The National Tourism Organisation of Montenegro, in collaboration with the Ministry of Economic Development and Tourism, proudly participated in the 2025 Travel & Adventure Show, held in New York City from January 25–26. This marks Montenegro’s second appearance at the prestigious event, further solidifying its commitment to strengthening its presence in the U.S. tourism market.
The Montenegrin delegation was headed by Goran Đurović, Minister of Economic Development and Tourism, and included State Secretaries Vuk Žižić and Petar Drašković, alongside Amel Dedeić, advisor to the Director of the National Tourism Organisation. Their attendance aimed to showcase Montenegro’s diverse tourism offerings and position the country as a prime destination for American travelers seeking authentic, enriching experiences.
Minister Đurović highlighted the growing importance of the U.S. market for Montenegro’s tourism industry. “Our participation in the Travel & Adventure Show in New York underscores our dedication to attracting American tourists. Montenegro offers a unique blend of natural beauty, cultural heritage, and renowned hospitality,” he said.
The U.S. market has shown promising growth for Montenegro’s tourism sector. Between January and November of 2024, Montenegro welcomed over 52,000 American visitors, reflecting a 9% increase from the previous year, and a significant 48% rise compared to 2019. These travelers contributed to 226,839 overnight stays, marking an impressive 87% increase since 2019.
Montenegro’s booth at the event drew attention from numerous travel influencers and agency representatives. Eartha Franklin, a well-known travel blogger and founder of Wowcations, praised the country for its “charm and authenticity.” Dina Amin of Envoy Adventure also shared her admiration for Montenegro’s natural beauty, recounting a memorable visit to the Lady of the Rocks.
The Travel & Adventure Show, which attracted over 27,000 visitors, featured more than 250 global destinations and provided a platform for insights from travel industry leaders, including CBS Travel News editor Peter Greenberg and Phil Keoghan, host of The Amazing Race.
Montenegro’s presence was strengthened by strategic partners such as Hotelska Grupa “Budvanska Rivijera” and local tourism organizations from Budva, Kotor, Tivat, Herceg Novi, Gusinje, and Rožaje. Other participants included Montenegro Stars Hotel Group and travel agencies such as Gold Travel Agency, Montenegro Adventures DMC, and Monte Vista Travel.
By engaging in major international events like the Travel & Adventure Show, the National Tourism Organization of Montenegro continues to actively promote the country’s tourism potential, aiming to attract a growing number of global visitors and solidify Montenegro’s reputation as a must-visit destination.