In a quiet but strategic sweep, Montenegro has caught the attention of French travellers, thanks to a savvy three-month promotional campaign by its National Tourism Organisation (NTO).
Partnering with France’s fr.lastminute.com, the initiative drew more than 2.7 million impressions, highlighting the Balkan gem’s beaches, outdoor escapes, and rich cultural scene.
Instagram proved the unexpected hero, with content outperforming projections in views and engagement.
The payoff? A 14% rise in French bookings for spring 2025, and a notable 20% spike in May reservations for the July high season.
The campaign cleverly tapped into diverse traveller habits—from early planners to spontaneous bookers—and showcased attractive packages bundling flights and accommodation.
With French tourists averaging week-long stays, and growing interest in longer 10–14 day getaways, Montenegro is positioning itself not just as a quick beach fix but a multifaceted destination for deeper discovery.
NTO says this is just the start, as it doubles down on efforts to make Montenegro a staple in the French holiday calendar.
