Montenegro is drawing attention with a James Bond-themed campaign aimed at UK visitors.
- An increase in flights from the UK has led to a rise in tourist numbers.
- The campaign coincides with the World Travel Market event.
- UK tourist numbers in Montenegro are expected to exceed those of 2023.
- The country’s diverse attractions offer both Mediterranean and alpine experiences.
With a new digital campaign inspired by James Bond, Montenegro aims to entice more UK visitors in the coming year. This strategic move by the Montenegro National Tourism Organisation capitalises on the growing interest in the region, already evident from the 80,000 UK tourists visiting in the first eight months of this year. This figure contrasts with the total of 89,000 for the whole of 2023, representing an 18% increase from the previous year.
According to Ana Tripković Marković, director of the Montenegro National Tourism Organisation, the rise in visitors is significantly boosted by enhanced air connectivity between the UK and Montenegro. ‘We will probably be above last year,’ she stated, citing the addition of four airlines operating flights from London, Birmingham, and Bristol as a major factor in these developments.
The campaign, which launched at the start of the World Travel Market, is featured across several digital platforms such as YouTube and Instagram, and will run until next summer. It features a captivating short film titled ‘Uncover Your Wild Side’, with a narrative involving a mysterious call from ‘M’. Participants are challenged to locate the ‘golden tiles’ in one of Montenegro’s prime attractions, the Peter II Petrovic-Njegos Mausoleum in Lovcen National Park.
Collaboration with airline partners continues to be a major part of Montenegro’s marketing strategy. Plans are already in place for a joint campaign with Jet2 next year, utilising outdoor, online, and radio channels to further boost tourism figures.
The country’s tourism board is eager to convey Montenegro’s unique selling points. Visitors can enjoy both a Mediterranean climate on the west coast, well-known for its luxury resorts, and an alpine environment in the north. This diversity allows tourists to swim and ski in different parts of Montenegro on the same day, offering a unique experience for travellers.
Montenegro’s innovative approach and effective marketing strategies are succeeding in attracting an increasing number of UK tourists.
