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Montenegro has built up an image of a destination that offers sea, sun and sand for summer holidays, providing rather good value for money for the not too discerning traveller. It has moved from a development stage to a success stage and mainly competes with destinations in parts of Croatia, Bulgaria and Turkey – located along the southeastern Mediterranean – that focus on the affordable mass tourism product. It also competes to some extent with very mature mass destinations along the Spanish Mediterranean coastline and Italy (such as Rimini). Particularly the western Mediterranean competitor destinations seem to have reached the later parts of a stagnation phase, leading to a fork in the road: decline or rejuvenation.
Montenegro has realised that as a destination it is not likely to be successful by copying the model of its competitors.