A concert that pushes the boundaries of tourism in Montenegro
Montenegro may rarely bring world stars, but this summer Herceg Novi is becoming a world scene. On June 26, rock legend Bryan Adams will perform in an intimate, acoustic edition at Kanley Tower, opening the jubilee 20th Guitar Art Summer Fest.
The arrival of world music stars positions Herceg Novi and Montenegro on the map of global tours, but above all it plays a key role in the international promotion of the destination, strengthening the tourist and cultural offer.
The importance of carefully selected events such as the arrival of Bryan Adams and the effects on the development of tourism were the subject of the Forbes magazine author Danijela Lasica.
“Although rare, the arrival of world stars in Montenegro left a strong mark. On the Jaz beach in Budva, the Rolling Stones performed in 2007 and Madonna in 2008. In the same year, Lenny Kravitz also performed. These are events that are still remembered as the biggest musical spectacles in the history of the country. After that, Montenegro did not continue the continuity of large stadium concerts, but turned to smaller exclusive events in attractive locations. The arrival of Bryan Adams 2026 therefore has special symbolism, the return of big names, but in a different, more intimate format”
As the author concludes, unlike Montenegro, Serbia has had a continuity of big concerts for years, as has Croatia, which is also building the image of one of the strongest musical destinations in the region.
“Why are these events important? Because large concerts have a direct impact on tourism and capacity occupancy, international promotion of the country, extension of the tourist season, development of the cultural offer. And while Serbia and Croatia lead in terms of the number and continuity of large concerts, Montenegro is still looking for its own model. Rare but carefully selected events like the arrival of Bryan Adams can have an equally strong effect, smaller crowds, but a stronger experience and exclusivity.”
The complete Forbes magazine is at https://www.youtube.com/watch?v=rzzzK6nvOu8&t=62s
Photo: Archives of the Municipality of Herceg Novi
