CONTEMPORARY CHALLENGES IN THE DEVELOPMENT OF LAKE TOURISM IN MONTENEGRO

Abstract

The purpose of this paper is to present indicators and challenges of sustainable development in lake tourism, both globally and regionally, with a particular focus on the Skadar Lake National Park area in Montenegro. Considering current trends and sustainability standards, the paper analyzes key indicators that shape modern tourism, including ecological pressures, pronounced seasonality, accelerated digitalization of services and socio-economic imbalances arising from tourism. Special attention is given to the role of local communities and the level of ecological awareness among tourism stakeholders, who are increasingly recognized as key drivers of change towards sustainable development. A comparative analysis of tourism management in the Balaton Lake region in Hungary was conducted, which stands out for its diverse tourist offer, advanced infrastructure, and digitalization initiatives aimed at developing a year-round tourism offer. The experiences from Balaton are used as a model that can serve as inspiration for the transformation of lake tourism in Montenegro. In parallel, the case of Skadar Lake is presented, based on the results of research conducted among local tourism stakeholders, in collaboration with GTZ and the Algonquin Faculty. The research findings showed significant willingness to participate in ecological education (74% of respondents), with the majority preferring the education to be free of charge. Strong support for recycling and volunteer involvement in environmental protection was also observed, although practice often lags behind declarative statements. Gender imbalance in the sector was noted – men dominate in transportation and hospitality, while women play a more prominent role in accommodation, but are underrepresented in leadership positions. This situation points to the need for greater gender inclusivity. Based on the analyzed findings, the paper proposes the concept of an educational program "Green Management," which would cover key topics in sustainable tourism, eco-entrepreneurship, legal frameworks, and best practices in managing protected areas. Through concrete guidelines for strengthening institutional cooperation, integrating sectoral policies, and more active involvement of local populations, the paper highlights the directions for the development of year-round, inclusive, and sustainable tourism in Montenegro. Sustainable development of lake tourism is recognized not only as an economic opportunity but also as a strategic tool for preserving biodiversity, strengthening the identity of local communities, and positioning Montenegro as a responsible and green tourist destination. In conclusion, the paper calls for a comprehensive transformation of tourism policies and practices, relying on local resources, knowledge, and the application of modern sustainable management principles.