Montenegro is enticing UK tourists with a captivating James Bond-themed campaign.

• The campaign coincides with the growing number of UK visitors to Montenegro this year.
• Air connectivity between Montenegro and the UK has improved significantly, enhancing tourist numbers.
• A digital marketing strategy is being employed to increase awareness of Montenegro as a travel destination.
• The campaign runs on platforms like YouTube and Instagram, aiming to highlight Montenegro’s diverse offerings.

In an effort to draw more UK tourists, Montenegro has introduced an engaging James Bond-themed campaign. This initiative comes at a time when the country has already seen an impressive number of 80,000 UK visitors in merely eight months. In comparison, the entire year of 2023 recorded 89,000 UK arrivals, showing a significant upward trend from 2022.

Director of the Montenegro National Tourism Organisation, Ana Tripković Marković, attributes this rise in part to the enhanced air links between Montenegro and the UK. “We will probably be above last year,” she remarked, highlighting the hard work invested in improving air connectivity. Presently, Montenegro is serviced by four different airlines flying from major UK cities, including London, Birmingham, and Bristol, which has made a notable difference in visitor numbers.

The James Bond-themed campaign launched on the opening day of the World Travel Market and extends across various digital platforms such as YouTube and Instagram. Scheduled to run until the beginning of the summer season next year, its purpose is to boost general awareness of Montenegro. Central to the campaign is a short film with the tagline “Uncover Your Wild Side”. In this film, random individuals receive a call from ‘M’ with a mission to locate the ‘golden tiles’ within the renowned Peter II Petrovic-Njegos Mausoleum in Lovcen national park, a popular attraction for tourists.

Continuing the momentum, Montenegro’s tourist board has committed to joint marketing campaigns with airlines like Jet2 for the upcoming year. This collaboration will include a blend of outdoor, online, and radio advertisements. “We want to keep this trend,” emphasized Tripković Marković, expressing a desire to increase the presence of travel agents and host trade events, such as Abta’s Travel Convention, in Montenegro.

Montenegro offers a distinct variety of climate, landscape, culture, and cuisine within its borders. Visitors can experience both Mediterranean and alpine climates, allowing them to swim and ski on the same day depending on the region. The west coast, with its flights landing in Tivat and housing many luxury hotels and resorts, remains the most favoured area among UK tourists.

Montenegro’s innovative campaign, bolstered by improved air connectivity, is set to further increase UK tourist numbers.