Montenegro Joins Food and Travel's 2026 Shortlist
Montenegro has been named in the final shortlist for 'Destination of the Year: Nearby Destinations' at the Food and Travel Reader Awards 2026, the National Tourism Organisation (NTO) announced. The nomination, published in the magazine's August-September edition, comes from reader votes and places Montenegro among the top contenders in the category.
The awards, run by the London-based travel and gastronomy title, enter their final voting phase across three issues, with the winner to be revealed at a gala dinner on 23 November. The magazine says its newsstand sales and subscriber count have grown more than 20% over the past two years, increasing the reach of the awards.
The nomination is the latest in a string of UK-facing accolades for Montenegro: in July it was shortlisted in the 'Most Desirable European Destination' category of the Wanderlust Reader Travel Awards, and it has also been nominated in multiple categories at the World Travel Awards, including Europe's Leading Emerging Tourism Destination and Europe's Leading Nature Destination.
Why UK Accolades Matter for Montenegro's Tourism Strategy
Reader-driven awards amplify traveller trust
Because these prizes are decided by readers who are also potential visitors, they act as a stronger signal of real travel sentiment than jury-led awards. A nomination alone exposes Montenegro to the magazine's UK readership — a market that the NTO considers strategically important. The 20% circulation growth means the shortlist will reach a larger audience than in previous years.
Building a narrative beyond the peak season
Recognition from established British travel media supports efforts to position Montenegro not just as a summer sun destination but as a year-round gourmet and culture offering, aligning with the magazine's food-and-travel identity. It also provides fresh material for the NTO's PR and trade outreach ahead of the 2027 season, reinforcing a story of rapidly rising international appeal that can differentiate Montenegro from better-known Mediterranean rivals.
How the Tourism Sector Can Leverage This Nomination
- Mobilise votes while the window is open: The NTO and local tourism businesses can encourage past guests, UK partners and diaspora to register and vote via the official awards page before the deadline in November, using targeted social media and email campaigns.
- Embed the nomination in long-term marketing: Even without a win, the shortlist badge can be used in trade materials, PR pitches and consumer ads for the 2027 season, specifically targeting UK tour operators and travellers considering alternative European destinations.
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