Montenegro should focus on elite tourism
23.06.2008
Philip Kotler, marketing guru, held one-day seminar in Budva on Friday entitled “How to handle basic marketing challenges”. His advice to Montenegro is to focus on elite tourism, but to choose the market carefully.
Kotler explained that Montenegro should not be developing mass tourism, because it would generate more pollution, congestion and building too many hotels. Montenegro should focus on those tourists who seek best quality and finest services and intend to have the best entertainment. “We call that a high class tourist, rather than mass-tourism”, he stated.
“I would be very careful when forming Montenegrin tourist brand, because tourist industry is suffering in many countries because of their excessive popularity”, Kotler said.
He advised against advertising campaigns across the entire world, instead to focus on several countries from which to attract tourists. “Considering the fact that the budget for marketing services is limited in most of the cases, what we should decide upon is which are the countries from which you want to attract the biggest number of tourists. You should consider if the tourists from Sweden, US, Germany, Great Britain, would be the ones who would find beauties of Montenegro most appealing”, Kotler added.
Kotler also recommended digital media as a medium to promote Montenegro and cease the opportunities provided by mass communications.
The organizers of the seminar “Kotler in Montenegro” were Mediterranean University Bar and Adriatic Fair Budva.