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Montenegro Embarks on Tourism 4.0: UNIDO and Slovenia Partner to Drive Digital Transformation in Tourism Sector 

Vienna, Austria, 27 March 2025 — Montenegro is set to usher in a new era of tourism by embracing cutting-edge digital technologies, following the official signing of the project “Supporting the Transition to Tourism Industry 4.0 in Montenegro Driven by Digital Technologies”. Led by the the Division of Digital Transformation and AI, United Nations Industrial Development Organization (UNIDO), with funding from the Slovene Enterprise Fund and the Ministry of Ministry of the Economy, Tourism and Sport of Slovenia, the initiative aims to transform Montenegro’s tourism sector through digital innovation and sustainable development. 

The signing ceremony was followed by a high-level bilateral meeting between stakeholders, providing a platform to discuss the project’s strategic direction, explore future cooperation, and showcase UNIDO’s Technical Cooperation (TC) service offerings. The event brought together representatives from the Government of Montenegro, the Ministry of Tourism, and UNIDO leadership.  

“Digital innovation in tourism isn’t just about new gadgets or software—it’s about transforming lives and communities,” said Jason Slater, Chief AI, Innovation and Digitalization Officer at UNIDO. “This project harnesses the power of digital heritage and immersive storytelling to create jobs, build skills, and redefine how tourists engage with Montenegro’s rich culture. This demonstrates UNIDO’s commitment to implementing concrete digital solutions.” 

The project aims to introduce advanced digital technologies into Montenegro’s tourism sector. Building on the proven success of Slovenia’s Digital Innovation of Cultural Heritage (DICH) initiative, the project will bring cutting-edge technology and expertise to Montenegro’s tourism landscape. Through the transfer of Slovenian know-how, local stakeholders will gain access to immersive tools like VR, AR, 3D simulation, and photogrammetry, empowering them to reimagine how cultural stories are told and experienced. A series of hands-on workshops and capacity-building sessions will equip SMEs, students, and tourism professionals with the skills to create compelling digital narratives and interactive visitor experiences. At the same time, pilot projects at key heritage sites will bring history to life through virtual reconstructions and augmented storytelling. 

This innovative cross-sectoral approach reflects UNIDO’s commitment to inclusive and sustainable industrial development, using digitalization as a bridge between tradition and innovation, and between local communities and the global economy. 

Contact: Farrukh Alimdjanov

Email: F.ALIMDJANOV@unido.org 

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