Abstract
The expansion of e-marketing in tourism has significantly broadened the tourism offerings, ranging from alternative accommodation options to low-cost airline services, leading to a dramatic increase in tourist flows and the rise of “overtourism.” This phenomenon, characterized by excessive tourism pressure on specific destinations, is increasingly recognized as a global issue, presenting numerous challenges for destinations and driving profound changes in the spatial organization and social structures of local communities. This study examines the phenomenon of overtourism in Montenegro, with a particular focus on Kotor, a UNESCO-listed cultural heritage site. A review of relevant literature indicates that Montenegro faces challenges similar to those encountered by other traditional tourist destinations such as Venice, Barcelona, Amsterdam and Dubrovnik, where excessive tourism has posed significant threats not only to the local economy but also to the preservation of cultural heritage and the quality of life of residents. Employing a quantitative approach through the analysis of secondary data from academic studies, institutional reports, and media sources, this paper explores these challenges and identifies key indicators of the crisis. In the post-COVID-19 era, as tourist preferences shift towards nature-based and creative experiences, Montenegro has an opportunity to redefine its tourism products and strategies. Proposed solutions include diversifying tourism offerings, managing the spatial and temporal distribution of visitors, and enhancing domestic tourism appeal through targeted marketing initiatives. The concluding section underscores the necessity for innovative approaches and proactive measures to balance the economic benefits of tourism with the sustainable preservation of resources and cultural identity of its destinations. Collaboration between tourism policymakers and local communities is highlighted as a fundamental prerequisite for addressing the challenges associated with overtourism
Keywords: Montenegro, Kotor, cultural heritage, overtourism, tourism management