What is needed to reposition an entire destination? All around the world destinations reach a mature life cycle and are forced to reinvent themselves due to increased global competition. The case study of Montenegro, a small country on the Adriatic coast, can provide interesting insights. Montenegro is in southeast Europe, on the central part of the Balkan Peninsula and washed by the Adriatic Sea to the south. It has a population of approximately 620,000 and covers an area of 13,812 km². The population (1991 census) is made up of Montenegrins (62%), Muslims (15%), Serbs (9%), Albanians (7%), Croats (1%) and others (6%). The capital of Montenegro is Podgorica, which has a population of approximately 180,000.

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