The National Tourism Organisation of Montenegro (NTO) showcased Montenegro at the World Travel Market show in London between 9 and 11 November. For the first time in history, the travel and tourism expo was held as a completely virtual event due to the global COVID-19 pandemic. On that occasion, the NTO engaged in additional promotion of Montenegro as a tourist destination by distributing ten thematic press releases to the UK media.
The success of the participation at this renowned show is evidenced by the fact that more than 20 positive articles were published in influential British media during the course of the show. As a result of the meetings held, additional articles are expected in the coming period.
In an article entitled ‘Reasons to be cheerful about travel in 2021’, the British daily newspaper The Telegraph picks Montenegro as its first choice, highlighting the opening of the luxury One&Only resort, the brand’s first hotel in Europe.
As the article notes, the reason behind recommending Montenegro as a 2021 holiday destination is based on pandemic-controlling measures and on a relative normality of open borders and safe passage.
“Spring 2021 cannot come soon enough for One&Only. Until now, the luxury-travel group has confined its five-star finesse to Asia, Africa, Australia and Mexico. But it will make its European debut in March, eight months later than planned, when its Portonovi resort opens on the Montenegrin coast at Herceg Novi. Amenities will include a Giorgio Locatelli restaurant.“
The 167,587,249 article views represent a significant contribution to the promotion of Montenegro as a holiday destination in both the UK and global markets, given the global reach of this media outlet.
Alongside the Telegraph, the National Tourism Organisation held over 60 meetings with representatives of influential global media, including BBC Global, Discovery and Travel Zoo. It also met with representatives of leading British media outlets, such as The Independent, The Guardian, Daily Mail, as well as those specialising in travel & tourism, such as National Geographic Traveller, Culture Trip, Wanderlust, Travel Bulletin, Metro, Globetrender, Globetrotter TV, Selling Travel, Travel Weekly, Luxury Travel Intelligence, Travel Trade Gazette, GoNOMAD.com and others.
The opening of the luxury One&Only resort was also featured in Business Traveller, Travel PR News, Travel Weekly and Travel Bulletin. In addition, the new promotional video ‘Nature & Me’ attracted the attention of local media. In particular, Travel Bulletin, Travel Weekly, Travel Daily, Gone Traveling and Nature News reported that the campaign “focuses on the need for people to embrace nature as a break from the virtual world we have been forced to live in before and during the pandemic.”
Also, CN Traveller and Luxurious magazine highlighted Montenegro’s natural beauty, cultural and historical sites and luxurious hotels and resorts on our coast.
As the UK market is one of the priority source markets for Montenegro, the NTO plans further promotional activities in this area in the coming period so as to maintain the image and attract British tourists to Montenegro when travel restrictions are lifted.