Promoting the growth of sustainable tourism is an ongoing process that requires the participation of all societal stakeholders, legislators, and other entities, including travellers. In addition to actively promoting awareness of the significance of sustainability in the industry, it is critical to keep an eye on this process. 18 Sustainable development as one of the most important strategic goals is addressed in numerous legal acts, but for the purposes of this paper most important are Montenegro Tourism Development Strategy 2022-202519, which has sustainability as its central point and National Strategy for Sustainable Development (NSSD) until 2030. It is emphasised that contemporary directions for tourism development are: sustainable tourism, inclusive tourism, smart tourism, green and responsible tourism. The principle of sustainability includes environmental, economic and sociocultural aspects of tourism development, so it is important to establish and maintain a balance between these three dimensions. Smart tourism, which refers to the application of information technologies, artificial intelligence and virtual reality, mobile applications, innovative solutions in the direction of improving tourism,20 was for the first time in Montenegro recognized by the Tourism Development Strategy 2022-2025.21 This was in to adapt Montenegro with contemporary practices in EU, in particular the initiative of the European Commission „Smart Tourism Destinations“, encouraging towns in EU to use their cultural heritage and inventiveness to improve the tourism experience, and they should use cutting-edge technology technologies to make tourism accessible and sustainable. Application of AI can contribute significant to tourist offer, in particular to: enhance the visibility of the destination, creating virtual reality content, promoting the destination in digital format 18 United Nations World Tourism Organization (UNWTO) , available at: <https://www.unwto.org/sustainable-development> accessed on 4.10.2024. 19 Ministry of Economic Development, Montenegro Tourism Development Strategy 2022-2025, available at: <https://www.gov.me/en/documents/a4a670bc-abac-447b-bd91-2b9203bd95d9> accessed on 4.10.2024. 20 Augmented Intelligence: Leverage Smart Systems, João M.F. Rodrigues (Universidade do Algarve, Portugal & LARSyS, Institute for Systems and Robotics, Lisbon, Portugal), Pedro J.S. Cardoso (Universidade do Algarve, Portugal & LARSyS, Institute for Systems and Robotics, Lisbon, Portugal), Jânio Monteiro (Universidade do Algarve, Portugal & INESC-ID, Lisbon, Portugal) and Célia M.Q. Ramos (Universidade do Algarve, Portugal & CIEO, Portugal), 2020. 21 Ministry of Economic Development, Montenegro Tourism Development Strategy 2022-2025, available at: <https://www.gov.me/en/documents/a4a670bc-abac-447b-bd91-2b9203bd95d9> accessed on 4.10.2024. p. 83. 100 MILANA RANKOVIĆ | JAKŠA VUKOVIĆ
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