Why tourists in 2025 increasingly choose Montenegro instead of Spain and Italy

In recent months, the travel industry has seen a noticeable shift in European travellers’ preferences. More and more people, especially from the UK, are ditching the crowded resorts of Spain, Italy and France for lesser-known but picturesque destinations – most notably Montenegro. The reasons for this choice are varied, with many experts calling it a “tourism turn to meaning”.

What exactly attracts travelers to Montenegro:

• Low prices – holidays in Montenegro are 30-40% cheaper than in popular places on the Mediterranean Sea.
• Fewer tourists – even in summer you can find quiet beaches and calm embankments without the crowds.
• Natural beauty – mountains, the Adriatic Sea, canyons, ancient cities.
• Rapid growth of infrastructure – in recent years more apartments, cafes, campsites and transfers have appeared.
• Visa-free regime – citizens of many European and CIS countries do not require a visa.
• Eco-friendly image – the country is actively developing eco-tourism and respect for nature.
• Slow-travel support – you can easily leave large tourist centers and find yourself in the mountains or on a secluded coast in a couple of hours.

According to European booking aggregators, the number of requests for holidays in Montenegro has grown by 42% over the past three months. The regions of Budva, Tivat and Kotor are becoming especially popular. Little-known destinations are also developing successfully – Pluzine, Bijelo Polje, Sutomore, where tourists can live in glamping, try traditional cuisine and explore nature.

The social trend away from overtourism plays a major role in changing preferences . TikTok, Instagram, and YouTube are filled with more and more content where bloggers advise avoiding “the crowds in Barcelona” and “normalizing vacations outside the mainstream.” Montenegro is just the option: less hyped, but cozy, warm, delicious, and still inexpensive.