Luštica Bay’s ‘Feel Alive’ Campaign Redefines Mediterranean Living

Luštica Bay, Montenegro's leading coastal destination, announces the launch of its 'Feel Alive' campaign, a bold reimagining of modern Mediterranean living.

Far beyond the expected trappings of luxury, Feel Alive champions meaningful, place-based experiences that honour Montenegro’s beauty, enduring traditions, and vibrant local culture. Anchored by the opening of the new Feel Alive Hub - a creative and experiential gateway for visitors, the campaign offers curated discovery journeys across the untouched Luštica Peninsula, the UNESCO-listed Boka Bay, and the wider Montenegrin landscape. Just two hours from London, Luštica Bay offers the perfect autumn–winter escape, with long sun-drenched days and an atmosphere of peaceful discovery that defines the off-season. Rooted in the spirit of exploration, the Feel Alive campaign is perfectly aligned with this quieter season, inviting guests to slow down, engage more deeply with nature and culture, and experience Montenegro at its most authentic.

The concept of Feel Alive

The Feel Alive concept represents a philosophical shift from traditional high-end tourism towards a return to authentic moments, sensory immersion, and genuine connection with place. There is importance in appreciating the wild beauty of here and now, rather than prescribed experiences, and Feel Alive offers personalised discovery journeys that honour both Montenegro's rich heritage and the desires of today's travellers.

Particularly for international visitors, these authentic, grounded moments provide a refreshing alternative to conventional resort luxury. It’s about discovering a place not just through its views, but through its people, its flavours, and its way of life — allowing guests, even if only for a few days, to feel like locals and truly live that lifestyle.

The Feel Alive Hub: Where stories begin

Located on the Marina Village promenade, the Feel Alive Hub serves as the destination’s Golden Guide, a space for discovery where guests can meet the concierge team. Pop-up creative workshops offer everything from textile printing with Mediterranean herbs to sunset painting sessions paired with local wine tastings. Led by regional artisans and artists, these activations blur the lines between leisure, learning, and cultural exchange, also showcasing, as one of the favourite, Dobrotska embroidery— a unique handmade needle lace (“punto in aria”), a centuries-old craft from Kotor.

Unique experiences explored

The Feel Alive campaign invites guests to experience Luštica Bay through a curated collection of moments, ranging from the intimate to the truly epic. Whether it's joining the Moric family for a traditional olive harvest, stargazing from Luštica Bay’s private observatory, or surrendering to the stillness of forest bathing in untouched woodlands, these experiences are rooted in connection, nature, and presence.

For those drawn to the sea, scuba diving adventures uncover hidden underwater worlds like Poseidon City and the historic Tihany shipwreck of 1917 near Mamula Island. Guests can also set sail with local fishermen to cast nets and hear stories of generations who have lived by the tides, followed by an exploration of the legendary Blue Cave, whose glowing waters offer one of the Adriatic’s most magical natural spectacles.

Thrill-seekers can pair speedboat rides with guided tours of iconic coastal landmarks - from Our Lady of the Rocks and Perast to Kotor’s UNESCO-listed Old Town. Inland, a visit to Lovćen National Park and Cetinje, Montenegro’s historic capital, includes panoramic views from the Njegoš Mausoleum and a journey through centuries of cultural heritage. Meanwhile, in Herceg Novi, guests can explore the layered history of the Old Town and its sea-facing fortress, before heading to Savina Winery. Here, local varietals are paired with small plates and sea views, while winemakers share the stories behind each bottle, many produced from vineyards nurtured on family land for decades.

For culinary explorers, interactive cooking classes offer a hands-on dive into Montenegro’s rich food culture - a chance to master traditional recipes, learn time-honoured techniques, and share in the flavours of the region in a relaxed, social setting. For those into fire and flavour, an open-air feast at a cliff-top dining pop-up brings together foraged ingredients, live cooking, and music under the stars - a modern celebration inspired by traditional Montenegrin communal meals. Authenticity takes centre stage in The Taste of Tradition, Paštrovići Style, where the Rađenović family hosts intimate pasta workshops and traditional dinners in their hillside home, featuring handmade dishes using generations-old recipes, homegrown ingredients, and recipes passed down through generations.

Central to the campaign is ALIVE - a year-round celebration of the senses, inspired by the natural rhythms and cultural richness of the region. Through a series of evolving experiences themed around Afterlight, Echo, Harvest, Motion, Bloom, and Solace, the programme will explore seasonal expressions of light, sound, taste, movement, scent, and soul, inviting guests to engage with Luštica Bay and Montenegro in deeper, more meaningful ways.

Showcasing the beauty of Montenegro

The campaign launches as Montenegro emerges as one of Europe’s most exciting and still largely undiscovered destinations. Recognised as the world’s first ecological state and ranking 7th globally for UNESCO heritage density, Montenegro offers a wealth of experiences impossible to find elsewhere. From the UNESCO-listed Bay of Kotor, Durmitor National Park, and the old towns of Kotor and Perast, to the Tara Canyon and the centuries-old Boka Navy tradition, the country’s cultural and natural richness is unparalleled.

With five breathtaking national parks – Lovćen, Skadar Lake, Biogradska Gora, Durmitor, and Prokletije, Montenegro boasts one of the world’s highest biodiversity indexes, including 270 bird species, the southernmost fjord in Europe, the continent’s largest vineyard, and its last remaining rainforest. Visitors can explore folklore-rich islands like Our Lady of the Rocks, discover ancient treasures like the 2,000-year-old olive tree in Bar, or unwind at iconic island hotels such as Mamula and Sveti Stefan, making Montenegro a destination unlike any other.

For more information on ‘Feel Alive’ and to book experiences, click here.