EXIT Draws 150,000 to Free Montenegro Festivals in First Season Outside Serbia
EXIT closed its first season outside Serbia with two free festivals in Montenegro, Long Beach in Ulcinj and Sea Dance in Budva, drawing around 150,000 people from more than 100 countries before the tour moves to the Pyramids of Giza.
EXIT closed its first season outside Serbia with two free festivals in Montenegro that drew around 150,000 people between them. Long Beach in Ulcinj opened the run in July, and a three night Sea Dance finale on the beach in Budva brought it to an end. Audiences came from more than 100 countries, most of them from Germany, the UK, Italy, Poland, France and the Balkan region.
The brand was pushed out of Serbia after political pressure over its support for student protests. It was named Promoter of the Year at this year’s European Festival Awards, and spent the summer on an international tour that runs across Europe and finishes in Egypt.
A Deal With the Montenegrin Government
Montenegro became the central chapter of that tour through an agreement with the government focused on developing music tourism. When the project was announced, Prime Minister Milojko Spajić estimated that the Ulcinj and Budva events would generate at least 210,000 overnight stays and more than 40 million euros in tourism revenue during 2026. He returned to the subject after Sea Dance in Budva.
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.
Who Played Across the Two Sites
HUGEL, Charlotte de Witte, Boris Brejcha and Argy led the bills, alongside Eurovision winner DARA and John Newman with his new live show. Enrico Sangiuliano, Marcel Dettmann, RPR Soundsystem, Jamie Jones, Maceo Plex and Stephan Bodzin also played, and 122 Montenegrin and regional acts filled out the programme.
The Ivana Sculpture and United for Kids
The visual anchor at both sites was Ivana, a 12 metre sculpture reworked through the night with lighting and 3D mapping. It is dedicated to Ivana Kovačević, one of the central figures of the EXIT family, who died last year, and carries a message about enduring love and the protection of nature.
The chapter also ran a United for Kids charity evening for a rehabilitation house for children recovering from cancer treatment and for a local day centre for children with disabilities. John Newman, treated for cancer himself several years ago, played an intimate DJ set in support.
What Comes Next
Founder and CEO Dušan Kovačević said the move demanded a rebuild of the whole business.
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.
The tour now moves to Egypt, where EXIT will stage the first full festival format in front of the Pyramids of Giza. The rest of the season sits on our festival calendar.
Where This Leaves EXIT
Free entry at this scale only happens when a government decides a festival is worth funding, and Montenegro clearly did. The telling number is 150,000: a brand can lose the home site it built its reputation on and still fill two beaches in one summer. Giza will show whether that portability holds outside Europe.
