Tourism 4.0 Arrives in Montenegro: Building a Digital, Sustainable Future for Tourism
29.10.2025SparksPodgorica, Montenegro – October 2025 — At the forefront of Tourism 4.0 initiatives, the Ministry of Tourism of Montenegro, in collaboration with UNIDO and Arctur d.o.o., hosted a landmark workshop.
Event For Digital Transformation
The event, opened by Petar Drasković, State Secretary at the Ministry of Tourism, brought together policymakers, digital innovation experts, and industry leaders to explore how emerging technologies can transform Montenegro’s tourism sector — from heritage preservation to visitor experience and destination management.
With tourism contributing over 20% to Montenegro’s GDP and facing growing challenges related to seasonality, overtourism, and climate vulnerability, the need for digital innovation, sustainability, and resilience has never been greater.
Key topics included:
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3D scanning and photogrammetry for digital documentation of cultural sites
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Artificial intelligence (AI) for personalised tourism services and predictive analytics
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Immersive storytelling and virtual experiences to enhance engagement
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Strategic pathways for digital adoption across public and private tourism stakeholders
Expert Insights and National Collaboration
The workshop featured a keynote address by Dr. Urska Starc Peceny and Matevž Straus from Arctur, who presented the core principles of the Tourism 4.0 framework and its application in European contexts.
A dedicated panel discussion included Tomi Ilijas, CEO of Arctur, and other national stakeholders, focusing on the practical implementation of digital tools in Montenegro’s tourism ecosystem. The session highlighted the importance of public-private partnerships, capacity building, and policy alignment to ensure inclusive and sustainable digital transformation.
An interactive workshop on “The Role of AI and Emerging Technologies in Tourism” allowed participants to explore real-world use cases, discuss ethical considerations, and co-design future-ready strategies.
Project Background
The initiative is implemented under the framework of UNIDO’s technical cooperation programme, with support from the Ministry of Tourism of Montenegro and Arctur, a Slovenian innovation partner with proven expertise in digital heritage and Tourism 4.0 implementation.
The project aims to transfer knowledge and best practices from Slovenia’s successful Tourism 4.0 ecosystem to Montenegro, strengthening local capacity in digital innovation, cultural preservation, and sustainable tourism development.