In March, Montenegro played host to the inaugural Luxury Travel Summit Montenegro (LTSM), a landmark B2B event designed to position the country as a premier destination in the global luxury travel arena.
Held across three iconic properties – One\&Only Portonovi, The Chedi Luštica Bay, and The Regent Porto Montenegro – the summit brought together more than 200 handpicked industry leaders. Delegates ranged from elite luxury travel brands and infrastructure partners like Turkish Airlines to government officials and influential media.
Luxury travel and lifestyle journalist Jonathan Wiggin caught up with Stefan Stešević, CEO of the Montenegro Luxury Association and the visionary behind LTSM, to reflect on the summit’s achievements, Montenegro’s luxury credentials, and what lies ahead.
Jonathan Wiggin: Can you tell us a bit about yourself, what your motivation was for organising the Luxury Travel Summit, and what you hoped to achieve?
Stefan Stešević: I might be the man behind the vision, but as the saying goes — it takes a village. The Montenegro Luxury Association was founded by my wife Nikolina and me, with a clear mission: to elevate and position Montenegro as a leading global luxury destination. Launching LTSM was a natural evolution of that vision. We aimed to create an exclusive, world-class trade show dedicated to Montenegro, one that would hold its own alongside the most prestigious events in the industry.
JW: How did you choose such an international panel of experts?
SS: Our focus was on delivering real value. That’s why we curated the Conference topics and speakers so carefully. Hosted at The Chedi Luštica Bay on day two of the summit, the agenda featured insights from leaders at Quintessentially, Forbes Travel Guide, Les Clefs d’Or, Turkish Airlines and more. They covered branding, luxury standards, AI in travel, air connectivity — all highly relevant themes shaping luxury travel today.
JW: You placed strong emphasis on dialogue between local decision-makers and global luxury operators. Why was that important?
SS: Because we are results-driven. From day one, our aim was to facilitate real business benefits for every participant. The Exclusive Boutique Trade Show at One\&Only Portonovi on day one brought top Montenegrin brands and tourism boards face-to-face with influential global buyers. We were proud to welcome delegates from the US, UK, UAE, KSA, Italy, France, Denmark, the Netherlands, and beyond. Hosting everything on an invite-only basis helped keep the experience laser-focused.
JW: Which destinations and projects in Montenegro did you want to spotlight?
SS: For the first edition, we focused on the coastline and the region we call the Luxury Triangle of Montenegro: Portonovi, Luštica Bay, and Porto Montenegro. We also planned a scenic Boka Bay Yacht Cruise to highlight the region’s UNESCO-protected beauty and cultural richness, though the weather had other plans that day. As for 2026 – let’s just say, stay tuned. We have exciting surprises in store.
JW: Do you feel that the summit delivered on its objectives? What’s next?
SS: Absolutely. Over 60% of participants have completed our post-event survey and the feedback has been overwhelmingly positive. Many seasoned travel advisors told us that even after decades in the industry, LTSM ranked among their best-ever experiences. From the curated programming to the hospitality and our Red Carpet Closing Celebration at Regent Porto Montenegro, the energy was incredible.
We’re building on this strong foundation. We’ve signed a Memorandum of Understanding with Quintessentially SEE for long-term collaboration to promote Montenegro as a luxury destination. We’re also exploring the introduction of Forbes Travel Guide’s training programmes for local hospitality partners. We want Montenegro’s guest experiences to meet the world’s highest standards.
JW: Can you summarise why Montenegro is such a compelling luxury travel destination right now?
SS: Because Montenegro offers it all — untouched natural beauty, rich cultural heritage, and a refined, evolving luxury offering that remains one of Europe’s best-kept secrets.
JW: And finally, what would you say to luxury travel professionals reading this?
SS: If you’re serious about offering your clients extraordinary, undiscovered destinations with world-class hospitality, authentic cultural depth, and unmatched natural beauty, then Montenegro should be on your radar — and now is the time to act.
This interview was facilitated by Michael Luzé, International Consultant specialising in tourism in the Balkans.