We see rural tourism as an opportunity for additional income, but also as a way to preserve life and activities in rural areas. Therefore, we have dedicated special attention to raising service quality and supporting households that wish to develop their tourism offer. To this end, we have implemented a series of projects.

Through various initiatives, we worked on introducing sustainability standards, including preparing households for international certifications such as the Good Travel Seal. Projects like Innovations in Off-grid Settlements and CrossReTour were particularly significant in implementing these standards. This process was not merely technical but also educational—we helped households understand the essence of quality service, sustainable business practices, and guest relations.

We also supported the formation of rural tourism associations to ensure households have a stronger collective presence, better visibility, and opportunities for collaboration. In parallel, we worked on creating manuals, catalogs, and promotional materials that help households enhance their offer and present it to the market.

Our approach to rural tourism is not based on rapid expansion, but on gradual development, preserving authenticity and respecting the local context. It is through our work that rural tourism truly came to life in Montenegro, and we are particularly proud of that achievement.