Montenegro marked World Tourism Day with a focus on digitalization and artificial intelligence

Kordić: In the first eight months, the country was visited by more than 2.2 million tourists, with nearly 13 million overnight stays. Today, Montenegro celebrated World Tourism Day with an event dedicated to the theme "Tourism of the future – Digitalization and artificial intelligence as drivers of change in tourism," emphasizing that knowledge, innovations, and new technologies will play an increasingly important role in the development of the tourism sector. Tourism Minister Simonida Kordić stated that Montenegro is welcoming this year's World Tourism Day with the best results – over 2.2 million tourists visited the country in the first eight months, with nearly 13 million overnight stays, surpassing the results of previous years and 2019. Speaking about digital transformation, Kordić highlighted the establishment of the Tourist Information System (TIS) and new incentive measures by the Ministry of Tourism aimed at digitalization and the development of smart and sustainable destinations. Through cooperation with the Montenegro Innovation Fund, concrete digital solutions are being developed, including an electronic register of private accommodation providers, electronic categorization, and a digital Montenegro tourist map. A special segment of digital transformation involves collaboration with UNIDO through the Tourism 4.0 project, which uses 3D models, digital reconstructions, and modern storytelling to enhance the presentation of cultural heritage at sites such as Brskovo, Žabljak Crnojevića, and the Goražde fortress. "Therefore, it is important that institutions, the private sector, academia, and the innovation ecosystem work together, because through partnerships and knowledge exchange, we can create solutions that give tourism new value," said Jakšić-Stojanović.