24 November 2018 - In the northern coastal area of Montenegro, an annual Mimosa Festival has been conducted starting the first weekend of February since 1969. The Mimosa Festival is a traditional manifestation that celebrates the mimosa flower and the coming spring season. This is one of the most important tourist manifestations in the region that gathers hundreds of locals and numerous guests to the gorgeous port city of Herceg Novi to celebrate the sunny days that lie ahead.
Businessmen and the Municipality of Herceg Novi have a common interest in celebrating the 50th Mimosa Festival with high-quality content and by attracting the highest number of visitors to the city - it was concluded at today's meeting of representatives of local government and local companies in the Grand Hall of the Municipal Assembly. The new decade of this Holiday will be a sign of expansion to new European markets. The program was supported by the Ministry of Sustainable Development and Tourism of Montenegro and the National Tourism Organization of Montenegro.
At the invitation of the local administration, Herceg Novi’s businessmen took part in the meeting with the representatives of the Municipality and provided suggestions on how the traditional Festival should be improved in order to make its commercial effects more visible. Businessmen expressed their intention to keep their stores open during the celebration of the Festival and stressed that every event that creates demand for products and services aside from the main tourist season is important to them.
As concluded at the meeting, the Mimosa Festival significantly improved the offer of Herceg Novi as a tourist destination, but in recent years its economic and promotional effects are not at the level that this event deserves. In this regard, it is crucial to involve the city’s business people in activities and programs.
The framework of the program was created even before the summer, so the tourist season was used to share propaganda material. Package arrangements have been created and starting in December, intensive marketing campaigns will be launched in the cities of the region.
The participants of the meeting agreed that the Mimosa Festival should expand further over the regional borders. Starting with this year, the Festival growth will be achieved by the promotional Caravan of Mimoza which will reach Budapest and Vienna, by organizing dinners dedicated to the culture and gastronomy of European cities and countries, by the participation of foreign groups in the program, and by cooperation with the partner towns and embassies in Montenegro.
As concluded, the new decade of the Mimosa Festival will be in the wake of the expansion to new European markets, which is necessary to ensure the bright future of this event.
Traditionally, the Mimosa Festival will include many tourist, entertainment, cultural and sports programs. The most attractive programs are usually the costume ball for children and adults, “Mimosa, fish and wine festivals” along the Herceg Novi Riviera, International Flower Exhibition, concerts in town squares, various sports competitions, etc. The Mimosa Festival has grown into a complex tourist and cultural event with a multitude of visitors from all over the region. The executive producer and organizer of the Festival of Mimosa are Public Cultural Institution “Herceg Fest.”
