The National Tourism Organisation (NTO) of Montenegro is continuing its efforts to position Montenegro as a leading tourist destination through a series of initiatives. These activities will involve all local tourism organizations and provide representatives of the tourism industry with the opportunity to enhance their service quality. "Last year, we launched the pilot project 'Integral Quality Management in the Destination,' which assessed the online reputation of tourism quality in Kotor and Cetinje.
This year, we are excited to conduct a comprehensive analysis of the quality of tourism offerings for the remaining 23 municipalities through the 'Montenegro Quality' project. For the first time in Montenegro, we will gain a complete understanding of how different actors in the tourism sector are rated. This is achieved using one of the two leading software solutions for this purpose globally, ensuring accuracy and measurability," said Ana Tripković Marković, Ph.D., Director of NTO Montenegro.
She emphasized that the project will include various activities, such as introducing the quality mark, providing education for local tourism organizations and the tourism industry on service quality, and developing the concept of the Montenegro Pass destination card. A crucial aspect of this project is to establish a quality mark, with the primary goal of enhancing tourists' experiences in the destination and positioning Montenegro as an attractive year-round destination. Attracting guests to spend their vacation at a destination is one thing, but ensuring that they leave satisfied and share positive messages about the destination is a more demanding task, which can attract more visitors to Montenegro. We are confident that this project will contribute to enhancing the overall quality of Montenegro's tourism offerings," concluded Tripković Marković.
The director of the company Feel IQM, which is implementing this project for the National Tourism Organisation of Montenegro and has many years of experience in tourism research, emphasized the importance of continuously improving quality in all segments of the tourism offer.
"Obtaining the quality mark will require meeting specific conditions for all participants in tourism, and we believe this is an innovation that will significantly contribute to the enhancement of Montenegrin tourism. In addition to introducing the quality mark and conducting online reputation measurements in all municipalities, the Montenegro Quality project will also include training for tourism workers, surveying the population about their views on tourism, and analyzing digital marketing for the tourism industry, all to improve the quality of the destination," said the director of Feel IQM, Đurđica Šimičić.
In the first phase of implementation, the quality mark will be awarded to hotels, establishments that provide food and beverage services, campsites, local producers, household accommodation providers, wellness centers, museums and galleries, national parks, souvenir shops, cable cars, and ski resorts. Representatives of local tourism organizations have high expectations for this project, which they believe will contribute to the development and improvement of the tourism product. All activities will be completely free for local tourism organisations and other tourism stakeholders.
"I would like to take this opportunity to thank the National Tourism Organization for including the northern part of Montenegro and smaller tourism organizations in such projects. This project is extremely important to us as growing tourist destinations, as the north has recently seen an increase in tourists, and it is crucial for us to monitor the quality of services offered in our towns. Through this project, we will be able to provide accommodation providers and tourism workers with an analysis of the quality of their services, identify shortcomings, and work on raising the quality," said the director of the Local Tourism Organization Mojkovac, Radonja Vuković.
The Local Tourism Organization Zeta is also optimistic about this project, believing it will be very beneficial for all tourism entities in the municipality. "This project is very important for us as we are starting from scratch, considering that we are a newly established local tourism organization. We are confident that the data obtained will show us where we currently stand in terms of the quality of our tourism offer and serve as guidelines for further action towards quality improvement," emphasized Tatjana Bojanić, acting director of LTO Zeta.
Feel IQM, the organization implementing this project for NTO of Montenegro, is an affiliate member of the World Tourism Organisation and the World Travel and Tourism Council, and it has carried out numerous award-winning projects worldwide.
