LocationsThe Power of Women in Rural Tourism: Overcoming Prejudices
July 3, 2025
In rural areas of Montenegro, women face numerous obstacles daily, from societal prejudices to limited access to resources. Under such conditions, those who choose to engage in entrepreneurship must demonstrate exceptional determination and innovation.
One of the few entrepreneurs in rural tourism, Safeta Ćatović, shares her experience.
“It would mean a lot for women to break the prejudice that only men can succeed in business. I believe this mindset stifles the ambition of many girls and women. We often hear comments like, ‘Why would you do that?’ or ‘You can’t manage that.’ We must eradicate this way of thinking,”says Ćatović.
In Montenegro, less than 13% of women are the heads of family agricultural holdings, and the same percentage are managers on those holdings.
Various studies, including analyses by the United Nations Development Programme (UNDP), show that women in northern Montenegro are seven times less likely to find employment compared to women in the south. They often lack pension insurance, and social protection is almost non-existent.
"Support for women in rural areas is often insufficient. Many women face challenges such as lack of access to education, healthcare services, and economic opportunities. Cultural and social factors can also hinder their fight for equality. More initiatives and resources are needed to empower women in these communities,"emphasizes Đalović.
Within the framework of the joint United Nations program “Empower Her – Promoting Inclusive Rural Development,” we developed a mentoring program aimed at women from rural areas, with the goal of increasing their knowledge of business development and green innovations, improving access to financing, and promoting sustainable economic growth in northern communities.
Vida Jokić and Sanija Šarkinović, two entrepreneurs from Plav, firmly assert that women in rural areas have great ambitions for engaging in rural tourism but need adequate institutional support for their work to be recognized and sustained. Major challenges include the lack of financial incentives, underdeveloped road infrastructure, complex administrative procedures for applying for funds, and insufficient investment in marketing and promotional skills.
Under the mentorship of their fellow citizen Ermina Redžematović, Vida and Sanija gained knowledge about successful entrepreneurship in rural areas. Vida says she has a strong desire and determination to develop rural tourism on her mountain farm and that she will enter the process fully prepared, thanks to the mentorship she received.
"I am satisfied with the experience of working with my mentor, who guided me through the next steps, how to engage with potential tourists, and even how to respond to all the challenges that come with tourism,"said Jokić.
She notes that good organization, determination, desire, being informed, and, above all, support from experts are essential for not giving up on one’s ideas.
Entrepreneur Sanija Šarkinović also emphasizes that starting rural tourism on her family farm came with various challenges, but, as she points out, “optimism was stronger.”
"Before building the cottages, we were skeptical about whether the invested money and effort would pay off, but as interest grew, it motivated me to build two more,"stated Šarkinović.
Damjana Ćalović openly shares the challenges she faced when starting her business – communication issues with foreign guests, underdeveloped infrastructure, and the fear of not meeting tourists’ expectations. She highlights the importance of mentorship:
"It helped me better understand my goals related to the specific work I do and how to achieve them. I also received valuable advice and support that I greatly needed,"Ćalović explains.
Slavica Dubak also experienced problems with infrastructure, including lack of mobile network coverage on her farm. Still, she believes that support for working in rural tourism exists.
By ensuring visibility for women in rural areas, UNDP highlights the importance of their unique achievements, aiming for inclusive rural development.
Although they face daily obstacles rooted in traditional norms, women in rural areas make a significant contribution to agricultural production and environmental protection. They strengthen the economy, promote cultural heritage, and empower female entrepreneurship. With unwavering determination and solidarity, they demonstrate their strength by breaking the barriers imposed by their environment: they launch businesses, collaborate and learn from one another, and engage in decision-making.
The resourcefulness, innovation, and resilience of women in rural areas drive social, economic, and cultural transformation in Montenegro. It is vital that women in rural areas are empowered not only as workers but also as leaders and visionaries, demonstrating perseverance, solidarity, and the limits of their potential.
Strengthening the position of women in rural areas is a collective responsibility in building a sustainable society in which women are equal participants in economic, social, and environmental changes in Montenegro.
Stories of women from rural Montenegro are part of the “Empower Her – Promoting Inclusive Rural Development” project, focused on rural development in municipalities such as Berane, Bijelo Polje, and Plav. The project is jointly implemented by UNDP and UNFAO, with financial support from the Montenegro Accelerated Development Fund (MAF).