The policy in the sector of tourism in Montenegro is under the jurisdiction of the Ministry of Sustainable Development and Tourism. Tourism is the most important economic area in Montenegro. Montenegro attracts a great number of tourists annually. The number was impressive in 2013: nearly 1.5 million, according to the survey conducted by Monstat. Tourism in Montenegro is being reaffirmed in recent years, followed by a series of infrastructure projects, aimed at reinventing Montenegro as an elite tourist destination in the future, for tourists from all over the world, especially from the region and other European countries, particularly the countries of the European Union .
Although Montenegro is relatively a small country (area - 13,800 km2), it is characterized by a landscape of true beauty, rightly described as "Wild Beauty", with the diversity that is hard to surpass: high mountains and deep canyons, broad plains, rivers, lakes and picturesque coast alternate with each other. The vegetation is rich in species, depending on the altitude. Culturally, some areas are rich with three different traditions of cultural heritage. Montenegro, as a tourist destination, can be divided into six clusters, which differ according to the characteristics of the landscape and culture:
- The steep, rocky coast from Luštica to Ulcinj, with large number of beaches, represents the center of tourism in the country and the primary destination for tourists who come to Montenegro .
- Ulcinj, with the longest sandy beach on the eastern coast, Ada Bojana and Valdanos and rich history, represents great potential for the development of Montenegrin tourism.
- The Bay of Kotor, surrounded by mountains and distinctive in its historical significance and cultural heritage, is unique in the Mediterranean.
- Old Royal Capital Cetinje and Skadar Lake, with historical significance, as well as the diversity of flora and fauna, are of great importance for the development of tourism.
- Mountain region of Durmitor and Sinjajevina, together with the canyon of Tara and a national park, represent a challenge for tourists both in the winter and in the summer.
- Mountain region of Bjelasica, Komovi and Prokletije, with two national parks, mountains and religious tourism, represent both natural and cultural treasury.
The coast and the mountains, because of their proximity, are regarded as a whole, which can be characterized as the main comparative advantage of Montenegro in the wide variety of the competition in the tourism market. With all the other benefits, climate is a crucial prerequisite for the successful development of tourism. Montenegro has a pleasant summer climate, similar to Sardinia, the French Riviera or Majorca, and is ideal for bathing and summer tourism. Winter rainfall is heavy on the coast, while the mountains are suitable for all kinds of winter sports. Durmitor and Bjelasica offer the best conditions for winter tourism, as well as Prokletije, where snow can be found at an altitude 1.650/1.750 m for at least 80-90 days a year. Municipality of Budva with Bečići is currently, qualitatively and quantitatively, the most important tourist resort on the coast.
Budva is closely followed by Bar and Herceg Novi. According to the projections of the Ministry of Sustainable Development and Tourism, Tivat , Luštica peninsula and marina "Porto Montenegro" and Ulcinj, because of its potential in Ada Bojana, the Long Beach and Valdanos, will experience rapid growth by 2020. and become primary tourist destinations. Thanks primarily to its natural beauty and favorable geographic and other climatic conditions , and policies carried out by the relevant authorities , as well as the efforts and achievements by providers of tourist services, in a relatively short period of time, Montenegro arose comparing to the competitor destinations in the Mediterranean, reaching the international level of service quality and exceeding the expectations when it comes to the evaluation and protection of natural resources, sustainability and innovation.