MONTENEGRO – THE LEADING EUROPEAN INCENTIVE DESTINATION

THE CHALLENGES

We devised the strategic plan of action for developing Montenegro as a meeting destination in turbulent times. One could say that the meetings industry had implemented a new way of telling time; BC – before corona and AC – after corona. Our client had started cooperating with us on this extensive project way before the corona crisis. The project made us realise that every crisis offers numerous opportunities. Even though it may seem unbelievable at first sight, Montenegro can come out on top in such situations. Our starting point was to precisely measure and showcase Montenegro’s potential in the MICE field. The primary goal was to establish Montegero Convention Bureau and kickstart its operations. Moreover, our task was to standardise service providers and create a plan of action.

THE SOLUTION

Within the framework of the project, we analysed the potential of Montenegro as a meeting destination from several viewpoints. In the process, we used numerous sources and conducted in-depth research of the market. The heart of the strategy were designer workshops. Based on them and a combination of tools and techniques of design thinking, we created a new strategic and communication destination prototype.

The entire project comprised the following phases:

Phase 1: MEMBER STANDARDISATION AND MEMBERSHIP STRUCTURE
Phase 2: ONLINE RESEARCH AMONG EVENT ORGANISERS ON THEIR PERCEPTION OF MONTENEGRO
Phase 3: RESEARCH OF THE MARKET, INVENTARISATION AND REFERENCE STUDY
Phase 4: DESIGNER WORKSHOP 1: “MICE PERSONAS”
Phase 5: DESIGNER WORKSHOP 2: DESTINATION CANVAS
Phase 6: DESIGNER WORKSHOP 3: COMMUNICATION CANVAS
Phase 7: PLAN OF ACTION FOR MONTENEGRO CONVENTION BUREAU

In the process of creating the development strategy, the National Tourism Board of Montenegro incorporated all key stakeholders of the local meetings industry. Through the course of the workshops, we came to conclusions together. Due to the situation at the time, all workshops took place online and proved highly successful. All activities took place openly, giving all project members a chance to actively cooperate and evaluate results.

RESULTS

The result is a transparent prototype of a meeting destination that shows a new story of Montenegro clearly and concisely. The cornerstones of the story are CONGRESS STANDARDS that have proven as a tool that is imperative for managing a destination and raising the quality of its entire congress offer.