Tivat, Montenegro

The recent COVID-19 pandemic has shaken up the entire world. Even as things are starting to return to a state of normality, some things will have to change for the future. Looking at tourism, a sector that has been hit particularly hard, the road to recovery will be bumpy and unpredictable. It is clear that some aspects that weren’t all as important to every guest before will gain new dimensions of importance. In particular, we are talking about sustainable development and responsible tourism.

The trend of sustainable and responsible tourism is not new, but the COVID-19 pandemic has shone a new light on it. People are eager to travel again once the restrictions are lifted but their requirements will shift. Therefore, the future of tourism development is in stable solutions, that will ensure a steady comeback of the industry and cater to newfound customer needs. Destinations should regroup and invest their efforts in providing safety for the guests, proper information, as well as close cooperation with the local economy and other stakeholders.

The city of Tivat in Montenegro is doing just that. The Tivat 2024 tourism development strategy aims to position Tivat as an active tourist destination year-round, by preserving unique features, promoting new and existing experiences and providing added value for the entire tourism industry chain. Tivat already has the reputation of a popular tourist destination, but the forward-looking goal is to become a certified part of Green Destinations.

Green Destinations is a non-profit foundation for sustainable destination development and recognition, leading a global Partnership of representatives, expert organisations and academic institutions. The foundation worksfor the benefit of the Green Destinations Community, namely the destination representatives and stakeholdersto make their destinations better and more sustainable.

The municipality of Tivat has already started the process of basic analysis, coordination and joint definition of existing and new activities for the chance to obtain the Green Destinations certification. Such certifications are awarded to worthy destinations after detailed reporting, sustainable improvement and neutral assessment by international experts.