“Destination of the Future - A Region That Welcomes the World” – We present eKapija's new special edition newsletter

The business portal eKapija has published the special edition newsletter “Destination of the Future - A Region That Welcomes the World,” in which we have once again confirmed that the Western Balkans region is increasingly positioning itself as a destination that has something to offer modern travelers, investors and professionals in tourism and hospitality.

In the dynamic environment of the FMCG industry, where markets change under the influence of economic cycles, consumer habits and global challenges, companies that manage to maintain stable growth for decades stand out with a clear strategy. The companies within the Carlsberg Group in Serbia, Bosnia and Herzegovina and Montenegro are an example of such an approach. Through conversations with Jovo Ivetic, Amir Tobudic and Milos Kraljevic, the company’s representatives for markets in the region, we discover how the beer industry and consumer habits have changed over the past two decades, how brands are adapting to modern trends and what the plans are for the further development of gastro-tourism experiences.

In Belgrade today, there are several addresses that carry serious weight when it comes to business events, but few that function as a system. A hotel with infrastructure for large congresses, a direct connection to key city facilities, a stable operating model and a team that knows what international standards mean is the foundation on which the trust of global clients is built. In this sense, Crowne Plaza Belgrade has been occupying the position of a place where business tourism is not tested, but confirmed for years. How such a position is built, maintained and improved in an increasingly demanding market, is revealed by Jelena Tomic, the hotel’s sales and marketing director.

Montenegro achieved an increase in the number of tourist arrivals and overnight stays last year, so tourism results can be assessed as stable and to a certain extent satisfactory. However, the growth in arrivals was not accompanied by a proportional growth in spending per guest, and the essential assessment of the success of a tourist year cannot be based solely on quantitative indicators. This was stated in an interview for eKapija by the President of the Board of the Association for Tourism and Hospitality of the Chamber of Commerce of Montenegro, Ranko Jovovic, who emphasized that the strategic focus in the coming period must be the transformation of the growth model - from quantitative to income-based.

Hotel Grand Kopaonik, in addition to its long tradition, quality and credibility that is respected among mountain lovers, has been setting standards in congress tourism for decades. One of the most prestigious events - Kopaonik Business Forum perfectly combines credibility and prestige in this cooperation. The hotel’s director, Marko Keserovic, shared with us details about the organization of this prestigious event and future development plans in the MICE segment.

In the heart of the mysterious Rtanj mountain, which has intrigued, fascinated and healed for centuries, there is a destination of the future - a place where nature, tradition and modern luxury meet. Like the indigenous flower from this mountain whose name it bears, Hotel Ramonda is harmoniously integrated into the natural environment and inspired by the surroundings. Natural materials, modern space design, panoramic windows with open views, top-notch personalized service with special attention paid to every detail - they have been winning over guests from Serbia and the world for years.

The Slovenska Plaza tourist resort, which operates within the largest Montenegrin hotel company - HG Budvanska rivijera, welcomes the upcoming tourist season with an improved and uniform standard - all accommodation units are categorized with four stars, which further positions the complex as a quality and competitive destination on the regional and international market.

Hotel Sunce in Sokobanja is intensively developing its business offer, following the growing needs of companies for professionally organized conferences, seminars, education and team building programs. Through continuous investments in facilities and service improvement, the hotel has positioned itself as one of the recognizable centers of business tourism in Serbia, with a clear focus on the MICE segment and long-term partnerships with companies.

If you ask guests what was most memorable to them on a vacation or a business lunch, rarely will anyone say: “the doormat at the entrance is really awesome” or “the cut of the hostess’s jacket was phenomenal.” Guests usually do not remember such details, but they remember how they felt. And it is precisely these “invisible” details that greatly influence how each shift runs and what the atmosphere is like in a hotel, restaurant, catering, cafeteria... Lindstrom shared tips and practical recommendations on how uniforms, entrance mats, design paths and ergonomic mats work together.

For more than two decades, the Novi Sad-based company 2D Soft has been developing advanced software solutions that transform businesses in various industries. Since its founding in 2002, the company has built a reputation as a reliable technology partner thanks to innovative products, high quality and understanding of real market needs.

In modern tourism, the first impulse often comes not from a catalog, brochure or search, but from an algorithm. Today, social networks and artificial intelligence not only inspire travelers, but also increasingly influence how, where and why we travel. Milan Stojkovic, a digital marketing consultant in tourism, speaks to eKapija about what this new path from inspiration to booking looks like, and who is following first-hand how destinations and hotels are adapting to the digital rules of the game.

Although Montenegro does not yet have precise and complete data measuring the number of tourists in campsites, the Camping Association of Montenegro says that last year was very successful, with more arrivals and longer stays. As the country works intensively to become a year-round tourist destination, the development of camping tourism is one way to achieve this. These are just some of the reasons why Montenegro should brand camping as part of its tourism offer, said Veselin Bajceta, executive director of the Camping Association of Montenegro, in an interview with eKapija.

If we had to single out one word today that most accurately describes the future of tourism, it would not be “exotic” or “luxury,” but - sustainability. And not as a marketing decoration, but as an essential model of development. Serbia, Bosnia and Herzegovina and Montenegro are in a unique position: on the one hand, we are not yet full-fledged mass tourism destinations, and on the other - we possess the natural, cultural and social resources that are exactly what modern travelers are looking for. In that space between “yet” and “already” lies our greatest opportunity.

Almost four million tourists in eleven months, that’s how much Serbia recorded in almost the entire year of 2025. For 2027, when Belgrade will host EXPO 2027, estimates suggest the arrival of around four million visitors over three months, of which around one and a half million would be foreign guests, which means that there will be great pressure on accommodation capacities in a short period of time. Currently, around 15 new hotels are in various stages of development, which should provide an additional 1,500 rooms by 2027. We investigated whether that will be enough and what will happen after that.

Vogue Arabia magazine recently included Montenegro on the list of the world’s most desirable destinations for luxury weddings in 2026. And that interest in Montenegro as a destination for luxury weddings is growing intensively, Andreja Vukovic, organizer of luxury destination weddings and themed events and owner of the agency Weddings & Events by Andreja Vukovic, confirmed in an interview with eKapija.

Piva Nature Park, declared the first nature park in Montenegro in 2015, is one of the most authentic and preserved areas in the region. Its unique combination of wild canyons, mountain ranges and Piva Lake makes it a destination that offers a true experience of untouched nature, far from mass tourism.

The short distance between the sea, lake and vineyards, indigenous grape varieties, centuries-old wine-growing tradition and untouched nature make Montenegro a unique destination for the development of wine tourism. Each region offers a different experience - from the sunny vineyards of the coast to the gentle valleys of central Montenegro.

See the full content of the newsletter HERE.

eKapija.com Beograd

Carlsberg Srbija doo Čelarevo

Carlsberg BH d.o.o. Sarajevo

CARLSBERG MONTENEGRO D.O.O. PODGORICA

Delta hospitality doo Novi Beograd

Privredna komora Crne Gore

MKMR doo Kopaonik

HG Budvanska rivijera a.d. Budva

PK TREBIČ-SUNCE

Ramonda Rtanj doo Boljevac

Lindstrom doo Šimanovci

2D Soft d.o.o. Novi Sad

Kamping asocijacija Crne Gore

Carlsberg Srbija

Carlsberg Montenegro

Carlsberg BiH

Crown Plaza Belgrade

Chamber of Commerce of Montenegro

Hotel Grand Kopaonik

HG Budvanska rivijera

Hotel Sunce Sokobanja

hotel Ramonda Rtanj

Lindström

2D Soft

Camping Association of Montenegro

Jovo Ivetić

Amir Tobudić

Miloš Kraljević

Ranko Jovović

Slovenska plaža

Milan Stojković

Veselin Bajčeta

special edition newsletter

Destination of the Future

A Region That Welcomes the World

special edition newsletter Destination of the Future A Region That Welcomes the World