In a video posted on his official TikTok account, framed as a weekend recommendation, the Spanish leader singled out his summit host as a destination travelers should add to their list.
"I'm at the European Union-Western Balkans Summit, which is being held in Montenegro this time, a country that I also highly recommend visiting," Sánchez said in the video.
He emphasized that the recommendation was being delivered from Montenegro itself, describing it as a country travelers should consider including in their upcoming trips.
A Recommendation From the Heart of European Diplomacy
Sánchez's message landed at a moment when Montenegro is at the center of European diplomatic attention. The Tivat summit brought together around 40 delegations and more than 300 media representatives, with European Commission President Ursula von der Leyen, European Council President António Costa, French President Emmanuel Macron, German Chancellor Friedrich Merz, and Italian Prime Minister Giorgia Meloni all in attendance.
EU leaders confirmed during the summit that Montenegro is on track to become the bloc's 28th member by 2028. Sánchez's personal, informal recommendation added a different kind of visibility to a moment already widely described as a turning point on the country's European path.
What Else the Spanish PM Recommended
Alongside Montenegro, Sánchez recommended the Primavera Sound music festival in Barcelona, which celebrates its 25th anniversary this year. He congratulated the organizers and highlighted their longstanding stance against war.
The Prime Minister also paid tribute to Marjane Satrapi, the late author of the graphic novel Persepolis, describing her as a major artist and intellectual. He noted that many people first discovered the world of graphic novels through her work, offering a posthumous acknowledgment of her cultural impact.
TikTok as a Tool for Tourism Promotion
Sánchez runs one of the most-watched political TikTok accounts in Europe, with millions of followers. Montenegro appearing in that kind of format — informal, visual, and aimed at younger audiences — represents a type of promotion that's difficult to measure but typically produces tangible effects in the season that follows.
The endorsement comes during a year of growing international visibility for the country. Wizz Air recently opened a base at Podgorica Airport with 17 new routes, EXIT Festival is bringing two major events to the Montenegrin coast this summer, and BBC Travel named Montenegro one of its top destinations for 2026. Sánchez's recommendation fits naturally into a broader moment of momentum.
For a country positioning itself as the European Union's next member state, a casual recommendation from a sitting EU prime minister — delivered to millions on TikTok — is the kind of soft-power moment that money can't buy.
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