Žabljak Achieves Record Tourism in 2025, Becomes Montenegro's Most Visited Destination

Historic Milestone for Žabljak Tourism

Žabljak, a picturesque town located in the heart of Durmitor National Park, has officially become Montenegro's most visited destination in 2025. The town achieved a historic milestone, recording over 150,000 overnight stays by the end of the summer season, surpassing all previous records. This significant achievement was announced by Ivan Popović, President of the Žabljak Municipal Assembly, during his speech at the Ecological State of Montenegro Day event. The Director of the Žabljak Tourist Organization, Stojan Abazović, also confirmed the record growth, highlighting the town's increasing global recognition.

The surge in popularity is largely attributed to Žabljak's strategic emphasis on ecotourism and continuous investment in its infrastructure, drawing tourists from a remarkable 125 countries.

Durmitor National Park: A Hub for Ecotourism

Žabljak's success is intrinsically linked to its prime location within Durmitor National Park, a designated UNESCO World Heritage site. The park offers a diverse range of natural attractions and activities that align with the growing demand for eco-friendly travel. Key features include:

• 48 peaks rising over 2,000 meters above sea level
• 18 glacial lakes, with the prominent Black Lake (Crno Jezero) being a major draw
• The breathtaking Tara River Canyon, recognized as one of Europe's deepest

Visitors engage in a variety of outdoor pursuits such as hiking, rock climbing, wildlife watching, rafting, and skiing, all within a pristine natural environment. Montenegro's commitment to environmental preservation dates back to 1991 when it declared itself an 'Ecological State' in Žabljak, a foundational principle that continues to guide its tourism development.

Strategic Investments Fueling Growth

The remarkable growth in tourism has been supported by ongoing and planned infrastructure investments aimed at enhancing the visitor experience and ensuring sustainable development. Recent efforts have focused on:

• Expanding accommodation options, including plans for new high-end hotels like the Rezident Hotel and an upcoming five-star condo hotel
• Improving transportation networks to enhance accessibility
• Upgrading ski infrastructure, including the implementation of artificial snow systems and improvements to lifts and trails, to mitigate challenges posed by climate change affecting winter tourism

Past investments have included significant road improvements, such as the road leading to the Savin Kuk ski center and the development of parking facilities. These strategic developments are crucial for Žabljak to maintain its growth trajectory while preserving its natural and cultural heritage.

Future Outlook and Economic Impact

The surge in tourism has had a positive impact on Žabljak's local economy, creating new opportunities for entrepreneurs and businesses, from family-owned hotels to guided tour services. This success positions Žabljak as a model for sustainable development for other regions in Montenegro. As Montenegro continues to emerge as a premier European travel destination, Žabljak is expected to play a crucial role in promoting the country's natural beauty, cultural diversity, and commitment to sustainable tourism.