Ulcinj stands at a crossroads between untapped potential and the opportunity to become a luxury Mediterranean tourist destination. Admir Zekić, director of Trip North Travel, warns that without strategic investments in luxury accommodations, transport infrastructure, and planned urban development, Ulcinj—like many other Montenegrin coastal towns—risks remaining in the shadow of its true potential.
Demand exists and investors show interest, but without decisive action from local and national authorities, there is a risk of missing a historic opportunity. Zekić calls for a synchronized modernization of the entire Montenegrin coast’s tourism offer.
Ulcinj boasts exceptional natural beauty, rich cultural heritage, and authenticity, offering the potential to become a top-tier destination. However, development is hindered by a lack of five-star hotels, underdeveloped infrastructure, limited tourism expertise, and unplanned urban growth. Strategic investments in infrastructure and modern tourism facilities could position Ulcinj as a competitive player regionally and even globally.
Key challenges include inadequate transport infrastructure—traffic congestion, limited parking, small and distant airports—and the absence of luxury hotels. Ulcinj is currently the only coastal town in Montenegro without a five-star hotel, which significantly affects its competitiveness. Unplanned construction also threatens to degrade public spaces and the environment.
Luxury hotels are not just symbols of prestige but vital drivers of economic growth, job creation, and attracting high-spending tourists. Zekić highlights major projects like the €170 million Porta Rai Beachfront Hotel & Residences as steps toward positioning Ulcinj among premium destinations. However, due to the current lack of luxury accommodation, clients often choose other locations with higher standards.
Investment from the UAE could be a turning point, bringing large-scale projects such as luxury resorts, a new airport in Štoj, and development of health tourism. The UAE’s approach, similar to Saudi Arabia’s innovative luxury tourism projects, creates new economic ecosystems blending exclusivity, sustainability, and innovation.
Zekić stresses the importance of balancing investor interests with local needs and sustainable development, especially preserving natural resources like the Ulcinj salt pans, a vital bird habitat.
Local authorities play a crucial role in accelerating investments. If missed, opportunities of this scale might not return for decades. Comprehensive, phased planning and dialogue among all stakeholders are essential.
New luxury hotels would create jobs in tourism, hospitality, construction, and services, boost tax revenues, expand the tourism sector, and encourage the growth of travel agencies offering premium experiences. These investments could also extend the tourist season by enhancing congress and health tourism, and revive Ulcinj’s position as a regional sports tourism center.
Zekić concludes that Ulcinj has enormous potential to become a major luxury tourism hub but needs concrete investments in infrastructure and hotel capacity. He urges seeing tourism not just as a seasonal activity but as a strategic development sector requiring coordinated action from local government, the state, investors, and the community.
