In a decade, Žabljak has the potential to evolve into an economically thriving municipality with a focus on sustainable tourism and agriculture. However, it is crucial to address various challenges related to tourism organization and promotion, enhance transportation links, and tackle utility issues, as highlighted in the draft amendments to the Spatial Plan for the area.

The analytical section of the plan, penned in October of the previous year, presents 26 observations regarding the current tourism landscape in Žabljak. It points out the absence of clear strategies, plans, and promotional efforts in tourism, alongside a lack of authentic offerings, an extensive gray market, illegal constructions, poor municipal waste management, and a deficiency of professional expertise.

Within the urban setting of the municipality, proposals are in place for the construction of four- and five-star hotels featuring additional activities. In contrast, the rural area is set to embrace rural tourism, emphasizing traditionally constructed facilities that present opportunities for active vacations, local cuisine, and health-centric agricultural products. These elements will be further detailed through comprehensive urban plans to be developed subsequently.

The public discussion regarding the draft plan will continue until April 11, with a public presentation scheduled for March 24 at the Cultural Center.

“This plan facilitates tourism development, but its realization largely hinges on the local authorities, the state, and potential tourism entrepreneurs. While accommodation capacity plays a vital role in tourism growth, equally crucial are well-crafted, appealing, and unique tourism programs and products, which do not necessitate heavy investment but rather innovative ideas, trained professionals, optimal use of information technology, continuous improvement, and a commitment to enhancing tourism products and competitiveness. The maximum capacities projected in this plan, combined with the apparent potential and resources of the Žabljak municipality, present an opportunity for tourism to significantly contribute to both the local and national economies, generating income for tourism entrepreneurs, employees, the local community, and the state,” the draft plan asserts.

The document emphasizes that the development of tourism in Žabljak must be rooted in sustainability and a green economy.

“Tourism is envisioned as sustainable, specialized, and non-invasive, focused on small and medium scales, characterized as ‘nature-based tourism.’ This approach allows for the growth of diverse forms of tourism and a variety of tourism products,” the draft plan outlines.

The Analytical Basis of the Plan offers an assessment of the current state of tourism activities, detailing 26 distinct comments.

“Several evident challenges limit and diminish the effects of tourism growth in the Žabljak municipality; however, there are also numerous potentials and opportunities, with the most significant ones highlighted in this assessment. Issues and deficiencies indicate immediate attention is required, and addressing these challenges opens up new possibilities,” the Analysis points out.

Among the cited issues, it was noted that there is no singular tourist product predominantly tied to the Žabljak municipality; there is a limited number of categorized accommodation facilities, and few that offer specializations within their categories. Additionally, there are no establishments classified under “Wild Beauty Resort” or “Eco Lodge,” and current accommodation options do not distinguish themselves by the quality of their surroundings or unique architectural designs.

Furthermore, the report indicates that none of the facilities boast ecological or internationally recognized certifications, a lack of hotels designed according to modern hospitality principles from international chains, and insufficient hotels with larger capacities (150-250 beds) capable of accommodating packages from leading tour operators.

It also mentions that food and beverage establishments in Žabljak do not implement the HACCP food safety system, there are no specialized national restaurants, and the offerings remain highly seasonal, primarily during the summer months.

“The available tourist services, but not products, tend to be almost homogenized (accommodation, meals, and transportation) and primarily cater to the budget segment. Most tourist services are offered by a limited number of online operators, which is a positive development compared to previous years. However, there is a lack of unique experiences, something that sets them apart from ordinary ones. Experiences should be stimulating rather than saturating, encouraging further exploration. The bulk of tourist products connected to the Žabljak area is quite traditional and increasingly less appealing, as they do not meet the expectations of contemporary tourists. Travelers are seeking exceptional atmospheres, experiences, adventure, leisure, and uniqueness—crafting an engaging “story,” even where none exists is vital, as this is one of the key elements and trends in marketing a tourist product,” the comments observed.

Additionally, there is a noticeable absence of organized and noteworthy rural or agrotourism offerings.

“There is a general unawareness that the ecological orientation of both the tourist product and the destination is taken for granted. The image of the Žabljak area as a (micro)destination remains unrefined. Žabljak is not effectively branded as a (micro)destination, which hinders the realization of substantial financial benefits from tourism,” the document notes.

Concerns have been raised regarding the shortage of qualified human resources in the tourism sector, the inadequacies in infrastructure capacity and reliability of supply, and issues surrounding the collection and management of solid municipal waste.

“The municipality lacks a comprehensive strategy, development plan, and action plan for tourism advancement, along with tools to monitor progress. The presence of a gray market leads to unnecessary costs without tax contributions. Illegal constructions are also evident, endangering natural resources and landscape aesthetics,” the report outlines.

The potential for tourism growth is immense; the environmental and landscape values remain largely intact, warranting their preservation and sustainable use for future generations. It is essential to engage top experts in tourism development,” the document states.

It is also concluded that a major barrier to tourism development is the inadequate transport links between Žabljak and central Montenegro, along with the surrounding regions, as well as the poor state of local roads leading to villages and katuns with significant tourism potential.

The planners anticipate enhancements in transport connectivity with the proposed construction of the international expressway linking Sarajevo to Šćepan Polje, Plužine, Nikšić, and Podgorica, in addition to the new regional road from Danilovgrad to Gostilje, Semolj, and Njegovuđa.

Historically, Žabljak had two airports with regular services.

The planners mention that during the 1950s and 1960s, Žabljak was home to two airports offering scheduled flights operated by JAT to Belgrade using DC-3 and DC-4 aircraft.

The airports were located in Jezera and Njegovuđa, but there are current proposals to discard the idea of a location in Njegovuđa.

The Spatial Plan of Montenegro categorizes Žabljak Airport as a secondary airport, specifically type 3C—designed for small sports, business aircraft, and regional air traffic, while also allowing for spatial expansion should tourist numbers and accommodation capacities rise.

“The expansion would facilitate the landing of aircraft accommodating 100-200 passengers, thus enabling the arrival of larger tourist groups through agency arrangements,” the document explains.

The construction of an airport at Jezera started in 1961, and two years later, JAT initiated regular flights from Belgrade to Žabljak. Commercial services between Belgrade and Žabljak, which also included Tivat, operated twice weekly and continued through the summer until 1969. JAT later transitioned from DC-3 aircraft to more modern ‘caravels’ that could not land at Žabljak airport.

The document elaborates on the previous wartime airport in Njegovuđa, which opened for regular air traffic on August 28, 1955, with a weekly flight to Belgrade.

The last flight from this location is also recounted.

“A regular visitor to Durmitor in the summer was General Lazarević, the commander of the JNA Air Force. Upon concluding his holiday, he boarded a DC-20 along with three passengers. Aspiring to be a pilot, he took the controls for takeoff but struggled due to shifts in wind direction and turbulence, barely managing to clear the nearby Kučajevica mountain. This was the final departure from Njegovuđa airport,” the document recounts.

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