Montenegro 2027: from the sea to 2,400 metres, and what hoteliers can make of it
In October we stood on the promenade in Tivat. Early morning, the water still, the mountains rising behind the bay. It is easy to forget how small this country is. Montenegro is smaller than the Austrian province of Styria, and yet a few hours from the beach you are in landscapes that recall the Dolomites.
That is exactly the message the National Tourism Organisation of Montenegro is now sending out. In early October it issued a press release through PR Newswire, titled roughly: why 2027 is the year to visit Montenegro. It is aimed at travellers in North America. For us it is worth reading for a different reason, more on that below.
What the country promises the world
The Bay of Kotor. Kotor, Perast and Tivat sit on a bay that cuts into the mountains like a fjord. Old towns, churches on small islands, a marina with yachts from all over the world.
Sea and mountains in one trip. In the north lies Durmitor National Park with around fifty peaks and the Tara canyon, one of the deepest in Europe. Morning on the Adriatic, evening in the mountains, here that really works.
Wine and food. Around Lake Skadar and in the Crmnica valley, wine has been made for generations. Njeguši gives the country its cured ham and cheese, found on tables everywhere.
New upscale hotels. Porto Montenegro, Aman Sveti Stefan and Luštica Bay are well known. Two more properties are due in 2027, more on them in a moment.
Winter in the north. According to the tourism organisation, Kolašin offers around 45 kilometres of slopes reaching almost 2,100 metres.
Living tradition. In the bay, the Bokeška mornarica, the seafarers' brotherhood of Kotor, performs a round dance said to go back some twelve centuries. In the mountains, a network of around 500 kilometres of trails links the herders' summer settlements.
It is nicely written. And it is true. Anyone who has been there knows the feeling of arriving somewhere early, before everyone else knows it.
What it means for hoteliers
Between the landscapes, the release contains three facts that matter to every business in the country.
The brands keep coming. In Budva, the Radisson Collection Hotel President is due to open in 2027 with 88 units, residences, restaurants and wellness. In Tivat, a Radisson Blu with 61 rooms and 44 apartments is announced for summer 2027. That means more beds on the coast, more competition for good staff and more pressure on the rates of properties without a big name. We have written about this before: When Hyatt, Mövenpick and Radisson invest.
The north is catching up. The tourism organisation expects the first internationally branded mountain hotels around 2027. Step by step, Montenegro is becoming a year-round destination. If your coastal property earns its money in four months, watch this closely. More in Montenegro is more than summer.
The country is courting new guests. A campaign aimed at North America brings guests who travel far. They stay longer, want to see coast and mountains, and ask about wine, food and stories. That is where private hotels are strong: the family, the origins, the own cellar. It just has to be visible at the moment of booking. Why this matters is explained in 499 hotels and one gap.
Our view
When a country courts guests this openly, the guests usually arrive first and quality has to catch up. The next two years will decide which properties benefit. They are the ones working now on service, a year-round offer and how they present themselves. If you would like to know where your property stands, talk to us.
Source: National Tourism Organisation of Montenegro, press release of 6 October 2026, published via PR Newswire. Measurements converted by us to metres and kilometres.