Raising awareness and educating the population is crucial. Once people recognize the value of traditional architecture, natural attractions, and the food they produce, there will be greater interest among rural households in engaging in tourism. Experts claim that our potential is far greater than Austria’s.

The Regional Development Agency for Bjelasica, Komovi, and Prokletije, through numerous projects supporting food producers (“The Best from Our Mountains”), hiking and cycling trails, fly-fishing zones, climbing sites, cultural routes, visitor centers, and more, has done a lot in recent years to turn the idea of rural tourism in this region into reality.

“The first steps were difficult,” recalls Jelena Krivčević, the energetic director of the agency. “People in villages couldn’t really see what they had to offer to tourists. They thought what they had was too simple, not attractive enough. They believed they needed hotel-level conditions to be competitive. Only a few recognized the value of traditional architecture or home interiors. That’s why it was important for us to first find families who believed in what they had and had the energy to pave the way for others. One of them was the Puletić family from Lipovo near Kolašin.”

JUTRO: Did the agency also provide training?

“The first households we worked with, like the Puletići or the Kljajići from Lubnice near Berane, contributed greatly to spreading the idea of rural tourism. In Lipovo today, around ten families are interested, and several already offer services. Through our projects, we organized initial training sessions, which received very positive feedback. Training is important not only for gaining knowledge but also for networking and exchanging experiences. Many families have stayed in contact, visiting each other, consulting, and even coordinating prices to avoid major differences between villages.”

JUTRO: What are the biggest obstacles?

“There are many. Municipalities often only declaratively support tourism but rarely take concrete steps. Waste management is a big issue—beautiful mountain villages are often spoiled by garbage. We’ve worked with local authorities to address this, including introducing waste services and cleanup actions. Other issues include poorly maintained yards and a lack of understanding of preserving tradition and authenticity. Although the Ministry of Agriculture provides financial support, interest is still low. Awareness and education are key.”

JUTRO: Tourists love local food.

“Our traditional dishes and genuine hospitality—something not learned but inherited—leave the strongest impression. I recently read a blog by an American cyclist who traveled the world and visited our region. The highlight of his story was staying in a simple shepherd’s hut (katun), eating local food, and spending time with a host family who didn’t even charge them. That experience took up half his story about Montenegro. We’ve even had visitors ask for recipes, like one Italian woman who wanted the kačamak recipe after dining with the Puletić family.”

JUTRO: How do travel agencies respond?

“Most agencies still don’t include rural tourism in their offers, with a few exceptions like RAMS from Bijelo Polje. However, they often bring groups to rural households for meals. So far, food services are most common, but since last year we’ve also had overnight guests. We expect agencies to soon recognize this trend and include rural tourism more seriously.”

JUTRO: Do you believe in rapid development?

“Absolutely. If proper attention is given and the right measures are implemented. Austria earns significant income from rural tourism, and their experts say our potential is even greater. If that’s hard to believe, just look at Serbia, which is far ahead of us. I truly believe we can create a boom—it’s a shame we haven’t already.”

JUTRO: What should be done?

“We need a serious national approach. Define priority zones, work directly with interested households, and involve all stakeholders—from local governments to ministries. We currently lack a clear strategy; everything so far has been ad hoc. Rural and outdoor tourism must be developed together.”

JUTRO: You’ve gotten to know rural families well.

“Our work with rural households is deeply fulfilling. These are hardworking, grounded families who chose to stay in the countryside and live from their work. They bring us energy and inspiration, and they leave a strong impression on visitors as well.

I’m especially proud that women have strengthened their roles—almost all activities in rural tourism are led by them. Life for rural women is demanding, but those involved in tourism say their quality of life has improved—they earn income, their daily lives are more dynamic, and their role within the family has grown.”

JUTRO: What requires the biggest investments?

“Mostly home improvements—not major construction, but cosmetic upgrades. Bathrooms, kitchens, furniture, and yard arrangements are the most common needs.

It’s also important that rural households are near other tourist attractions. We’ve focused on villages close to popular trails and sites. Connecting households into thematic routes, like cheese or wine routes, is also essential.”

MAGAZIN JUTRO