Ulcinj and Velika Plaza: growth reaches the second row

Ulcinj and Velika Plaza were long considered underserved. That is changing. New spa and mid-range hotels are noticeably increasing bed capacity, and with them comes a type of guest the area barely saw before.

Why this is a good sign

It shows that development in Montenegro is not limited to Kotor and Budva. When a region adds capacity, the first thing that rises is the visibility of the whole area. Tour operators put it in their programmes, search engines show it more often, guests start considering it at all.

What matters for local properties now

New capacity also means new competition. Those already there hold a lead worth keeping: local knowledge, regular guests, established relationships with suppliers and staff. The mistake would be to enter a pure price war with the newcomers.

The better route

Position yourself while the market is still sorting itself out. Clarify what your house stands for, which guests fit that, and the two or three things you genuinely do better than the new build next door. Do that now, and in two years you negotiate from a different position.