Montenegro Tourism Decline Spurs Kosovo Tourists Toward Greece Amid Political Uncertainty And Rising Costs

Published on September 28, 2025

The Kosovo Tourism Center has raised concerns about the performance and future of Montenegro’s tourism sector, particularly in relation to traditional visitors from Kosovo. Shkelzen Rizaj, Director of the Kosovo Tourism Center, emphasized that it has become increasingly difficult to estimate how many citizens of Kosovo visited Ulcinj and other destinations in Montenegro this year. He attributed this to a combination of factors, including unstable political conditions, soaring living costs, unresolved traffic issues, and confusion over the management of beaches.

While official statistics suggest that fewer Kosovars visited Montenegro compared to last year, Rizaj pointed out that such numbers do not reflect the real picture. Many citizens of Kosovo have purchased apartments and real estate in Ulcinj, amounting to investments surpassing one billion euros. Since many of them now stay in their own properties, traditional tourism bodies lack the means to register them as visitors. Furthermore, countless others spend their summers with friends and relatives in Ulcinj, strengthening a unique cultural relationship between the two communities.

A Complicated Tourism Season in Montenegro

According to Rizaj, the summer season of 2025 was uncertain from the very beginning. Regional political tensions, global instability, and sharp price increases across all sectors undermined confidence among tourists. At the same time, unresolved traffic jams created further difficulties for visitors. For Kosovar tourists, who have traditionally been among the most loyal groups to Montenegro, new challenges emerged this year including uncertainty about beach leases and management agreements. Many visitors, he said, were confused as their favorite beaches were not fully operational for long parts of the season, discouraging repeated visits.

The price of accommodation, services, food, and beach furniture also rose significantly. While rising costs are not unique to Montenegro, Rizaj noted that tourists were increasingly comparing prices across multiple destinations, including Albania, Croatia, and now Greece, where affordability had become a strong incentive.

Visa Liberalization Expands Choices

The introduction of visa liberalization for Kosovo citizens has created a broader variety of travel choices and alternatives. Data shared with tourism stakeholders indicated that in just six months, more than two million trips from Kosovo were made to Greece, with many of these tourists traveling more than once. Feedback from travelers has been overwhelmingly positive, not only because of affordability but also due to the overall satisfaction with the experiences in Greek destinations.

This development has introduced a new layer of competition for Montenegro. Where in the past Kosovo citizens were limited in their choices, they now have simplified access across European destinations. Rizaj stressed that without stronger strategies, Montenegro risks losing even more ground to neighboring countries who are offering cost-effective and well-organized tourism experiences.

Concerns About Montenegro’s Flagship Destinations

The situation in Ulcinj and Budva also drew criticism. Despite being recognized as prime tourism hubs, both cities showed clear signs of underperformance in 2025. Investments worth millions were poured into modernizing hotels such as Mediteran, yet visitor numbers failed to match expectations. The Albatros Hotel was reported to have received 30 percent fewer guests than last year.

Smaller recovery was observed only in hotels like Karizma and Otrant, where established long-term contracts with large travel companies such as TUI and Neckermann ensured stable arrivals. However, the prices available to contracted package travelers remained significantly lower compared to individuals booking on standard terms, revealing a large gap in accessibility.

Budva, often regarded as Montenegro’s capital of tourism, was particularly concerning. Huge investments into infrastructure and accommodation were not met with sufficient visitor numbers, leaving many hotel beds unoccupied. Rizaj stressed that if these facilities remain empty, the broader Montenegrin economy will inevitably suffer as tourism remains one of its largest sources of national revenue.

Traffic Jams and Border Bottlenecks

Traffic congestion has long been a persistent complaint among Kosovo tourists heading to Montenegro. In Ulcinj, journeys between the city hotels and Velika Plaza, which should have been straightforward, frequently stretched into an hour and a half in each direction. Such delays not only wasted valuable vacation time but also left many visitors feeling frustrated enough to avoid returning in the future.

Additionally, long delays at the Sukobin – Murićani border crossing aggravated the situation. Waiting times of two to three hours were common during the peak season. Rizaj noted that while border officers handled the traffic professionally and thoroughly, including necessary identification checks, the cumulative inconvenience discouraged families, particularly those traveling with children.

Economic and Political Context

Rizaj further underscored that tourism in Montenegro is vulnerable not only to operational challenges but also to political developments. Statements by some pro-Serbian political parties suggesting that Montenegro could withdraw recognition of Kosovo were described as deeply unpleasant news for would-be visitors. While most acknowledged such rhetoric as politically motivated, the uncertainty it created had direct negative repercussions on perceptions of Montenegro as a welcoming and safe destination. He warned that if such a measure were ever officially passed by Parliament, Kosovars would stop visiting altogether, even abandoning properties already acquired in Ulcinj.

The Role of Pricing and Economic Balance

High prices in Montenegro became the most common complaint during the 2025 season. Many tourists claimed that accommodation, dining, and recreational services were up to 50 percent more expensive than in Kosovo. Rizaj highlighted the need for Montenegrin authorities to recognize the importance of aligning prices with the standards of the citizens from their main source markets.

While acknowledging that Montenegro as a small state bears obligations to provide funds for salaries and pensions, Rizaj cautioned against strategies that rely solely on increasing consumer prices each season. Such an approach, he argued, is not sustainable. Drawing from his observations, he stressed that true tourism development lies not only in high daily rates but in balancing affordability with visitor satisfaction, ensuring repeat visits in the long term.

Investment Opportunities and Risks

The conversation also touched on large-scale investments, including projects led by international investors such as Mohamed Alabar in Albania. Rizaj welcomed potential investors in Montenegro and Ulcinj but emphasized that transparency, legality, and long-term sustainability must remain priorities. He called for rigorous oversight of major projects to ensure benefits are shared between foreign investors and local communities.

He noted that in tourism-driven economies, it is essential not only to consider incoming capital but also the potential risks that uncontrolled projects could bring. Ensuring jobs, income streams, and sustainable guest inflows should remain central to any development agreements in Montenegro’s coastal areas.

Albania and the Bojana Bridge

Attention was drawn to the proposed bridge over the Bojana River, which would directly connect Ulcinj in Montenegro with Velipoja in Albania. Such a project would significantly reduce travel distance between the two cities. However, Rizaj noted that Albania has deprioritized the plan, likely because the infrastructure would risk redirecting Albanian tourists towards Ulcinj, thus diverting essential tourist income away from Albania itself.

Looking Toward the Future

While the 2025 season has highlighted many challenges, Rizaj concluded by urging Montenegrin tourism stakeholders to begin organizing systematically for the next year. Eliminating uncertainties, stabilizing pricing strategies, reducing logistical bottlenecks, and fostering a welcoming political climate are all crucial to overcoming this year’s shortcomings. Only through a coordinated strategy of leadership, infrastructure, and community participation can Montenegro hope to reclaim its strong reputation among Kosovar tourists and beyond.