Dr. Aleksandra Gardasevic Slavuljica is the General Director of Tourism Developing Policies in the Government of Montenegro, a World Tourism Hero , and a World Tourism Network board member.
As a tourism director for the new government of the Republic of Montenegro, she declared Montenegro the most beautiful Country in Europe.
The Tourism and Society Think Tank wanted to know more about Aleksandra’s position. The Think Tank comprises professional experts in different areas of tourism and society, regardless of the corporate and institutional positions they represent.
The Tourism Society Think Tank just interviewed Aleksandra.
Ms. Aleksandra Gardasevic Slavuljica holds a Doctoral degree in Marketing, Corporate Communications, and HR. She is an expert in the tourism and travel industry with a strong background in Economics.
She graduated in Economics and Business Management at the University of Montenegro. Further, she studied at the University of Montenegro in cooperation with Eastern Washington University, Washington DC, USA, gaining a Master’s Degree. As a final, she completed a Doctorate in Belgrade, Serbia.
She became a worldwide known expert in the recovery of tourism and aviation during Covid-19. She was even awarded by WTN as a ” Tourism Hero ” for her achievements during that demanding time.
As a tourism consultant, she is specialized in corporate communication, sales, marketing, and HR. Her significant experience in strategic management is an excellent asset to each destination and company she worked for.
She has been focusing on connecting Montenegro to the world.
When asked to comment on an achievement that she is the proudest of, she says that being a mom of two great guys – one who is a pilot, flying for Bamboo Airways in Vietnam and the other, a student of the most prestigious University in Switzerland (University of Saint Gallen), both being so warm-hearted persons, makes her super happy and proud.
“My two sons are my strength, power, and the whole world, together with my great husband, parents, and brother. My family is my fortress that I selfishly guard and cherish.”
Dr. Aleksandra Gardasevic Slavuljica is the General Director of Tourism Developing Policies in the Government of Montenegro
Gardasevic explains her activities and line of work for the travel and tourism industry in Montenegro.
The scope of our activities is very broad. Just name it; I am sure we have it on our activity list.
One of them is the creation of a responsible and attractive business environment. In particular, the Directorate, which I am the head of, deals with all major tourism-related, both from the strategic and operational aspects.
So, I would like to point out that we are creating a strategic framework and have “hands-on” everyday operational activities.
Talking about the last two years, since I’ve been the Director of the Directorate for Tourism developing policies, we have adopted numerous strategic documents. The most important umbrella document is the “National Tourism Development Strategy of Montenegro 2022-2025. with the Action Plan”.
This document is a road map of a sustainable development tourism path. The complete development process of tourism is defined in the Strategy. Goals and an action plan are defined with instructions on achieving them.
The UNWTO has officially complimented us for creating such as practical, useful, and action-oriented document
I am so proud of it, as I was the project manager. In addition to the Strategy, we have adopted many programs and are preparing more. Our primary and applicable programs are those for Rural Tourism, Health, Sports, LGBTQ , and Cultural tourism.
Whatever we do, we do it to create a sustainable environment in which the local population is satisfied and ready to provide services to tourists at the highest level.
Also, positioning our destination on a global tourism stage is one of our goals because Montenegro is still a new and untouched jewel of Europe.
I feel like a cosmopolitan, but I will not exaggerate if I say that Montenegro is the most beautiful country in the world.
What does the tourism industry in your country offer for the social, economic, and cultural development of Montenegro?
As I emphasized already, tourism development in Montenegro is based on the principles of a balanced between the requirements of the economy, the need to carefully use natural resources, and the obligation to provide the population with good living standards.
In this regard, our activity focuses on developing a tourist offer that will meet the requirements of tourist demand and respect the three “pillars” of sustainability.
We have a special approach to the development of the offer of cultural tourism, bearing in mind that, in addition to the offer of rural and health tourism products, in this way, we create preconditions for a year-round tourist offer and a reduction in seasonality, which will have positive economic and social effects visible through an increase in income and employment.
What does Montenegro offer to the international tourist?
Montenegro is a country of exceptional beauty.
We can offer tourists love at first sight because they will be delighted once he comes to Montenegro, which will become their permanent destination.
In a small area covering less than 14,000 km2, nature was generous. In just one day, it is possible to stay on the beach, swim in the sea, and then reach the mountain tops and breathe fresh air.
There are periods of the year, sometimes in April, when you can ski in the snow and swim in the sea on the same day.
So, our offer is very diversified in terms of space, activities, accommodation capacities…
You can stay in luxury hotels or rural households; you can have a party or a quiet, romantic time.
Just make a wish, and it will come true in Montenegro.
What are the main challenges facing tourism in Montenegro?
More than 30% of our GDP is related to tourism, so it is clear how important this industry is to us. We all know how challenging it is, especially in these strange times full of challenges.
We are trying to make tourism a sustainable and resilient economic branch. In this sense, we are successfully solving the problem of seasonality, workforce, unbalanced regional development, infrastructure, air connectivity, and sustainability…
However, these are not only challenges related to our country but challenges that affect global tourism to a greater or lesser extent.
Until recently, Montenegro was a “sun & sea” destination.
It’s not like that anymore. We are an “all in one” destination where tourism is performed 365 days a year.
We are a country tailored to meet the needs of all kinds of visitors. Our offer is created according to the expectations of very demanding tourists, which we are trying to attract and make them wish to stay at our destination longer.
And from your international perspective, what are Europe’s main challenges?
The world is a global village, so the challenges are also global. Covid-19 was the leading showcase of such a situation.
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