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  • Writer's pictureelenaburan

A dialogue between a photographer and a marketer on the choice of strategy for entering the Mediterranean market in the Adriatic region

Photographer: "I think we should adopt the French approach. It is universal and gives us the flexibility to consider more options. Especially when we talk about the Mediterranean market, we have to be adaptable."

Marketer: "I understand your point, but the British diplomatic strategy could be more effective for us. The British are already showing great interest in the Adriatic coast. Just look at Borderless Consulting, they are planning big investments in tourism and real estate."

Photographer: "That's true, but the French strategy allows us to be more agile. We can react faster to changes in the market. And don't forget, the tourist market in the Mediterranean is very competitive. We need a strategy that can adapt to different scenarios."

Marketer: "I agree that agility has its advantages, but we must not underestimate the importance of British investments. According to the latest data, British companies invested over 500 million euros in tourist infrastructure on the Adriatic coast last year alone. This opens new doors for cooperation and opportunities for expansion. Here are more details, facts and figures about British investment in Montenegro"

British investments in Montenegro have recorded significant growth in recent years, which indicates the increased interest of British investors in this country, especially in the sectors of tourism, real estate and renewable energy sources. Here are some details, facts and figures that illustrate this trend:

Tourism and Real Estate: One of the most notable British projects in Montenegro is the development of luxury tourist resorts and marinas on the coast. For example, the Porto Montenegro project in Tivat, which attracted a significant number of British investors, transformed a former military base into an elite marina for super yachts and a residential complex, thereby contributing significantly to the local economy. Although the project was initially initiated by a Canadian businessman, it also attracted British investors.

Energy Sector: British companies are showing significant interest in investing in renewable energy sources in Montenegro, including wind farm and solar park projects. An example of such an investment is the plan to build one of the largest offshore solar power plants in Europe, which could produce up to 250 MW of electricity.

Infrastructure: Investments in infrastructure, especially in improving transport links and modernizing airports, are also part of the UK's investment plans. This includes the modernization of Tivat Airport, which is crucial for access to tourist destinations on the coast.

Investment Figures: While the exact figures vary from year to year, reports show that total British investment in Montenegro has reached hundreds of millions of euros. For example, over 200 million euros have been invested in the tourism sector alone in the last few years, which makes Montenegro one of the key destinations for British investments in the region.

Bilateral Relations: The improvement of bilateral relations between Great Britain and Montenegro, including the signing of a free trade and investment agreement, further encouraged British investment. These agreements make it easier to do business and invest, opening up new opportunities for British companies.

These investments significantly contributed to the economic development of Montenegro, especially in terms of tourism, infrastructure and green technologies, which led to the creation of new jobs, increased income from tourism and improved living standards of the local population.

Photographer: "Yes, but how do you deal with the fact that French tourists account for almost 20% of all visits to the Mediterranean? Their preference for variety and quality can help us adapt our offer and stand out."

Marketer: "Good argument, but we must not ignore the long-term impact of British investment. If we establish strong links now, we can ensure stable growth in the future. Also, British tourists are known to spend more compared to other nationalities."

Photographer: "I understand your perspective, but I believe that the flexibility of the French strategy is better suited to the dynamic nature of the Mediterranean market. We should be ready to adapt our approach quickly."

Marketer: "I see your point. Perhaps a combination of both approaches, taking into account British investment and French flexibility, might be the best solution for us."

Photographer: "I agree, a combined approach could be the key to our success. Let's work out a plan to get the best of both worlds."


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