Destination Excellence Forum
A high-level forum aligning public and private leaders around one shared vision for Montenegro as a sustainable, world-class luxury destination.
Key forum facts
- Theme: Promotion and positioning of Montenegro as a luxury destination.
- Dates: 16–17 October 2025.
- Locations: One&Only Portonovi (Day 1) and Regent Porto Montenegro (Day 2).
- Organisers: NGO Montenegro Luxury Association and Montaste d.o.o.
- Main strategic partner: Ministry of Tourism of Montenegro.
- Hosting partners: One&Only Portonovi, Regent Porto Montenegro, Portonovi.
- Key sponsors: Turkish Airlines, Lazure Hotel & Marina, Mamula Island by Banyan Tree, Akul Yachts, Milena Đurđić Designerwear.
- Media & contributor network: including Forbes Travel Guide, Quintessentially SEE, Financial Times, The Collection Magazine, and leading Montenegrin institutions and partners.
What the Forum does
Destination Excellence Forum is a working environment where ministries, agencies, municipalities, investors, and operators discuss key topics that will define Montenegro’s luxury tourism landscape in the next decade.
Through curated panels, closed-door sessions, and targeted working groups, the forum turns dialogue into specific priorities, roadmaps, and commitments.
Key themes
- Destination governance and long-term positioning
- Investment frameworks and enabling infrastructure
- Sustainability, community benefits, and talent development
From ideas to action
Through the workshop “If There Were No Barriers”, mixed public–private teams co-created concrete project ideas for Montenegro’s luxury positioning — from a national “Authentic Montenegro” luxury brand to a fully activated water terminal at Tivat Airport. The winning concept, “Tivat Airport Water Terminal Activation”, highlighted how connectivity itself can become a curated luxury experience.
The Executive Roundtable on Day 2 mapped key challenges such as unified luxury promotion, digitalisation of products and services, airport experience, traffic management, and talent development. Participants agreed on a collaboration framework that includes establishing a Luxury Destination Positioning Task Force, aligning with local tourism organisations, and integrating the joint strategy into the national promotional framework.
Memorandums of Understanding between tourism organisations, ICT Cortex and Montenegro Luxury Association formalised this partnership, confirming a shared commitment to turn ideas into measurable results and long-term destination excellence.