As a fairly young and new tourist destination Montenegro has not been the subject of much research recently. The goal was to provide the understanding of tourist destination in regards to its main constructs such as destination image, awareness and familiarity. Additionally, the aim was also to illustrate the tourist destination of Montenegro. The findings suggest that there is an unquestionable relationship among the above mentioned concepts. The experiment uses inhabitants of the city/region of Salzburg (Austria). Consequently, the findings indicate that destination familiarity influences the respondents’ destination image and interest in the destination of Montenegro in a more profound way than what destination awareness does. This study is valuable for any destination which indents to increase the tourist arrival volume, as it shows how destination familiarity and awareness have different impacts on travelers’ perceptions and represents a valuable tool for destinations to create a successful marketing or advertising strategy.