Masterplan Ulcinj - Ada Bojana

According to the requirements from the marketplace, it measures- the quality and the aspiration ofMontenegro tourism,- its cost – service relation,- possibility to optimize the position atmarket.2.2.2 Starting situationThe status of Montenegro tourism industry isweak: the country lacks financial strengths,products appropriate to the market, effectivemarketing, sufficient number of qualifiedprofessionals, investors ready for risk and, beforeall, guests.The number of overnight stays has decreasedfrom almost 11 millions in 80s to 3.7 millions atpresent. However, this number of registeredovernight stays has to be increased by that ofnon-registered stays, which is probably very high.Until 2002, foreign markets were almost cut off.Over the years of crisis, the demand inMontenegro and Serbia was decreased to sixweeks in the main summer season and to thecheapest types of accommodation. Since thesummer season of 2002, Montenegro hasexperienced itself a participant in WesternEurope charter flights schedules of some touroperators. But, for its inadequate quality ofaccommodation capacities and insufficient offers,Montenegro exhausted its selling capacities.Nevertheless, foreign demand for Montenegrotourism was statistically increased in 2002 formore than 30%. At he same time, the number ofnational guests decreased for 16%, for whichreason the number of overnight stays decreasedfor 8% total.Image 2.1 Overnight stays in 2001/2002The decrease in the number of national guestscan be easily explained. It is clear that manySerbians took advantage of their chance to goabroad for the holidays, for the first time after somany years. On the other hand, Montenegroexperienced the deficit in the number of guests.It is hard to assume the increase in the numberof guests from abroad will compensate thenumber of guests from Serbia, becauseeverything indicates demand from foreigncountries is present because of favorable prices:46% of overnight stays has been accomplishedby the guests from Eastern Europe, 27% fromformer Yugoslavia, and only 22% from WesternEurope.Law incomes, bad annual occupancy ofcapacities and unacceptable conditions fordemanding guests, are all the characteristics ofMontenegro hotel industry. Only 2,000 to 4,000of total 26,000 of available hotel beds areappropriate for international marketing.Several private initiatives, with the awareness asregards the quality and good ideas within smallhotels and boarding houses, in quantitativesense, still play somewhat significant role.Of almost 95,000 beds of the total offer, 26,000(27.5%) is those of hotels. Of them, 82% is inofficial category B (2** international starscategory); 18,500 represent camps (19.5%);30,000 (31.5%) represent “other types ofaccommodation” (industry and youth seasideresorts of simple standard), and 20,000 (20%) ofregistered private accommodation rooms.The Ministry of Tourism calculates the number ofnon-registered guests, whereas it evaluatesthere are almost 60,000 available beds, andthere are 90,000 available, but statistically notcalculated, beds in weekend apartments. If this istaken as a base, then the share of hotelaccommodation is decreased to 10.5%, and theshare of higher categories to 0.8 – 1.6% of thetotal capacity (2,000 – 4,000 beds).On such bases, the successful tourist industrycannot be build up – and in no case the tourismeconomically and qualitatively strong enough forthe creation of jobs. Montenegro needsadditional offers, which will correspond either tomarket and marketing demands or to economicnecessities of the country, and that will bedeveloped with actual offers simultaneously.2.2.3 Velika PlazaMaster Plan recommends Velika Plaza as themodel location for development of high qualitytourism center- because the beach space representsthe unique place at Adriatic seashoreand because it is mainly in public