Montenegro Boosts Business Tourism at IMEX 2025 with Strategic Global Outreach and Incentives

Saturday, May 24, 2025

Montenegro is rapidly strengthening its position as a rising star on the global business tourism stage. This momentum was on full display at IMEX 2025, the leading European trade show for the international meetings, incentives, conferences, and exhibitions (MICE) industry, held from May 20 to 22 in Frankfurt, Germany.

The Montenegro Convention Bureau (MCB), operating under the auspices of the National Tourism Organisation of Montenegro (NTOM), showcased the country’s comprehensive offerings designed to attract business events of all scales, from corporate meetings and incentive trips to major congresses.

This participation is part of Montenegro’s strategic vision to diversify its tourism sector by expanding beyond leisure and cultural tourism into the lucrative business events market. Business tourism is considered critical for extending the tourist season, generating higher per-visitor spending, and reinforcing the destination’s resilience and economic sustainability.

Strategic Presence at IMEX: Building Global Partnerships

At IMEX 2025, Montenegro’s delegation actively engaged with event planners and travel professionals from a wide spectrum of global markets.

These included European countries such as the United Kingdom, France, Germany, Italy, Belgium, Portugal, Austria, Spain, Albania, and Serbia, as well as North and South American markets including Canada, the United States, Argentina, Brazil, Mexico, and Costa Rica. Representatives also held discussions with partners from Asia and the Middle East, including India, China, Morocco, and the United Arab Emirates.

Aleksandra Maksimović, Director of the Montenegro Convention Bureau, emphasized the importance of such engagements:

“By participating in high-profile trade events like IMEX, we align our business tourism development with evolving global trends, especially those valuing authenticity and bespoke experiences. Our country’s blend of professional services, breathtaking natural landscapes, and strong cultural identity resonates deeply with today’s discerning business traveler.”

This direct dialogue with international hosted buyers and event organizers not only promotes Montenegro’s diverse MICE capabilities but also lays the foundation for long-term business collaborations. The response at IMEX confirmed the destination’s growing appeal on the international business tourism map.

Certified Quality: Montenegro’s Commitment to International Standards

Over the past year, Montenegro has made significant investments to raise the quality of its business tourism infrastructure.

The MCB reports that 48 bureau members have achieved certification in accordance with international standards required to host high-profile business events.

These certified members encompass a wide range of stakeholders, including travel agencies, hotels with dedicated conference and congress facilities, specialized venues for private and corporate events, local tourism organizations, and the country’s leading congress center.

The National Tourism Organisation of Montenegro website highlights these certifications as a critical pillar in ensuring consistent service quality and operational excellence, enabling Montenegro to compete effectively with established MICE destinations globally.

Incentive Measures Program: Financial Support to Fuel Growth

To accelerate business tourism growth, Montenegro offers an Incentive Measures Program providing non-refundable financial support designed to stimulate conference capacity expansion, international event organization, and promotional activities undertaken by certified bureau members.

This proactive government-backed initiative aligns with Montenegro’s broader tourism development strategy aimed at extending visitor stays beyond the peak summer months, thereby balancing seasonal fluctuations and enhancing year-round economic activity.

The official Ministry of Tourism website details this program as part of Montenegro’s commitment to fostering a robust and diversified tourism economy.

Business Tourism: Economic Significance and Future Prospects

Business travel is a vital segment for Montenegro’s economy. According to the World Travel & Tourism Council (WTTC) report covering 2024–2034, Montenegro’s business travel spending is expected to grow annually by 3.8%. This reflects the increasing number of international meetings, incentives, conventions, and exhibitions hosted by the country, which attract visitors with higher-than-average spending habits.

Montenegro’s strategic geographical position in Southeast Europe, combined with its natural beauty and growing infrastructure, makes it an attractive alternative for regional and global business events.

Testimonials from International Partners

At IMEX, Montenegro attracted considerable interest from both established and emerging markets.

Richard Savage, of the UK-based travel agency Specialised Travel, shared: “Interest in Montenegro is growing rapidly in the UK. While many travelers may know Kotor from cruise ship stops, the real potential lies in exploring the inland regions and immersing in Montenegro’s culture and landscape. Our discussions at IMEX have been invaluable for building these connections.”

Similarly, from the Americas, João Paulo Teco of Brazil’s Strategic and Creative Planning Travel Solution expressed enthusiasm:

“Montenegro offers stunning nature, rich history, and vibrant culture. Brazilian travelers are increasingly looking for unique, authentic destinations, and Montenegro fits perfectly.”

Local experts also value the opportunity to connect with global buyers.
Edil Omeragić, from Montenegro Concierge DMC, remarked:

“Participating in IMEX provides an unmatched platform to showcase Montenegro as an emerging MICE destination, creating new business relationships that will propel our tourism industry forward.”

Diverse Representation and Industry Collaboration

The Montenegro delegation at IMEX included an impressive array of stakeholders from across the business tourism ecosystem. Among them were:

• Travel agencies: Explorer, Meridian, Montenegro Concierge, Venn Tour Balkan, Congress Travel
• Hotel groups: Montenegro Stars Hotel Group, Hyatt Regency Kotor Bay Resort, Lazure Hotel & Marina, The Chedi Luštica Bay, Avala Resort & Villas
• Congress venues: Montenegrin Music Centre
• Local tourism organizations: Herceg Novi and Podgorica
• Montenegrin Chamber of Commerce: supporting broader sector engagement

This extensive representation underscores the collaborative approach Montenegro adopts to develop its MICE sector cohesively and effectively.

IMEX Frankfurt: A Premier Platform for MICE Tourism Growth

IMEX Frankfurt, now in its 23rd edition, is one of the world’s leading trade shows dedicated to the business events industry. The event annually connects over 4,000 event organizers with more than 3,000 exhibitors from diverse destinations and service providers.

The event serves as a vital nexus for knowledge exchange, partnership building, and innovation in the global meetings and events sector. Montenegro’s active participation in IMEX supports its vision to elevate business tourism as a key driver of sustainable economic growth and destination branding.

Montenegro’s Path Forward in Business Tourism

By strategically leveraging international platforms like IMEX, advancing certification and infrastructure, and introducing targeted incentives, Montenegro is cementing its role as a compelling destination for business travelers.

The country’s unique combination of natural beauty, cultural richness, and modern facilities creates an unmatched environment for professional events that also offer memorable personal experiences.

The government’s proactive approach, articulated through the National Tourism Organisation and Ministry of Economic Development, combined with private sector dynamism, sets Montenegro on a trajectory to realize significant growth in MICE tourism, contributing to year-round economic stability and international visibility.

Conclusion

Montenegro’s presence at IMEX 2025 reflects a concerted effort to diversify its tourism portfolio through business events and MICE tourism. With growing international interest, certified service providers, and supportive incentive programs, the country is poised to attract a wider spectrum of global business travelers.

As the sector grows, Montenegro exemplifies a balanced approach that embraces global trends such as authenticity, personalized experiences, and sustainability while highlighting its unique landscape and cultural heritage. This positions Montenegro not only as a competitive business tourism destination but also as an inspiring place to connect, collaborate, and celebrate.

Source: National Tourism Organisation of Montenegro