Digital Technologies Driving the Transition to Tourism 4.0 in Montenegro

12.10.2025News

Organised in collaboration with the Ministry of Tourism of Montenegro and the United Nations Industrial Development Organization (UNIDO), the event was opened by Petar Drašković, State Secretary at the Ministry of Tourism. It brought together policymakers, experts, and innovators to explore how advanced digital technologies can strengthen Montenegro’s tourism and cultural heritage sectors.

With tourism accounting for over 20% of Montenegro’s GDP and facing challenges such as seasonality, overtourism, and climate vulnerability, discussions highlighted the strategic importance of digital innovation, resilience, and sustainable development, as well as the need to align technological solutions with national tourism priorities.

Keynote presentations by Dr. Urška Starc Peceny and Matevž Straus (Arctur) introduced the core principles of the Tourism 4.0 framework and presented practical examples from European contexts. A panel discussion featuring Tomi Ilijaš (CEO, Arctur) focused on translating digital concepts into concrete actions within Montenegro’s tourism ecosystem. The interactive session “The Role of AI and Emerging Technologies in Tourism” enabled participants to examine real-world applications and consider future-ready approaches.

The event marked the first official introduction of the Tourism 4.0 initiative in Montenegro and served as a platform for initiating structured dialogue between public institutions, technology providers, and tourism stakeholders.

As part of the same mission, site visits were conducted at selected cultural heritage locations. This combination of strategic discussion and on-site engagement strengthened institutional cooperation, supported knowledge transfer, and helped define practical priorities for the project’s next implementation phases.