The Strategy for the Development of Ada Bojana until 2030 was presented todaz in Ulcinj —an ambitious plan aimed at transforming this unique natural gem into a high-quality, year-round tourist resort.
Armend Mila, Executive Director of HTP “Ulcinjska rivijera,” stated that the main goal of the Strategy is to increase accommodation capacity from the current 550 to 1,000 beds, along with developing additional amenities that will enable the settlement to operate throughout the entire year.
The plan includes the construction of camping zones, mobile homes, a spa center, indoor and outdoor swimming pools, as well as sports facilities—including the first padel court in the municipality of Ulcinj. It also envisions the renovation of existing facilities and the introduction of new content, all in line with ecological standards and planning documents.
The strategy was presented by Professor Goran Radosavljević, who emphasized that the goal is to transform Ada Bojana into a recognizable regional and international tourist destination based on the principles of sustainable and green tourism.
“Sustainable and green tourism represents the dominant trend in Europe, and Ada Bojana has all the prerequisites to become a leader in this segment. However, to meet the level of demand currently present in Europe, significant investments are necessary,” Professor Radosavljević noted.
The Strategy outlines development directions in detail, including branding of the area, attracting investments, and improving infrastructure. Special emphasis is placed on preserving the natural environment and cultural heritage, while simultaneously creating conditions to attract digital nomads and tourists seeking authentic experiences.
In the coming years, Ada Bojana is expected to position itself as a destination offering a unique combination of natural beauty, cultural content, and modern tourist services. This transformation also includes the development of high-quality accommodation and the promotion of activities such as bird watching, horseback riding, and water sports.
“The successful implementation of this strategy requires coordination between state institutions, local communities, and the private sector. The goal is for Ada Bojana to become an example of sustainable tourism development, contributing to Montenegro’s economic growth and the preservation of its natural resources,” he stated.
Following today’s presentation of the Strategy for the Development of Ada Bojana, we face an important task: to secure all the necessary resources to restore the shine this unique area deserves, said Armend Mila, Executive Director of HTP “Ulcinjska rivijera.”
“During the presentation, it was clearly demonstrated that the Strategy encompasses all key aspects of Ada’s development—from expanding accommodation capacities and building camping zones, to introducing new amenities such as a spa center, indoor pool, football, and padel courts. These plans are realistic and achievable, and our ultimate goal is to show all relevant institutions that Ada Bojana is not just a locality in Ulcinj, but a gem of all Montenegro,” Mila emphasized.
He added that following the presentation, the next phase is the adoption of the Strategy, and that the realization of the planned projects will require support from the Government of Montenegro, especially in terms of financial guarantees and institutional backing.
“We believe the Government will recognize the significance of this initiative and provide the necessary support so that together we can transform Ada Bojana into a year-round tourist destination that will attract visitors from all over Europe,” Mila concluded.
