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Slavica Milić, Director of Marketing and Communications, Luštica Bay: Places we belong to become the most valuable luxury currency
Source: PR
Wednesday, 10.06.2026.
21:41
Wednesday, 10.06.2026.
21:41
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(Photo: Luštica Bay)
Luštica Bay, a project on the Montenegrin coast that grew from an ambitious plan into a community with more than 700 families from over 50 countries, is based on this idea. While the premium real estate market is changing, and investors are increasingly valuing quality of life with the potential for property value growth, this project seeks to position itself as one of the new Mediterranean addresses for living, not just vacationing. We spoke with Slavica Milić, the company`s director of marketing and communications, about what attracts international customers today and what the further development plans of Luštice Bay are.
What stage of development is Luštica Bay currently in, and how would you describe the project today, in one sentence, as both a lifestyle destination and an investment story?
Luštica Bay today represents something that has become exceptionally rare in the Mediterranean: a completely new destination that has successfully evolved from a vision into a thriving community.
Our greatest achievement is not the marina, hotels, residences, or infrastructure we have built. It is the fact that we have created a genuine community. More than 700 families from over 50 countries now call Luštica Bay home, demonstrating that it is no longer a project of the future, but a place where people truly live.
In recent years, we have witnessed a major shift in the premium real estate market. People are no longer simply looking for a holiday home; they are searching for a place where they belong. They seek destinations where they can spend several months each year, work remotely, raise their children, pursue sports and wellness, and become part of a community.
That is why I see Luštica Bay as much more than an investment project or luxury destination. It represents a new generation of Mediterranean living, where value is created not only through real estate, but through a sense of belonging, quality of life, and the long-term sustainability of a community.
If I had to describe it in a single sentence, I would say that Luštica Bay is where lifestyle, capital, and belonging come together—a rare combination that has become one of the most sought-after forms of luxury today.
(Photo: Luštica Bay)
What are the three key advantages that make Luštica Bay stand out from other Mediterranean destinations for investors today? What benefits does it offer, and how do the payment and return-on-investment models work within this long-term premium development?
When speaking with international buyers and investors, we have noticed a fascinating shift. Ten years ago, people purchased Mediterranean property primarily for holidays. Today, they buy for a way of life.
The question is no longer, “Where do I want to spend two weeks a year?” but rather, “Where do I want to spend a meaningful part of my life over the next ten or twenty years?” This is where Luštica Bay’s greatest strength lies.
First, there is the security of investing in a long-term master-planned development. Investors are no longer buying into an idea or a promise; they are investing in a destination that is already operational. More than €720 million has been invested, over 1,000 properties have been sold, and the community includes more than 700 families from over 50 countries. At the same time, only a portion of the overall vision has been realized, leaving significant potential for future growth in value.
Second, there is the concept itself. Luštica Bay was not designed as a residential development with amenities added later. From day one, it was envisioned as a next-generation Mediterranean town integrating residential living, tourism, sports, education, healthcare, and everyday services. This creates a more resilient development model and stronger long-term value for property owners.
Third, there is the broader context of Montenegro. It remains a developing market with substantial growth potential, while offering stability through the euro as its currency, NATO membership, and a clear European perspective. Compared with established markets such as Portugal, Spain, or Italy, investors here can still access significantly greater upside potential.
Ultimately, however, the deciding factor is often not the financial model but the feeling of investing in a piece of the future. People want to invest in places that will be even more valuable in ten or twenty years—not only in terms of real estate, but also in quality of life. This is why Luštica Bay is increasingly viewed as both a long-term capital preservation and growth strategy, and an investment in lifestyle.
The Peaks (Photo: Luštica Bay)
Luštica Bay is being developed as a year-round destination. How important is this for investors compared to traditional seasonal resort projects?
I believe this is one of the most significant shifts currently shaping the premium real estate and luxury destination markets.
For decades, the Mediterranean followed a simple model: people arrived during the summer, used their properties for a few weeks each year, and destinations remained largely dormant for the rest of the time. That model is changing.
More people now work globally, travel flexibly, and spend a substantial part of the year away from their primary residence. At the same time, families increasingly seek locations where they can combine work, education, health, and quality of life. This has created a new category of destinations, places designed not just for holidays, but for real living.
From the very beginning, Luštica Bay was developed with this vision in mind. Our goal was never to create a resort that comes alive for only three or four months each year, but rather a community that thrives 365 days a year.
That is why, alongside residential development, we have invested heavily in the infrastructure of everyday life: from hotels, marinas, and beaches to sports and wellness facilities, healthcare services, retail offerings, cultural programming, and a future international school.
For investors, this is particularly important because long-term property value is driven not only by location, but by the quality of life a destination can support throughout the year. A year-round destination generates more stable demand, attracts a broader resident profile, and is far more resilient to seasonal fluctuations.
I believe this model will define the next generation of Mediterranean destinations. The future belongs not to places people visit for a few weeks each year, but to places where they truly belong.
The Peaks (Photo: Luštica Bay)
How important is it for Luštica Bay to be more than a holiday destination and become a genuine living community? How does this affect long-term property value?
I believe this is the most important aspect of the entire project and perhaps the most significant transformation taking place in the world of luxury real estate today.
For a long time, luxury was defined by location, architecture, or exclusivity. Today, people are seeking something different: a sense of belonging.
The greatest luxury is no longer owning a house by the sea. The greatest luxury is having a place where you belong.
From the outset, Luštica Bay has been guided by the philosophy embodied in our motto, “A Place to Belong.” It was never conceived as merely a collection of properties or a tourism complex, but as a community of people who share similar values and lifestyles.
Today, families from more than 50 countries live in Luštica Bay, creating a vibrant and diverse environment. People come not only for the sea, climate, or infrastructure, but because they feel part of an international, open, active community that remains deeply connected to the local identity of Montenegro.
Throughout the year, residents enjoy cultural events, sports programs, concerts, art workshops, children’s activities, and numerous opportunities for social engagement. Through these daily interactions, something emerges that cannot be planned or purchased: a true sense of community.
From an investment perspective, such communities are exceptionally valuable. Properties can be built and replicated. Communities cannot.
Destinations that succeed in creating a strong sense of belonging benefit from more stable demand, greater resilience to market cycles, and deeper emotional connections with residents. This is why I believe the most successful luxury destinations of the future will not be selling square metres, but a sense of home.
If there is one word that best defines the future of luxury, it is belonging—and that is precisely what Luštica Bay strives to build every day.
(Photo: Luštica Bay)
How does the golf concept, including the course and golf residences, position Luštica Bay within the luxury destination segment? What profile of international clients does it attract, and how does it contribute to Montenegro’s positioning as a premium golf and lifestyle destination?
Today, golf is far more than a sport. In the world of luxury real estate and destination development, it is one of the most successful catalysts for attracting international residents, investors, and long-term visitors.
If you look at the most successful premium destinations of recent decades, from the Algarve and Costa del Sol to Costa Navarino in Greece, you will find that golf was never merely an additional amenity. It was a catalyst for regional transformation.
This is precisely why The Peaks holds a special place within Luštica Bay. The neighbourhood is being developed around Montenegro’s first and only Gary Player Signature Championship Golf Course, a project that will place the country on the international golf map for the first time. Adding to its uniqueness, the course will be among the few in the world to offer sea views from every hole.
Equally important is the profile of residents attracted by golf communities. They are typically international entrepreneurs, business leaders, investors, professionals, and families who seek destinations with long-term potential. They are looking not only for high-quality real estate, but also for stability, quality of life, privacy, nature, and a community to which they can belong.
As a result, golf residences worldwide tend to demonstrate greater resilience during market cycles and stronger long-term value appreciation than conventional resort developments. They attract communities of like-minded individuals, further enhancing the destination’s long-term appeal.
For Luštica Bay and Montenegro, the significance of this project extends beyond golf itself. We believe The Peaks represents an important step in the country’s evolution, from a recognised tourism destination to an internationally relevant lifestyle and residential destination. Just as golf communities transformed parts of Portugal, Spain, and Greece, we believe Luštica Bay can play a similar role in positioning Montenegro among the Mediterranean’s most exciting emerging premium destinations.
In this sense, golf is not an end in itself. It is part of a broader vision: creating a destination that attracts global citizens, encourages long-term investment, and strengthens Montenegro’s international profile.
Golf vila (Photo: Luštica Bay)
What amenities and services are already operational today and contribute most to the experience of living in Luštica Bay?
I believe that the greatest value of Luštica Bay today is not any individual amenity, but rather the fact that everything functions as a unified lifestyle ecosystem.
When discussing luxury destinations, the focus is often placed on hotels, marinas, or beaches. However, what truly defines quality of life is the ability for everyday needs, work, family life, recreation, and social interaction to coexist naturally and seamlessly.
Today, Marina Village and Centrale are fully operational neighborhoods featuring hotels, a marina, restaurants, retail outlets, sports facilities, healthcare services, and a vibrant year-round calendar of events. Residents and visitors have access to four beaches, nearly six kilometers of coastline, wellness and fitness facilities, tennis, padel, and basketball courts, childrens clubs, and a wide range of family-oriented programs.
What our residents most frequently highlight, however, is not any single amenity. It is the feeling of everyday life. The ability to begin the day with a walk by the sea, work remotely from a restaurant or café overlooking the marina, exercise, spend quality time with family, and then attend a concert, exhibition, or one of the many community events in the evening.
It is precisely this combination of infrastructure, nature, and community life that creates the difference between a destination you visit and a place where you truly belong. I believe this is why Luštica Bay is increasingly attracting people who want to spend a significant part of their lives here, rather than simply their annual holiday.
Marina Village (Photo: Luštica Bay)
What is the next phase of development for the Luštica Bay project, and what will it bring in terms of new amenities, infrastructure, and the overall destination experience?
We are entering what is likely the most important phase of development since the project inception, as we are no longer focused solely on building infrastructure, but on further shaping a completely new Mediterranean community.
During the past decade, our focus was on creating the foundations, developing the marina, hotels, residential neighborhoods, public spaces, and amenities that have enabled Luštica Bay to operate today as a vibrant, year-round destination. In the next phase, the emphasis shifts from creating a place to strengthening its identity and international positioning.
A key role will be played by the development of The Peaks neighborhood and Montenegro s first Gary Player Championship Golf Course. The driving range and first three holes are already open for play, while the first nine holes are scheduled to open by the end of the year. Golf is important not only as a sporting amenity, but as one of the most powerful drivers of
international recognition, new investment, and the attraction of globally mobile residents seeking destinations with a long-term outlook.
At the same time, the Horizon and Heights neighborhoods are being developed, alongside a second marina that will increase overall capacity to 220 berths and further strengthen Luštica Bay position among the leading nautical destinations on the Adriatic.
Equally important, the coming years will bring amenities that further support year-round living, including an international school, new wellness and sports facilities, the extension of the Lungo Mare promenade to nearly five kilometers, additional public spaces, and continued expansion of commercial infrastructure.
For our residents and investors, this represents far more than the addition of new buildings. It means a continuous enhancement of quality of life, a stronger community, and ongoing growth in the destination value.
If the first phase of development was about creating a place on the map of the Mediterranean, then the next phase is about creating one of the most desirable communities in which to live. Our greatest strength is that we are building one of the very few entirely new Mediterranean towns to emerge in Europe over the past several decades.
Marina Village (Photo: Luštica Bay)
If you had to describe the future of Luštica Bay over the next few years, what is the vision you would most like to see realized in terms of community, luxury, and global recognition?
Our vision remains the same as it was on day one: for Luštica Bay to become one of the most desirable places to live in the Mediterranean. Today, however, we are in the privileged position of speaking not only about a vision, but about something that is already becoming reality.
When I think about the future of Luštica Bay, I do not primarily think about the number of buildings, hotels, or new amenities. I think about people.
I would like to see a community of several thousand residents from around the world who regard Luštica Bay not as a second address or a holiday destination, but as their home. A community that is international, open, and modern, while remaining deeply connected to the nature, culture, and identity of Montenegro.
Of course, I envision a world-class golf course in full operation, two marinas, hotels, a school, wellness centers, cultural programs, and public spaces that encourage interaction and community building. Yet I believe Luštica Bay greatest value will be something that cannot be measured in investment figures or square meters.
It will be a sense of belonging.
I believe that this will define the next era of luxury. In a world where people can choose to live almost anywhere, the greatest value will belong to places where they genuinely want to belong.
Equally important, I would like Luštica Bay to become an international example of how a large-scale destination can be developed while respecting nature and preserving local identity. The fact that more than 90% of the land will remain preserved demonstrates that development and environmental stewardship do not have to be opposing forces.
If you ask me what success looks like in ten years, the answer is not found in the number of buildings completed. Success will be the moment when people around the world recognize Luštica Bay not only as a luxury destination, but as a symbol of a new Mediterranean way of life.
A place where nature, community, international perspective, and a sense of belonging come together. Because I believe that belonging will become the most valuable currency of the future.
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Luštica Bay
Slavica Milić
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The Peaks
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