Žabljak, Montenegro Becomes the Country’s Most Visited Destination in 2025, Celebrating Record Tourism Growth

Published on September 27, 2025

This year’s most visited destination in Montenegro is Žabljak, a charming town tucked away in the untamed Durmitor National Park. The town’s impressive ascent as a popular tourist destination has been ascribed to its emphasis on ecotourism, infrastructure investment, and endeavors to offer tourists from all over the world an experience of the highest caliber. Žabljak’s tourism growth is being emphasized as a testament to the power of sustainable development, community engagement, and international appeal as the region commemorates International Tourism Day.

A Historic Tourism Milestone

This year, Žabljak reached a significant milestone, breaking all previous records for overnight stays. By the end of the summer season, over 150,000 overnight stays had been recorded, underscoring the success of the town’s strategy to become a top-tier destination. The announcement was made by Ivan Popović, the President of the Žabljak Municipal Assembly, during his speech at the Ecological State of Montenegro Day event. Popović proudly shared that Žabljak has become the most visited destination in Montenegro in 2025, thanks to its increasing global recognition and unique offerings for tourists.

The Role of International Tourism

Žabljak’s popularity on the international stage is also attributed to its welcoming atmosphere and diverse tourist base. Tourists from a staggering 125 countries have visited this small town, making it a hub for cultural exchange and global tourism. Visitors are drawn to the town’s natural beauty, adventure sports, and eco-friendly initiatives, which align with Montenegro’s broader goals for sustainable tourism.

The town’s remarkable tourist influx is a reflection of its growing importance not only within Montenegro but also in the larger Balkan region. As international travel continues to rebound, Žabljak has positioned itself as a prime destination for those seeking to explore the unspoiled beauty of Montenegro. With activities ranging from hiking and skiing to exploring the pristine waters of the nearby lakes, Žabljak offers something for every type of traveler.

Efforts in Infrastructure and Promotion

Behind the scenes, Žabljak’s local government has worked tirelessly to improve infrastructure and services to ensure that tourists have a seamless experience. Investments have been made in the town’s roads, accommodation options, and public services, all designed to cater to the increasing number of visitors. The town’s promotion has been another key factor in its rise to prominence, with efforts aimed at marketing its natural attractions, cultural heritage, and eco-tourism initiatives to the world.

To support this growth, Žabljak’s municipal leadership has been proactive in building strategic partnerships with tourism organizations, travel agencies, and local businesses. The focus on sustainability is also a cornerstone of the town’s tourism philosophy. By emphasizing eco-friendly practices, Žabljak has attracted a growing number of environmentally-conscious travelers who wish to explore unspoiled landscapes while minimizing their ecological footprint.

The Importance of Tourism for Local Communities

The surge in tourism has also had a positive impact on Žabljak’s local economy. As one of the key drivers of the region’s economy, tourism has provided new opportunities for local entrepreneurs and businesses. From small family-owned hotels to guided tour services, the tourism industry has created jobs and boosted the livelihoods of the town’s residents.

Moreover, the town’s success in tourism is seen as a model for other regions in Montenegro to follow. The local government’s commitment to improving the quality of life for residents while simultaneously providing an enhanced experience for tourists has made Žabljak a prime example of how tourism can be a tool for both economic development and cultural preservation.

Expanding on Eco-Tourism Initiatives

Eco-tourism is a major part of Žabljak’s strategy, with the town capitalizing on its proximity to Durmitor National Park, a UNESCO World Heritage site. Known for its breathtaking natural beauty, the park is a hub for outdoor activities such as hiking, rock climbing, and wildlife watching. As a destination that prides itself on sustainable practices, Žabljak has implemented measures to protect its pristine environment, ensuring that it remains a viable destination for future generations.

In line with Montenegro’s broader sustainable tourism goals, Žabljak continues to push for eco-friendly practices within the hospitality sector, including waste reduction, energy efficiency, and support for local food production. Visitors to Žabljak are not only contributing to the local economy but also participating in the preservation of one of Europe’s most beautiful and diverse landscapes.

Looking Ahead: What’s Next for Žabljak?

As Žabljak looks to the future, the focus will be on maintaining its growth trajectory while preserving its natural and cultural heritage. The local government is committed to further enhancing the town’s infrastructure and services, with plans for new developments that will provide even more opportunities for tourists. These include expanding the range of accommodation options, improving transportation networks, and continuing to build Žabljak’s profile as a must-visit eco-tourism destination.

Additionally, more attention will be paid to diversifying the town’s tourist offerings. While adventure tourism has been a significant draw, efforts will be made to attract cultural, wellness, and luxury tourists as well. By offering a variety of experiences that cater to different traveler profiles, Žabljak hopes to establish itself as a year-round destination that welcomes tourists of all interests.

Conclusion

The ascent of Žabljak to the top of Montenegro’s tourism list is an incredible tale of development, sustainability, and civic engagement. The town has effectively established itself on the world travel map thanks to its record-breaking overnight stays and booming eco-tourism industry. Žabljak is well-positioned to continue being a top destination for tourists looking for adventure, culture, and a dedication to environmental preservation with further investments in infrastructure, services, and marketing.

Žabljak will surely be crucial in promoting Montenegro’s natural beauty, cultural diversity, and commitment to sustainable tourism as the country continues to emerge as one of Europe’s top travel destinations.