After political pressure over its support for student protests forced EXIT out of Serbia, the award-winning festival brand – this year’s Promoter of the Year at the European Festival Awards – staged EXIT to Montenegro in Ulcinj and Budva, which for this year was one of the largest and most significant free-to-attend music festivals of its kind globally, as part of an international tour spanning Europe and reaching as far as Egypt.
Alongside the upcoming first-ever multi-stage, multi-day festival at the Great Pyramids of Giza, Montenegro became a central chapter of the tour, following an agreement between EXIT and the Montenegrin Government focused on developing music tourism. EXIT’s Montenegro chapter opened at Long Beach in Ulcinj back in July and closed with a three-night Sea Dance finale on the beach in Budva. Around 150,000 people attended the two festivals, with audiences from more than 100 countries. Most international visitors travelled from Germany, the UK, Turkey, Italy, Poland, France, the United States and countries across the Balkan region.
Montenegrin Prime Minister Milojko Spajić described EXIT’s arrival as an opportunity for the country to further strengthen its international profile. “EXIT is not just about bringing a major festival to Montenegro. It is an opportunity for the country to showcase its full potential, energy and openness – a confirmation that Montenegro is taking centre stage in the region and attracting attention from around the world” Spajić said following the Sea Dance Festival in Budva.
Earlier this year, when announcing the EXIT to Montenegro project, Spajić said that Montenegro was becoming EXIT’s new home in the year marking the 20th anniversary of the country’s independence. He estimated that the events in Ulcinj and Budva would generate at least 210,000 overnight stays and more than €40 million in tourism revenue during 2026.
Some of the world’s most in-demand artists, including HUGEL, Charlotte de Witte, Boris Brejcha and Argy, alongside Eurovision winner DARA, led the line-ups across the two festivals. They were joined by John Newman with his new live show, Enrico Sangiuliano, RPR Soundsystem, Marcel Dettmann, Mita Gami, BIIA, Monolink, Jamie Jones, Maceo Plex, Stephan Bodzin, Lanna, Layla Benitez and Burak Yeter, alongside leading regional acts and a major showcase of Montenegro’s domestic music scene.
One of the strongest visual links between the two events was EXIT’s monumental 12-metre sculpture “Ivana”, transformed throughout the night through lighting and 3D mapping. The sculpture is dedicated to Ivana Kovačević, a mother of three and one of the most important members of the EXIT family, who passed away last year. Conceived as an act of love and remembrance, it also carries a broader message about the empowerment of the feminine principle, enduring love and the importance of protecting nature, especially Long Beach in Ulcinj, where the first edition was held.
Beyond the festivals themselves, EXIT’s Montenegro chapter also carried a strong humanitarian message through the “United for Kids” charity evening, which raised support for a rehabilitation house for children recovering from cancer treatment, as well as for the local Day Centre for children and young people with disabilities. John Newman, who himself battled cancer several years ago, supported the initiative with an intimate DJ set.
Reflecting on EXIT’s first season beyond Serbia and the success of its new international chapter, founder and CEO Dušan Kovačević said: “Following our departure from Serbia, it was a big challenge to completely transform our business model while already in motion. At times, it felt like upgrading an aircraft engine while the plane was still flying. However, we are extremely pleased with how our international tour has unfolded so far. Every festival has been a great success, especially the recently concluded Sea Dance in Budva, and we are grateful to Montenegro for giving us its support when we needed it most. In return, we delivered truly exceptional events and fantastic images that travelled around the world. I am especially proud that, alongside some of the biggest international stars, we engaged as many as 122 local artists, giving them the opportunity to perform in front of an international audience”.
Building on a summer that connected Ulcinj and Budva, EXIT is continuing its international journey. The next stop on its global tour will be Egypt this October, where one of Europe’s leading festival brands has been entrusted with staging the first, full festival format in front of the iconic Pyramids of Giza, bringing this new chapter of EXIT’s international journey to a spectacular close.
