The natural environment of Montenegro will be showcased in a new global tourism promotion.

The ‘Nature & Me’ campaign focuses on the need to “embrace nature as a break from the virtual world” people have forced to live in during the Covid-19 pandemic.

The campaign video features travel experiences from across Montenegro.

Tourism accounted for 32% of GDP in 2019 when 81,000 UK travellers were attracted to the Balkan country, a rise of 30% year-on-year.

National Tourism Organisation of Montenegro director Zeljka Radak Kukavicic said: “Whilst the digital world has helped us see people during this pandemic, nothing beats your interaction with nature; your feet meeting the waves and the ability we have to travel and to embrace the natural world.

“The months behind us were a challenge, but also a lesson. Maybe it’s time to look with fresh eyes at the world around us. Maybe it’s time to disconnect from some old digital habits and remind ourselves that man and nature are inextricably linked.

“The freedom provided by the pristine natural beauty of Montenegro is a must for any travellers and we welcome you to be in the company of nature.”