Instead of traditional tourism based on visiting destinations, an increasing number of travellers today are seeking authentic experiences in nature. This very approach lies at the heart of the Hoo project, which introduces a new narrative in Montenegro and the wider region.
The north-eastern part of Montenegro and the cross-border region with Serbia are home to exceptionally rich biodiversity, yet they have long remained outside the main tourist flows. It was precisely the need to recognise and valorise this potential that led to the creation of the Hoo project. This initiative combines nature conservation with sustainable tourism development through unique experiences.
The Hoo project, “Creation of Owl and Other Wildlife Experiences”, was implemented by the Centre for Protection and Research of Birds (CZIP), in partnership with the NGO North Land from Berane, the Regional Tourism Organisation Sandžak, and the association Jadovnik – Oasis of Untouched Nature from Serbia, with financial support from the European Union through the IPA Cross-Border Cooperation Programme Serbia–Montenegro 2014–2020.
At the core of the project is the development of a tourism offer based on wildlife observation, brought together under the brand “Hoo Trails Experience”.
“The Hoo Trails Experience concept represents a new tourism brand based on thematic trails and nature-based experiences, through which visitors can explore the region’s biodiversity, particularly birds such as owls, eagles, and other wild species,” explains Jovana Janjušević, Director of the Centre for Protection and Research of Birds.
This approach appeals to modern travellers, who increasingly seek experiences rather than destinations.
“Through these routes, visitors can enjoy wildlife observation in natural habitats, guided tours through forests and mountains, as well as opportunities to experience local culture and rural ways of life,” Janjušević adds.
The project’s development stemmed from a concrete need to utilise the region’s potential better.
“The north-eastern part of Montenegro and the cross-border region with Serbia possess exceptionally rich natural heritage, but tourism infrastructure has been underdeveloped. The goal was to recognise and develop this potential through sustainable tourism,” Janjušević notes.
This type of tourism is already well developed in countries such as Spain, Italy, Romania, and Slovenia, and the region now has the opportunity to follow these trends and develop its own authentic offer.
Through the project, a model of tourism has been developed that does not harm nature but rather places it at the centre.
Birdwatching and wildlife observation trails have been mapped and marked, nature interpretation programmes have been developed, guides have been trained, and local tourism service providers and rural households have been involved. Particular emphasis has been placed on engaging local communities, ensuring that the benefits of tourism development remain within the region. In this way, tourism becomes a tool for preserving biodiversity and encouraging local economic development.
The results of the project are already visible on the ground.
Among the most significant outcomes are approximately 60 kilometres of marked birdwatching trails, two developed tourist itineraries, training programmes for guides and local service providers, and the creation and promotion of the “Hoo Trails Experience” brand.
In addition, events such as “Owl Nights” and wildlife exhibitions have been organised, and eight wildlife observation hides have been installed. These results have contributed to greater visibility of the region’s natural assets and the creation of a new tourism offer.
Support from the European Union played a key role in the project’s implementation.
“EU support was crucial, enabling the development of infrastructure, training for guides and tourism providers, the creation of promotional materials, and the strengthening of cooperation between organisations and the tourism sector,” Janjušević emphasises.
The project was funded through the IPA Cross-Border Cooperation Programme, totalling approximately €262,000, of which around 85% was provided by the European Union.
The partnership approach was particularly important, enabling activities to be implemented on both sides of the border.
“Partnership was one of the key elements of the project’s success. Each partner contributed through specific activities, from fieldwork and trail development to education and promotion,” Janjušević explains.
As she adds, local organisations play a particularly important role in connecting the project with communities.
“Local NGOs act as a bridge that connects us with people on the ground and enables direct engagement with communities, while also strengthening their own capacities for future projects.”
Although the results are already significant, this project represents only the beginning of the development of this type of tourism in the region.
“We have only just begun to explore this important area. Montenegro and the region have great potential, from birdwatching to other forms of wildlife tourism, which are already well developed in countries such as Spain, Italy, and Slovenia,” Janjušević notes.
Further development could include expanding the network of trails, creating new tourism packages, strengthening promotion in international markets, and greater involvement of local communities.
The Hoo project demonstrates the importance of EU funds for the development of sustainable tourism and the valorisation of natural resources.
At the same time, such initiatives confirm that nature conservation and economic development can go hand in hand, creating new value for local communities and authentic experiences for visitors.
Through projects like this, nature is no longer merely a resource to be protected, but becomes a space for experience, learning, and sustainable development — and an opportunity to discover the hidden treasures of the Balkans and its vibrant wildlife.
