In the sleepy seaside town of Ulcinj, Montenegro unveiled a vision as sweeping as the Adriatic breeze: transforming Ada Bojana — the island where the Bojana River meets the sea — into a year-round, elite tourist destination by 2030.
Spearheaded by HTP “Ulcinj Riviera” the strategy outlines a sustainable blueprint blending eco-conscious development with high-end appeal.
Accommodation is set to nearly double, from 550 to 1,000 beds, with new facilities including spa centres, indoor and outdoor pools, and the municipality’s first padel court.
Professor Goran Radoslavljević, who presented the strategy, emphasised Ada’s potential as a regional leader in green tourism.
Crucially, the plan pledges to protect the island’s natural charm and cultural heritage while welcoming digital nomads and adventure-seekers.
Executive director Armend Mila said that Ada Bojana was not merely a local treasure, but a jewel of Montenegro.
Realisation hinges on investment and government backing — but if successful, Ada Bojana could become a European model for sustainable tourism.
