Developing Volunteer Tourism with ZID (Montenegro)

Project: Knowledge Exchange

Project Details


In was approached by an NGO from Montenegro to help them plan, design and deliver a volunteer tourism strategy in rural areas.
I visited Podgorica twice and i ran three workshops for NGO members, employees, and other stakeholders.
The result was a booklet on VT, and an issue mapping session that was used to deliver strategic options for the organisation.

Key findings

The research conducted in Montenegro from May to September 2016 under the project "Open up Borders for Adventure and New Travel Opportunities" aimed to assess the state and development of active tourism types as part of the overall tourism offerings. The study focused on the Montenegrin coast, including six coastal cities and Cetinje. Three distinct groups were surveyed: tourists, representatives of the profit (tourist) sector, and representatives of the non-profit sector.

Tourists (574 respondents) revealed that 39.5% had never visited Montenegro before, with 70.9% exploring more than one city. Accommodations varied, with 40.6% in private lodgings, 15% in hostels, and 14.6% in hotels. Nature (26.7%), previous positive experiences (24.6%), and affordable prices (22.8%) were key factors attracting tourists. Cultural attractions were popular, with 68.6% visiting various historical sites, carnivals, national parks, and religious objects. Recommendations included promoting local culture to enhance the tourist experience.

Representatives of the profit sector (132 respondents) from tourist guides, agencies, hotels, and organizations were surveyed. 87.9% provided services, 72.7% had direct tourist interactions, and 37.9% organized tours. 95.5% considered voluntourism applicable, with 34.1% offering active tourism programs like kayaking, rafting, zip-lining, tracking, cycling, and hiking. 87.1% believed voluntourism was well-received, particularly by tourists from Western Europe and America, citing cultural volunteering traditions. 84.1% expressed interest in developing and promoting voluntouristic products.

The non-profit sector (51 respondents) included civil society organizations, cultural associations, and mountain groups. 98% considered voluntourism applicable, though only 23.5% were familiar with the concept. 96.5% believed tourists would participate in actions to explore different parts of Montenegro. Many expressed a desire to develop voluntouristic programs (88.2%) and saw it as an opportunity for tourists to immerse themselves in the local culture and values.

Overall, the research highlighted the potential for voluntourism in Montenegro, with both profit and non-profit sectors expressing interest in developing and promoting unique experiences for tourists.

Effective start/end date15/03/1611/10/17

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 11 - Sustainable Cities and Communities
  • SDG 17 - Partnerships for the Goals


Explore the research topics touched on by this project. These labels are generated based on the underlying awards/grants. Together they form a unique fingerprint.