Abstract The aim of this paper is to explore the level of wine tourism development in Montenegro, focusing on the challenges emerged by the COVID-19 pandemic. More specifically, this research examines the motivation for (or not) engaging in wine tourism, the annual volume of visitors, the services offered to visitors, the promotional actions, the critical factors for the further development of wine tourism in the country, the impact of the pandemic on wineries and the strategies the winemakers followed to cope with it. In order to meet this aim, a survey was conducted via an online questionnaire in a sample of 41 wineries from different wine-producing regions in Montenegro. Results indicate that most of the wineries have been actively involved in wine tourism, providing different activities to their visitors, as winemakers recognize both the potential of wine tourism as an economic activity, as well as specific benefits for their wineries. However, winemakers admit that wine tourism in Montenegro is still on its infancy, proposing specific measures for its further development. In addition, the majority of winemakers reported that the pandemic has heavily affected their wine tourism activity, forcing them to take multiple measures to cope with these effects and adapt to the ‘new normality’. Findings and discussions of this study are useful both to wine industry practitioners and to academic researchers interested in wine tourism.
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