Montenegro’s tourism sector is a dynamic force in the national economy, contributing nearly 30% of GDP and serving as the country’s primary driver of growth and international recognition. Anchored by the evocative ‘Wild Beauty’ brand and guided by the National Tourism Organisation and Ministry of Tourism, Montenegro continues to set standards in sustainable growth, digital engagement, and service excellence. Podgorica, the capital, emerges as a business and travel gateway, home to the leading agencies—Montenegro Tourist Service DMC and Monte Mare Travel DMC—each renowned for sophisticated offerings across adventure, business MICE, and tailor-made experiences. Tourism businesses operate in a robust regulatory environment focused on quality, multilingual service, and ongoing compliance. Licenses, sectoral experience, and digital communication channels—including WhatsApp and social media—are fundamental for all serious market players. Recent strategies stress year-round tourism, sustainable practices, and innovation, with government policy driving high standards, destination branding, and collaborative stakeholder growth. The interplay between resilient operators, forward-looking governance, and diverse travel experiences continues to define Montenegro as one of Europe’s most alluring and reliable tourism destinations.