Dr. Aleksandra Gardasevic Slavuljica is the General Director of Tourism Developing Policies in the Government of Montenegro, a World Tourism Hero, and a World Tourism Network board member.
As a tourism director for the new government of the Republic of Montenegro, she declared Montenegro the most beautiful Country in Europe.
The Tourism and Society Think Tank wanted to know more about Aleksandra’s position. The Think Tank comprises professional experts in different areas of tourism and society, regardless of the corporate and institutional positions they represent.
The Tourism Society Think Tank just interviewed Aleksandra.
Ms. Aleksandra Gardasevic Slavuljica holds a Doctoral degree in Marketing, Corporate Communications, and HR. She is an expert in the tourism and travel industry with a strong background in Economics.
She graduated in Economics and Business Management at the University of Montenegro. Further, she studied at the University of Montenegro in cooperation with Eastern Washington University, Washington DC, USA, gaining a Master’s Degree. As a final, she completed a Doctorate in Belgrade, Serbia.
She became a worldwide known expert in the recovery of tourism and aviation during Covid-19. She was even awarded by WTN as a ”Tourism Hero” for her achievements during that demanding time.
As a tourism consultant, she is specialized in corporate communication, sales, marketing, and HR. Her significant experience in strategic management is an excellent asset to each destination and company she worked for.
She has been focusing on connecting Montenegro to the world.
When asked to comment on an achievement that she is the proudest of, she says that being a mom of two great guys – one who is a pilot, flying for Bamboo Airways in Vietnam and the other, a student of the most prestigious University in Switzerland (University of Saint Gallen), both being so warm-hearted persons, makes her super happy and proud.
“My two sons are my strength, power, and the whole world, together with my great husband, parents, and brother. My family is my fortress that I selfishly guard and cherish.”
Dr. Aleksandra Gardasevic Slavuljica is the General Director of Tourism Developing Policies in the Government of Montenegro
Gardasevic explains her activities and line of work for the travel and tourism industry in Montenegro.
The scope of our activities is very broad. Just name it; I am sure we have it on our activity list.
One of them is the creation of a responsible and attractive business environment. In particular, the Directorate, which I am the head of, deals with all major tourism-related, both from the strategic and operational aspects.
So, I would like to point out that we are creating a strategic framework and have “hands-on” everyday operational activities.
Talking about the last two years, since I’ve been the Director of the Directorate for Tourism developing policies, we have adopted numerous strategic documents. The most important umbrella document is the “National Tourism Development Strategy of Montenegro 2022-2025. with the Action Plan”.
This document is a road map of a sustainable development tourism path. The complete development process of tourism is defined in the Strategy. Goals and an action plan are defined with instructions on achieving them.
The UNWTO has officially complimented us for creating such as practical, useful, and action-oriented document
I am so proud of it, as I was the project manager. In addition to the Strategy, we have adopted many programs and are preparing more. Our primary and applicable programs are those for Rural Tourism, Health, Sports, LGBTQ, and Cultural tourism.
Whatever we do, we do it to create a sustainable environment in which the local population is satisfied and ready to provide services to tourists at the highest level.
Also, positioning our destination on a global tourism stage is one of our goals because Montenegro is still a new and untouched jewel of Europe.
I feel like a cosmopolitan, but I will not exaggerate if I say that Montenegro is the most beautiful country in the world.
What does the tourism industry in your country offer for the social, economic, and cultural development of Montenegro?
As I emphasized already, tourism development in Montenegro is based on the principles of a balanced between the requirements of the economy, the need to carefully use natural resources, and the obligation to provide the population with good living standards.
In this regard, our activity focuses on developing a tourist offer that will meet the requirements of tourist demand and respect the three “pillars” of sustainability.
We have a special approach to the development of the offer of cultural tourism, bearing in mind that, in addition to the offer of rural and health tourism products, in this way, we create preconditions for a year-round tourist offer and a reduction in seasonality, which will have positive economic and social effects visible through an increase in income and employment.
What does Montenegro offer to the international tourist?
Montenegro is a country of exceptional beauty.
We can offer tourists love at first sight because they will be delighted once he comes to Montenegro, which will become their permanent destination.
In a small area covering less than 14,000 km2, nature was generous. In just one day, it is possible to stay on the beach, swim in the sea, and then reach the mountain tops and breathe fresh air.
There are periods of the year, sometimes in April, when you can ski in the snow and swim in the sea on the same day.
So, our offer is very diversified in terms of space, activities, accommodation capacities…
You can stay in luxury hotels or rural households; you can have a party or a quiet, romantic time.
Just make a wish, and it will come true in Montenegro.
What are the main challenges facing tourism in Montenegro?
More than 30% of our GDP is related to tourism, so it is clear how important this industry is to us. We all know how challenging it is, especially in these strange times full of challenges.
We are trying to make tourism a sustainable and resilient economic branch. In this sense, we are successfully solving the problem of seasonality, workforce, unbalanced regional development, infrastructure, air connectivity, and sustainability…
However, these are not only challenges related to our country but challenges that affect global tourism to a greater or lesser extent.
Until recently, Montenegro was a “sun & sea” destination.
It’s not like that anymore. We are an “all in one” destination where tourism is performed 365 days a year.
We are a country tailored to meet the needs of all kinds of visitors. Our offer is created according to the expectations of very demanding tourists, which we are trying to attract and make them wish to stay at our destination longer.
And from your international perspective, what are Europe’s main challenges?
The world is a global village, so the challenges are also global. Covid-19 was the leading showcase of such a situation.
No single destination in the world was not hit by it. So, everything I already mentioned about our destination applies to almost all destinations worldwide.
However, I would like to comment on perhaps the main challenge for Europe and the world, sustainability. We all need to focus on this because sustainable tourism is the key to solving many challenges.
Now it is a time when we have to be extra careful. We must not let over-tourism happen again. Tourism should never be as before Covid. I think many destinations realized it, and this should be our path fulfilled with sustainable, responsible, inclusive, green, smart tourism.
You stand out for your capacity for work and collaboration. Do you consider that the different sectors of the State tourism industry are aligned with the Ministry of Tourism?
Tourism is everyone’s industry and industry for everyone. There is not a single economic branch, at least in our country, unrelated to tourism.
Our Ministry intensively and very successfully connects all tourism stakeholders, whether they are from the state or private sector, civil society, or NGOs…
We are at everyone’s disposal. A country’s tourism cannot be booming if it is not recognized at all levels, and all the stakeholders must be in a network.
However, SMS are the main carriers of tourism, and for them to function, they must have a responsible business environment and stable market. Therefore, cooperation in tourism is imperative, and no entity or institution can function independently. We are all connected. We are all networked. Networking at the national level is a prerequisite for networking at the global level.
In general, what is the current situation of the national tourism industry?
We are more than satisfied with the tourism recovery and reset after Covid-19. Our quantitative indicators are excellent. We even surpassed the level of the record 2019 in many segments. However, Montenegro has made a change in tourist direction.
We are working on the new branding of the destination by modeling as diversified products as possible and increasing its quality. This is the new image that we want to be the seal of our destination.
For us, it is vital to attract responsible guests, who behave responsibly towards our nature, stay longer at the destination and spend more. Our destination promotion is oriented towards such target groups.
In some interviews, you talk about the cultural identity of Montenegro; what are the main concepts and developments that make that cultural identity identifiable?
I think that Montenegro deserves to be better recognized on the map of global cultural tourism and would like to see this situation improved in the coming period. Our ministry, as well as the Ministry of Culture, are working on it intensively.
Montenegro represents a fascinating area of rich cultural and historical heritage. In our country, we have UNESCO-protected properties.
There is a mixture of different cultures because Christianity and Islam meet here and live harmoniously. These are just some of the predispositions and potentials for the country’s cultural development.
It may be interesting to say that three great Christian relics are located in Montenegro: the hand of St. John the Baptist (the hand that baptized Jesus Christ), a fragment of the Holy Cross of the Lord (part of the cross on which Jesus Christ was crucified) and the Icon of the Holy Mother of God Philermosa (according to tradition, it was the work of St. Apostle Luke who painted it live in 46 AD). Therefore, Montenegro is a new phenomenon of cultural tourism, and everyone who visits it is delighted by our cultural offer.
What are you developing to strengthen the image and the country brand?
Montenegro was recently recognized as a “sun & sea” destination.
Yes, our beaches and coastline are magically beautiful, but that is only part of the beauty of our destination.
We brand the country as an “all in one” destination because we have an offer for everyone’s taste and expectations.
Therefore, we want our destination to be better recognized globally for its active and diversified tourism, primarily based on sustainability and responsibility towards the environment and nature.
n this sense, we are re-branding our destination, knowing how it is important from its recognition.
The new brand is based on new marketing standards and new principles that apply to tourism. Montenegro is a responsible destination, and we create our offer tailored to the most demanding guests.
In your opinion, what are the main tourist resources of the country that make it different and unique in the wide tourist offer found in the Adriatic?
Unreal natural beauty is the unique selling point of our destination. Our regions take your breath away and remain etched in the minds and hearts of tourists forever.
This is the reason why tourists keep coming back to us. Whoever visits Montenegro once will keep on visiting it frequently.
We have five national parks rich in flora and fauna and numerous endemic species of animal and plant origin. The proximity of the sea and the mountains gives countless possibilities.
Sometimes it happens that on the same day, a tourist can ski, both in the sea and on the snow, because the sea and the mountains are only a little more than an hour’s drive away.
Our traditional food is delicious, and whoever tries it once falls in love with the country because, as we know, ”love goes through the stomach.”
Our traditional hospitality, rich cultural and historical heritage, and the meeting of two religions – Christianity and Islam- are happening in an area with less than 14,000 km2 and only 600,000 inhabitants.
Montenegro is located in a desirable geographical environment but is surrounded by very powerful countries for tourism. Is there a common strategy, or is it one of the region’s weak points?
Trends change, and there is room for everyone in the tourist market.
Our target group is predominantly high-paying markets, although tourists from the region are also our traditional guests. We believe that we have a unique product tailored for guests from Central, Western, and Northern Europe and guests from the Middle East, which is also very important to us.
For them, our offer is without competition in many respects, but we need to strengthen the promotion of our destination.
This is also the main goal of our National Tourism Strategy – ”to become a globally recognized destination by 2025.”
However, I must highlight our plans to promote the offer in distant markets, such as China and Canada, together with countries from the Region.
For tourists from these parts of the world, visiting the Balkans is most probably a once-in-a-lifetime experience. They generally want to visit several countries during a single trip. In this sense, we create regional package arrangements.
However, modern tourism is all about sharing. It is oriented towards sharing knowledge, good practices, and experiences because that is the only way to make the industry strong, resilient, and responsible.
Let us know an essential place to visit in your country.
I don’t think I can answer this question. Montenegro is a special place as a whole.
Montenegro deserves to be visited and every corner of it to be discovered.
Inevitably, one should visit the coastal towns such as Ulcinj, Budva, Kotor, Tivat, Herceg-Novi, the capital Podgorica, Cetinje, then Kolašin and Žabljak in the Northern region.
One should go rafting on the “Tear of Europe,” the river Tara, go down the serpentines from Cetinje via Njegusi to Kotor (the gondola cable car from Lovcen to Kotor will be in operation soon), visit our hiking trails that leave you breathless.
It would be best to visit the luxury hotel brands that have their specialty in this area and small rural households whose charm even the most demanding tourists cannot resist.
Well, our national parks… Lovćen, Lake Skadar, Biogradska gora, Durmitor (under UNESCO protection )… The possibilities are endless.
And a flavor that will surprise us?
Ah, you are asking me difficult questions again.
So let me ask you, too… would you like to feel love at first sight?
Montenegro is a surprise in itself. It is an unexplored gem of Europe, and I promise when you visit it, love at first sight, will happen to you.
Trust me. So, Montenegro is waiting to be explored.
(eTN): Montenegro is Officially the most Beautiful Country in Europe | re-post license | post content
