Project description

Title: Development of tourist sites in the Montenegrin hinterland
Commissioned by: German Federal Ministry for Economic Cooperation and Development (BMZ), Cofinancing by Austrian Development Cooperation & Cooperation with Eastern Europe
Country: Montenegro
Lead executing agency: Ministry of Tourism and Environmental Protection, Montenegro
Overall term: January 2006 to December 2010

Context

The tourism sector has been defined as a focal area of Montenegro’s future economic development. The focus of tourism development focuses exclusively on coastal areas, however. The tourism potential of the hinterland is hardly being tapped at all. Possibilities for earning a living and job opportunities are scarce.

Objective

The income generated by tourism at selected sites in the Montenegrin hinterland increases.

Approach

The project promotes the local tourist organisations in Cetinje and Plav and at Lake Scutari and supports cooperation between all the players in the tourist industry in developing and marketing tourism products.

Focal areas in all the regions are as follows:

• Support for local players in drawing up a tourism development plan and introducing destination management
• Promotion of hiking and mountain bike tourism, including advisory services for the Ministry of Tourism and Environmental Protection in drawing up appropriate standards and training local organisations in applying these standards
• Further training and advisory services for tourism businesses and partner institutions
• Advisory services for local players in designing marketing activities, for example tours for journalists and travel operators, trade fair presences and marketing materials
• Promotion of business start-ups in the tourism sector
• Support for local travel agencies in marketing their products abroad

Cofinancing by the Austrian Development Cooperation & Cooperation with Eastern Europe supports the development of sustainable tourism at Lake Scutari.

Results achieved so far

The Ministry of Tourism and Environmental Protection has drawn up hiking and mountain bike legislation with advisory services from the project: path maintenance modalities and signposting standards have been laid down and quality features introduced. The local hiking clubs have identified, marked and signposted hiking paths in all three regions in accordance with the defined standards.

The cooperation with the Anglers Association in Plav is an outstanding example of successful marketing consultancy. With support, the Association developed a brochure, distributed it and organised an international angling competition. In 2008, these activities have already led to a significant increase in the number of angling tourists, from which local accommodation facilities and catering businesses have profited.

A wine road has been set up at Lake Scutari and in Cetinje. Local vintners have invested in developing their wine cellars and hold wine-tasting events. As a result, the first travel agencies on the coast are offering trips to the vineyards. Sixteen vintners have already registered as entrepreneurs since the start of the project. The wine road was marketed and organised by National Vintners Association, which was set up with project support to promote business and create jobs.

New tourist products at Lake Scutari National Park have increased income and led to the creation of thirteen jobs. The new employees perform environmental protection tasks and are available to tourists as trained guides.