The adoption of eco-certification standards should provide for Montenegrin tourism industry positive effects both on supply and demand side. On the supply side, eco-certification should improve the efficiency of resource management in operations of all elements, such as energy, water, employee management, waste, cleaning as well as disinfection materials. At the same time, on-demand side, according to best practices, potential consumers are willing to pay up to 40% more for services of eco-certified units, since their principal benefit is in added value. To estimate the level of the low-carbon tourism development, its current level, and potentials for further development, the field survey was conducted in Montenegro during summer 2015, as a part of UNDP project “Towards Carbon Neutral Tourism in Montenegro,” led by the authors of this paper. The survey involved three target groups: (1) relevant central and local authorities in the area of tourism and environmental protection; (2) the travel and tourism sector businesses; and (3) visiting tourists. Travel and tourism business entities were at a certain level using mitigation measures for the reduction of CO2 emissions, but some incentives are needed and a systematic approach led by the national institutions. Relevant public institutions were aware of eco-labeling schemes, and there were some intentions for providing assistance to the travel and tourism sector in applying it in their tourism offerings. Most of the tourist business entities (89%) agree with the statement that ecotourism will be important in the future, as well as 81% of them agree with the statement that climate change has a significant impact on the tourism sector development. More than two-thirds (68.7%) of tourism business entities, did not apply any environmental standards scheme or have certified accommodation unit. However, more than half (58%) of them are willing to pay for eco-certification. Tourism industry representatives (66%) are interested to learn more about eco-certification in Montenegro, as well as to be further informed about climate change and tourism in the future (75%). For the transfer of general knowledge, this research was limited only to one country, but further research could show the potential spread of positive ideas from Montenegrin tourism to other countries, especially where UN or other global institutions have plans for implementation of the similar projects.