Foreign tourists recorded 1.3 million overnight stays in private accommodation between January and April this year, showing a reduction of 12 percent, or 180,000 stays, compared to the same period last year. In collective accommodations such as hotels and motels, they logged 490,000 overnight stays, which is 5,000 less than the previous year, reflecting a 1 percent decline, according to data from the Statistical Office of the Republic of Macedonia, Monstat.

The primary factors behind the decline in private accommodation are a reduced number of arrivals from Russia, coupled with shorter stays from tourists hailing from most other nations. Meanwhile, the smaller decrease in collective accommodation can be attributed largely to the significant drop in overnight stays from German visitors.

During the first four months of last year, 112,000 international tourists were accommodated in private lodging, resulting in 1.48 million overnight stays, averaging 13.2 days per guest. This year, while the number of guests has risen to 133,000, their average stay has significantly reduced to 9.8 days, totaling 1.3 million overnight stays. This translates to an average reduction of three and a half days in the stay duration compared to last year’s figures.

Tourism acts as a critical economic sector, contributing directly and indirectly to about 25 percent of the gross domestic product. The tourism expenditure is derived by multiplying the total number of overnight stays by the estimated daily spending of an average tourist. Hence, the overnight stay count serves as the primary metric for estimating tourism revenue, a pivotal element of the gross domestic product. According to the Central Bank, tourism revenue has dropped by 6.4 percent in the first quarter compared to the same timeframe last year.

Last year, every second overnight stay was from a Russian.

This period last year saw Russian guests account for half of all overnight stays in private accommodations, totaling 675,000, with an average stay of 18 days. In the same four months this year, Russian guests made 500,000 overnight stays, indicating a 25 percent decrease. The number of these tourists also decreased to 31,000, with an average duration of 16 days.

Similarly, the number of overnight stays from Ukrainian tourists has declined significantly from 78,000 last year to 47,000 this year. Despite a stable number of arrivals of around 3,500 during this timeframe, their average duration diminished from 22.2 to 13.8 days.

For Serbian visitors, overnight stays diminished from 213,000 to 198,000, although their number increased by 15,600, rising from 14,100 last year. Last year, Serbian tourists stayed an average of 15 days, reducing to 12.7 days this year.

On the other hand, the figure for tourists from Bosnia and Herzegovina increased from 4,900 to 5,500; however, their overnight stays fell from 70,000 to 64,000, reflecting an average decrease from 14.2 days last year to 11.2 days this year.

Only 18 guests from Turkey were recorded in private accommodation this period, down 3,000 from last year, although they achieved 134,000 overnight stays—5,000 more. They stand out as one of the few groups extending their stay in Montenegro from an average of 6.2 days last year to 7.5 days this year. However, despite this growth, their stay length remains shorter compared to tourists from Russia, Serbia, and Ukraine, thus not compensating for the losses experienced.

Among notable European guests, the number of overnight stays in private accommodation rose for German visitors from 29,000 to 32,000, while it dropped from 19,000 to 18,000 for guests from the United Kingdom. The average German guest’s stay in Montenegro decreased from 12 days last year to 11.8 days, with UK guests reducing their visit duration from 9.5 to 7.4 days.

Growth from non-European markets

In the same four-month period compared to last year, non-European guests in private accommodations recorded an increase in overnight stays from 81,000 to 122,000, alongside a rise in visitor numbers from 6,500 to 11,700. Notably, the growth in guest numbers was significantly higher than the increase in overnight stays, demonstrating a decrease in their average stay from 12.4 days to 10.4 days.

This category includes travelers from Azerbaijan, whose overnight stays rose from 17,000 last year to 43,000 this year, as the number of tourists from this region increased from 1,100 to 3,200. Despite this growth, their average length of stay has decreased from 15.4 to 13.4 days.

The number of overnight stays by tourists from Ukraine has also decreased significantly, from 78 last year to 47 now. Although the number of guests from this country has remained almost the same during this period, around three and a half thousand, they have significantly shortened their average stay—from 22.2 days last year to 13.8 days.

The number of overnight stays and tourists from the United States saw an uptick, increasing from 18,000 to 22,000 stays, and tourists numbering from 1,100 to 1,600. However, their average duration dropped from 16.3 days to 13.7 days. A similar trend emerged with visitors from Israel, with their numbers rising from 850 to 1,700, and overnight stays increasing from 11,500 to 13,000, yet their average duration was nearly halved from 13.5 to 7.6 days.

Shorter stays and the European trend

Petar Golubovic from the Center for Tourism Research and Development stated yesterday that according to data from the ETC (European Travel Commission), international trips and arrivals in Europe surged by 4.9% in the first quarter of 2025, with the number of overnight stays increasing by 2.2%. This showcases a trend where tourists are opting for shorter stays at one destination, representing emerging trends in the tourism sector.

“In terms of our country, we experienced a 3.54% rise in foreign tourist arrivals during the first quarter of 2025 compared to the same quarter in 2024, while the number of overnight stays decreased by 10.1%. This raises the question of the apparent contradiction; we see increased arrivals yet significant declines in overnight stays. A comprehensive analysis of tourism-related statistics is essential, as we saw a considerable number of Russian and Ukrainian individuals included in the tourism statistics while seeking refuge due to war events this year. Thus, I frequently reference this year as one marked by ‘refugee tourism.’ The outflow of these same individuals in 2024 contributed to an official reduction of 800,000 overnight stays, and “Russian citizens alone had 48,662 fewer arrivals and nearly a million fewer overnight stays in 2024 compared to 2023,” Golubović conveyed.

It’s not a trend if the decline comes from one country.

He emphasizes that this imbalance is ongoing this year, with Russian citizens recorded to have 115,681 fewer overnight stays in the first quarter compared to the same period in 2024.

“This notable decline is predominantly seen in private accommodations, with a staggering 114,335 fewer overnight stays. Given these circumstances, we cannot classify the last two years as a downward trend in our tourism sector. Excluding Russian tourists from official statistics presents a starkly different perspective,” Golubović stated.

He pointed out a shift in traveler demographics, noting a 60.6 percent increase in tourists from non-European markets in the first quarter. Golubović also highlighted a remarkable 95 percent growth in visitors from China, albeit with an average stay of merely a day and a half, signaling a need for attention towards decreasing numbers from crucial markets in Western Europe and Scandinavia.

“Examining tourism revenues, skewed statistics directly influence the revenue landscape. When assessing data from the Central Bank, a significant surge in tourism revenues in the first quarter of 2023 is evident when compared to previous years. Particularly striking is the 150 percent increase compared to the record year of 2019. This remarkable revenue growth correlates directly with the influx of Russian and Ukrainian immigrants seeking temporary refuge in our country amid the ongoing conflict. Their subsequent departure in 2024 and 2025 has caused a noted decrease in overall arrivals, overnight stays, and consequently, tourism revenues,” Golubović remarked.

The number of nights spent by Germans in hotels has decreased significantly

In the first four months, 210,000 foreign guests were welcomed in hotels, marking an increase of 10,000 guests from last year, while the number of overnight stays totaled 490,000, reflecting a decrease by 5,000.

The average foreign tourist stayed in hotels for 2.33 days, slightly down from 2.47 days last year.

Notably, although overnight stays increased for German tourists in private accommodation from 29,000 to 32,000, their collective accommodation stays plummeted from 58.8 thousand to 40.3 thousand.

This drop was partly counterbalanced by Turkish tourists, whose collective accommodation nights surged from 34.4 thousand to 47.8 thousand.

Russian visitors had 19,000 overnight stays in hotel accommodations during this timeframe, a decrease of about 2,500 compared to last year.

Tourism revenue is fundamentally calculated by multiplying overnight stays by the estimated daily expense of an average tourist, underlining the significance of overnight stays as a primary metric in calculating tourism revenue, a vital component of the gross domestic product.

Expects a positive season, traffic closures a challenge

Golubović remains optimistic about a successful tourism season this year.

“As we approach the impending summer tourist season, based on trends and the anticipated 25% increase in passenger traffic at Tivat airport, alongside positive forecasts for collective accommodation bookings, I foresee a promising outcome for the tourist season. However, we face challenges with our traffic infrastructure and ongoing road works, which may exacerbate traffic congestion. This could lead to decreased satisfaction for tourists as well as locals. Additionally, I believe the individual accommodation sector will need strategic organization for maximizing occupancy rates, necessitating a more serious approach regarding marketing efforts from all relevant institutions,” he concluded.

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