and events hosted in the country, attracting visitors with higher-than-average spending habits.
Positive Reception at IMEX
Montenegro’s participation at IMEX garnered significant interest from both established and emerging markets. Richard Savage from the UK noted the growing interest in Montenegro, particularly beyond its well-known coastal areas. Similarly, João Paulo Teco from Brazil highlighted the appeal of Montenegro’s stunning nature and rich culture for Brazilian travelers seeking unique destinations.
Diverse Representation at IMEX
The Montenegro delegation included a wide array of stakeholders from the business tourism ecosystem, such as:
- Travel Agencies: Explorer, Meridian, Montenegro Concierge, Venn Tour Balkan, Congress Travel.
- Hotel Groups: Montenegro Stars Hotel Group, Hyatt Regency Kotor Bay Resort, Lazure Hotel & Marina, The Chedi Luštica Bay, Avala Resort & Villas.
- Congress Venues: Montenegrin Music Centre.
- Local Tourism Organizations: Herceg Novi and Podgorica.
- Montenegrin Chamber of Commerce: Supporting broader sector engagement.
Conclusion
Montenegro’s presence at IMEX 2025 marks a significant step in diversifying its tourism portfolio through business events. With growing international interest, certified service providers, and supportive incentive programs, Montenegro is well-positioned to attract a wider spectrum of global business travelers. The country’s unique blend of natural beauty, cultural richness, and modern facilities creates an ideal environment for professional events, promising memorable experiences for attendees.
Sources
- Montenegro Boosts Business Tourism at IMEX 2025 with Strategic Global Outreach and Incentives, Travel And Tour World.
