Two EXIT festivals held in Montenegro this summer have drawn nearly 150,000 visitors, marking a significant milestone in the region’s music tourism and cultural promotion. The events, which took place from July’s EXIT to Montenegro at Velika Plaža in Ulcinj to the recently concluded three-day Sea Dance festival in Budva, showcased a blend of international and local music talent, attracting audiences from over 100 countries. This collaboration between EXIT and Montenegro underscores the potential of the country as a vibrant cultural hub on the international stage.
Montenegro’s Prime Minister, Milojko Spajić, emphasized the importance of these festivals in demonstrating the country’s potential, energy, and openness to the world. “EXIT is not just about hosting a major festival. It’s an opportunity for Montenegro to showcase its full potential, energy, and openness – a confirmation that we are the center of the region and a stage watched by the whole world,” Spajić stated after the Sea Dance festival in Budva.
The festivals featured performances by some of the most sought-after global artists, including HUGEL, Charlotte de Witte, Boris Brejcha, and Argy, alongside Eurovision winner DARA. Other notable acts included John Newman with his new live show, Enrico Sangiuliano, RPR Soundsystem, Marcel Dettmann, and many others. A strong representation from the Montenegrin music scene was also evident, with 122 local artists performing.
A striking feature of both events was a monumental 12-meter-high sculpture named “Ivana,” which was illuminated with light and 3D mapping effects at night. This sculpture was dedicated to Ivana Kovačević, a pivotal member of the EXIT family and the late wife of EXIT founder Dušan Kovačević. Ivana passed away last year after battling a severe illness. The sculpture stands as a tribute to her and carries a broader message about women, motherhood, family, enduring love, and the importance of preserving nature.
Beyond the music and cultural displays, the festivals also embraced a humanitarian mission. Through the initiative “United for Children,” efforts were made to support a rehabilitation house for children recovering from cancer treatments and a local day center for children and young people with developmental challenges. John Newman, who has personally battled cancer, supported this initiative with an intimate DJ set.
This year, Montenegro became a central point in EXIT’s new international phase after the festival brand was compelled to leave Serbia due to political pressures related to its support for student protests. EXIT, a leading European festival brand and the recipient of the Promoter of the Year award at the European Festival Awards, has embarked on an international tour across several European destinations, with plans to continue to Egypt. There, EXIT will organize the Starlight festival in front of the Pyramids of Giza, marking the first multi-day, multi-stage festival format at this iconic location.
Dušan Kovačević expressed satisfaction with the success of the international tour, particularly the Sea Dance festival in Budva. “Transforming our business model on the fly felt like changing an airplane engine mid-flight. We are extremely pleased with the progress of our international tour so far. Each festival has been a major success, and we are grateful to Montenegro for supporting us when we needed it most,” Kovačević said. He highlighted the opportunity provided to local artists to showcase their talents to an international audience.
As EXIT continues its global journey, the impact of these festivals on Montenegro’s local communities and economy remains a point of interest. While the immediate cultural and economic benefits are apparent, the long-term effects on the region’s cultural landscape and tourism industry are yet to be fully realized. The festivals’ ability to attract international attention and participation underscores Montenegro’s growing reputation as a cultural destination.
