What tourism potential does the Republic of Montenegro, independent since 2006, have? Is the country's sustainable development, which is enshrined in its constitution, reflected in its tourism offerings? What product components, in addition to the classic beach holiday on the Adriatic, can tour operators use to attract German holidaymakers to this small country?

Finding answers to these and other questions through a potential analysis was the task given to the Master's students in the Future Workshop module at the end of the summer semester.
A highlight of this research process was the excursion to Montenegro from 21-28 May 2015. During their stay, the students visited four of the country's five national parks, including the only remaining primeval forest in Europe, crossed the highest gorge in Europe, the Tara Gorge, by zip-line and cycled around the mountain lake "Crno jezero" in the Durmitor Mountains, We also visited the most important Orthodox monastery in Serbia, visited a small private organic oil mill and sampled award-winning Montenegrin wine at Lake Skadar. Hotel tours, interviews with incoming agencies and many conversations with the very open, friendly hosts rounded off the stay.
The students' final task is to compare the knowledge gained in the theoretical preliminary studies with the actual conditions and to work out the potential, bundled in a program for a target group of the German source market.
We can't wait to see the results!

Prof. Dr. Ute Pflicke
Head of the Tourism Management Master's program