The president of the Italian National Tourism Board, Alessandra Priante, asserts that Montenegro requires enhanced promotion in Italy.

Montenegrin Minister of Tourism, Simonida Kordić, recently held a meeting with Priante in Rome.

During the meeting, which was reported by the Ministry of Tourism, both parties acknowledged that the collaboration between the two nations in this economic sector could be significantly improved, and they expressed a desire to develop joint projects moving forward.

Kordić also took the opportunity to brief Priante on the tourism digitalization initiative, designed to provide Montenegro with more accurate data, streamline administration, enhance insight into the tourism landscape, and curb the shadow economy.

“In collaboration with the Ministry of Public Administration, which oversees digital transformation initiatives, preparations have already commenced to establish the conditions necessary for software procurement aimed at these objectives,” the announcement stated.

Priante emphasized the necessity for better promotion of Montenegro in Italy and endorsed the notion of consolidating the Balkan region’s efforts in reaching out to distant markets.

Both Kordić and Priante concurred that a pivotal factor in boosting tourist traffic is the availability of direct air links, as such connectivity simplifies travel and enhances the appeal of the destination to tourists, according to the statement.

The discussions also covered topics like cruising and rural tourism, as well as potential collaborations focusing on ski resorts.

Finally, it was agreed to explore opportunities for exchanging professional staff or further training for qualified personnel, the statement concluded.

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