With more than 42 million views of festival content, extensive coverage across international platforms and artists’ social media channels, and posts shared by prominent public figures including Miloš Biković, Nenad Okanović and Nataša Kovačević Njezvanova, the inaugural EXIT to Montenegro emerged as far more than a major music event. Its tangible impact on tourism in Ulcinj also made it one of Montenegro’s most powerful promotional campaigns of the summer. Prelja Škrelja, President of the Ulcinj Beach Operators’ Association, said the festival had lived up to expectations and helped drive a 15 per cent increase in business at Ulcinj’s beaches in early July compared with the same period last year. The Ulcinj Tourism Organisation offered a similar assessment.
In early July, Velika Plaža – Ulcinj’s renowned Long Beach – was more than a festival venue. For several days, it became one of the defining images of summer in the region: the sea, the sand, a monumental sculpture, tens of thousands of people gathered in front of the stage and some of the biggest names in international electronic music, all placing Montenegro’s coastline firmly in the regional and global spotlight.
Even before the festival began, EXIT to Montenegro had attracted coverage from a wide range of leading international and regional media outlets, including Pollstar, Resident Advisor, Mixmag, BroadwayWorld, Daily Star, Yahoo Travel, Electronic Groove and Decoded Magazine.
The coverage presented Montenegro not simply as the host of an international music event, but as a destination where the sea, nature and contemporary festival culture come together.
The pre-campaign figures reflected the scale of that interest. Festival content generated more than 42 million views in total, and that figure is expected to keep growing through performance footage, festival recaps, YouTube videos, streaming platforms and new posts from the artists, carrying the story of Long Beach to an even wider international audience.
Strong Reach Across International Platforms and Artists’ Channels
International platforms dedicated to electronic and club music played an important role in extending the festival’s reach.
Posts shared by channels with audiences in the millions – including Electronic Dance Music Official, DeepTechMinimal, Housemusic.us, World of Technoo, Technoblazer, Trackidblog, Trackidmag, Melodic Techno House, Just Love Techno, Onlyclubbing, Bgd Grotto and The Clubber – put the festival directly in front of electronic music fans around the world.
The artists themselves also made a major contribution to its international visibility.
Monolink, Argy, Stephan Bodzin, Maceo Plex, Awen, Deer Jade, Konstantin Sibold, Fiona Kraft and other performers shared videos, photographs and impressions from Montenegro, pairing their festival appearances with the striking setting of Long Beach and the wider appeal of Ulcinj as a destination.
A recent post by Maceo Plex showed how the festival continues to generate attention long after the final set.
At EXIT to Montenegro, he premiered music from his forthcoming release, The Plan. He later shared footage from Long Beach, thanked the EXIT team and announced a full festival recap. This linked the new release directly to Montenegro and gave the festival’s post-event promotion additional international reach.
The festival also reached far beyond the electronic music community.
Its visibility was further amplified by prominent public figures including Miloš Biković, Nataša Kovačević Njezvanova, Nenad Okanović and others. Their presence and social media posts brought the atmosphere of Long Beach to a broader regional audience, including people who may not ordinarily follow electronic music.
Performances by leading international artists, a packed festival stage, daytime beach events and a spectacular kitesurfing display at Nomade Beach – where around 30 riders filled the sky above Long Beach – created a distinctive combination of music, nature and adrenaline.
The festival welcomed more than 50,000 visitors over three nights.
For Ulcinj, it brought fresh energy at the beginning of July, traditionally a quieter part of the month, and demonstrated that Montenegro has the setting, the audience and the capacity to host major international festivals.
The monumental sculpture Ivana gave the event its most distinctive visual identity. Combined with 3D mapping, it became one of the festival’s defining images.
After it was revealed that the sculpture was dedicated to Ivana Kovačević, it also took on a powerful personal and emotional meaning that will remain long after the festival itself.
Tourism Industry Representatives Agree: EXIT Delivered
The festival’s positive impact was also recognised by representatives of the local tourism industry.
Prelja Škrelja, President of the Ulcinj Beach Operators’ Association, said business at local beaches in early July was around 15 per cent stronger than during the same period last year, both in terms of visitor numbers and spending at beach bars and restaurants.
“We were pleasantly surprised. The organisation was genuinely of a very high standard and deserves full credit, particularly as this was only the beginning. I have no doubt that next year’s edition will be even more successful and attract an even larger audience,” Škrelja said.
Figures from the Ulcinj Tourism Organisation support that assessment. The organisation said the festival had made a significant contribution to the increase in visitor numbers at the beginning of July.
Ćazim Hodžić, Director of the Ulcinj Tourism Organisation, said the inaugural edition had met expectations and showed that Ulcinj was ready to host events of this scale.
“I am extremely pleased that the first edition of EXIT to Montenegro lived up to expectations and demonstrated that Ulcinj is ready for events of this kind. The strong audience response, the excellent atmosphere and the positive reactions from visitors confirm that festivals like this significantly enrich the tourism offer and further strengthen our city’s position as an attractive international destination.
“On behalf of the Ulcinj Tourism Organisation, I would like to thank the organisers, partners, institutions and everyone who contributed to the successful delivery of the festival. We believe this is the beginning of a remarkable story and that EXIT to Montenegro will become a recognised event on Europe’s festival and tourism map,” Hodžić said.
The promotional value of EXIT to Montenegro cannot be measured in a single way.
Its impact is digital, media-driven, economic, visual, cultural and social. It can be seen in millions of views and extensive media coverage, but also in the tangible benefits felt by the tourism industry, the city and the local community.
The first chapter ended in Ulcinj, but the story is far from over.
The second part of the project, the Sea Dance Edition, will take place in Budva and Bečići from 28 to 31 August, with a star-studded line-up featuring Peggy Gou, Charlotte de Witte, HUGEL, Enrico Sangiuliano, John Newman, RPR Soundsystem and other major names.
At a time when travellers increasingly choose destinations for the experiences they offer, rather than simply as places to spend a holiday, festivals are becoming an important reason to travel and a powerful driver of tourism development.
EXIT to Montenegro in Ulcinj showed that a festival can be far more than a music programme. It can provide a direct boost to tourism, generate national and international media attention, become a major cultural event and serve as a global showcase for a country with a great deal to offer the world.
