Podgorica, (MINA-BUSINESS) – Montenegro, as a relatively small but strategically important Mediterranean destination, sees tourism not only as an economic sector, but also as a space for dialogue, exchange, and the connection of people and cultures, Minister of Tourism Simonida Kordic said.

Speaking at the ETC Industry Forum held in Kotor as part of the European Travel Commission (ETC) General Assembly programme, Kordic said Europe still has much to offer the global tourism market, including safety, stability, authentic experiences, cultural diversity, and sustainable destinations.

She described Montenegro as a country of contrasts where mountains meet the sea, adding that the country has significantly improved its tourism infrastructure, service quality, and diversified its offer in recent years.

This year’s forum, hosted by the National Tourism Organisation (NTO) under the theme “The Evolving Role of Destination Branding – How Strong Destinations Shape the Global Tourism Story,” gathered leading representatives of the European tourism sector, national tourism organisations, international companies, and experts in tourism, marketing, and media.

Discussions focused on destination identity, the role of digital platforms and artificial intelligence in shaping travellers’ perceptions, and the importance of cooperation among European destinations to strengthen global visibility and competitiveness.

ETC Vice President and NTO Director Ana Tripkovic Markovic said destinations today face challenges in managing their image in the era of digital platforms and user-generated content. She stressed the importance of creating a clear and authentic message that unites different local experiences and brands.

She added that Montenegro’s “Uncover Your Wild Side” campaign focused on emotion, authenticity, and nature-based experiences, reflecting modern tourists’ growing desire for connection with nature and escape from everyday life. According to her, the campaign’s cinematic trailer-style approach helped it win nine international awards last year.

Among the speakers was renowned BBC travel journalist Simon Reeve, who praised Montenegro’s dramatic landscapes and unique combination of mountains and sea. He also highlighted the importance of tourism for Europe’s economy, noting that the industry accounts for around ten percent of the continent’s economy.

Representatives of companies and organisations including Resonance, Sojern, Black Diamond, and national tourism organisations from Austria, the Netherlands, France, Italy, and Estonia also participated.

The ETC Industry Forum was held as part of the European Travel Commission General Assembly and ETC Board meeting programme, hosted this year by Montenegro as it marks 20 years of membership in the organisation.