Montenegro has long been a favorite summer getaway for Turkish travelers, known for its pristine beaches and stunning coastline. However, the tourism authorities of Podgorica, Tivat, Budva, and Bar sought to change this perception and position Montenegro as a year-round destination, emphasizing its winter sports, historical sites, adventure activities, and MICE (Meetings, Incentives, Conferences, and Exhibitions) opportunities. GIS Consult was entrusted with this mission, and through a strategic B2B approach, we successfully broadened Montenegro’s image in the Turkish market offering our representation services for Turkey.
Challenges
Despite Montenegro’s strong tourism appeal, its reputation in Turkey was mostly limited to summer vacations. The challenge was to shift this perception by engaging key stakeholders—tourism agencies and media—to highlight Montenegro’s diverse tourism offerings beyond its beaches.
Our Approach: A Strategic PR & B2B Initiative
To address this challenge, we implemented a two-pronged strategy:
✅ B2B Tourism Networking Event
Organized an agency presentation, followed by one-on-one networking opportunities to strengthen ties between Turkish tourism agencies and Montenegrin tourism offices.
Facilitated meaningful discussions on MICE tourism and group travel opportunities.
✅ Press Meeting & Media Outreach
Hosted a press event with leading journalists from tourism, economy, and business publications.
Arranged exclusive interviews and distributed a comprehensive press release to maximize visibility.
Results & Impact
📌 42 Media Coverages Achieved
Hosted 19 journalists from 15 leading publications.
Secured 42 pieces of media coverage (39 online and 3 in print).
Coverage extended across tourism, economy, and business media, ensuring a broader reach.
📌 120+ New Business Connections Established
B2B networking resulted in 120 key tourism professionals engaging with Montenegrin tourism offices.
Increased interest in MICE tourism and group travel to Montenegro
Conclusion
This case study demonstrates the power of a well-executed PR and networking strategy in reshaping a destination’s image. By combining media engagement with industry networking, we successfully positioned Montenegro as more than just a summer destination, opening new avenues for tourism and business collaborations.
At GIS Consult, we specialize in crafting targeted PR and marketing strategies to help destinations and businesses grow their market presence. Looking to enhance your brand’s impact? Let’s connect!
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