Montenegro’s coast is witnessing a sharp drop in tourist numbers this summer, with beaches nearly empty, café terraces deserted, and more than half of private apartments and rooms standing vacant — evoking scenes reminiscent of the pandemic era. As the end of July approaches, many coastal residents say they are still waiting for the tourist season to begin.
Despite the low turnout, prices remain high. Recent media reports sparked outrage after sunbeds at the upscale Pržno beach, near Sveti Stefan, were listed at up to €200. On city beaches, prices range from €15 to €120, depending on the location and level of comfort.
Private accommodation ranges between €40 and €90 per night, according to local outlet Nova.rs, though prices can climb higher in premium locations.
“In the city, you can find sunbeds for €15 to €40, but if you want more comfort and move slightly out of town, prices jump — €120, €150, even €200,” said a local waiter. “Few can afford that these days. Business owners are losing customers and sinking into debt, while those who would normally come to the sea are staying home because they simply can’t pay.”
A day at the beach has become a luxury for many families. For a family of four, several hours at the beach can easily cost upwards of €50. In many locations, the shoreline is packed with rental sunbeds, leaving little space for visitors to lay down towels — a free option that is often prohibited.
Prices for drinks, snacks, and meals at beachside cafés are two to three times higher than those found further inland. Even ice cream, a staple summer treat, is significantly more expensive along the coast.
Locals fear that without a swift change in pricing strategies or a sudden wave of tourists, the 2025 summer season may be among the weakest in recent memory.