Montenegro debuts new campaign at World Travel Market

‘Uncover Your Wild Side’ calls to the UK traveller showcasing the country’s breadth of unique experiences amongst nature.

The National Tourism Organisation of Montenegro (NTO Montenegro) has launched a new campaign to showcase the breath-taking nature of the country, its rich cultural heritage and thrilling activities, bringing to life the range of experiences on offer suitable for all ages. Inspiring travel to Montenegro, ‘Uncover Your Wild Side’, which seamlessly connects to Montenegro’s Wild Beauty logo, promises visitors great adventures and experiences like no other, appealing to people’s natural desire for wanderlust and escapism.

Debuting in the UK, the campaign features an omni channel marketing approach aiming to reposition Montenegro as an exceptional destination offering breathtaking nature, refined luxury, a rich cultural heritage and thrilling activities. Comprising a TV commercial taking viewers on an exciting journey through Montenegro’s diverse landscapes, the film, produced by Podgorica-based company, Artikulacija Film in collaboration with Bonaparte Films from Germany and award-winning director, Nico Kreis, playfully nods to a cinematic theme, calling to visitors to “answer the call from Montenegro” and embark on an exciting mission of discovery. In addition, a series of movie-style posters displaying beautiful landscapes promoting the country’s different seasons will be used for marketing. The campaign will also be rolled out in three other European countries, including Germany, France and Poland.

“We are thrilled to launch our new campaign, Uncover Your Wild Side, which invites UK travellers to experience Montenegro’s untamed beauty and vibrant culture. Our country is blessed with a diversity of landscapes—from dramatic mountain ranges and ancient forests to pristine beaches along the Adriatic.”  says director, PhD Ana Tripković Marković.

She continues. “Our vision is to bring Montenegro’s best-kept secrets to life, offering visitors a place where adventure and authenticity come together. We look forward to welcoming guests from the UK to experience the natural wonders, rich traditions, and genuine hospitality that make Montenegro truly special.”

Located on the Adriatic Coast, this is a country that has long been a melting pot of cultures, civilisations and religions. Surrounded by natural beauty, Montenegro offers big experiences in a small and accessible environment. From the Montenegrin hills to the beauty of the seaside; nature reserves and national parks; caves and canyons to 117 beaches along a coastline over 180 miles long, all embraced by the caring faces of locals and traditional hospitality.

The tourism sector is a major driver of Montenegro’s economy, accounting for almost 30% of its GDP. In 2023, tourism revenue in Montenegro exceeded pre-pandemic levels by 38% and in the first nine months of 2024, the country welcomed over two million tourists, over 80,000 from the UK alone and reflecting a 29.5% increase year on year.

Watch the TV spot here:  https://www.youtube.com/watch?v=u4iAO81XYPA

For further information on travel in Montenegro, visit www.montenegro.travel.